Nokia's Titanic Fall: Manufacturer HMD decides to drop iconic branding from upcoming devices

HMD Global, the exclusive licensee of Nokia-branded phones for the past eight years, announced on Thursday its decision to discontinue the use of the iconic Nokia name in future releases, marking the end of a Finnish startup’s experiment to reintroduce the beloved phone brand to new consumers. In September, HMD Global introduced a distinctive HMD brand. During the launch, the company announced plans to unveil a fresh lineup of HMD-branded mobile devices, alongside Nokia devices, and to establish collaborations with new partners for upcoming device releases. Recently, the company has officially transitioned its social media handles and website from Nokia Mobile to HMD. While still actively selling Nokia phones, tablets, and accessories, HMD will maintain ongoing support. However, it is anticipated that the company will not introduce any new phones under the Nokia brand in the future. With HMD Global steering towards an independent path, Nokia finds itself alongside BlackBerry and Palm—once prominent brands in the phone segment that struggled to compete with industry giants like Apple and Google, leading to their premature exit from the market. Lars Silberbauer, CMO of Nokia Phones/HMD, shared on LinkedIn the company’s vision beyond the Nokia legacy. HMD Global is transitioning from being a licensee to becoming a multi-brand company with its distinct HMD brand product line, forging licensing partnerships, and engaging in significant brand collaborations. Nokia’s Historic Rise and Fall: From Market Leader to Legacy Brand Once Europe’s biggest tech company, Nokia commanded a 50 per cent global market share in phones by the end of 2007. Catering to all market segments, the brand’s portfolio included basic devices, high-end camera-centric phones, and business communicators. Despite historic hits, Nokia’s downfall began with the launch of the iPhone in 2007 and Google’s Android OS, leading to a failure to adapt to the smartphone era. Nokia’s partnership with Microsoft in 2011 to produce Windows cell phones, while producing groundbreaking camera phones, failed to halt the decline. Microsoft’s acquisition of Nokia’s mobile phone business in 2013 for $7.2 billion ended in disappointment, with a subsequent write-off and job cuts. The brand name was sold to HMD Global, which revitalized Nokia through Android-powered smartphones. HMD Global’s Struggles and Shifting Focus Despite initial promise, the failure of the Nokia 9 PureView led HMD Global to shift focus to budget-to-mid-range smartphones and aggressive marketing of feature phones. Disappointing fans, the decision not to offer flagship-grade Nokia smartphones contributed to a decline in market share. Recent efforts include the sale of repairable smartphones, gaining positive consumer response. Nokia’s Diminished Glory: From $300 Billion to Independent Rebranding The Nokia brand, once valued at $300 billion, has diminished in appeal among new-age consumers. HMD Global’s move to launch an independent phone brand reflects the necessity of moving beyond nostalgia. Despite a storied history and recall value, Nokia’s comeback story serves as a lesson, indicating that nostalgia alone couldn’t match the appeal of brands like the iPhone in the current market.