Nokia makes a comeback… sort of
In 2017, Nokia made waves in going through a rebirth under the reins of HMD Global. HMD acquired the Nokia brand from Microsoft in 2014, and it made quite a splash in MWC 2017 by introducing a salvo of Android-driven handsets.
The “rebirth” was then-largely viewed as the return of the brand as a significant player in the mobile devices sphere, but it did not exactly pan out to be a toe-to-toe competitor to the likes of Apple or Samsung.
The brand has since focused on developing feature phones and budget Android phones over the years, and last year, it revealed that it was the firm’s first profitable year. This has compelled it into going through a new rebrand this year, first with its name: it is now Human Mobile Devices (which is what HMD stands for), which hints that it is apparently retiring the “Nokia” moniker.
Though the brand did not present new devices in this year’s MWC, it did present a roadmap of devices that it intends to release in 2024.
Topping that list would be a Barbie-themed flip phone which it partnered with Mattel to develop. Human Mobile Devices wasn’t very specific about what this model is about, only that it will be a “retro feature phone” (not a clamshell-type phone with a foldable screen), and that it will be rolled out by July.
The brand also plans to release an “HMD Phone” and an “iconic Nokia” phone. The brand made the announcements with photos of phones that’re intentionally pixelated – with the “Barbiephone” set to come in pink.
Tech pundits were also quick to point out some confusion pertaining to how the firm aims to call itself and its products moving on. Its MWC 2024 press release states that “you’ll continue to see Nokia phones…” (particularly one that’s set for release in May), which somewhat goes against push for the rollout of the Human Mobile Devices brand.
Outside of planned model releases, the firm also introduced a modular system called HMD Fusion which allows users to “upgrade” a device with specialized “kits” like an accessory scanner that converts a base device into a payment terminal, or add-on options like an external battery.
The firm is also keen on adhering to the concept of repairability, stressing that at least half of the devices it will launch this year will be easy to fix.