Nokia thought it had fallen to the bottom of the deep after the fall of Microsoft unexpectedly marked its return and revived strongly after being taken over by HMD Global.
Nokia and the spectacular revival under HMD
Nokia has been a symbol in the mobile industry, dominating the market for many consecutive years. However, the rise of many new phone companies at the time, such as Samsung and Apple, along with the deviations in the orientation, strategy and management capabilities of Microsoft, pushed this brand to the brink. For many years, we almost no longer see Nokia on the world smartphone map.
And then at the end of 2016, a miracle happened and saved the life of the former king in this mobile village. HMD Global has joined Foxconn's subsidiary FIH Mobile to buy Nokia. Since then, the company has had many strategic directions to revitalize the Nokia phone brand vigorously.
In less than 2 years in the market, Nokia has made a strong impression with many remarkable achievements. According to Counterpoint Research, this is the ninth best-selling smartphone brand in the world 2018 with a total of 17.5 million shipments, growing by 126% compared to 7.7 million shipments in 2017. Meanwhile , top names such as Samsung and Apple have witnessed a decline in sales, in line with the global smartphone market.
Notably, the company has doubled its market share in the Indian market. This is not really surprising because this is the second largest smartphone market in the world and favoring mid-range smartphones – cheap, which contributes significantly to the number of shipments of HMD Global.
In Vietnam, the name Nokia has been better known by consumers, it is still a name with great attraction and is showing an impressive return. According to market research firm GFK, after just over a year of re-export, it accounted for a quarter of the market in Vietnam. In July 2018, the name accounted for 25.9% of the market share (including smartphones and popular phones) of phone companies in Vietnam, surpassing Samsung with 23.3%.
The mystery behind Nokia's divine resurgence
It must be said that HMD Global is the god of bringing Nokia back to the smartphone market. HMD has given the right strategic direction to go deeper in both the smartphone and basic phone markets. Evidence that this company has renewed Nokia 3310 with the 2017 version, creating a big craze in the market. By 2018, the company continued to renew the 8810, known as "banana phone". The strategy of stripping old phones has helped HMD achieve a lot of success.
In the smartphone segment, Nokia's products focus on the ability to meet the needs of everyday users, equipped with the original Android One operating system and high quality hardware, to help bring a smooth experience and stability. In particular, some prominent smartphones such as Nokia 8.1 really achieve a great balance between price and performance.
HMD has also focused more on design for its new Nokia phones. Typically, at MWC 2018, the company began to show its attention from the media about smartphone design, Nokia 8 Sirocco version possesses beautiful design with 95% glass body, the rest is stainless steel frame. rust running along two sides.
Not only that, Nokia has decided to enter the cheap market with a series of products, especially Nokia 1, the smartphone running Android Go for only about $ 100. Although it does not bring a really good experience, this phone has been directed to the right customers with low demand, no strict requirements.
HMD also does not ignore the mid-range segment with smartphones such as Nokia 6.1, Nokia 7.1 and Nokia 8.1, … With products of this line, the company has caught up with the design trend of the market with screen notch. In early 2019, the Nokia 9 PureView was launched with a unique 5 camera cluster design, marking the HMD's progress on the flagship market.
In summary, it is the adjustment of hardware design and software, along with the brand value that many people have loved before that helps Nokia find itself in the smartphone market.
The next move Nokia needs to go to be able to go further
Despite an impressive re-export performance, in order to go further in the harsh smartphone market today, Nokia needs a stronger breakthrough. In the high-end segment, it must be said that Nokia's name is not yet available to compete with other names. Nokia needs more resources to focus on developing its flagship lines.
Besides, one thing that the company needs to "reborn" is the camera quality on the legendary Lumia phones. Lumia 1020 owns a 41 MP advanced camera, similar to its brother Nokia 808 PureView. This is considered to be one of the best camera phones of all people, even now, many people still regret the ability to take pictures of these devices. If it can bring this breakthrough back, Nokia will surely succeed even more.
Besides, the promise of HMD to support fast update of Android One operating system is also an advantage that Nokia can gain more consumer confidence. With a strong foundation in design, software and a fairly large business market, HMD is fully capable of fighting Chinese firms' competition and achieving high performance in 2019.
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