How is HMD Global trying to compete in India?

07. 11. 2021 Sunday / By: Robert Denes / Generic / Exact time: BST / Print this page

N okia brand licensee HMD Global launched a number of smartphones and phones in India in 2021. While the Finnish company has continued its trend of providing a pure software experience, it has introduced models such as the Nokia C20 Plus, Nokia 110 4G and the newly launched Nokia XR20, which aims to attract young consumers.

In this week’s episode of the Gadgets 360 Orbital podcast, presenter Akhil Arora and senior reviewer Aditya Shenoy will talk to SanM Singh Kochhar, global vice president of HMD India, Middle East and North Africa (MENA), to understand the company’s results and find out how it works. trying to triumph against fierce competition from Chinese players, including Realme and Xiaomi.

Kochhar talks about the Nokia C, Nokia G and Nokia X series, which HMD Global has brought in instead of the previous range of numeric smartphones. While the Nokia C Series is aimed at first-time smartphone users, the Nokia G Series has unique features such as two to three days of battery life and the promise of software updates. The Nokia X series, on the other hand, is designed to push the boundaries and include support for technologies like 5G connectivity, the executive says.

He also points out that HMD Global has Rs. 10,000-16,000 bands as an important market segment. There are already models in this segment like Nokia 3.4, Nokia 5.4, Nokia G10, Nokia G20 and Nokia C30.

However, instead of planning to import a wide range of phones quite aggressively - as we have seen so far with Realme, Oppo and Xiaomi - HMD Global wants to focus on software and hardware as its unique selling points.

“We believe we are very different from this, while hardware innovations are important and we will continue to move forward in the future. But at the same time, software, security, privacy, all of these aspects play a very, very important role, ”says Kochhar.

The CEO also notes that in addition to smartphones, HMD Global also has a strong base in the Indian 2G feature phones market.

Last year, the company unveiled the Nokia 5310 XpressMusic (2020), a phone aimed at music lovers and people looking for digital detox. Kochhar says thousands of Nokia 5310 XpressMusic (2020) units have been sold online.

In order to bring a special experience to the market, HMD Global recently launched the Nokia XR20 as a rugged phone. Kochhar encourages our podcast listeners to experience the robustness of the phone in real life as well.

“We have demo phones [Nokia XR20] in some stores. I would encourage you to go there… hold the device in your hand, try to drop it on the ground, ”he says.

In the coming days, HMD Global plans to launch the Nokia T20 tablet in India. Kochhar says the launch will be “around the diwali time frame”. The tablet debuted worldwide earlier this month.

HMD Global has been manufacturing its phones for some time. According to Kochhar, the Nokia C3, Nokia C01 Plus and Nokia C20 Plus were the phones that were not only manufactured locally in the country but also specifically designed for the Indian market. He adds that the company intends to export its locally made phones to other markets in the future.

We also talk about the impact of the COVID-19 pandemic on HMD Global and the smartphone market as a whole. In addition, the discussion will also address how the company is working to maintain consumer confidence and value in the Nokia brand. You can catch all this and listen to our full conversation with Kochhar by pressing the play button on the embedded player above.


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