Rebranding Strategy: HMD Global Removes Nokia Branding from Official Website and X Account, Teases Imminent Arrival of New Devices
Digital Transformation: Nokia.com/phones Redirects to HMD.com as HMD Global Undertakes Rebranding Initiatives
HMD Global, recognized for manufacturing Nokia-branded smartphones over the past seven years, is set to venture into a new chapter by introducing its own line of HMD-branded devices. This strategic move hints at a potential shift away from Nokia-branded smartphones. HMD is actively teasing its upcoming product portfolio, offering glimpses of what can be anticipated from their upcoming devices. A significant indicator of this transition is the alteration in the X service user ID and website address.
The shift from Nokia.com/phones to HMD.com is evident, symbolizing a pivotal rebranding step. The X ID has transformed from @nokiamobile to @HMDglobal, marking a clear departure from the Nokia branding. The Finnish company is gearing up to showcase its first HMD-branded smartphone at the upcoming Mobile World Congress (MWC) 2024 event in Barcelona.
The official HMD website communicates the company’s commitment to establishing an original HMD brand while also fostering collaborations for new phone partnerships. The website states, “We’re still makers of Nokia smartphones and Nokia dumbphones, but we’re getting warmed up to bring you even more, including original HMD devices, and phones from all-new partnerships.” The expanded portfolio is expected to encompass smartphones, tablets, and feature phones, signifying a comprehensive and diverse range of offerings from HMD in the near future.
In a teaser video shared on the company website, HMD Global highlights the currently emphasised Human Mobile Devices name behind its abbreviation. It states that HMD is the “manufacturer of Nokia phones”.
HMD Global was established in 2016 after Microsoft sold its rights to the Nokia brand for ten years. The Nokia 6 was launched as the first handset by HMD Global back in 2017.
Details about the name of the first HMD smartphone and its launch date are unknown at this moment. As per past leaks, the handset is said to be codenamed N159V and includes a dual rear camera unit, led by a 108-megapixel primary rear sensor with support for optical image stabilisation (OIS).
It is expected to come in black and cyan colour options with plastic frames. It is anticipated to be launched at the MWC event in Barcelona scheduled to take place in February last week. The HMD brand is expected to co-exist alongside its Nokia phones.
