The Nokia X30 is HMD Global's top-end smartphone on the market. (Image credit: Anuj Bhatia/Indian Express)
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Why HMD Global doesn’t really want to launch a Nokia flagship anytime soon
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“Am I going to turn around and launch a $1,000 phone next month? No, because people wouldn’t necessarily buy it. That might generate a little bit of noise and interest but that’s not what the users expect from us,” Adam Ferguson, head of global product marketing at HMD Global, told indianexpress.com earlier this month on the sidelines of MWC 2023 in Barcelona. At a time when a majority of smartphone players are looking to push into the high-end smartphone market to challenge the dominance of Apple and Samsung, HMD Global says it is taking a nuanced approach to the competition brewing up at the top-end of the market.
HMD Global, the Finland-headquartered company that produces Nokia phones, hasn’t been super active in the premium-end smartphone market which coincidentally saw a steady rise in many emerging markets, including India. Instead, the brand has been focusing more on the entry and mid-range phone market.
Its last big flagship – Nokia 9 PureView – made a big splash with its quintuple camera which was co-developed with Light, the camera company later quit the smartphone market and the phone was a commercial failure due to multiple issues. The company hasn’t had a phone that matches the Nokia 9 PureView – both in price and technical prowess for the past four years. Although its latest, the Nokia X30 5G, has been marketed as an upmarket smartphone, it’s at best a mid-range device that’s no match to Apple’s iPhone 14 and Samsung’s Galaxy S23.
The key selling point of the Nokia 9 PureView was its camera on the back. (Image credit: Hansa Verma/Indian Express)
“The Nokia 9 PureView at the time was a great concept for a phone but did it end up being the most successful device? No, because there were a couple of elements that we needed to work on,” admits Ferguson. “We had maybe jumped in and been like… let’s do this really flashy thing but what we are doing now is actually launching phones that are right for our users.”
Ferguson made it clear that the company wants its smartphone business to be profitable unlike many of its competitors and which is why the brand has taken a much more “measured” approach with its current portfolio of products. That’s not to say HMD Global won’t ever make a comeback in the high-end smartphone segment. “We are moving back and gaining that right to be playing in these [high-end] spaces and we are doing it one step at a time,” he said. “Our price points are definitely growing and we are gradually moving into that tear,” Ferguson added.
“If I were to jump in with a $1,000 phone, for example, there wouldn’t be the backing and the focus necessary to make that an immediate success,” he said, adding that, instead the company is shifting its focus to areas like repairability and sustainability, while also making sure that every device regardless of the price point it launches has got good features and specs.
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.
Authoritativeness & Trust
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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The key selling point of the Nokia 9 PureView was its camera on the back. (Image credit: Hansa Verma/Indian Express)
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