HMD Global, the company that had the license to use the Nokia brand made a strategic shift recently by removing all Nokia devices from its website – a move that marks an end to the era of Nokia branded phones under its wing.
HMD is slowly removing all Nokia-branded devices from its websites across Europe, Winfuture reports. The company is now putting more focus on its own brand, Human Mobile Devices (HMD), which has raised questions about the future of Nokia as a brand.
For a while now, HMD Global had the exclusive rights to produce Nokia-branded smartphones and devices, but now the company has lost its exclusive license meaning that it has to make swift changes to its branding and strategy hence the slow removal of all Nokia-related phones from its platforms.
One of the main indications of this shift can be seen on HMD’s websites. Across many European countries, Nokia-branded devices have been removed, with only HMD-branded phones now being showcased. This is a major change, especially for a company that once relied heavily on the Nokia name to drive sales.
Aside from taking down the Nokia brand, HMD Global has for a while slowly embraced its own brand and design theory across its new devices though its recent releases are copies of the Lumia iconic series that many had loved for its unique design. For example, the company released the HMD Skyline, a new phone that aims to attract customers based on its design and features, rather than relying on the Nokia name.
While some new devices may take design cues from classic Nokia phones, HMD is working to establish its own identity. This is evident in phones like the HMD Fusion, which offers a modular design—a unique feature that could give HMD a competitive edge in the market.
HMD Global Embraceing Its Own Brand Going Forward
By focusing on its brand, HMD is signalling a shift in its long-term plans. The company no longer wants to be seen as just a licensee of the Nokia name. Instead, it wants to be recognized as a serious player in the smartphone market with its own identity and innovations.
For Nokia fans, no need to worry. Even though HMD has decided to move on due to the end of its licensing rights, it’s important to remember that Nokia is not completely gone. The brand may live on in other regions, and other companies may continue to produce Nokia-branded phones.
In the meantime, fans of the Nokia design may still find some of that legacy in HMD’s new phones, which take design cues from classic Nokia models.
However, the availability of Nokia phones might become an issue soon even though some of its phones are still listed on different platforms. There is also a possibility of stock shortages becoming a big problem for many soon with a few units still in stock. HMD Global may be simply selling off the remaining inventory before fully transitioning to its brand worldwide.
Check out: HMD Reveals New Nokia Feature Phone with Hidden Charger for Earbuds
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