HMD Drops Nokia Branding For Smartphones, Marking The End Of An Era

Headquartered in Helsinki, the company has signalled revival of the classic Nokia Lumia look and colour scheme in its upcoming phone lineup.

HMD Global has rebranded Nokia's social handles and website to Human Mobile Devices (HMD).

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HMD Global, the exclusive licensee of Nokia-branded phones for the past eight years, said on Thursday that it will no longer use the iconic Nokia name in its upcoming launches. HMD Global has rebranded Nokia's social handles and website to Human Mobile Devices (HMD), with the "Nokia.com<slash>phones" URL redirecting to HMD Global's site. HMD Global has unveiled a teaser video, confirming the brand's commitment to serving a broad spectrum of customers in the market.

The handset maker's website clearly details its plans to introduce smartphones characterised by attributes such as enjoyment, security, speed and affordability.

As HMD now ventures independently, Nokia re-joins the likes of BlackBerry and Palm, notable brands that previously held a significant position in the phone market but faced challenges against Apple and Google, ultimately leading to their early exits from the market. Highlighting its worldwide presence, the brand mentioned that its footprint is present in more than 200 countries, boasting a user base crossing 400 million Nokia users since its acquisition in 2016.

Eyeing a bright future, HMD Global is actively laying the foundation for a shift from producing Nokia-branded phones to establishing itself as an independent brand. This transition is already in progress, evident from the inactivity of both the "Nokia.com<slash>phones" website and social media handles, which are being redirected to a new HMD Global website.

Headquartered in Helsinki, the company has signalled a revival of the classic Nokia Lumia look and colour scheme in its upcoming phone lineup, set to debut at the Mobile World Congress (MWC) 2024 in Barcelona from February 26 to 29. Additionally, HMD Global teases the introduction of a feature phone with 5G connectivity, along with upcoming tablets and wireless earbuds.

According to a recent 91Mobiles report, a leaked render featuring a smartphone in Cyan colour with HMD branding on the back was spotted. The device showcased a dual rear camera setup, accentuated by Cyan details around the camera rings.