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James Robinson, Senior Vice President for Europe and the Australia–New Zealand region at HMD, recently remarked in an interview that the Nokia brand continues to enjoy a strong degree of recognition, though its appeal remains primarily concentrated within the feature phone segment. The brand’s core consumer base is composed of individuals who have long been familiar with Nokia—typically from an older demographic. Consequently, HMD’s current strategy in the smartphone market is shifting toward using its own brand to attract a younger generation of users.
Robinson emphasized that internal company research confirms the Nokia name still carries significant brand recognition, but it resonates more powerfully with consumers seeking feature phones. As such, HMD aims to leverage its proprietary branding to engage with younger audiences more effectively.
He also noted that feature phones continue to occupy a meaningful share of the market. For example, in just one month, over two million units were sold in India alone. Demand remains substantial in regions like Africa, and even prestigious institutions such as Eton College—a renowned British all-boys boarding school situated near Windsor Castle—have adopted the Nokia 105 as a primary communication device for students.
Feature phones are also frequently used as backup devices during trade shows, business travel, and various field operations. Many parents prefer them as first phones for children due to their extended battery life, dedicated focus on communication, and greater durability when compared to smartphones.
Since September of last year, HMD has ceased the release and sale of any new smartphones under the Nokia brand, redirecting its efforts exclusively toward handsets bearing its own name. The Nokia brand, for the time being, is reserved solely for feature phone offerings.
When HMD acquired the Nokia mobile division, it signed a contract granting it a 10-year license to use the Nokia brand. Meanwhile, the feature phone business under the Nokia name was acquired by FIH Mobile, a subsidiary of Foxconn, which also oversees the manufacturing and distribution of HMD-branded products.
Looking ahead, HMD is expected to continue offering Nokia-branded feature phones until the licensing agreement expires. In the smartphone space, however, the company will fully transition to its proprietary brand, focusing particularly on appealing to younger users within the sub-$500 market segment.
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