KIANEWS 
HMD Global today unveiled its latest smartphone, the HMD Fusion, an affordable device whose idea is to change functions and style with a shell. This is how the HMD Fusion will initially be distributed, but additional devices will be available later this year.
HMD Global to focus on mid-range smartphone segment
05. 12. 2024 Thursday / By: Robert Denes / Business / Exact time: BST / Print this page
NEW DELHI: HMD Global, the maker of Nokia-branded mobile phones, plans to focus on the mid-range segment (Rs 15,000-30,000) to launch smartphones under its own brand. It may also consider introducing premium smartphones in a niche market, based on demand and market conditions.
"We have launched four products and pricing wise it starts from Rs 15,000 and goes up to Rs 30,000 and that is the segment that is the fastest growing segment. But does that stop us from catering to any other segment? The answer is no. Future strategies will be based on market demand and requirements,"Alain Lejeune, HMD's COO, told ETTelecom in an interview.
"We also want to be cautious and stay relevant to the market. When we offer premium smartphones, we have to be very clear in our approach,"he said.
"We will introduce some higher-value devices, but they will target a specific customer base with high security needs - primarily in the professional segment. These will be very specialized devices for a select group of consumers,"Lejeune added.
In July this year, HMD announced the launch of its own-brand smartphones in India.
The Indian smartphone market is highly competitive, but it is also an exciting time for the industry as it faces a number of new challenges for consumers, said Ravi Kunwar, CEO and Vice President, India & APAC.
"Online is a key strategic focus. We will target online platforms where we believe our consumer base is active, while continuing to pursue an omnichannel strategy in some markets,"said Kunwar.
"In value, 85% of our sales come from traditional phones, while 15% are from smartphones. Currently, if we look at online and offline sales, offline is around 90% and mobile phones are 10%. However, we expect this ratio to change as we launch innovative products. Our aim is to move towards a 70-30 split, where 70% of sales come from traditional phones and 30% from smartphones. This shift is part of an overall growth strategy, so the numbers will change,"Kunwar added when asked about the online-offline split.
The company also plans to increase its exports from the Indian market to over 4 million units. It currently exports mobile phones and smartphones (mainly Nokia brand) to West Asia and Africa.
Kunwar adds that the feature phone market remains a stronghold for HMD. "We have been a leader in this segment. The feature phone market is more resilient than many expected, not only in India but also in global markets. While the smartphone market is highly competitive, our focus right now is not just on market share but also on delivering value and innovative solutions to consumers."
HMD aims to offer affordable, feature-rich products while also disrupting the smartphone space with groundbreaking innovations like our Fusion range, he said, adding that we are catering to the evolving needs of mobile consumers while targeting long-term growth in both product categories.
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