HMD Celebrates Nokia’s Lasting Appeal
HMD Global celebrates Nokia's enduring appeal, a brand that continues to stand the test of time.
The Enduring Appeal of Nokia and the Rise of HMD Brand
James Robinson, Senior Vice President for Europe at HMD, the licensee of the Nokia brand, confidently states that there remains a significant demand for feature phones sporting the Finnish giant’s logo, even years after the brand’s peak popularity. He also reported positive progress with devices launched under its own brand.
In an interview with Mobile World Live, Robinson revealed that the Nokia brand still commands a “huge demand” in the feature phone market. However, the introduction of the HMD name partly aims to attract a younger demographic for smartphones. He explained that company research showed:
“Many Nokia smartphone buyers were older. We needed to find a way to appeal to a younger, fresher audience. That’s where the HMD brand came into play.”
Encouraging Sales for Nokia Phones
Robinson noted strong sales of Nokia-branded feature phones across various markets and demographics. “The audience is really broad: we sold 2 million feature phones in India in one month. We have a huge audience in Africa, the UK, even Eton College bought Nokia 105 phones and distributed them [to students],” he said.
He also highlighted the success of basic phones at music festivals, where smartphones risk damage, and as safer options for children, targeting parents specifically.
The Partnership Between Nokia and HMD
In its 2024 annual report, Nokia noted that HMD had secured an exclusive licensing agreement to use its brand starting in 2016, set to expire “in March 2026”. End-of-year figures for 2024 showed that the Finnish vendor owned a 10% stake in HMD. Robinson described Nokia as “a very good partner” as well as a shareholder. “I can’t really speculate on what will happen after the contract ends, except to say there’s still a huge demand for Nokia devices.”
Development of HMD’s Own Brand
Over recent years, the company has expanded beyond Nokia with several white-label releases and partnerships, including those with Mattel, Heineken, and FC Barcelona. It has also promoted feature phones and smartphones under its own brand.
Robinson expressed satisfaction with the momentum of HMD’s own brand, noting “some markets are better than others”. He acknowledged, “There’s obviously a lot of competition in this sub-$500 space right now, and it takes time to build these brands.”
He further shared:
“The US has been exceptional.”
“In Kenya, we’ve sold more with the HMD brand than Nokia.”
“We’ve performed better than expected, and when we compare ourselves to other brands that have introduced products in markets like Europe, we are on par or better in terms of performance.”
“In India, we’ve doubled our feature phone sales since introducing the HMD brand. It allows us to engage in different channels or with different partners than we do with Nokia, which makes sense and offers a bit more choice.”