Nokia's generation of magic machines is here! HMD reproduction, retro mobile phone really someone buys?

Ray Technology

2024-08-09 20:16Published in Guangdong science and technology creators

Last year, Xiaolei reviewed with everyone the nostalgic mobile phone brands including Gionee, Tianyu, and Bird. These brands once represented the development trend of mobile phones at that time, but they were all forced to leave the market for some reason and became everyone's memory. For example, HTC, which we talked about last time, is to some extent dragged down by its own high marketing expenses.

Some people may wonder why this series does not mention Nokia, the reason is not complicated - the brand "NOKIA" is still alive in another way, and even a new mobile phone came out some time ago:

Image source: HMD

In August 2024, HMD released an Android smartphone called HMD Skyline. In terms of hardware configuration, HMD Skyline uses a Qualcomm Snapdragon 7s Gen2 processor, providing two flash memory configurations: 8+128GB and 12+256GB, and the screen is a 6.55-inch FHD+ OLED screen, with an aspect ratio of up to 20:9, a refresh rate of up to 144Hz, and a peak brightness of 1000 nits.

Overall, HMD Skyline's hardware configuration can be regarded as a mid-range machine by domestic standards, but considering the actual performance of overseas mobile phone brands, Skyline has also set a very confident price of $499.

Image source: HMD

With a mediocre hardware configuration camera, what really attracts everyone about Skyline is actually its shape - this phone is also very representative of the shape design, which is jokingly called "the sequel to the Lumia spirit" by netizens. The phone features the Lumia 800/Nokia N9's signature capsule pillow design, but also incorporates the Lumia 1050's metal middle frame design. By the way, the Skyline also has a detachable design, so users can easily replace wearing parts such as the screen, back cover, battery, charging port, etc.

So what does this "spiritual sequel" have to do with Lumia and NOKIA?

What exactly is the relationship between Nokia, Lumia, and HMD?

To understand the connection, we need to start with Nokia smartphones and Windows Phone.

In 2011, under the "siege" of a new generation of smartphones such as iOS and Android, Nokia decided to shift its smartphone business to the Windows Phone operating system, a decision that marked the close cooperation between Nokia and Microsoft. In fact, at that time, Nokia did not reject the Android ecosystem, and even before Nokia made its choice, there were rumors in the industry that Nokia was in contact with Android.

However, Stephen Elop, who was called the "inner ghost" ·by fans at the time, not only rejected the Android ecosystem, but also gave up the self-developed Meego operating system and fully embraced Windows Phone in 2013.

IMAGE CREDIT: NOKIA

In the interview, Nokia, which fully embraced Windows Phone, said that "joining the Android ecosystem will only become the next HTC", and then Nokia launched the Lumia series of phones. Despite the lumia series' accolades for design and hardware, the Windows Phone operating system, which has struggled to compete with iOS and Android, has struggled to compete with iOS and Android in terms of market share over the years, with frequent kernel changes and developers playing around.

In 2013, after unsuccessful attempts, Nokia decided to split the business (Nokia vs. Nokia, the latter referred to as Nokia) and sold its mobile phone business to Microsoft, along with the Nokia and Lumia brand logos. Microsoft continued to launch Lumia-branded phones, but its market performance was still not ideal, which eventually led to Microsoft halting the development of Windows Phone in 2016. This phase marked the end of the Lumia series and the gradual fading of the Nokia mobile phone brand from the market.

But given the special status of the five letters of NOKIA in the hearts of mobile phone users around the world, no one wants the brand to dissipate - in 2016, a group of former Nokia executives founded HMD (HMD Global) and obtained exclusive global licenses for mobile phones and tablets from Nokia, which also means that HMD can launch phones with brands such as Nokia and Lumia printed on them, just like Microsoft once did.

Image source: HMD

For HMD at that time, the first task was to join the Android ecosystem and gain a foothold in the smartphone industry. To this end, HMD completed the product layout of high, medium and low-end smartphones in a very short time, and at the same time attracted consumers with a pure Android system. In addition, HMD has also continued Nokia's insistence on taking photos in the past, and launched the Nokia 9 PureView, which is an audio-visual "king".

Unfortunately, the Android industry wasn't what it was in 2011. The rise of domestic mobile phone brands has made the smartphone market extremely competitive, and HMD is facing strong pressure from many mature brands such as Samsung, Huawei, and Xiaomi. In addition, at that time, mobile phone brands had begun to make efforts in the mobile phone system, focusing on differentiated experience, and Nokia's Android phones under the control of HMD still had "native" as the core selling point, and their competitiveness was naturally one step behind.

In addition, HMD Global's marketing investment and strategy in the global market are relatively conservative, which has failed to effectively increase brand awareness and product awareness. As a result, for a long time, the Nokia brand could only base itself on feature phones with KaiOS in the mobile phone market.

Image source: KaiOS

However, unlike previous HMD phones launched under the name Nokia, the HMD Skyline released this time is a phone launched under the name of HMD, and the word "NOKIA" is no longer printed on the body. In other words, the emergence of HMD Skyline is likely to mean the end of the Nokia mobile phone brand.

After letting go of Nokia's brand baggage, can HMD go further?

To be honest, if the Nokia brand dissipates in the long river of the mobile phone industry, Xiaolei will indeed be a little reluctant. But the emergence of HMD Skyline does mean that HMD is trying to return to the smartphone market through innovation and differentiation.

For example, the HMD Skyline is indeed average in terms of hardware configuration, but its design and detachable components have some appeal in the market. In addition, in the context of consumers' aversion to "bloated" operating systems, the HMD Skyline of the native system can also win the approval of some users.

There's no denying that Nokia, after HMD's takeover, has both successful reproductions of classic models, such as the famous "banana machine", as well as struggles and struggles in the smartphone market.

Image source: HMD

For the mobile phone industry as a whole, the story of Nokia and HMD has also taught us a lot. First and foremost, Nokia's experience proves that the value of a brand lies not only in its history and heritage, but also in its ability to evolve with the times and meet the real needs of consumers. Brands that only know that they rely on their historical status and past glory to grab revenue, once the environment changes abruptly, they will only be controlled by others. In a highly competitive market, innovation and differentiation are always the key to brand survival and development.

Interestingly, domestic mobile phone brands such as Gionee and Bird have also gone through a similar brand hosting phase as Nokia. However, in order to capitalize on the last value of the brand, most of these brands choose to directly open the brand license. There are always a few "receivers" like HMD who want to "revitalize" the brand.

As for whether HMD can find a new way out in the Android market after putting down the burden of the Nokia brand, I believe that we will soon find the answer from the list price in the second-hand market such as Xianyu.

In the first half of 2024, the technology circle is surging.

The implementation of large models has been accelerated, and AI mobile phones, AI PCs, AI home appliances, AI search, and AI e-commerce have ...... AI applications are emerging;

Vision Pro was launched and landed in the Chinese market, setting off a wave of XR spatial computing.

HarmonyOS NEXT is officially released, changing the mobile OS ecosystem.

Automobiles have entered the "second half" in an all-round way, and intelligence has become a top priority;

The competition of e-commerce is becoming increasingly fierce, and the volume is more expensive and the volume is more service;

The wave of going overseas is surging, and Chinese brands are embarking on a journey of globalization;

……

In July, Lei Technology · mid-year review special feature was launched, summarizing the brands, technologies and products worth recording in the first half of 2024 in the technology industry, recording the past and looking forward to the future, so stay tuned.

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