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HMD rebrands, shares strategy for the future including more Nokia phones


HMD Global, the brand that has been producing Nokia devices in the past few years has announced a major rebrand.

In a press statement, the company said ‘’HMD’’ will now stand for Human Mobile Devices.  As part of its evolution, HMD says it will focus on making phones that are ‘’affordable, beautiful, desirable, and repairable.’’

The makers of Nokia phones since 2016 says it will create new HMD original devices, continue to sell Nokia phones and work with exciting partners as part of its multi-brand vision.

“At HMD Global, our mission in the AMEA – Asia Pacific, Middle East and Africa – region is clear: innovate, sustain, and collaborate to transform mobile technology. Our dedication goes beyond creating devices. It is about ushering in a future where technology is not only universally accessible and environmentally responsible but also embodies the principles of repairability and durability. ‘’ Sanmeet Singh Kochhar, Vice President, AMEA region at HMD Global said. 

‘’This vision propels us towards operational excellence and sets a new benchmark for what it means to be truly innovative in our industry,” he added. 

On repairability, HMD says it will substantially reduce the number of steps it takes to fix the screen. ‘’You can say goodbye to phone separation due to a broken screen and get swept up in the ‘FIY’ (Fix it Yourself) movement,’’ HMD explained in a press release. 

Nokia G22
Nokia G22

In February last year, HMD launched the Nokia G22 with a huge focus on repairability. HMD partnered with iFixit to offer official parts and repair guides online. The Nokia G22 allows users to replace a damaged display, bent charging port, or flat battery – even after the phone’s warranty has expired.

‘’We make award-winning repairable devices and phones that last longer. HMD is pushing boundaries to make the repairability experience accessible to everyone,’’ it says. 

In the coming months, HMD also says it will be launching a smartphone that is a platform for innovation, making technology more accessible to more communities around the world.

Today, HMD is releasing the first version toolkit for developers and businesses, which contains design files and information on software integration, that is available now on its website.  

‘’We are embracing open innovation, making sure people and businesses can augment their phones to fit their needs.’’

As Human Mobile Devices, HMD says it aims to redefine screen time, champion repairability, and forge meaningful partnerships as part of a multi-brand vision. It adds that we will continue to see Nokia phones and also teased to bring an iconic phone next month including a stellar lineup of exciting new brands coming to you this year. 

“In our seven-year journey, collaboration and support has allowed us to achieve so much. And we have plans to do so much more as we introduce the world to the new HMD. We want to be a catalyst for positive and profitable change by embracing a multi-brand strategy: crafting new HMD original devices, creating Nokia phones, and collaborating with well-known global partners.” Jean-Francois Baril, HMD Co-founder, Chairman and CEO

The first of these collaborations is a partnership with Mattel for a Barbie-inspired flip phone. This device, which is a feature phone will have a retro style, but it’s unclear exactly what it will offer.

‘’The Barbie Flip Phone will arrive this summer 2024. Promising style, nostalgia, and a much-needed digital detox, this retro feature phone will flip the script on smartphone culture and will be this summer’s hottest accessory. ‘’ the company says. 

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Nixon Kanali

Tech journalist based in Nairobi. I track and report on tech and African startups. Founder and Editor of TechTrends Media. Nixon is also the East African tech editor for Africa Business Communities. Send tips to nkanali@techtrendske.co.ke.

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