WinFuture Interview with Britta Gerbracht (Head of HMD Global Marketing for Germany/Switzerland) https://winfuture.de/news,106463.html
Two years of Nokia smartphones - around 70 million devices sold, including feature phones. A successful entry into the top 10 manufacturers and big plans for 2019. How has HMD Global and Nokia Mobile come about in the last two years and what will happen in the coming years - and where is the Nokia 9 ? A look back and outlook.
The Nokia brand has been playing a very significant role in smartphones for almost exactly two years now. On the occasion of the upcoming second anniversary of the launch of the first Nokia smartphone with Android, we were able to hold a detailed conversation with the creators of the brand. Here is a look back - and an outlook on the near future of the smartphone brand Nokia.
In the course of the presentation of the Nokia 8.1 the new German marketing boss Britta Gerbracht, who has only been active for three months, answered us and other media representatives . Gerbracht, who most recently worked at Wiko Mobile and previously at Microsoft in press relations, was astonishingly open and mentioned many interesting details about HMD's surprisingly successful entry into the global smartphone market with the return of the Nokia brand. There were also some interesting details about the company's plans for the coming years.
70 million sold "new" Nokia devices
HMD Global has been able to sell well over 70 million devices in the nearly two years since the launch of the Nokia 6 in early 2017, and this number probably also includes feature phones. The company itself has only about 650 of its own worldwide , so it seems quite impressive that such a small manufacturer has managed in such a short time to establish itself in a highly competitive market as a fixture among the top ten smart phone manufacturers .
Of course, Nokia smartphones also benefited above all from the reputation of the brand name, according to Gerbracht. Therefore, one tries to live up to the expectations of the brand and to offer accordingly high quality in the form of high-quality materials, robust construction and a certain longevity, it was said.
Customers use their devices longer
As a result, product cycles on the part of customers have recently increased again. While the buyers would have used their devices until some time ago on average only for about 1.5 years, today is usually only after more than two years, a new purchase usual . For most people, the smartphone has long since ceased to be a status symbol and part of everyday life, so that new devices are not bought as often as was the case in the days of the big triumph of smartphones.
One factor to take this trend into account is also the cooperation with Google, because by participating in the Android One program you can over relatively long time again and again current security updates and especially over several years, new Android versions Offer. Other manufacturers are known to be very difficult in this regard.
Who buys Nokia smartphones and why?
Currently, most buyers of smart phones from Nokia are still customers who know the name from earlier times. Also several former buyers of Nokia or Lumia devices belong to it. Around 80 percent of customers are male and on average, customers are more than 35 years old .
At present, efforts are being made to increasingly address younger customers, with HMD Global wanting to attract particularly young buyers, who are under the age of 20, worldwide. As a possible starting points Gerbracht called the e-sports area, where Nokia or HMD wants to do more marketing activities. The deficits in the age range between 20 and 35 years will be tackled in the near future.
Cheap devices as a sales driver - premium middle class in the sights
So far, the cheaper models have proven to be the main sources of revenue, and this should continue to be the foundation of the business in 2019, especially since many other manufacturers in this area are not so well positioned. It is therefore well established in the range between 300 and 400 euros and wants to consolidate this position further.
Overall, the Nokia 6.1 is the world's most frequently sold "new" Nokia smartphone in the last two years, in this country recently just the Nokia 7 Plus was a bestseller. Also the Nokia 3.1 was in the last months in Germany best in demand.
In the case of colors, the trend has gone from a wide variety at the time of the Nokia 6 to set tones. According to Gerbracht, classic colors are in demand in Germany and Europe, which is why the latest models have been introduced in black, blue or silver .
No big success with flagship smartphone
Gerbracht also admitted that HMD Global's flagship models, released so far, failed to achieve the hoped-for results. Especially the Nokia 8 Sirocco , which came on the market this year with last year's top SoC from Qualcomm and could offer no real unique selling points at comparatively high prices, did not seem to go as hoped.
All in all, the development of HMD Global in the first two years of its existence is thoroughly satisfied. Of course, this is hardly surprising given the figures given and the market share data provided by market observers. It remains to be seen to what extent HMD Global or Nokia Mobile can succeed in continuing to set an exclamation point in the fiercely competitive smartphone market.
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