Nokia’s Smartphone Biz has been Dead for Years, Yet HMD Global is Persistent

Nokia

Nokia would make for an interesting case study for future business leaders to study. Overall as a brand, Nokia is known for several things. Currently, the brand deals majorly in the telecom and communications technology space. Nokia was also known for its mobile phones in the late 90s and the early 2000s. Post the arrival of Android and iOS for smartphones, Nokia’s smartphone business went out of style. Nokia was once the market leader globally in selling phones. But when the time came to adopt Android, Nokia said, ‘No Thanks’, and the customers who wanted to look ahead at the future smartphone technologies bid Nokia goodbye.

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Over time, Nokia’s phone business died. Nokia understood the mistake it had made by ignoring Android. Thus to correct its mistakes and revive the brand, it bought back the mobile business from Microsoft in 2016 (Nokia had sold the phone business to Microsoft in 2014) and gave the rights to launch devices to HMD Global. HMD then started launching feature phones and Android smartphones However, until 2016, brands such as Samsung, OnePlus, Micromax and more had acquired the interest of users who wanted to use Android smartphones. Most of the innovation for Android devices was being done by Samsung with its S and Note series in the flagship segment while there were other players such as OnePlus, Gionee, Micromax, OPPO, Xiaomi and Vivo that were dealing with the customers who wanted to pay less for a 4G Android smartphone.