HMD Global CEO Says Committed to Invest Into New Nokia Feature Phones in Higher-Price Segment

HMD World, the corporate that makes Nokia telephones, says it’s dedicated to put money into new fashions and innovation owing to the corporate’s dominant place within the higher-priced function telephone market. The corporate introduced three function telephones globally: the Nokia 2660 Flip, the Nokia 8210 4G, and the Nokia 5710 XpressAudio alongside the Nokia T10 entry-level pill. The corporate executives emphasised that regardless of a decline within the general function telephone shipments, there are nonetheless numerous segments globally that depend on function telephones.

It’s to be famous that the function telephone market registered a decline of 39 p.c YoY within the first quarter of 2022 in India, as per a report by Counterpoint Analysis. In truth, the manufacturing of ‘Made in India’ function telephones declined by 41 p.c YoY in Q1 2022.

Harmeet Singhwalia, Senior Analyst at Counterpoint Analysis, informed Devices 360 that the “Indian function telephone market is poised for a constant decline in the long run with lower-end smartphones — akin to these by Jio — changing function telephones by numerous manufacturers, together with these of Jio itself. Within the subsequent few months, nonetheless, we count on function telephones of manufacturers akin to iTel, Lava, HMD, Karbonn, and Micromax to do nicely, taking shipments of function telephones in India from an anticipated 16 million models in Q2 2022 to 21 million within the third quarter, a progress of 30 p.c.”

Maintaining this as a reference, Devices 360 requested HMD World their technique of launching three function telephones out there.

Firstly, Sanmeet Kochhar, Vice President – ​​India & Center-East and North Africa (MENA) replied from an India point-of-view saying that India has one of many largest function telephone markets globally. He listed a couple of factors that function a barrier to adoption of smartphones within the nation. “One is the value — not simply of shopping for the machine but additionally the month-to-month expenditure on the machine,” he mentioned referring to the latest enhance within the knowledge charges.

This was one of many causes Meta cited that restricted the consumer progress of the corporate within the December 2021 quarter in India. Telecom corporations Bharti Airtel, Vodafone Concept, and Reliance Jio had elevated their cell service charges within the vary of 18 to 25 p.c within the December quarter.

Nokia 5710 XpressAudio HMD global

HMD World introduced Nokia 5710 XpressAudio globally
Photograph Credit score: HMD World

The opposite causes Kochhar cited for bringing new function telephones had been a “sturdy battery”, constructed high quality, occasional bricking of smartphones, want of higher {hardware} to help newest variations of working methods, and a few customers’ need of ‘digital detox’. “We personal this class; there may be hardly any competitor, and we now have very sturdy enterprise on this phase, which is why we’re primary in worth within the function telephone area in India,” Kochhar added.

On this, Singhwalia mentioned that function telephones are used as major telephones by a distinct segment and an viewers that’s changing into more and more smaller. “It primarily consists of the aged who’ve restricted publicity to know-how and like function telephones resulting from ease of use or those that can not afford smartphones. For many of those, options akin to high-quality music gamers, built-in earphones, and classy design will not be deciding elements,” he added.

“Whereas a lot of these performing low-paying blue-collar jobs in larger Indian cities will proceed shopping for function telephones, even when in smaller numbers, the larger marketplace for such units in India stays in smaller cities and rural components of the nation,” Singhwalia defined.

Kochhar’s feedback had been echoed by Florian Seiche, CEO of HMD World, who informed Devices 360 that the corporate has a dominant and distinctive place on this higher-priced function telephone market, and that it’s dedicated to speculate into new merchandise, which have an iconic design in addition to innovation — “like we confirmed immediately.”

He emphasised that though the function telephone “will not be a rising phase”, these handsets present “important communication wants” to these “who mainly don’t want a smartphone however simply need a fundamental important communications instrument with nice high quality.” HMD says that the worldwide function telephone market continues to be over 200 million models.

Whereas answering from a world viewpoint, Seiche informed us that the three units introduced are [more] geared toward established premium markets. “Individuals who have smartphones typically want to have [a feature phone] as an extra machine. Not solely that, there may be even an enterprise a part of that function telephone market,” he added.

“The flip telephone that we introduced immediately [could be] used at huge resort corporations, rental automobile corporations, airports, amongst others within the western markets. The businesses [that] are giving staff function telephones don’t desire the staff to spend any time on social media, WhatsApp, Instagram, or searching the web. So these are just some examples of the goal or the segmentation that we’re defining for these units,” Seiche informed Devices 360.

As talked about, HMD World additionally introduced the Nokia T10 entry-level pill within the India market alongside three function telephones.


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