HMD to launch their first phone in April 2024

The new strategy of HMD Global, the licensee of the Nokia brand for smartphones, tablets and accessories, is known. With Nokia’s contract expiring in about two years, a new strategy is essential, especially if Nokia considers exiting its smartphone brand licensing business (although that seems unlikely at the moment).

The new strategy will see HMD introduce its own brand of smartphones and related products, with India as its initial target market. Initially, the announcement for the first HMD device was scheduled for the first half of 2024, but according to industry sources at 91mobiles, the announcement is now expected in April 2024.

These phones will be priced competitively, with a primary focus on the online market, likely through platforms like Amazon and Flipkart. However, HMD Global will also distribute its devices through offline stores, a popular purchasing method in India. The initial focus will be on budget and mid-range phones, with a gradual expansion to flagship models.

The new strategy also includes branded phones for specific customer segments, as evidenced by the new branded Nokia C32-like phone for an African supplier (M-KOPA-X1). According to the same source, HMD Global will continue to sell its own devices alongside Nokia’s until 2026.

On the software side, HMD will stick with the Android operating system for their devices, but provide security updates for a longer period of time, in line with current trends.

So that’s it. If HMD has learned anything, they will launch at least three devices per year, covering all price segments. Their flagship model doesn’t have to be something extraterrestrial, but something like the Pixel 8, only with improved specs and solid performance. That’s what I expected to see from them with the Nokia brand after they failed with the Nokia 9.