It seems that Nokia is fast exiting the premium smartphone market. According to a news report, HMD Global is currently focusing on budget phones. The company actually proved its point by announcing several budget Nokia C series phones at the recently concluded Mobile World Congress 2022 (MWC 2022) in Barcelona. So, it is possible that the Nokia 9 Pureview may never get a successor in the market.
The new update was shared by Adam Ferguson, Head-Product Marketing, HMD Global, who was quoted in a report android authorization on Tuesday.
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He added that “making an $800 phone doesn’t make sense for us at the moment.” And we’d agree with his point of view, especially given how competition has evolved in this price segment.
Nokia is facing heavy competition from Chinese brands like OnePlus, Realme, Xiaomi and Vivo. And while Samsung has room to accommodate products in this range, HMD Global doesn’t have the resources to compete in every segment of the market. Adam was quoted in the report as saying, “HMD does not want to engage in large-scale warfare.” This statement is in relation to the products offered by Realme and OnePlus with a focus on performance and value.
HMD Global started its journey in the market with the promise of up-to-date software and quick software upgrades. It managed to deliver on promise for a few years, but as the models in its lineup grew, upgrades became less frequent and certainly wasn’t the first to market.
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The pandemic didn’t help its case either. The company faced several production delays, product launches were postponed and SKUs for HMD Global stopped making sense, especially in the higher price spectrum.
What is the future for Nokia?
At MWC 2022 in Barcelona, HMD Global spoke at length about its focus on making 5G phones affordable. Along with this, it will continue to ship feature phones where it has a strong relevance in terms of brands as well as products.
This news comes as a big shock to the fans but you can hardly blame the company for changing its strategy.
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But we are expecting HMD Global to make another effort in the near future to keep the Nokia brand alive in the premium segment.
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