Nokia more focused on affordable flagships: HMD Global’s Juho Sarvikas
In an exclusive interview with Indianexpress.com, HMD Global's chief product officer Juho Sarvikas discussed the importance of the affordable flagship segment.
Nokia 8.3 is pitched as "the first global 5G" smartphone. (Image credit: HMD Global)
Every smartphone company aspires to launch at least one flagship a year, primarily because of the hype it generates for the brand. But it appears that HMD Global, the company behind Nokia-branded phones, is staying away from this tried and tested formula. Instead, the company wants to be “selective” with its flagship lineup.
“What we have done is a very focused proposition for your fans,” HMD Global’s chief product officer Juho Sarvikas told indianexpress.com over a call from San Diego. “Of course, we know that our fans would very much appreciate our annual flagship and that’s something I’m sure will be a part of our story as we continue to grow.”
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So, what’s stopping HMD Global from launching a new flagship every year? Well, Sarvikas says the company is currently focusing on the affordable flagship market, a segment he thinks will be crucial for HMD Global’s growth in the smartphone market.
“Our focus has been on the Nokia 7 and 8 series lineup,” he said. “We have been more focused on our investment in the affordable flagship category, delivering great value to performance, great experience at half the price of the flagship.”
Earlier this year, HMD Global introduced the Nokia 8.3 5G, a premium mid-range smartphone with the Snapdragon 765G, the first Qualcomm processor to integrate a 5G modem. At the moment, the company is staying tight-lipped about the exact launch date but if the phone launches in India it will compete with the OnePlus Nord.
Nokia 9 PureView.
The smartphone maker’s last flagship, Nokia 9 PureView, was announced at MWC 2019. It was the first phone with the five-camera array developed with Zeiss and Light. But the flagship phone didn’t quite meet expectations. The Espoo, Finland-based firm hasn’t released the successor to the Nokia 9 PureView, though some reports suggest the next-generation camera-centric phone might be announced towards the end of the year.
‘HMD Global eyes first-time smartphone users ‘
Sarvikas said the company has products at every price point, though it is making extra efforts to tap into first-time smartphone users. He said the new Nokia C3, HMD Global’s new Rs 7,499 entry-level Android smartphone, should help people graduate from feature phones in India.
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HMD Global is also deeply committed to the feature phone segment. “A first-time smartphone user is a big thing for us and so is the segment that prefers or can afford only feature phones…we have the right option for everybody in that camp,” he said.
Nokia C3. (Image credit: HMD Global)
Sarvikas said there’s an immense growth opportunity in the Rs 7,000 to Rs 10,000 price segment in India. The Finnish startup promises its users regular security updates on Android. It’s one of the handfuls of smartphone companies that still focus on Android One, a program that allows phone manufacturers to run pure Android software on their devices.
Sarvikas does not see a point of releasing “smart” feature phones with Google’s Android operating system. “We have partnered with KaiOS and I am actually less concerned with the operating system in question. I’m looking at the usability,” he said.
He further said the team at KaiOS has not only done a good job with the user interface but also integrated Google services like Google Assistant. This has made Nokia 4G feature phones a very “powerful solution” in the feature phone segment.
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“What you want to make sure is to provide a great experience and then also deliver modern applications such as Google Maps, Facebook or WhatsApp,” he said. “I’m not sure why, why I would do Android on feature phones.”
Nokia 5.3. (Image credit: HMD Global)
‘Our value proposition is even more relevant today’
Without directly taking a dig at Chinese smartphone manufacturers, Sarvikas said Nokia-branded phones are more relevant than ever. He touted security, trust, and privacy as the reasons for buying Nokia phones. Finland’s HMD Global recently secured $230 million in funding from investors including Google, Qualcomm and Nokia. HMD Global plans to use the cash to expand in markets like Brazil, Africa, India, also the US. Sarvikas will also be taking care of the North American region.
“We’re in no rush, we want to show and offer a great experience to even more and more people. And I feel that’s exactly what we’re doing.” he said.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
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Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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