HMD Global who have the rights to manufacture smartphones branded Nokia, is set to start selling both Nokia tablets and mobiles direct via their own HMD Company web site that has been rebrand as hmd.com.
The UK based business recently announced that they plan to also start selling their own HMD branded devices, however it’s not known whether any Australian carriers or smartphone retailers will range the brand locally.
Late last year HMD Global CEO Jean-Francois Baril announced on LinkedIn that the company will be expanding its portfolio with a new HMD brand that will co-exist alongside its Nokia phones and collaborations with “exciting new partners” that have yet to be disclosed.
The move to sell direct will kick off on February 1st and at this stage it’s not known what marketing activities will be used to drive direct sell sales.
The move to house brand smartphones and direct sales signals a shift in Nokia’s business strategy with some questioning whether their Nokia handset licence with the Finish Company is actually going to be renewed.
When TCL Mobile Australia who owned the highly successful Alcatel brand moved to replace Alcatel with TCL branded models the business went from number three in the market to nowhere with retailers and carriers deranging the brand.
The Nokia contract expires in 2025, with Motorola set to benefit if the Nokia brand is removed from stores in Australia.
Changes to the Company’s web site operation were revealed overnight when owners of Nokia devices through their MyApp newsletter were notified of changes.
Apparently, HMD Global is moving to a new 2024 model that is more focused on the successful launch of HMD branded smartphones over Nokia models.
This strategy includes removing the “Phone” section from Nokia’s official website, now only accessible through a specific link claims Nokiamob.
They claim that starting February 1st, Nokia‘s website will no longer feature the “Phone” section, and HMD Global will provide all related content, marketing, and product information.
The hmd.com. site is expected to host a range of products including original HMD devices, classic Nokia phones, and items from new partners and will compete directly wioth the likes of JB Hi Fi, Harvey Norman and carriers who sell their products in Australia.
One observer said “This appears to be a move to shift Nokia customers over to HMD branded products. They need to collect data on users and the fact that they are moving 12 months ahead of possibly losing their Nokia licence is actually a smart move. It will upset retailers who will ether force them to pay more for space in their stores or drop the brand altogether”.
“The move to a house brand smartphone range is high risk. We understand that the business is currently working with Chinese smartphone Companies for their new HMD range”.
In addition to the website changes, HMD has also rebranded its social media presence. 
Their Twitter handle has changed from @nokiamobile to @HMDglobal.
One question being asked is where HMD Global is sourcing their devices from and whether they are working with a Chinese smartphone brand who is struggling with their own brand traction in certain global markets.
Chinese industry web sites claim that the new HMD website is anticipated to become the primary platform for both classic Nokia phones and new HMD products.
This suggests a potential end to Nokia-branded smartphones, with only feature phones continuing under the Nokia name.
The last Nokia smartphone was the Nokia G42, and it appears HMD may limit future Nokia-branded smartphones to a few models per year, covering different market segments.
