HMD Global, the company responsible for producing Nokia devices, has announced a significant rebrand. The company revealed that ‘HMD’ will now stand for Human Mobile Devices. As part of this transformation, HMD aims to focus on creating phones that are affordable, beautiful, desirable, and repairable. The company, known for making Nokia phones since 2016, intends to develop new HMD original devices, continue selling Nokia phones, and collaborate with partners as part of its multi-brand vision.
Sanmeet Singh Kochhar, Vice President of the AMEA (Asia Pacific, Middle East, and Africa) region at HMD Global, emphasized the company’s mission to innovate, sustain, and collaborate to transform mobile technology. The focus goes beyond device creation, aiming for universal accessibility, environmental responsibility, and embodying repairability and durability principles. HMD envisions a future where technology aligns with these principles, setting new benchmarks for innovation.
Regarding repairability, HMD plans to significantly reduce the steps required to fix screens, advocating for the ‘Fix it Yourself’ (FIY) movement. The company previously launched the Nokia G22 with a strong emphasis on repairability, partnering with iFixit to offer official parts and repair guides online. The Nokia G22 allows users to replace damaged components even after the warranty expires.
HMD aims to launch a smartphone platform for innovation in the coming months, making technology more accessible globally. The company released the first version toolkit for developers and businesses, featuring design files and software integration information, emphasizing open innovation.
As Human Mobile Devices, HMD seeks to redefine screen time, champion repairability, and build meaningful partnerships. The company will continue producing Nokia phones and teased the launch of an iconic phone next month, along with a lineup of new brands coming this year. The first collaboration announced is with Mattel for a Barbie-inspired flip phone, promising a retro style and a digital detox experience.
Jean-Francois Baril, HMD Co-founder, Chairman, and CEO, expressed gratitude for the collaboration and support received in the company’s seven-year journey. The multi-brand strategy involves crafting new HMD original devices, creating Nokia phones, and collaborating with well-known global partners to be a catalyst for positive and profitable change. The partnership with Mattel for the Barbie Flip Phone, a feature phone with a retro style, is set to arrive in the summer of 2024.
