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HMD Global (Human Mobile Devices) is a Finnish independent mobile phone manufacturer. The company is made up of the mobile phone business that the Nokia Corporation sold to Microsoft in 2014, then bought back in 2016 by former executives who formed HMD Global. HMD began marketing Nokia-branded smartphones and feature phones on 1 December 2016, through an exclusive licensing agreement,[5] and began producing self-branded HMD phones in March 2024.[6]

Key Information

HMD formed a partnership with Google, and uses the Android operating system on their smartphones, originally under the Android One program,[7] whereas HMD's feature phones use the Series 30+ platform as well as the more advanced KaiOS.[citation needed] Manufacturing is outsourced to Foxconn subsidiary FIH Mobile.[8][9][10] Nokia has an investment[11] in HMD, and remains a partner, setting mandatory requirements and providing patents and technologies, in return for royalty payments.[12][13]

History

[edit]
Further information: History of Nokia
The previous logo of HMD (2016–2024)

Context

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Nokia was one of the largest global mobile phone and smartphone makers until it began to struggle in maintaining market leadership due to the rise of more innovative smartphone offerings from Apple, Samsung and Google. Due to various factors, Nokia was unable to maintain the popularity it once had back in the 2000s. Its initial partnership with Microsoft to use its operating system did not help either as Windows Phone's mobile app offerings were not as comprehensive as the ones available on Apple's iOS and Google's Android.

At this point of time, Nokia had a lineup of feature phones, and a range of low- to high-end smartphones under the Nokia Eseries, Microsoft Lumia and Nokia Asha product lines.

By the early 2010s, Nokia had lost major market share in the mobile phone market, and was overtaken by Apple and Samsung.

In 2014, Nokia's mobile phone business was sold to Microsoft, along with the right to use the Nokia brand for mobile phones for ten years. The sale did not end the woes of the business. Microsoft used the brand primarily as a means of introducing its Windows Phone mobile operating system, which was itself struggling to establish any kind of significant market presence.[14] The range of Microsoft Lumia smartphones did not gain significant traction in the highly competitive smartphone market dominated by Android and iOS devices. There were further internal struggles, as Microsoft tried to reconcile the Nokia brand with its own objectives under Microsoft Mobile. By October 2014, Microsoft decided to drop the Nokia brand in favor of its Microsoft-branded Lumia smartphone range with the release of Microsoft Lumia 535, while only the featurephone segment kept the Nokia brand.[15]

Formation of HMD and launch

[edit]

The CEO of Nokia, Rajeev Suri, said in June 2015 that the Nokia brand would return to smartphones.[16] Earlier that year Nokia Technologies released the N1 tablet running Android. Under the terms of the acquisition agreement with Microsoft, Nokia could not sell Nokia-branded phones until 31 December 2015.[17] Suri said in February 2016 that he wanted the company to be in a position where it co-designs with another manufacturer, but keeps "appropriate control measures".[18]

HMD Global Oy was originally incorporated in Helsinki on 9 November 2015.[19]

On 18 May 2016, Microsoft Mobile announced the sale of its feature phone business to HMD Global and FIH Mobile. The sale included design rights, and its rights to use Nokia brand on all types of mobile phones and tablets worldwide until 2024,[20][21] except in Japan, where Nokia-branded mobile phones have not been sold since 2008. HMD also signed a licensing agreement with Nokia Corporation which included giving it use of cellular standard essential patent licenses. Nokia has said this move is "uniting one of the world's iconic mobile brands with the leading mobile operating system".[22] Some factories of Microsoft Mobile, including one located in Vietnam, had been sold to Foxconn, the world's largest electronics manufacturer.

It was agreed that HMD products would be manufactured in the FIH/Foxconn factories.[23] The total sale to both HMD Global and FIH Mobile amounted to US$350 million.[24] HMD have decided to spend US$500 million in supporting the marketing of the new products over the next three years. In addition the company is backed by a Luxembourg-based private equity fund called Smart Connect LP, run by Jean-François Baril, who was senior vice president of Nokia from 1999 to 2012.[25]

Nokia 6, HMD's first smartphone and the first Google Play certified Android-powered Nokia

On 1 December 2016, the Nokia website showed mobile devices for sale for the first time since 2014.[20][26] Their first devices, Nokia 150 and 150 Dual SIM feature phones, was announced on 13 December 2016,[27] while their first Android smartphone, Nokia 6, was announced on 8 January 2017. At Mobile World Congress in February 2017, HMD announced the relaunch of the iconic Nokia 3310, along with two new Android devices named Nokia 3 and Nokia 5.[28] The first Nokia branded Android smartphone, Nokia 6 was released in China and a few other Asian markets starting January, while Western releases commenced in June starting with Finland,[29] with a full worldwide release of all three Android devices by August 2017.[30]

HMD used a marketing strategy advertising Nokia phones as "pure, secure and up to date" (referring to a stock Android interface and its commitment to fast updates) as well as brand trust and nostalgia.[31][32][33][34]

HMD is headquartered in Espoo, Finland, and is largely run by former Nokia executives.[35] The first CEO was Arto Nummela, a Nokia veteran of 17 years, until July 2017, when company president Florian Seiche took over as CEO.[36]

2017-2023

[edit]

On 6 July 2017 HMD partnered with Carl Zeiss AG to provide camera lens optics for Nokia smartphones.[37] Nokia previously used Zeiss optics in its mobile phone lineup from 2005 to 2014.[38]

On 27 July 2017, HMD purchased 500 design patents from Microsoft Mobile that were originally created by Nokia. One notable patent is the Lumia Camera user interface, which had been highly praised by critics[39][40] since appearing on the Nokia Lumia 1020.

On 16 August 2017, HMD introduced their first flagship Nokia smartphone, the Nokia 8. Its most distinguishing features are Dual Sight, allowing live streaming with both the front and rear Zeiss cameras (referred to as "bothie", a pun on "selfie"), and OZO Audio, which contains spatial 360° audio technology derived from Nokia's high-end OZO camera.[41][42][43]

In September 2017, HMD acquired the design patent of Nokia Lumia 2520.

On 25 October 2017, HMD revived the Nokia Beta Labs, a beta software program.[44]

On 11 January 2018, HMD Global acquired the Asha brand name.

On 25 February 2018, A new high-end flagship was introduced, Nokia 8 Sirocco, featuring a curved all-glass design and its name referring to the older Nokia 8800 Sirocco,[45] as well as Nokia 7 plus, and ultra-low-cost smartphone, Nokia 1.[46] In addition, HMD re-introduced the Nokia Pro Camera app for Zeiss camera phones.[47] The classic 8110 was also reintroduced.

In late July 2018, HMD announced vacancy for a team to expand the business in USA.

For the Chinese market, Nokia X6 was announced, which got a worldwide release as Nokia 6.1 Plus. Another Chinese-market device, called Nokia X5, was later announced. Both of these have bezel-less screens. These devices are direct successors to the mid-upper range Xseries used for the touchscreen Symbian smartphones

In late August 2018, HMD acquired PureView branding, the imaging technology brand which had previously been implemented on high-end Nokia/Lumia smartphones since the Nokia 808 PureView in 2012.

In November 2019, HMD announced Nokia C1, the Android Go smartphone.

On 19 March 2020, HMD held an online event and announced Nokia 8.3 5G, the first ever Nokia-branded 5G smartphone, and the "world's first truly global 5G device". Other products announced the same day were Nokia 5.3, Nokia 1.3, and revival of Nokia 5310 XpressMusic. HMD also introduced HMD Connect, which is a global roaming data SIM card, with associated plans. Nokia 6.2 and Nokia 7.2 get exclusive 007-branded Kevlar cases in conjunction to the HMD marketing campaign with James Bond movie No Time to Die.

HMD are currently implementing new systems utilizing Artificial Intelligence.[48]

In July 2020, HMD acquired Valona Labs, a mobile software cybersecurity company.[49]

2024-present

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HMD Pulse Pro, one of the company's first smartphones with the new HMD brand released in 2024

The HMD brand was initially only used for corporate purposes and did not appear in advertising, with the name "Nokia Mobile" is used on social media.[50][51] In January 2024, HMD rebranded to 'Human Mobile Devices'.[52]

Starting in 2023, HMD has considered dropping the Nokia branding in favor of the generic HMD brand in order to diversify its portfolio.[53] This came to fruition with the 2024 release of the HMD Vibe as the first non-Nokia HMD smartphone,[54] and by 2025, HMD has discontinued the smartphones that are still under the Nokia brand, with the exemption of feature phones.[55][56] It has been suggested that HMD have been preparing for the event that its exclusive agreement with Nokia Corporation will not be renewed as it will expire by 2026.[57] However, on September 2025, Nokia Corporation has extended its licensing agreement with HMD by another two to three years beyond the original 2026 expiration, ensuring that Nokia-branded feature phones will continue to be sold through HMD Global.[58]

On 8 September 2025, HMD announced that it was pulling out of the US market due to unfavourable regulatory conditions, particularly new tariffs on imported goods[59]. The post reiterated that existing devices will be supported for the full warranty period, but all new devices will be exclusive to the international market. Subsequently, the US webpage for HMD was taken down and redirected to the international site[60].

Product naming

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The product naming of Nokia devices has historically been based on the numerical system, with new Nokia-branded Android smartphones being named from 1 to 9; with Nokia 1 series being the lowest-end entry level smartphone, and the Nokia 9 series being the highest-end offering of the portfolio. For device successors, and new products launched under the same series, the decimal system (similar to the naming convention of software versions) is being used to denote the different smartphone versions (for e.g. Nokia 6 (2017), Nokia 6.1 (2018), Nokia 6.2 (2019), Nokia 6.3, and so on...). In addition to this, Verizon carrier locked phones are marked with a V, such as the Nokia 9V Pureview

In April 2021, a new two-digit nomenclature was introduced with the launch of the G series and X series alongside the existing C series.

Software

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Nokia is in partnership with Google, and their Nokia-branded smartphones run Google's Android operating system.[61] The software has minimal customizations and is stock Android, with some notable customizations including tweaked icons with a more general blue theme,[62] a different camera app,[63] and the additions of the classic Nokia startup tone and the Nokia tune ringtone.[64] HMD calls it "pure, secure and up-to-date", claiming it does not contain Software bloat or additional software[65] and that the phones will get fast software updates compared to other OEMs.[66] Until the launch of Google Pixel smartphones it was seen as a spiritual successor to Google's former Nexus series, which were known for running stock Android.[67] HMD's launch devices came preloaded with Android version 7 "Nougat".[68] Devices released after 2017 come preloaded with Android 8 "Oreo" or Android 9 "Pie". Devices released after December 2019 come with Android 10 "Q", however it is confirmed that some phones will get an update to Android 10 "Q".

Former CEO Arto Nummela, said in a June 2017 interview that HMD is a "first tier partner with Google."[69]

In August 2019 Counterpoint research said that "Nokia Leads the Global Rankings in Updating Smartphone Software and Security [out of 3rd party Android OEMs]". According to Exhibit 2: Time Taken by Top 10 Manufacturers to Upgrade Portfolios to the Latest Android Version, Nokia were, over the 12 months following Android 9's launch, in first place for % of [Smartphone] Portfolio Updated to Android Pie.[70] However, with the increasing product portfolio Nokia could not keep to this high standards and updates are delayed longer and distributed less frequently. The phones typically receive updates for two to three years.[71]

On feature phones, HMD has used Series 30+, Smart Feature OS powered by Java for Nokia 3310 3G and KaiOS for Nokia 8110 4G and in the Chinese market, AliOS.

Nokia smartphone with Android

Nokia and Android

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After the announcement of Google's Open Handset Alliance in November 2007, Nokia said it "considered" joining the alliance, despite its majority stake in Symbian Software[72] Nokia eventually did not join and instead created the rival Symbian Foundation in 2008 after taking control of the Symbian operating system and making it open source.[73][74] In 2010 as competition stiffened, Nokia lost some partners of the Symbian Foundation who then supported Google only.[75] By now Nokia planned to replace Symbian with the Linux-based MeeGo after the N9 flagship. As MeeGo and Android are based upon Linux, some speculated that this would be a roadmap in Nokia's eventual adoption of Android.[76]

Under CEO Stephen Elop the company chose to halt the MeeGo project in favour of adopting Windows Phone, which resulted in a partnership with Microsoft in 2011, with Symbian to be relegated. Google's chief executive Eric Schmidt confirmed that the company held extensive "confidential negotiations" with Nokia to encourage using Android.[77] Despite this, Nokia still experimented with Android that year and leaked images showed a Nokia N9 prototype running Android.[78] In late 2013 when Microsoft announced its intention to purchase the Nokia mobile phone division, the New York Times reported that a team at Nokia were secretly testing Android on Microsoft Lumia devices, but that Microsoft was aware of this.[79] Some analysts think Microsoft bought the business because Nokia were thinking of switching to Android, which could have resulted in Microsoft losing its dominant Windows Phone OEM.[80] In December 2013 there were leaks of a Nokia Android smartphone codenamed Normandy, along with the cancelled Meltineme Project on Lumia hardware,[81] which was eventually introduced as the Nokia X series in February 2014, featuring a heavily customized version of the Android Open Source Project (AOSP) and released in emerging markets. The acquisition was completed just two months later, and Microsoft discontinued the X series soon afterward. In an interview with Forbes, former HMD CEO Arto Nummela stated that the Nokia X family surprisingly became popular with users of high-end Samsung and Apple smartphone devices, despite the fact that it was a mid to low end device series.[82]

After the sale, the Nokia Technologies division developed the N1 Android tablet, featuring the Z Launcher interface, released in China in 2015. Later that year, images of an N1-like phone with Android called the C1 were leaked.[83] Nokia CEO Rajeev Suri confirmed the return of the Nokia brand to smartphones in June 2015 through a licensing strategy,[84] and the formation of HMD Global was finally announced in May 2016. Nokia 6 was announced in January 2017, almost six years after declining to use Google/Android and partnering with Microsoft.

S30+ OS

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Main article: Series 30+

Series 30+ (abbreviated as S30+) is a software platform and application user interface used for Nokia-branded mobile devices. The platform was introduced by Nokia in September 2013, first appearing on the Nokia 108, and has been the main Nokia feature phone operating system after the end of the Series 30 and Series 40 platforms in 2014. Despite the similar name and user interface, S30+ is technically completely different and unrelated to S30.

Many S30+ devices only support MAUI Runtime Environment, and application file (.vxp) developed by MediaTek, but some later devices have included support for J2ME applications. Even for models that don't support Java J2ME applications, some are still capable of running something.[citation needed] Some S30+ models also come with an online shop that would allow downloading new apps and games.

Newer phone models with "Series 30+" platform are said to be based on Mocor RTOS, which use the graphical user interface similar to the Smart Feature OS in Nokia 3310 3G (2019 version).

Smart Feature OS

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"Smart Feature OS" is an operating system providing some smart capabilities in devices with a feature phone form factor. Smart Feature OS is mainly based on Mocor RTOS, used on the Nokia 3310 3G only. The phone uses Opera Mini 4 as the default browser.

KaiOS

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Another OS used by HMD is KaiOS for Nokia 8110 4G,[85][86] Nokia 800 Tough, Nokia 2720 Flip, Nokia 6300 4G and Nokia 8000 4G, debuted on Nokia 8110 4G.[87][88][89][90] The newer KaiOS - based system is integrated with many of Google's services. KaiOS phones have an appstore, UC Browser[91] can be downloaded. Nokia 8110 4G have the graphical user interface similar to the Smart Feature OS in Nokia 3310 3G.

Cloud Phone

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Since late 2023, HMD has collaborated with CloudMosa to introduce various cloud-based widgets for feature phones using the Cloud Phone technology.[92] Cloud Phone is a platform that allows 4G feature phones to use various modern third-party services through the cloud. This partnership marks the first time that Nokia Series 30+ devices are capable of accessing YouTube, Shorts, TikTok, Google Sign-in Services, and real-time modern web applications. The first device to support Cloud Apps on Series 30+ is the Nokia 110 4G (2023), with all devices released in 2023 onwards set to feature this capability through OTA updates.[93]

On 24 April 2024, HMD launched three new 4G feature phones: Nokia 215 4G, 225 4G, 235 4G, and Nokia 3210,[94] all supporting the Cloud Phone technology.

In September 2025, HMD launched HMD Touch 4G, which was the first ever touchscreen device that supporting the Cloud Phone technology.

Hardware

[edit]

The design language of Nokia smartphones from HMD consists of typical Scandinavian design and aesthetics,[95][96] and are considered to be reminiscent of the previous Microsoft Lumia series, with clean and minimal styling.[97][98][99] When HMD was formed in 2016, it stated that it wanted to develop phones that stay loyal to Nokia's popular heritage of "design, robustness and reliability".[100] The company's design team is headed by Raun Forsyth and Alasdair McPhail.[101]

The Nokia 5, 6, and 8 are made from a single block of 6000[102] series aluminium,[103][104] while the 7 is crafted from 7000[105] series aluminum.[106] The Nokia 8 Sirocco is crafted from a single block of stainless steel.[45]

In 2017 Nokia started resurrecting its classic devices. This began in May 2017 when a new 3310 handset was introduced at the Mobile World Congress. It sported an updated but similar design language to the original, which debuted in September 2000.[107] This device was still a feature phone but it shipped with a fresh operating system, colored display, and Nokia native applications. After the success of this initiative, Nokia again rebooted one of its classic phones, the Nokia 8110, which featured a 4G update, excellent battery life, and classic Nokia apps.[108]

Relationship with Zeiss

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Nokia and Zeiss has been partners since the development of the Nokia N90 in 2005. The partnership between the two companies continued until Nokia's departure from the mobile industry in 2013. In the same year, the partnership was carried over to Microsoft when it acquired Nokia's mobile business. The last Microsoft smartphone with the Zeiss lens was the Lumia 950 and Lumia 950 XL released in 2015.

In 2016, Microsoft sold its feature phone business to HMD Global and FIH Mobile. This was then followed by the licensing of the Nokia brand for smartphones from Nokia Corporation. In July 2017, HMD Global and Zeiss rekindled its "exclusive" partnership.[109] The first Nokia Android smartphone with Zeiss lens was the flagship Nokia 8.[110]

On 25 July 2022, Zeiss confirmed through the European website, Nokiamob, that the partnership between the two companies ended in 2021. It is clear that the partnership became non-exclusive at that point. This makes Vivo and Sony Mobile the last remaining partners of Zeiss.

After long and successful collaboration, in 2021 Zeiss and HMD Global mutually agreed not to prolong their non-exclusive partnership which included collaboration for imaging technologies of "Nokia" branded smartphones with ZEISS as consulting and development partner.[111]

The Nokia XR20 is the last Nokia smartphone with the Zeiss lens, while the Nokia 8.3 5G is the last Nokia device with the PureView technology without Zeiss lens or branding. The last Nokia flagship with both Zeiss and PureView was the Nokia 9 PureView back in 2019. The Nokia X30 5G is the first Nokia device with PureView technology but without Zeiss lens.

Reception

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The highlights of HMD's Nokia smartphones have been build-quality and design.[112][113] TechRadar noted the premium build of the Nokia 5, despite its low cost, whereas GSMArena said, that the Nokia 6 was "built like a tank."[114] Juho Sarvikas, chief product officer at HMD, said "it has the build quality that you expect from Nokia."[115] The result of a Nokia 6 build has been called an "aluminium unibody with the highest level of visual and structural quality."[116] TechRadar called Nokia 8 "one of the most – if not the most – beautiful phones we've ever seen with the Nokia branding emblazoned on the rear."[117]

HMD have also been initially praised for its commitment of providing zero-day and monthly security patches, as well as stock Android without an additional user interface.[118] However starting around late 2020 and early 2021, several Nokia smartphone updates to Android 11 were delayed to Q2 2021[119] (and beyond). In late 2021, HMD announced the high end Nokia 9 PureView devices will not receive an update to Android 11 after all, resulting to HMD offering affected customers a 50% discount on a Nokia X family device.[120] This goes with a strong consumer dissatisfaction in recent time. Advertisement on instant updates has been reduced in a large scale on HMD's Nokia website.[citation needed]

The Nokia 3310 reboot has been praised as a clever marketing strategy that revived interest in the brand,[121][122] with one analyst calling it a "PR stunt."[123]

According to ZDNet on 5 March 2020, Nokia smartphones ranked second highest in resale value in 2019, just below iPhone. The average depreciation rate in 2019 was 27.68%, the lowest among Android smartphone brands.[124]

A common criticism of some of the Nokia smartphones has been the choice of system-on-chips (SoCs) on several models. The original lineup, Nokia 3, 5, and 6, uses an older entry-level SoC, which put a strain on software performance.[125][126][127] The 2019 models Nokia 6.2, 7.2, and 9 PureView uses the older Qualcomm Snapdragon SoCs from 2017 to 2018. Analysts have also noted the new Nokia 3310 as being "overpriced,"[128][129] and that similar basic phones can be bought for almost half the price.[130]

Sales

[edit]

HMD executive Juho Sarvikas said on 16 August 2017 that the company had shipped "millions of units of the 3, 5 and 6," with demand "far outstripping" supply.[131] As of June 2017, demand of the new Nokia 3310 has been up to seven times higher than expected in the UK.[132]

By Q2 2017, HMD had 0.4% market share in the smartphone market, making it the 11th largest in Europe, and 5th largest in Finland. An IDC analyst called it a "great start."[133] According to Counterpoint Research on 1 December 2017, – the first anniversary of HMD – the company was the 8th largest mobile phone vendor in the world (this includes both smartphones and feature phones). It was ranked 5th in India, 4th in Russia, 3rd in the UK, and 1st in the Middle East.[134] It also became the 4th vendor in Germany as of Q3 2017.[135]

1.5 million Nokia smartphones were sold in the first half of 2017,[136] up from virtually zero the year before.

In Q4 2017, HMD was the best-selling mobile phone vendor overall in Vietnam and most Middle Eastern countries, and also the no. 1 feature phone vendor worldwide. It was also the 3rd best-selling smartphone vendor in the UK, the first time for the Nokia brand since 2010.[137] In Q3 2018, HMD had the biggest year-on-year sales growth of 71% to 4.8 million units shipped that quarter, making it the 9th largest smartphone vendor worldwide.[138]

In Q2 2019, HMD sold 4.8 million smartphones, up from 4.5 million in Q2 2018.[139]

In the year 2022 HMD sold a total of 40 million devices, down from 56 million in 2021.[140]

Operation

[edit]

Staff

[edit]

The CEO and presidency role is fulfilled by Jean-Francoise Baril. He has been in the post since November 2022 having replaced Florian Seiche.[141] Seiche, formerly Nokia Europe's senior vice president of sales and marketing, who also had stints at Siemens, Orange and HTC.[142] The original CEO was Arto Nummela, who joined Nokia in 1994 and served in several positions including product creation and portfolio before moving to Microsoft Mobile when it was formed 2014.[143] On 19 July 2017 Nummela left the company by "mutual agreement", leading to the president, Seiche, to become acting CEO.[144][145]

On 15 August 2016, Pekka Rantala, former CEO of Rovio Entertainment, became HMD's chief marketing officer,[146] commenting that Nokia will "rise again." Rantala previously held several positions at Nokia from 1994 to 2011 such as leader of Nokia's European operations.[147][148]

Headquarters

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HMD were originally based at Building 2 of the Nokia Campus in Karaportti in Espoo, Finland, opposite Nokia Corporation's headquarters.[149] In November 2018, HMD moved to a new premises 3 km (1.9 mi) away in Bertel Jungin aukio, a square named after former Finnish-Swede architect Bertel Jung.[150] The same building also houses TNS Mobile Oy, a subsidiary of FIH Mobile which distributes HMD Global's products.[20] HMD's other main offices are located in London, England; Noida, India and Dubai, UAE.[151]

Products and services

[edit]
Main article: List of HMD Global products
The original early 2017 lineup: Nokia 3310, 6, 5, and 3

HMD Global has released numerous Nokia phones across different categories. Initially the company also developed flagship-level smartphones, but following lukewarm sales of its Nokia 9 PureView (2019), they have since focused more on mid-tier and entry-level smartphones, where they have found more success.[152] The company is a major manufacturer of "feature phones" and is also notable for its Nokia Originals series of modern revivals of older handsets.[153] Beginning in 2024, the company has started to release self-brand HMD smartphones running Android, replacing the Nokia brand in this segment.[6]

See also

[edit]
  • Jolla, a mobile phone company with former Nokia's MeeGo staff

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

HMD Global

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HMD Global Oy (Human Mobile Devices) is a Finnish multinational corporation specializing in the design, manufacture, and sale of mobile phones, including Android smartphones and feature phones.[1][2] Founded on May 18, 2016, by a group of former Nokia executives, the company was established to revive the Nokia brand in the consumer mobile market after Microsoft sold its feature phone business, which originated from Nokia's devices division acquired in 2014.[3][4] Headquartered in Espoo, Finland, at Bertel Jungin aukio 9, HMD Global partners with FIH Mobile Ltd., a subsidiary of Foxconn, for manufacturing and distribution.[2][5] The company's mission is to make modern mobile technology accessible to everyone by offering affordable, durable, and repairable devices that prioritize sustainability and user privacy.[4][1] HMD Global holds an exclusive 10-year licensing agreement with Nokia Corporation, extended in September 2025 beyond 2026 for Nokia-branded feature phones, to produce and market such devices; it began doing so on December 1, 2016, with models like the Nokia 3, 5, and 6 running Android.[4][6][7] In recent years, HMD Global has expanded beyond Nokia licensing by launching its own branded products, such as the HMD Skyline smartphone and HMD Aura smartphone, emphasizing modular designs and repairability to reduce e-waste.[8] As of 2023, the company has sold over 400 million devices worldwide, employs more than 500 people, and ranks as the second-largest manufacturer of feature phones globally, with a strong presence in emerging markets.[1] In 2025, HMD announced a strategic shift to scale back Nokia-branded smartphone offerings in certain regions like the US while focusing on its proprietary HMD lineup and business solutions.[9]

History

Formation and early development

HMD Global Oy was established on May 18, 2016, in Helsinki, Finland, by a team of former Nokia and Microsoft executives with the aim of reviving the Nokia brand in the mobile phone market.[4] The company was led initially by CEO Arto Nummela, a veteran of Nokia and Microsoft Mobile, alongside President Florian Seiche, who had previously held leadership roles at Nokia, HTC, and Microsoft Mobile, and Chief Marketing Officer Pekka Rantala, formerly CEO of Rovio Entertainment.[10][11] This founding team leveraged their deep industry experience to position HMD as the exclusive licensee for Nokia-branded devices, focusing on design, marketing, and distribution while outsourcing manufacturing to partners like Foxconn.[4] In May 2016, HMD Global, in partnership with FIH Mobile (a Foxconn subsidiary), acquired Microsoft's feature phone business assets for a total of $350 million, gaining control over design teams, patents, software, supply agreements, and manufacturing facilities such as the one in Hanoi, Vietnam.[3] This transaction, which closed in the second half of 2016, transferred approximately 4,500 employees to the buyers and provided HMD with foundational resources to re-enter the market. Concurrently, HMD signed an exclusive 10-year licensing agreement with Nokia Technologies in May 2016, granting worldwide rights to use the Nokia brand for feature phones and smartphones until 2026.[4] These deals marked a strategic pivot, allowing HMD to capitalize on Nokia's enduring brand equity without direct involvement from the original Nokia Corporation, which had exited the consumer mobile business years earlier. HMD Global officially entered the market on December 1, 2016, committing over $500 million to global marketing efforts over the next three years to relaunch Nokia devices.[12] The company's initial product lineup, unveiled at Mobile World Congress in February 2017, included the Android-powered Nokia 3, Nokia 5, and Nokia 6 smartphones, targeting the mid-range segment with features like aluminum builds, high-resolution cameras, and stock Android experiences. Complementing these was the revival of the iconic Nokia 3310 as a modern feature phone, emphasizing durability, long battery life, and nostalgic elements like the Snake game to appeal to budget-conscious consumers.[13] This launch strategy centered on resurrecting Nokia's legacy of reliable, accessible devices in the competitive mid-range and budget markets, prioritizing quality and affordability over premium specifications.[4]

Nokia-focused expansion (2017-2023)

Following its formation, HMD Global rapidly expanded its product portfolio under the Nokia brand, launching dozens of smartphones and feature phones between 2017 and 2023 to cater to diverse market segments.[14] Notable releases included the flagship Nokia 9 PureView in 2019, which introduced a pioneering penta-camera system co-developed with Zeiss optics for enhanced imaging capabilities, and the budget-friendly Nokia 1 series aimed at entry-level users in emerging markets. This diversification encompassed over 100 models across Android smartphones, basic feature phones, and 4G-enabled devices, enabling HMD to rebuild Nokia's presence in the consumer mobile space. HMD shipped a cumulative total exceeding 200 million units by the end of 2019, with annual shipments peaking at over 80 million in 2018.[15] A key aspect of this expansion was HMD's entry into over 100 countries, establishing strongholds in India, Europe, and emerging markets in Africa and Latin America through targeted distribution and localization strategies.[16] In 2018, the company bolstered its operations by partnering with local manufacturers in India, such as Dixon Technologies, to increase domestic production of Nokia smartphones and feature phones, doubling local assembly capacity to meet rising demand and reduce import dependencies.[17] These efforts supported strong performance in India, one of HMD's top three global markets.[18] HMD marked several pivotal events during this period to enhance its software ecosystem and user experience. In 2017, the company adopted Google's Android platform for its initial Nokia smartphones, committing to timely updates and security patches to deliver a clean, stock Android interface.[19] Building on this, HMD joined the Android One program in 2018, ensuring select models like the Nokia 6.1 and 7 Plus received guaranteed software support for up to three years.[20] For feature phones, HMD developed the Series 30+ operating system, an evolution of Nokia's classic S30 platform, which powered devices like the Nokia 3310 (2017) with improved multimedia and connectivity features.[21] Additionally, in 2018, HMD entered the smart feature phone segment via KaiOS, launching the Nokia 8110 with app support including Google Assistant and Maps, targeting affordable 4G users in developing regions.[22] Financially, HMD achieved significant milestones, reaching approximately €1 billion in annual revenue by 2020 through robust sales of Nokia devices amid growing global demand. The company's workforce expanded to over 700 employees by 2022, reflecting scaled operations across design, marketing, and supply chain management in more than 50 countries.[23] Despite these successes, HMD faced intensifying competition from Chinese manufacturers like Xiaomi, which dominated budget and mid-range segments with aggressive pricing and rapid innovation in markets such as India and Europe.[24] The COVID-19 pandemic from 2020 to 2021 exacerbated challenges, disrupting global supply chains and causing semiconductor shortages that delayed production and led to shipment declines of up to 90% year-over-year in key regions like India and the Middle East.[25][26]

Brand shift and recent challenges (2024-present)

In 2024, HMD Global accelerated its transition from Nokia-centric operations by rebranding as Human Mobile Devices and launching its first self-branded smartphones, marking a strategic pivot toward independent product development. The company announced the HMD Fusion in September 2024 at IFA Berlin, introducing a modular design with interchangeable "Smart Outfits" for customization, repairability, and added functionality like camera enhancements or wireless charging.[27][28] This launch exemplified HMD's emphasis on user-centric innovation, allowing consumers to adapt the device to their needs without specialized tools.[29] The evolution of HMD's Nokia licensing agreement further underscored this brand shift, with the discontinuation of all Nokia-branded smartphones in January 2025 as the company refocused on its own portfolio.[30] While Nokia feature phones remained available under the license, which was originally set to expire in March 2026, HMD extended the agreement in September 2025 for an additional two to three years to sustain sales in key markets like India and the Middle East.[31][32] HMD faced significant market challenges in 2025, including a withdrawal from the US market in July due to escalating tariffs, economic pressures, and geopolitical tensions that made operations unsustainable.[33][9] Concurrently, the company underwent internal restructuring in July 2025 to streamline operations and prioritize entry-level devices, alongside new accessories like smartwatches and earbuds, aiming to broaden its ecosystem amid competitive smartphone saturation.[34] At Mobile World Congress in Barcelona in March 2025, HMD debuted an expanded portfolio emphasizing "human-centric" design principles, focusing on mental health, family safety, and reduced screen time to address global digital wellness concerns.[35] Key launches included the HMD Skyline and Pulse series smartphones, which featured repairable components and parental controls, as well as accessories such as Qi2-enabled earbuds that double as power banks.[36][37] The company leaned into nostalgia with limited-edition releases like the HMD Barça 3210, a feature phone celebrating FC Barcelona's heritage with team-branded colors and simplified functionality. These devices were officially launched on April 24, 2025.[38] Similarly, the HMD 2660 Flip promoted digital detox through its social-media-free interface, long battery life, and flip design, encouraging users to prioritize calls and basic connectivity over constant notifications.[39][40] Ongoing adaptations in 2025 highlighted HMD's narrowed focus amid these challenges, reducing its core smartphone lineup to four models—HMD Skyline, Pulse, Fusion, and XR21—to concentrate resources on affordable, durable options.[41] In December 2025, HMD launched the DUB series of true wireless stereo (TWS) earbuds, comprising six budget-oriented models including the DUB X50 Pro, X50, S60, P70, P60, and P50, featuring active noise cancellation (ANC), environmental noise cancellation (ENC), Dolby Audio support, and battery life of up to 70 hours.[42][43]

Corporate operations

Headquarters and global presence

HMD Global's primary headquarters is located in Espoo, Finland, at Bertel Jungin aukio 9, where the company was established in 2016 to house its research and development (R&D) teams as well as executive leadership.[1] The facility supports core operations, including product design and strategic decision-making, leveraging Finland's strong technology ecosystem.[2] The company maintains a global network of offices to manage its international operations, with key locations including its European headquarters in London, United Kingdom, which oversees regional sales, marketing, and distribution across Europe.[44] In Asia, HMD Global operates from Noida, India, focusing on the Asia-Pacific market, including local market adaptation and expansion efforts.[45] Additional presence includes an office in Dubai, United Arab Emirates, supporting Middle East and Africa operations.[46] The company maintained a U.S. office for North American activities, which was affected by the scaling back of operations in July 2025 prompted by challenging geopolitical and economic conditions.[9] Despite the U.S. scaling back, HMD Global maintains oversight of the Americas region through its global leadership structure.[1] Manufacturing is fully outsourced, with no owned factories; primary partners include Foxconn in China for global production and Dixon Technologies in India, which began assembling Nokia-branded handsets in 2021 to support local and export needs.[47] This model allows HMD Global to scale production efficiently while complying with regional regulations. The supply chain emphasizes sustainable sourcing, with a systematic procurement strategy implemented post-2020 that includes regular supplier audits to promote ethical practices and environmental responsibility throughout the value chain.[48] Regional distribution hubs facilitate logistics in Europe, Asia, and Africa, utilizing global dashboards for real-time visibility and optimized shipping from multiple locations.[49] As of 2025, following the U.S. market scaling back, HMD Global has streamlined its operations to prioritize emerging markets such as India and Africa, enhancing export capabilities from Indian manufacturing sites to these regions.[50]

Leadership and workforce

HMD Global's executive leadership is headed by Jean-François Baril, who has served as co-founder, chairman, and CEO since November 2022. Baril, with a background in procurement and operations at Nokia and Compaq, succeeded Florian Seiche, who led the company as CEO from October 2017 to October 2022 following the initial tenure of Arto Nummela from 2016 to 2017.[51][52][53] The company is privately held, having been established in 2016 by a group of former Nokia employees and supported by investors such as Nokia Corporation (holding a minority stake of around 10%), Qualcomm Ventures, and Google. As of 2025, HMD Global operates without a public stock listing, maintaining its status as a private entity focused on mobile device innovation.[54][55] HMD Global's workforce stood at approximately 762 employees across 42 countries at the end of 2022, and was reported at more than 500 as of 2025.[23][1] This reflects cost-control measures and market adjustments, including the scaling back of operations in the United States in 2025 due to economic pressures and tariff challenges, with support provided to affected local staff.[9] The company fosters a diverse and inclusive workforce through its Diversity, Equality, and Inclusion (DEI) Council, launched to advance equitable practices globally. Since its 2024 rebranding to emphasize "Human Mobile Devices," HMD Global has prioritized a human-centric culture, integrating user-focused innovation with ethical standards and social responsibility into its operations.[56][57]

Products

Product lines and naming conventions

HMD Global's product portfolio encompasses smartphones running Android, basic feature phones on the Series 30+ platform, smart feature phones utilizing KaiOS for app support, and a growing range of accessories such as wireless earbuds and smartwatches.[41][58][59][60] The company's strategy emphasizes affordability, repairability, and accessibility, targeting emerging markets and users seeking durable, essential devices over premium specifications.[35] During the Nokia branding period from 2017 to 2026 for smartphones and continuing for feature phones beyond 2026 following a September 2025 extension, HMD employed a numerical naming convention for smartphones, categorizing them into series like Nokia 1 to 9, where lower numbers denoted budget models and higher ones indicated mid-range or flagship options, such as the Nokia 3 for entry-level Android devices and Nokia 8 for more advanced builds.[61][62] Feature phones followed a similar tiered structure with 1000-series for ultra-basic models, 2000-series for enhanced durability, and 3000-series for music-focused variants, alongside nostalgic revivals like the Nokia 3310 (2017) and Nokia 8110 4G (KaiOS-enabled banana phone).[63] This approach aimed to evoke Nokia's heritage while simplifying identification, though it occasionally led to consumer confusion over model overlaps.[64] With the shift to HMD-branded devices starting in 2024, naming evolved to descriptive, thematic labels emphasizing functionality and user-centric design, such as HMD Pulse for budget Android smartphones, HMD Skyline for repairable mid-range models with creator tools, and HMD Fusion for modular devices featuring interchangeable "smart outfits" for customization like added battery or charging capabilities.[65][66][67] These names highlight themes of repairability, nostalgia, and versatility, departing from pure numerics to better convey product benefits.[36] In 2025, HMD streamlined its lineup to focus on essential offerings, prioritizing entry-level HMD smartphones and Nokia-branded feature phones. While the smartphone licensing agreement ends in 2026, the feature phone licensing was extended in September 2025 for an additional three years to approximately 2029. The company forwent high-end flagships beyond 2023 models like the Nokia XR21.[34][7] At MWC 2025 in March, HMD announced additional products including the teen-focused HMD Fusion X1 smartphone, FC Barcelona-themed HMD Barça 3210 feature phone and HMD Barça Fusion, as well as music-oriented feature phones like the HMD 150 Music and HMD 130 Music. Accessories expanded with items like the HMD Amped Buds, which include a reverse-charging case.[35][68][37] In December 2025, HMD launched the DUB series of budget true wireless stereo (TWS) earbuds, comprising six models: DUB X50 Pro, DUB X50, DUB S60, DUB P70, DUB P60, and DUB P50. These earbuds feature active noise cancellation (ANC), environmental noise cancellation (ENC), Dolby Audio support, and up to 70 hours of battery life, targeting affordable audio accessories for everyday use.[42][43] Additionally, HMD introduced the Cloud Phone service in late 2023 through a partnership with CloudMosa, enabling virtual Android app access via cloud-based widgets on compatible feature phones like the Nokia 110 4G, bridging the gap for users without full smartphones.[69][70]

Hardware innovations

HMD Global has emphasized durable and repairable hardware designs in its smartphones and feature phones, prioritizing longevity and user accessibility over premium aesthetics. This approach includes rugged builds certified to military standards, such as the Nokia XR20's MIL-STD-810H compliance, which enables it to withstand drops from up to 1.8 meters and extreme environmental conditions like high and low temperatures. Similarly, models like the HMD Pulse Pro incorporate IP52 dust and water resistance, providing basic protection against splashes and particles suitable for everyday use. These features reflect HMD's commitment to creating devices that endure physical stress without frequent replacements.[71][72][73] A key evolution in this design philosophy is the introduction of modular concepts, exemplified by the HMD Fusion launched in 2024, which features built-in hardware connectors for user-replaceable "smart outfits" that add functionality like extended battery life or wireless charging. This modularity allows owners to customize and repair components such as the battery and rear panel without specialized tools, with spare parts available for up to seven years. The Fusion's design scores high on repairability indices, enabling straightforward swaps that extend device lifespan and reduce e-waste.[66][67][29] In camera systems, HMD has pursued innovative multi-lens configurations to enhance imaging in various segments. The Nokia 9 PureView, released in 2019, pioneered a penta-camera array with five 12-megapixel Zeiss optics—two color and three monochrome sensors—that capture simultaneous shots for improved depth and light sensitivity in RAW format. For budget devices, HMD integrated higher-resolution sensors like the 108-megapixel main camera in models such as the HMD Skyline, enabling detailed hybrid OIS-stabilized photos with up to 4x lossless zoom, a step up from earlier entry-level setups. These advancements focus on computational photography to deliver professional-grade results without escalating costs.[74][75][76] Battery and build quality further underscore HMD's emphasis on reliability, particularly in feature phones and rugged lines. The revived Nokia 3310 offers up to 22 hours of talk time on a single charge, paired with a month of standby, thanks to its efficient hardware and removable 1200mAh battery. Rugged variants like the Nokia XR20 combine a 4630mAh battery with Gorilla Glass Victus for drop resistance up to 2 meters, ensuring sustained performance in demanding scenarios. These elements prioritize practical endurance over cutting-edge power density.[77][78][79] Recent 2025 updates continue this trajectory with sustainability in mind, as seen in the HMD Skyline's use of up to 78.73% recycled materials, including 100% recycled aluminum in its frame, alongside fully recyclable packaging. Entry-level options like the HMD Pulse simplify hardware with a 6.56-inch HD+ display and 5000mAh battery, powered by the Unisoc T606 (12 nm) chipset—an octa-core processor with 2× 1.6 GHz Cortex-A75 and 6× 1.6 GHz Cortex-A55 cores, paired with a Mali-G57 MP1 GPU—delivering up to 59 hours of mixed usage while maintaining repairability. For processors, HMD relies on a variety of chipsets, including the Unisoc T606 in entry-level models like the Pulse and established mid-range Qualcomm Snapdragon chips such as the Snapdragon 7s Gen 2 in the Skyline and Snapdragon 4 Gen 2 in the Fusion, without developing proprietary silicon to keep costs accessible.[80][76][81][82][83] A notable innovation is the rollout of self-repair kits starting in 2023, beginning with the Nokia G22 in partnership with iFixit, which provides tools and guides for replacing batteries, screens, and ports at a cost starting from £18.99. This initiative has expanded to models like the HMD Pulse series and Fusion, empowering users to perform fixes at home and achieving high repairability scores from organizations like iFixit.[84][85][86]

Software platforms

HMD Global's smartphones primarily run on Google's Android operating system, initially under the Android One program from 2017 to 2023, which provided a stock-like experience with minimal customizations to ensure timely updates and security patches.[87][88] During this period, eligible devices received two years of Android OS upgrades and three years of monthly security updates, emphasizing reliability and protection against vulnerabilities.[87] Following the transition to HMD-branded devices in 2024, the company continued with near-stock Android implementations, maintaining a clean interface without bloatware to optimize performance and user privacy.[87] For feature phones, HMD Global introduced the Series 30+ platform in 2017 for basic Nokia-branded models, offering a simple, lightweight interface focused on core functions like calling, texting, and basic multimedia without advanced app support.[89] A variant known as Smart Feature OS, based on a real-time operating system, enhanced the user interface on select models with improved navigation and compatibility for apps such as WhatsApp, enabling messaging on low-end hardware.[89] HMD Global adopted KaiOS in 2018 for 4G-capable feature phones, starting with the Nokia 8110 4G, to deliver a web-based ecosystem on resource-constrained devices.[90] This Linux-derived OS supports popular applications including YouTube for video streaming and Google Maps for navigation, bridging the gap between traditional feature phones and smartphones.[91] Post-2024, KaiOS remained integral to HMD's smart feature phones, such as the HMD Barbie Phone and Nokia 2780 Flip, providing access to over 1,500 apps via the KaiStore while prioritizing affordability and battery efficiency.[59] In 2023, HMD Global launched Cloud Phone in partnership with CloudMosa, introducing a virtual Android environment accessible via PC or web browsers, which simulates a full smartphone interface without requiring high-end hardware.[69] This cloud-based solution integrates with physical HMD devices, allowing remote control and app execution in the cloud to extend functionality for users in low-connectivity regions.[69] By 2025, HMD Global adjusted its software policies for budget lines, committing to two years of quarterly security updates to balance cost and maintenance for entry-level models, while emphasizing lightweight variants like Android Go optimized for low-spec hardware with reduced resource demands.[92][93]

Partnerships

Zeiss collaboration

In 2017, HMD Global entered into an exclusive partnership with ZEISS to integrate advanced optics into Nokia-branded smartphones, aiming to elevate mobile imaging standards through co-developed hardware and software capabilities.[94][95] The agreement marked a revival of the historic collaboration between the Nokia brand and ZEISS, focusing on lens design, anti-reflective coatings, and imaging algorithms to enhance clarity, contrast, and low-light performance.[96] The partnership's first implementation appeared in the Nokia 8 flagship, launched later that year, which featured dual 13 MP rear cameras with ZEISS optics, including the signature T* anti-reflective coating to minimize lens flare and improve image sharpness.[97] This was followed by the Nokia 9 PureView in 2019, introducing a pioneering penta-camera system comprising five 12 MP sensors—two RGB and three monochrome—all equipped with ZEISS optics for computational photography that captured greater dynamic range and detail through simultaneous multi-frame processing.[98][74] In mid-range devices like the Nokia 7.2, also released in 2019, ZEISS contributions extended to software enhancements, including co-developed algorithms for three distinct bokeh effects (Swirl, Smooth, and Modern) mimicking classic ZEISS lens characteristics, alongside AI-powered night mode for better low-light fusion and exposure stacking.[99][100] The collaboration delivered tangible benefits, such as superior color accuracy and reduced aberrations via the T* coating, which helped position Nokia phones as premium imaging options even in budget segments by enabling sharper portraits and reliable performance in challenging conditions.[101] Despite initial exclusivity for mobile imaging, the partnership evolved amid industry shifts but concluded in 2021, with the Nokia XR20 as the final device featuring ZEISS optics; HMD Global confirmed the mutual decision not to renew, shifting focus to in-house and other imaging technologies thereafter.[102][103]

Other strategic alliances

HMD Global established a key partnership with Google through the Android One program, certifying several Nokia-branded smartphones starting in 2017 to ensure timely software updates and a stock Android experience. This collaboration continued until 2023, supporting devices like the Nokia 6.1 and Nokia 7 Plus with guaranteed updates for two years. Additionally, HMD partnered with Google on Android Go for entry-level devices in 2018, optimizing performance for low-spec hardware.[104] In the feature phone space, HMD collaborated with KaiOS since 2018 to power smart feature phones like the Nokia 8110 4G, enabling access to apps such as Google Assistant and YouTube.[105] This alliance expanded HMD's reach in emerging markets by supporting 4G connectivity and lightweight web services on affordable devices.[106] By late 2023, HMD integrated Cloud Phone technology from CloudMosa, allowing feature phones like the Nokia 110 4G to run cloud-based Google services such as Gmail and Google Maps without heavy local processing.[107] For manufacturing, HMD has relied on Foxconn since 2017 for assembly of Nokia-branded devices, beginning with the Nokia 6 smartphone produced exclusively in China.[108] This partnership leveraged Foxconn's facilities to scale production rapidly after HMD's formation.[109] In India, HMD partnered with Dixon Technologies starting in 2021 through Dixon's subsidiary Padget Electronics to manufacture Nokia smartphones locally, aligning with government incentives for domestic production.[110] By 2023, this collaboration contributed significantly to HMD's output, with Dixon handling a substantial portion of devices sold in the Indian market to meet growing demand.[111] These alliances have enabled HMD to diversify supply chains and reduce reliance on single regions. HMD's distribution strategy includes an exclusive licensing agreement with Nokia Technologies, signed in 2016, allowing the use of the Nokia brand for mobile devices until March 2026, with royalties paid per unit sold.[112] In September 2025, Nokia extended this license for feature phones by three additional years beyond 2026 to sustain market presence.[31] Regionally, HMD forged deals in India, such as with Reliance Jio in 2018, to distribute 4G-enabled feature phones compatible with Jio's network, boosting adoption through bundled offers and KaiOS support.[113] This partnership helped HMD capture share in the burgeoning 4G feature phone segment amid Jio's data revolution.[114] More recently, HMD deepened ties with Qualcomm in 2024, incorporating Snapdragon chipsets like the 7s Gen 2 into devices such as the HMD Skyline for improved mid-range performance and 5G capabilities.[115] On sustainability, HMD launched the Circular subscription service in 2023, partnering with iFixit to provide repair kits and parts for self-service fixes on models like the Nokia G22, promoting longer device lifespans.[116] At Mobile World Congress 2025, HMD announced new accessory lines, including the Amped Buds earbuds developed in collaboration with partners for reverse-charging features via a 1600mAh case compatible with Qi2 standards.[117] These efforts also extended to wearables and themed accessories, such as FC Barcelona-branded devices, enhancing ecosystem integration.[35]

Market reception

Sales performance

HMD Global achieved peak revenue of €1.8 billion in 2017, driven primarily by strong initial sales of Nokia-branded devices following the company's launch earlier that year.[118] This figure rose to €2.4 billion in 2018, reflecting continued momentum from brand nostalgia and expansion into multiple markets with both smartphones and feature phones.[119] However, revenue began to decline thereafter, falling to €1.7 billion in 2019 amid intensifying global competition.[119] Net sales decreased to €1.433 billion in 2021 and to €1.257 billion in 2022, signaling ongoing challenges in sustaining growth.[120] In terms of unit sales, HMD Global shipped 70 million devices in 2017, establishing a solid foundation with a mix of smartphones and feature phones.[121] Sales volumes peaked at 56 million units in 2021 before dropping to 40 million in 2022, a 29% decline attributed to market saturation and shifting consumer preferences.[120] The company reported distributing more than 40 million devices in 2023, maintaining relative stability through a focus on affordable feature phones.[122] Smartphone shipments, which comprised a smaller portion of total volume, fell from around 4.8 million units in Q2 2019 to lower figures in subsequent years.[123] Feature phone sales remained steadier, with HMD positioning as the second-largest vendor globally in this segment as of 2023, though IDC reported it leading the market in Q3 2023 with 22.4% volume share.[1][124] Regionally, India has been a cornerstone of HMD's performance, accounting for a significant portion of sales through its dominance in the feature phone market, where the company held 22.4% volume share and 30.7% value share in 2024.[125] Europe represented another key region, with HMD exporting devices manufactured in India, bolstered by repairable smartphone offerings that captured one in four units in 2023.[126][127] The US market, however, contributed less than 5% of sales prior to HMD's 2025 exit, which had minimal impact on total volumes.[128] Emerging markets like Africa saw targeted growth efforts, with HMD leveraging distribution partnerships to expand feature phone penetration amid broader regional smartphone trends.[129] Early success was propelled by Nokia brand nostalgia, which fueled rapid uptake in 2017-2018, but subsequent declines in smartphone volumes stemmed from heightened competition from established players and brand dilution following the shift to HMD-branded devices in 2024.[121][120] Despite these pressures, feature phones provided a buffer, with steady annual shipments around 40 million units supporting overall resilience in emerging regions.[120]

Critical reviews and market challenges

HMD Global's products have received mixed critical reception, often praised for their affordability and build quality but criticized for lagging specifications and software implementation. The Nokia 6.1, launched in 2018, earned high marks for its durability and value, with TechRadar awarding it 4.5 out of 5 stars for its robust metal construction and stock Android experience, making it a standout budget option at the time.[130] In contrast, the Nokia 9 PureView faced significant backlash over its camera system despite its innovative five-lens setup; Android Central highlighted poor software processing that led to inconsistent image quality and slow performance, resulting in a middling overall assessment.[131] More recently, the 2024 HMD Fusion was lauded for its modular "Outfits" design, which enhances versatility for tasks like gaming or outdoor use, earning a 72% score from Notebookcheck for this innovative approach to customization and repairability.[132] User feedback reflects strong satisfaction with HMD's feature phones for their reliability and longevity, particularly in emerging markets where durability is prioritized over advanced features. Models like the Nokia 225 4G have been noted for robust construction and extended battery life, contributing to HMD's market share gains in the declining feature phone segment for two consecutive years through 2025.[35] Smartphone users, however, view HMD devices as dependable budget options but often criticize them for lacking cutting-edge innovation; for instance, the 2024 HMD Pulse series received average ratings around 7/10 for basic performance and repairability, though reviewers noted it falls short in processing power compared to contemporaries.[133] The company has encountered intense competition in the mid-range smartphone market from established players like Samsung and Xiaomi, whose aggressive pricing and feature-rich offerings have squeezed HMD's positioning. Samsung's mid-tier Galaxy A series and Xiaomi's Redmi lineup dominate with superior cameras and faster chipsets, making it challenging for HMD to differentiate beyond value.[134] Additionally, HMD's 2024 rebranding from Nokia to its own "Human Mobile Devices" identity created confusion among loyal Nokia customers, diluting brand affinity as consumers grappled with the shift away from the iconic name.[128] Economic pressures, including 2025 tariffs and geopolitical tensions, prompted HMD to exit the US market, halting new device sales and citing squeezed profit margins as a key factor.[135] By 2025, HMD's emphasis on a "human-centric" approach, including repair-focused designs, has garnered positive reception; the HMD Skyline was hailed as the most repairable smartphone of 2024 by iFixit, scoring 9/10 for user-friendly battery and screen replacements that align with sustainability goals.[136] However, ongoing criticisms persist regarding software support, with HMD committing to only two major Android updates and three years of security patches—lagging behind competitors like Samsung's four-to-seven-year promises.[137] In industry analyses, HMD is perceived as a niche player capitalizing on nostalgia through reimagined classics like the Nokia 3210 and digital detox initiatives, such as the 2025 "Shut the Phone Up Sunday" campaign promoting device-free days to combat screen fatigue.[138] This focus positions HMD in specialized segments like sustainable, low-tech mobiles rather than broad mainstream competition.[139]

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  92. HMD's Nokia 7.2 could be the new mid-range smartphone to beat
  93. HMD Global's Nokia 7.2 named Innovation Awards Honoree in the ...
  94. Nokia 9 PureView arrives in the United States - PR Newswire
  95. Future Nokia phone cameras won't have ZEISS optics
  96. HMD Global Confirms End Of Nokia, Zeiss Partnership - Lowyat.NET
  97. MWC2018: HMD launches its first 4G feature phone, Android Go ...
  98. MWC 2018: Kai announces partnerships with mobile industry giants
  99. KaiOS wants to end the digital divide with smarter feature phones
  100. Introducing Cloud Phone by CloudMosa: A transformative affordable ...
  101. HMD launches first Nokia smartphone for China - Asia Times
  102. Nokia 3310 mobile phone resurrected at MWC 2017 - BBC News
  103. Latest News & Videos, Photos about hmd | The Economic Times
  104. HMD Bolsters Indian Manufacturing Operations In Shift Away ... - Inc42
  105. HMD lauds enduring Nokia brand appeal - Mobile World Live
  106. Explaining The Booming Market For 'Dumb Phones' In India - Forbes
  107. In just 10 months, Reliance Jio's become the world leader in feature ...
  108. One of 2024's most unique Android phones now comes in a ... - Yahoo
  109. This new $250 Nokia smartphone can be self-repaired and comes ...
  110. HMD celebrate better and more human tech at MWC 2025
  111. HMD Global raises USD 100 million to fuel its next phase of growth
  112. Nokia phones maker HMD picks up $230 million in new funding
  113. Has HMD Got What It Takes To Succeed In Smartphone Market?
  114. Nokia licensee HMD Global raises $100 million of funding to boost ...
  115. Xplora Technologies AS Announces Strategic Partnership with HMD ...
  116. Total of 16.8 Million Nokia Phones Shipped in Q2 2019 – Counterpoint
  117. 20 Most Valuable Smartphone Companies in the World
  118. Nokia HMD Global extend license deal over sale - Varindia
  119. After US pullout, phone maker HMD banks on India with mass ...
  120. HMD to export India-made mobile phones to Europe, US
  121. Meet HMD, short for Human Mobile Devices… and say hi to Barbie!
  122. HMD, licensee of the Nokia phone brand, is hanging up on the U.S. ...
  123. Nokia seller HMD looks to smart and feature phones to grow its ...
  124. Nokia 6.1 (2018) review - TechRadar
  125. Nokia 9 PureView review: Five great cameras, one big problem
  126. HMD Fusion review - Modular phone with ruggedness and gaming ...
  127. HMD Pulse Pro Review: Pretty, Repairable and budget friendly - EFTM
  128. Global Smartphone Market Share: Quarterly - Counterpoint Research
  129. HMD Global pulls back from US market, halts Nokia ... - Gizmochina
  130. HMD Skyline: A New Twist on Repairable Smartphone Design - iFixit
  131. Phone update policies from every major company - Android Authority
  132. Human Mobile Devices launches new “Shut the Phone Up Sunday ...
  133. HMD promoting digital detox with Nokia and HMD Phones - Nokiamob
  134. HMD launches new Dub series of budget TWS earbuds
  135. HMD DUB X50 Pro, X50, S60, P70, P60, and P50 TWS earbuds announced
  136. HMD launches new Dub series of budget TWS earbuds
  137. HMD DUB X50 Pro, X50, S60, P70, P60, and P50 TWS earbuds launched
  138. HMD Pulse - Full phone specifications
  139. HMD Pulse specifications
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