HMD confirmed to suspend development of high-end Nokia smartphones

Tram Ho

In the past time, HMD Global has launched a number of new Nokia smartphones, but they are all mid-range and low-cost phones, which makes us doubt that the company has abandoned the flagship market. Now, HMD Global has officially responded to this.

Adam Ferguson, HMD’s Head of Global Product Marketing, has said that at the moment HMD has no plans for a Nokia flagship. “Producing $800 phones doesn’t suit us right now,” Ferguson said. Not only that, Ferguson added, HMD “didn’t want to enter a configuration war with other brands” and wanted to ” represent something really different”.

HMD Global xác nhận tạm ngưng phát triển điện thoại Nokia cao cấp và đó là một điều tốt - Ảnh 1.

During the first few years in the mobile market, HMD Global tried everything. They launch phones in a wide range of price ranges, from basic to high-end, providing quick updates, Android One offers a “clean” operating system experience, and expanding their global business.

All of this obviously has a huge impact on the human and financial resources of a small company trying to revive the Nokia brand. HMD Global has started to show clear signs of decline after launching the flagship Nokia 9 Pureview in 2019.

HMD Global xác nhận tạm ngưng phát triển điện thoại Nokia cao cấp và đó là một điều tốt - Ảnh 2.

Number of Nokia phones shipped. Gray is a smartphone, orange is a basic phone, and blue is a total of both.

After switching to mid-range, low-cost smartphones and basic phones, HMD Global’s situation started to get better. Q4 2021 has been HMD’s most profitable quarter to date, and according to Strategy Analytics, it shipped more smartphones (3.2 million units) than in Q4 2019 (2.8 million units).

Smartphone revenue grew 41% from 2020 to 2021. The company’s entire shipments, including feature phones, are slowly recovering from a severe drop in early 2020 due to overinvestment. much and due to the impact of the pandemic.

All of this shows that discontinuing high-end phones is the right direction at the moment for HMD Global.

HMD said it will focus on good quality low-cost, basic phones and mid-range smartphones. They want to make hardware that lasts several years, with multi-day battery life, at an affordable price point.

HMD Global xác nhận tạm ngưng phát triển điện thoại Nokia cao cấp và đó là một điều tốt - Ảnh 3.
Nokia C21 Plus has just been launched

It also aims to become the leader in the US prepaid smartphone market by the end of 2022. In laying out this business plan, HMD hopes to “ make a profit and then expand the business.” core business ,” according to Ferguson.

The battle of configuration and features will not be discussed by HMD at this time. However, maybe after achieving certain successes, HMD will again have the resources to re-enter the high-end smartphone market with unique Nokia phones, let’s expect that to happen.

Reference: AA

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Source : Genk