Highlights

• HMD rebrands to focus on human-centric mobile innovation.
• Iconic Nokia device revival and new HMD original devices announced.
• HMD commits to enhancing device repairability and addressing e-waste.
• Barbie-branded flip phone to launch in summer as part of HMD-Mattel partnership.

Remember HMD?

Yes the one that used to make Nokia phones.

It seems that the company has gone off on a different tangent and has announced that it is expanding its product lineup with new HMD-branded original devices and collaborations with notable partners.

HMD will now stand for Human Mobile Devices and other announcements include an upcoming iconic Nokia device and a move towards enhancing device repairability, aiming to address e-waste challenges and improve user experience.

Jean-Francois Baril, co-founder, chairman, and CEO of HMD, emphasised the company’s journey and future direction. “In our seven-year journey, collaboration and support have allowed us to achieve so much. And we have plans to do so much more as we introduce the world to the new HMD. We want to be a catalyst for positive and profitable change by embracing a multi-brand strategy: crafting new HMD original devices, creating Nokia phones, and collaborating with well-known global partners.”

HMD’s transformation has led to an improvement in operational profitability in 2023, despite a declining mobile market.

The company credits this success to its leadership, strategic focus, flexibility, and efficiency in managing costs.

Ravi Kunwar, Vice President – India & APAC at HMD- ” We are very excited to announce the new HMD multi brand strategy which opens infinite colab possibilities. Our global association with Mattel to launch a Barbie co-branded device is a prime example. HMD will have ‘easy repairability’ and ‘sustainability’ as part of its brand promise always. We are confident about a strong smart 5G portfolio for India and other markets which we will announce very soon.”

One year ago, we introduced our first repairable phone to a great response. 12 months on, we are determined to continue to push the boundaries to reimagine repairability. As more and more people seek out easy to repair devices so they can keep their phone longer – and save hassle or delays when fixes are needed – we’re excited to make that process as easy as possible, starting this summer.” James Robinson, HMD VP Europe, Americas and Enterprise

HMD’s Focus on Repair-At-Home

This summer, HMD is set to enhance its repair-at-home device offerings, making it easier for users to fix screens and join the ‘Fix it Yourself’ movement.

James Robinson, HMD VP of Europe, Americas, and Enterprise, shared, “One year ago, we introduced our first repairable phone to a great response.

12 months on, we are determined to continue to push the boundaries to reimagine repairability.

As more and more people seek out easy to repair devices so they can keep their phone longer – and save hassle or delays when fixes are needed – we’re excited to make that process as easy as possible, starting this summer.”

HMD is also focusing on making digital tools more accessible and affordable globally, through innovative approaches such as new payment options and microfinancing capabilities in smartphones.

The company is launching a smartphone platform for innovation this summer, alongside a toolkit for developers and businesses to augment phones to meet diverse needs.

HMD Bringing a Barbie-branded Flip Phone

Lars Silberbauer, HMD CMO, spoke about the company’s commitment to human-centered innovation and the exciting partnership with Mattel. “Our commitment to human-centred innovation has spurred our expansion, unlocking new prospects for us and our collaborators, and has been a driving force behind our adoption of a multi-brand strategy. 

We take pride working with remarkable partners and are excited about extending our collaborative efforts with dynamic new partners like Mattel. Barbie and HMD are on a mission to shake things up with a new flip phone coming this summer.”

The Barbie Flip Phone will be the first of many feature phones that HMD plans to make.

This collaboration marks a significant step towards blending style, functionality, and a nod to simpler times in the digital age.

The Barbie Flip Phone, set to launch in the summer of 2024, promises not just a throwback to the era of flip phones but also an opportunity for users to engage in a digital detox, making it a highly anticipated accessory for the season.

FAQs

What does HMD stand for now?

HMD has rebranded to signify Human Mobile Devices, emphasizing its focus on creating technology that prioritizes human needs and challenges in the digital age.

How is HMD addressing the issue of e-waste?

By enhancing the repairability of their devices, HMD aims to tackle the growing concern of electronic waste. Their initiatives make it easier for users to repair devices at home, thereby extending the lifespan of their products.

What are the new HMD original devices?

HMD is expanding its product lineup to include new HMD-branded original devices as part of its multi-brand strategy. This move signifies HMD’s commitment to innovation and offering diverse mobile solutions to its customers.

Can you tell me more about the Barbie-branded flip phone?

In collaboration with Mattel, HMD is set to release a Barbie-branded flip phone in the summer. This phone combines style and nostalgia, aiming to offer a unique mobile experience and encourage a digital detox.

What does HMD’s transformation mean for the mobile market?

Despite a declining mobile market, HMD’s strategic transformation and focus on operational profitability, repairability, and innovation signify a positive shift. HMD aims to redefine the mobile experience with human-centric designs and partnerships.

Meet HMD, short for Human Mobile Devices… and say hi to Barbie! Details?

For HMD, it’s all about human innovation…and lots of it.

• HMD puts people first, using technology to make life easier and solve real-world challenges with tech innovation.
• Thanks to a major transformation, HMD announces a significant improvement in operational profitability in 2023.
• Evolving into a multi-brand strategy approach means launching new HMD original devices, selling Nokia phones, and collaborating with inspirational partners.
• An iconic Nokia device is on the way!
• Goodbye broken screens? This summer, HMD takes easy repairability to the next level.
• HMD embraces open innovation, making sure people and businesses can augment their phone to fit their needs.
• Hi, Barbie!
HMD has today revealed what life will look like as Human Mobile Devices. As part of its evolution, HMD is about making phones that are affordable, beautiful, desirable, and repairable. Or, to keep it simple, they help you get what you need without breaking the bank. That means creating devices that help tackle human tech challenges like e-waste and digital fatigue and make your life that little bit better.

In short, the makers of Nokia phones since 2016 will create new HMD original devices, continue to sell Nokia phones, and work with exciting partners you definitely know as part of a multi-brand vision.

Transformation to profit

For the first time ever, the mobile market declined two years in a row in the face of challenging economic conditions, yet HMD bucked the trend thanks to its major transformation project allowing for a significant improvement in operational profitability YoY in 20231. This success is all thanks to fresh, energetic leadership, a sharp focus on strategy, staying nimble, and getting better at keeping costs down.

Repping repair-at-home devices this summer

E-waste is one of today’s most important issues for tech makers and tech users. HMD crafts phones that don’t just turn heads, but also aim to be kinder to the planet and your bank balance.
We make award winning repairable devices (we didn’t say it, TIME Magazine did2) and phones that last longer. HMD is pushing boundaries to make the repairability experience accessible to everyone.

Did you know on average 66% of people in the UK currently live with a smashed screen?3 In Europe and ANZ, repairable devices made up 1:4 of HMD smartphone sales in 20234. This year we expect that to grow to 3:4 devices in Europe and ANZ and we expect half of the smartphone devices we sell globally to be repairable.

This summer, HMD repairability goes to the next level, substantially reducing the number of steps it takes to fix the screen. You can say goodbye to phone separation due to a broken screen and get swept up in the ‘FIY’ (Fix it Yourself) movement.

Purposefully leaving a lot to the imagination

HMD is all about human innovation. That means making normally expensive digital tools globally accessible and affordable. Whether that’s introducing new payment options to feature phones or adding microfinancing capabilities to smartphones, HMD already has a tradition of human innovation with purpose.

This summer, we are launching a smartphone that is a platform for innovation, making technology more accessible to more communities around the world.

Today, we are releasing a first version toolkit for developers and businesses, which contains design files and information on software integration, that is available now on our website. We are embracing open innovation, making sure people and businesses can augment their phone to fit their needs.

We want to champion many people’s creativity- which is leaps and bounds beyond what we can achieve solo. The potential is endless.

These could be as simple as a fashionable outfit, an outfit with an extended battery, a payment terminal, barcode scanners, or even portable, connected medical equipment, it really is a blank canvas for creativity.

Multi-brand for the things you expect, and the things you don’t

As Human Mobile Devices, HMD aims to redefine screen time, champion repairability, and forge meaningful partnerships as part of a multi-brand vision.

You’ll continue to see Nokia phones and we will bring back an iconic phone this summer. You’ll also see a stellar line up of exciting new brands coming to you this year.

Speaking of which…
Hi, Barbie!

As we venture into new partnerships, HMD will be guided by its core values, seeking collaborations that resonate with its mission. On that note, drumroll please, it is thrilled to announce a groundbreaking partnership with Mattel and with Barbie, highlighting our joint dedication to shake things up, empower connections and enable some quiet amidst digital noise and interruptions.

The Barbie Flip Phone will arrive this summer 2024. Promising style, nostalgia and a much-needed digital detox, this retro feature phone will flip the script on smartphone culture and will be this summer’s hottest accessory.

Head of Consumer Products, Publishing, and LBE, Mattel EMEA, Ruth Henriquez said “At the heart of Mattel is design and innovation, and this latest collaboration is another step forward in that direction. The Barbie x HMD launch promises to be an exciting moment for Barbie fans of all ages, we’re excited to flip the switch and unveil it to the world at Mobile World Congress.”

What is HMD Fusion Development Toolkit ?

HMD has released a first version toolkit for developers and businesses, which contains design files and information on software integration, that is available now on the HMD global website. This comes ahead of the official HMD Fusion launch in summer.

“Anyone can now start scoping out exciting ideas for a phone and outfit combo that’s centered around their needs. With more updates to the development toolkit to come later, this gives you a taste of what you can achieve,” said the company.

“These could be as simple as a fashionable outfit, an outfit with an extended battery, a payment terminal, barcode scanners, or even portable, connected medical equipment, it really is a blank canvas for creativity,” the company added.

What are the details on Barbie Flip phone?

HMD has announced a partnership with Mattel and Barbie for the Barbie Flip Phone, which will arrive this summer 2024. The teaser shows that the phone is coming in May 2024, before other phones in July.

This device promises to embody the vintage chic of the original girl empowerment brand with a dash of pink and sparkle.

“Promising style, nostalgia and a much-needed digital detox, this retro feature phone will flip the script on smartphone culture and will be this summer’s hottest accessory,” said the company.

Also Read: HMD Global Reportedly Set to Unveil Smartphone Range, Marking a Shift from Nokia

Also Read: HMD Global Removes Nokia Branding, Teases Upcoming Device Launches with HMD Branding

Also Read: HMD Gears Up for Smartphone Launch with Smartphone Codenames ‘Legend’ and ‘LegendPro’ Emerge on Geekbench

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