How HMD Global Is Crafting A New Mobile Identity Beyond Nokia

In the bustling smartphone market of India, a slightly new player is trying to make waves with a fresh approach to handsets. HMD Global, known for reviving the Nokia brand, is now charting its own course with a multi-brand strategy that promises to shake up the industry. Lars Silberbauer, Chief Marketing Officer of HMD Global, sits down with Businessworld to discuss the company's evolution and its ambitious plans for the Indian market. With a background that spans from LEGO to MTV and the Olympics, Silberbauer brings a unique perspective to the mobile world.

"We needed to expand beyond the Nokia license," Silberbauer explains, reflecting on HMD's journey. "Nokia is a great brand, has worked really well for us, is still working really, really well for us in the feature phone market. And that's where India is like an outstanding market for us."

The Crest Series: Tailored for India

The company's recent launch of the HMD Crest series in India marks a significant milestone. "It's the first one that is made for India, that we're launching in India. So it's exciting," Silberbauer enthuses. This move signifies HMD's commitment to tailoring products for specific markets, a strategy that could set them apart in a crowded field.

The HMD Crest and Crest Max, priced at an introductory Rs 12,999 and Rs 14,999 respectively, are set to compete in the mid-range smartphone segment. Both models feature a 6.67" FHD+ OLED display and a 5000mAh battery with 33W fast charging. The Crest comes with 6GB RAM and 128GB storage, while the Crest Max offers 8GB RAM and 256GB storage. Both are powered by the Unisoc Tanggula T760 5G processor.

Camera capabilities are a key focus, with the Crest sporting a 50-megapixel selfie camera and a 50-megapixel dual AI rear camera. The Crest Max ups the ante with a 64-megapixel main camera, a 5-megapixel ultrawide lens, a 2-megapixel macro lens, and a 50-megapixel selfie camera. These are also 5G phones which is a first for HMD Global in India. 

A Three-Pronged Strategy: Innovation, Sustainability, and Collaboration

But HMD's ambitions go beyond smartphones. Silberbauer reveals the company's three-pronged approach: continuing with Nokia-licensed products, developing HMD-branded devices, and exploring brand collaborations. "We announced in March, sorry, in January, we announced that we're working with Mattel and Barbie brand. So we're launching a Barbie phone in August," he shares, hinting at the company's innovative direction.

The design philosophy behind HMD's new products is a blend of nostalgia and modernity. "We're borrowing from the past and taking the best things from the past, but bringing it into a new context," Silberbauer explains.

This approach is evident in the Crest series, which draws inspiration from iconic designs like the Nokia Lumia while introducing contemporary elements.

Sustainability is another key focus for HMD. Silberbauer proudly states, "This is as sustainable as they come, it's repairable. So you can actually repair the screen yourself within like eight minutes."

This commitment to repairability and longevity sets HMD apart in an industry often criticized for planned obsolescence.

When asked about competing with tech giants, Silberbauer remains optimistic. "We still believe that there's room for a contender here," he asserts. "We're doing things that should be affordable. They should be cool devices with a great camera. We're over-investing in the camera, we're over-investing in design and CMF because it should be a nice device."

HMD's marketing strategy also diverges from the norm. Instead of relying on celebrity endorsements, Silberbauer emphasizes authentic partnerships. "We want to team up with good people like celebrities and influencers that have cultural importance in that market," he explains. “We don't want people who are just going to take our device and say, 'Happy weekend,'" he says, alluding to the announcement of Sanya Malhotra, a Bollywood actress joining as brand ambassador.

As for the future, Silberbauer is cautiously optimistic about integrating AI into their products. "We want to apply AI where it makes sense," he states. "We need to make sure it's actually benefiting. And not just because that's the hype of the day."

With its unique blend of heritage and innovation, HMD Global is poised to make a significant impact on the Indian smartphone market. As Silberbauer puts it, "We want to impact the world big time with repairability, sustainability, and the good things that we believe we stand for. But we also want people to look good when they're having it."

As HMD Global embarks on this new chapter, all eyes will be on how its multi-brand strategy, focus on sustainability, and competitively priced offerings will resonate with Indian consumers. In a market known for its discerning and value-conscious buyers, HMD's approach could well be the breath of fresh air the industry needs.