Would Just The Brand-Name Nokia Help HMD Succeed In The Smartphone Market?
Now that the Nokia-HMD partnership is official, we can expect to see a new Nokia Android smartphone in 2017. Well, two premium Nokia Android smartphones, one tablet, and one affordable smartphone if leaks are to be believed.
Yes, there was a time when the name "Nokia" was enough for people to buy the phone. But, since then, the dynamics of the market has changed drastically. Since the entry of Chinese smartphones, all the other mobile manufacturers, even the top of the market ones like Samsung and Apple are feeling the pinch.
If HMD wants to succeed in selling its smartphones, it will have to keep a couple of things in mind.
Firstly, the price of the devices. Chinese brands like Xiaomi, OnePlus come at very competitive prices and with the best specs in the market. So much so that they are giving the top-end brands a run for their money. Xiaomi's smartphones are currently dominating the sub-Rs 10,000 and sub-Rs 15,000 segments, while OnePlus smartphones have made the term 'flagship killer' popular. For sales to pick up, HMD will have to really work hard on its pricing. Also, HMD will be launching its devices across eight regions, but it has made it clear that the Indian market is very important. It has also said that there will be a special focus on the lower-tier of the market which however has tough competition already.
Secondly, the brand will have to have something different like a stand-out feature in its devices for sales to happen. When Noika launched the Lumia devices, they were brightly coloured, had the best cameras and the overall durability of the devices made the buyers but the devices. HMD would have to think and plan things out to make the brand stand out and push the people to buy it.
Lastly would be the marketing strategy and availability of the devices. The devices should be widely available in retail shops as well as on e-commerce sites which would cause more viewing of the products hence the chances of more sales increases.
Keeping all of the above in mind and not just relying on the brand 'Nokia' most importantly to come out with good smartphones that will satisfy a buyer will help HMD carve its niche in the mobile market.