The telecommunications and technology company Nokia decided to apply a new strategy for the mobile segment, deciding to “attend to niche markets that use mid-range and low-end mobiles.”
The marketing director of the company HMD Global, the brand’s controlling company, Adam Ferguson, explained that “manufacturing an $800 phone doesn’t make sense to us right now.”
According to Adam Ferguson, the company is not interested in continuing to contest the top-of-the-line niche online, adding that the HMD “doesn’t want to get involved in a massive spec war with others” and chose to symbolize “something very different.”
Nokia focuses on the prepaid market
HMD Global tried to strengthen itself by trying to satisfy all “price ranges, conquer the segment of basic phones.” As well as innovating in high-end mobiles, developing rapid updates and “offering a clean Android One experience”, with the purpose of satisfying the world market while they aspired to reinstall themselves by evoking the brand’s fondness.
In 2019 and 2020, the company registered negative numbers that deepened as a result of the pandemic. However, the increase in sales in mid-range and low-end devices allowed Nokia to improve its revenues and become a profitable company in the last six quarters.
Given the significant success, Nokia will be emphasizing these segments and expects greater success in the results of the strategy when the brand is no longer associated with the high-end market.
From now on, the company is focused on becoming “the brand with the greatest impact in the world of unlocked prepaid mobiles.”
M. Rodríguez
Source: wwwhatsnew.com
