This year in March, alongside the Nokia 8.3 5G, Nokia 5.3, Nokia 1.3, Nokia 5310, and HMD Connect (SIM and roaming service), HMD Global also announced the (re)launch of Nokia Mobile in the Brazilian market. Nokia Mobile is back and it is here to stay, said Juan Olano (Portfolio Manager & GTM, HMD Global) during the launch of Nokia 2.3 in Brazil in early May.
He also said that they intend to have other models and price ranges in the country by the end of the year and manufacturing based in Brazil in the near future. Since then, the Nokia 2.3 has been selling there for R$899 (€149, ₹ 12660, US$168).
Florian Seiche, CEO, HMD Global, appeared for an interview in June, which was organized by exame. He talked about Nokia Mobile’s strategies in the Brazilian market and the global market. He also discussed about their partnerships. Let us see what he has to say about:
Motivation behind bringing back Nokia Mobile in Brazil
Florian Seiche begins by saying that the Americas have been priority markets for them since Nokia Mobile’s beginning. He adds that they achieved some vital milestones by becoming the partners of major US operators and by expanding in Latin America in 2019. He sees a huge potential in the Brazilian market, which is the only important market where they were not yet functional.
He adds, as per the IDC report, devices with prices in the range of R$700 (131 USD) and R$1,099 (206 USD), were the best sellers in 2019. This situation gives HMD Global the perfect opportunity to offer affordable and high-quality smartphones that brings everything one would expect from a Nokia phone.
Contribution of brand nostalgia in Nokia Mobile’s case
He says that Nokia is still known as one of the highest quality mobile phone brands in Brazil, just like how it is in other countries. Nokia Mobile’s goal is to exceed the expectations of their fans and offer the best Android experience for Nokia phones.
They also want to introduce Nokia to the new generation, who are probably not so well-versed with the brand, and he believes that even they will find something to love in the innovative and high-quality devices.
Nokia Mobile wants to bring technology to more and more people by “creating products that last, changing the industry paradigm, offering a safe and better mobile experience”.
Partnership of Nokia Mobile with Multilaser in Brazil
Here, he highlights that HMD Global is a company built on partnerships. He adds that Nokia Mobile works under a strategic partnership model so that they can work with the best players in the industry like Google, Zeiss, Qualcomm, and MediaTek.
Similarly, the extensive market knowledge and well-established business relationships with the customers of the local companies are valuable assets to place Nokia Mobile locally.
Arrival of Nokia Mobile in Brazil during COVID-19
Nokia Mobile had been planning it for a while, but due to the current situations, there was a bit of delay in the process of progress.
Lessons learned by the global electronics market during the pandemic
Though the COVID-19 is affecting the global markets, the priority should stay in controlling and containing the spread of the virus, says Florian Seiche. He believes that the mobile phone industry is in the process of adapting and adjusting to this new reality.
According to him, the most relevant lesson is the importance of making technology and connectivity more accessible to more people, which Nokia Mobile is committed to more than ever.
Rivalry with Chinese brands like Xiaomi and Huawei
Nokia Mobile wants to bring a fresh outlook to the mid-range segment in Brazil, which is one of the fastest-growing in the world. He says that Nokia Mobile is changing the industry standards by offering phones that really improve over time.
He adds that no other brand can offer up to three years of monthly security updates and two years of OS upgrades, which is one of the key differentiator along with bringing premium experiences for smartphones at affordable prices.
Changes in the concept of smartphones due to 5G
He says that 5G will be essential for many industries and will also enhance the mobile experience and that is why they are investing in 5G. Nokia Mobile’s vision is to bring 5G to everyone.
He points out that Nokia 8.3 5G has more 5G new radio (NR) bands than any other device, including the devices that cost twice as much as the Nokia 8.3 5G. He also added that they will be ready with their 5G device whenever the country is ready for 5G.
How HMD Global plans to keep up with the philosophy of Nokia?
He says that they carefully choose the materials and commit themselves to the smallest details, so that they can raise the standards in terms of design, quality, and durability, by staying true to the “Nordic heritage and the DNA of the Nokia brand”.
He adds that Nokia Mobile believes in creating phones that are really made to last. Apart from striving for excellence in terms of hardware, they also focus on ensuring that the phones improve over time, “thanks to the exclusive partnership with Google.”
Possibilities beyond smartphones for HMD Global
As of now, the global portfolio of HMD Global includes smartphones, feature phones, and accessories. HMD Global also entered a new service category with the launch of HMD Connect, which is a SIM and data roaming service.
This time, we would like to leave the conclusion up to you, the readers. So, collect all of your thoughts and feelings, and feel free to share all of it with us and the other readers in the comments section below.