After a rollercoaster ride involving Microsoft, buyouts, and licensing deals, the Nokia name is taking a backseat on smartphones once more. HMD Global, the company currently producing Nokia-branded devices, is switching gears and launching phones under its own HMD brand.
This marks the final chapter in a somewhat convoluted journey. In 2014, Microsoft acquired Nokia’s Devices and Services unit, only to quietly drop the brand a year later and sell it back. Nokia then partnered with HMD Global in 2016, granting them a 10-year license to use the iconic name.
While the Nokia brand isn’t explicitly disappearing just yet, the writing appears to be on the wall. HMD launched its own brand in September, hinting at ambitions beyond Nokia. Now, their social media handles have switched from “@nokiamobiles” to “@HMDglobal,” and a recent video teaser showcases “HMD” phones and other products.
This bold move signals HMD’s confidence in establishing its own identity in the competitive mobile market. Whether they can succeed without the established recognition of Nokia remains to be seen, but one thing’s for sure: the smartphone landscape is about to witness a new contender take the stage.
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