Nokia X71 launched by HMD in April 2019.
The strategy of HMD’s subsequent Nokia mobile phones is roughly the same, but the domestic market is no longer the same. The blessing of “feelings” cannot be converted into sales. The performance of Nokia smart phones that want to rely on brand blessing is tepid.
In addition to smart phones, HMD has not given up on feature phones. Nokia re-enacted the classic 3310 and the’banana machine’ 8110 4G, which were highly praised in the industry and abroad, and triggered a wave of nostalgia.
At the same time, from the 2018 Q3 data report given by Counterpoint, feature phones still account for 23% of the total global mobile phone shipments. One year later, this number will increase to 25%, and there may be 28 billion US dollars in the future. growth of. Nokia’s feature phone is the leader in this market, and its shipments rank second, which strengthens HMD’s determination to continue to ship feature phones.
In addition to the communication needs of developing countries in Asia and Africa, the anti-smartphone retro trend has also appeared in developed regions such as Europe and the United States. Compared with the weak growth of the smartphone market, it seems that there are still many growth points for feature phones, and HMD is not willing to take it lightly. Some reasons for abandoning the feature machine market.
In another ten years, I hope that Nokia’s hot selling is no longer feature phones
It is said that fashion is a circle, is it possible that digital products are also a circle? No.
The so-called retro trend can only be regarded as a niche demand, just like the current’CCD’ digital camera trend, many people just want a’fresh and hot’. In fact, digital products are more like the’wheels of history’, rolling forward.
In some economically underdeveloped regions such as Asia and Africa, the network infrastructure is poor, electricity is not connected to the Internet, and without 4G, smartphones are useless, and only feature phones are available. However, with the improvement of the network environment in some underdeveloped areas, the popularization of 4G networks and even 5G networks, it will be a matter of time for a large number of users to defect, and the market for feature phones will eventually be swallowed by smart phones, and feature phones will become subdivided. The product of the market (or a niche product that goes against the trend).
As Chinese manufacturers continue to go overseas, India, parts of Africa, the Middle East and other regions have become new “battlefields”. Their development trajectory will undoubtedly be similar to the previous domestic market. Sooner or later, the market for functional phones will be replaced by smart phones. HMD (Nokia), which relies on the feature phone business, is not a good momentum and needs to redouble its efforts in the smart phone market.