HMD Global, the Finnish company renowned for resurrecting the Nokia brand, is embarking on a transformative journey. It intends to introduce smartphones under its very own HMD brand, diversifying its portfolio while continuing to develop Nokia phones.

The announcement comes directly from Jean-Francois Baril, Co-founder, Chairman, and CEO of HMD Global. According to his LinkedIn post, both HMD and Nokia phones will coexist, ensuring that consumers can still expect new Nokia devices. However, this bold move shows that HMD Global is ready to establish itself as an independent player in the telecommunications market.

The decision to venture into smartphones under its own brand might be attributed to several factors. Firstly, it’s indicative of the changing dynamics in the smartphone industry, where competition is fierce, and market trends are ever-evolving. By introducing its own brand, HMD Global aims to carve out a distinct identity and cater to the evolving needs of consumers.

Moreover, this strategic shift could be related to the forthcoming expiration of HMD’s licensing agreement with Nokia, which was initially inked in 2016. The agreement allowed HMD Global to reintroduce Nokia-branded devices to the market. With the expiration date approaching in 2026, HMD Global may be preparing for a future beyond Nokia-branded devices.

The move to establish its own brand is not a sudden decision. HMD Global has been diligently building its brand for years with consistent filings with the EUIPO office. However, recent global challenges, including those posed by the COVID-19 pandemic, seem to have accelerated its quest to establish a unique identity in the industry.

Jean-Francois Baril emphasized the company’s commitment to sustainability and affordability, reflecting the company’s vision to offer high-quality yet affordable mobile devices to consumers worldwide. HMD Global takes pride in its position as one of the fastest-growing 5G smartphone manufacturers, showcasing its resilience in adapting to changing market dynamics.

With an extensive global distribution network, operational capabilities, and a robust in-house software development team, HMD Global appears well-prepared to make a significant impact in the consumer smartphone market. The company’s growth trajectory and sustainability efforts are key indicators of its readiness for this transformation.

The news of HMD Global’s independent smartphone brand has sparked various discussions among internet commentators. Speculation has arisen regarding the future of the Nokia brand, particularly amid rumours of its potential licensing to other companies, including Huawei. However, these discussions remain speculative.