More than Nokia mobiles: HMD launches Barbie mobile and its own smartphone brand

Major upheaval at HMD: until now, the Finnish company has been known primarily as a manufacturer of Nokia mobiles. And in 2023, it was able to make a profit for the first time since the company was founded seven years ago. However, a change in strategy is now on the cards: Instead of one, success is to be based on four pillars in future. HMD announced this at a keynote speech at the Mobile World Congress in Barcelona.

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1st pillar: A Barbie mobile as the first cooperation

As a result of a cooperation with the US toy manufacturer Mattel, HMD is launching a Barbie phone on the market in July. Unfortunately, not many details were revealed at the trade fair in Spain, let alone a picture.

What we know so far: It's not a smartphone, just a flip mobile. The colour is of course pink - and the manufacturer HMD will be present on the device alongside the Barbie logo.

But the Barbie mobile is just the beginning. Further collaborations with well-known brands are set to follow.

2nd pillar: HMD's own smartphones

The collaboration with well-known brands naturally also has the purpose of publicising the HMD brand. The company behind the Nokia phones is not yet a household name to the general public - which should of course change.

In July, two smartphones will be launched on the market under the HMD label. The entry-level and mid-range Android devices are intended to appeal to a young target group thanks to their bright colours and sustainable design. The smartphones are designed to be easy to repair yourself. HMD's goal: to be among the top one per cent of all sustainable companies.

At the MWC in Barcelona, HMD is also presenting a programme called "Fusion", which will enable third-party manufacturers to develop covers with additional functions for the new HMD smartphones. For example, a camera grip with battery, a cash register scanner or a medical application.

3rd pillar: Nokia mobiles as before

The so-called feature phones will continue to be available under the Nokia brand. In other words, the simple and affordable mobiles with a keyboard and small screen - and without Android and smart functions. HMD is endeavouring to extend the contract for the use of Nokia brand rights beyond 2026.

These devices are not only popular in emerging markets, but are also experiencing a boom in Europe. For example, as a cheap, simple and stable second device for going out. This is why HMD wants to continue to launch new versions of Nokia classics on the market. One such icon from mobile phone history is set to be resurrected as early as May.

The current Nokia smartphones will continue to be available, but new smartphones will be launched under the HMD label.

4th pillar: Build your own smartphone

HMD is also expanding its business as a service provider. This means that any brand can launch its own mobile phones on the market with so-called white label models. For example, telecoms companies that sell entry-level devices under their own brand in combination with special mobile plans.

Conclusion: New strategy for long-term success

In the seven years since the rebirth of Nokia under the umbrella of HMD, the Finnish company has already reinvented itself several times. First, the manufacturer tried to offer a full range of smartphones - including expensive flagships. Then there was a return to low-cost models. Most recently, the attempt to score points with repairability and sustainability.

Will the new strategy finally bring long-term success? That will depend on whether HMD succeeds in making its own label well-known and popular. Until now, the manufacturer has been able to capitalise on Nokia's good reputation, but this will now only be possible with feature phones.

However, the relaunch is also an opportunity to reach other target groups. After all, the Nokia fans of yesteryear may no longer buy mid-range devices today. <p