HMD Global, the brand licensee of Nokia Mobile, has announced plans to launch its own smartphone brand. The company co-founder and chairperson, Jean-Francois Baril, made the announcement on LinkedIn, saying “We are establishing an original HMD brand.”
The new HMD-branded smartphones will be introduced alongside the Nokia-branded devices. Baril said that the new brand will also bring collaborations with “exciting new partners”, but these partners have not yet been disclosed.
The decision to establish its own brand is a significant one for HMD Global. The company has been manufacturing Nokia-branded smartphones since 2016, and the Nokia brand has a long and respected history in the mobile phone industry. However, the smartphone market is increasingly competitive, and HMD Global is likely looking to differentiate itself from other brands.
No additional information has been released about the new HMD products, including a potential release date. However, Baril’s posts suggest that HMD Global’s independent smartphones will continue to focus on a clean user experience, 5G, and easy repairability, which are common features on Nokia-branded smartphones.
Additionally, Nokia phones released in recent years have largely been budget-to-mid-range devices. It seems that future HMD devices may follow suit, as Baril has suggested that the company will continue to “design for a more sustainable and affordable future.”
Whatever the case may be, the launch of the HMD-branded smartphone brand is a major development for the company. It remains to be seen how successful the new brand will be, but HMD Global is clearly determined to make a mark on the market.
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