HMD Global Aims to Bring Back Nokia Brand in America


HMD Global Aims to Bring Back Nokia Brand in America

Since HMD Global bought the rights to the Nokia brand from Microsoft in 2016, the Finnish company has made significant strides in reviving the brand. Despite the quarterly growth, Nokia smartphones have not been as successful in the US as the manufacturer hoped, so in the future, HMD management plans to make a number of changes to the strategy for promoting the brand’s devices in the US market.


While US carriers have partnered with HMD to distribute some entry-level and mid-range Nokia devices, they are not as popular as Android smartphones from other manufacturers such as Samsung, Google, or LG. Obviously, Nokia should be more active in expanding open sales channels through third-party retailers such as Amazon or Best Buy. It should be noted that approximately 90% of smartphone sales in the United States come from telecom operators’ networks, while only 10% – from other channels.

HMD Global Chief Product Officer Juho Sarvikas, who recently took over as head of the company’s North American division, says there is an increase in efforts to promote Nokia brand devices in the US. He noted that the company intends to work more closely with telecom operators while attracting more models of smartphones from the European division. The first such device to hit the US market soon will be the Nokia 8.3 5G. At around $ 650, this model could become quite popular as it is cheaper than many competitors in the 5G segment of smartphones and, according to Nokia, will be compatible with all existing 5G networks deployed in the US.

More important to fans of the brand may be that Nokia promises to launch more niche models in the US and updated retro devices such as the Nokia 8 Sirocco and Nokia 8110. In addition, Nokia is a manufacturer that has not only smartphones but and traditional cell phones, which have grown slightly in popularity in recent years.  

While the US launch of the Nokia 8.3 5G is the right move, it will take HMD far more than one device to re-establish Nokia as one of the leading US mobile brands.



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