HMD Global launched several new phones under their brand, ‘Human Mobile Devices (HMD)’. Shortly before MWC 2024 officially opens to the public, the company announced a new Barbie-branded flip phone and new ‘repairable’ smartphones.
The Barbie flip phone deviates from the typical Android phone, resembling more of a retro feature phone. Details regarding the operating system or design remain undisclosed. However, a pink colour scheme is hinted at in the teaser image.
We are here to offer a digital companion that enhances your life.#LessScreenTime#HMD #MWC24 @larssilberbauer pic.twitter.com/4oL1eDvnss
— HMD (@HMDdevices) February 25, 2024
HMD Global is Still in Barbie World
The Barbie movie came out in July last year, but it looks like HMD Global is still living in a Barbie world. Sure, the movie made billions of dollars, and it looks like HMD Global plans to cash in on the hype — one year later. Of course, HMD claims this Barbie flip phone is about style, nostalgia, and a break from our smartphone addiction.
Alongside the Barbie flip phone, HMD also dropped details about the HMD Fusion. This phone, hitting the market in July 2024, will offer hardware customization. Users can switch out the phone’s shell to meet their needs – be it a standard cover, one with card slots, or even a cover with camera controls. HMD Global has also thrown in a toolkit for users to get hands-on with design files and software integration.
Furthermore, acknowledging common user concerns, HMD revealed a phone set to be released in July 2024, aiming to simplify screen repairs. Although details are unknown, the company assures a “significant” reduction in the steps required to replace a cracked screen.
James Robinson, HMD VP of Europe, Americas and Enterprise, stated, “One year ago, we introduced our first repairable phone to a great response. 12 months on, we are determined to continue to push the boundaries to reimagine repairability. As more and more people seek out easy-to-repair devices to keep their phone longer – and save hassle or delays when fixes are needed – we’re excited to make that process as easy as possible, starting this summer.”
HMD Will Continue with the Nokia Brand
And for the Nokia die-hards, HMD reassures that Nokia phones aren’t going anywhere. They’re bringing back an “iconic phone” this summer. This contradicts previous reports, which claimed that the company would no longer sell Nokia-branded phones in 2024.
Whether it is the Barbie flip phone, a customizable HMD Fusion, or sticking to the classics with Nokia, HMD Global seems to have some big plans for 2024.
Ravi Kunwar, Vice President – India & APAC at HMD- ”We are very excited to announce the new HMD multi brand strategy which opens infinite colab possibilities. Our global association with Mattel to launch a Barbie co-branded device is a prime example. HMD will have ‘easy repairability’ and ‘sustainability’ as part of its brand promise always. We are confident about a strong smart 5G portfolio for India and other markets which we will announce very soon.”
