The nokia re­con­nec­tion

Iconic brand re­turns to the Philip­pines, fo­cus­ing on the smart­phone biz.

HWM (Philippines) - - Q+a - By The HWM Team

Can you share with us some im­por­tant high­lights since Nokia re-en­tered the Philippine mar­ket?

Nokia in the Philip­pines re-en­tered as a brand with HMD Global in the first week of De­cem­ber last year. Over the first few months of this year, we started to set up op­er­a­tions, in­clud­ing re­cruit­ment, ap­point­ment of dis­trib­u­tors, and mar­ket re­search. This year, we also brought a range of fea­ture phones to our port­fo­lio for the Philippine mar­ket such as the Nokia 105, 115, and the iconic 3310. We are in­cred­i­bly sat­is­fied with the de­mand for the 3310. It ac­tu­ally re­sulted in con­tin­u­ing stock-out sit­u­a­tions, lead­ing us to in­tro­duce the 3G ver­sion at PHP 2,790, with char­coal and azure as new color op­tions.

The big­gest news from us in July was when we in­tro­duced the smart­phone port­fo­lio. We’ve al­ready in­tro­duced four An­droid mod­els into the mar­ket the Nokia 3, 5, 6, and more re­cently the 8 as the more af­ford­able flag­ship at PHP 29,990. We are fo­cus­ing now at the Nokia 2 which was re­cently an­nounced with a 4100mah bat­tery. For the first time, Nokia smart­phones are ac­tu­ally on An­droid, and that is the most ex­cit­ing thing for us be­cause Nokia as a brand is well-known and well-loved for years. There has al­ways been this dis­cus­sion of what if Nokia was on An­droid would it have sur­vived or would it have main­tained. We’re re­ally ex­cited to bring back Nokia to the Philip­pines.

The Philip­pines is known as the “Selfie Cap­i­tal of the World” and other brands are bank­ing on it. Are you also us­ing pho­tog­ra­phy as the key sell­ing point of Nokia smart­phones?

There are two el­e­ments that we have in­tro­duced to the Nokia 8, one of which is Carl Zeiss which has been as­so­ci­ated with flag­ship Nokia prod­ucts for many years. It is not just about how many megapix­els are present. Com­bin­ing op­tics and soft­ware, it ac­tu­ally en­ables you to have great pho­tographs whether it is the front or the rear cam­era. An in­ter­est­ing fea­ture that we have in­tro­duced to the Nokia 8 is the bothie mode. So the con­cept that we have said is that Why would you do

selfie, if you could do bothie?, where you are be­ing able to use the front and rear cam­eras at the same time. If you are go­ing to the video mode, you can ac­tu­ally post the out­put straight to Face­book or Youtube. So in an in­ter­view such as this, you can ac­tu­ally set the cam­era right in the mid­dle of us and have a great time video stream­ing. We are ac­tu­ally see­ing some blog­gers and peo­ple pick up that con­cept al­ready, so we can ac­tu­ally see your emo­tion or your re­sponse as well as the con­tent that you are re­spond­ing to.

Ev­ery con­sumer looks to some­thing smartly dif­fer­ent and I think that pho­tog­ra­phy is a gen­eral con­sen­sus that peo­ple will use. Some peo­ple will use a smart­phone to take some pho­tos. On the other hand, some will use it to watch con­tent, lis­ten to Spo­tify, or talk and text. What we have been able to do across the range of port­fo­lio is to en­sure that you get all of those ex­pe­ri­ences at vary­ing lev­els based on what the you have set, so that you will have a great ex­pe­ri­ence no mat­ter the price point, but of course imag­ing is im­por­tant.

What is the key mes­sage of Nokia’s re­turn to the Philippine mar­ket?

What is Nokia meant to you in the past 15 to 20 years as a brand is one of the things that I would love to talk about with peo­ple. It seems that there is this kind of con­nec­tion like peo­ple re­mem­ber their first text to their boyfriend or girl­friend. When I had the op­por­tu­nity to be here in the Philip­pines to study the mar­ket and I started hear­ing from con­sumers and meet­ing with deal­ers, there was this kind of smile that you couldn’t wipe off from their face when you men­tion the Nokia brand. Once I met a dealer and he was talk­ing to me on how as a dealer on the mo­ment when he was sell­ing Nokia phones 15 years ago. He was able to put his son to a culi­nary school in New York. Now, his son is back here and is open­ing a restau­rant. It is one of those sto­ries that ac­tu­ally help you re­al­ize that what we’re ac­tu­ally do­ing here is kind of cool.

We’re not just a new brand that is com­ing in, try­ing to sell phones, and com­pet­ing with other brands. Nokia has al­ways been a hu­man brand and I be­lieve on what it of­fers to the con­sumers. That is more than just how the sales are go­ing but it is ac­tu­ally what you can do in the com­mu­nity and for the com­mu­nity. We are here to reconnect Nokia’s brand iden­tity to the Filipinos.

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