HMD Launches First Smartphones Under Its Own Brand

HMD Launches First Smartphones Under Its Own Brand

Freshly rebranded Human Mobile Devices (HMD) unveiled its first smartphones under its own name. The company has been making and selling devices using the Nokia brand for over seven years.

The company revealed plans to release devices under its moniker alongside Nokia and those of other partners in September 2023. It subsequently promoted a forthcoming Barbie-branded phone in collaboration with toy maker Mattel and made a promotional basic device carrying the Heineken logo.

The HMD Pulse range comprises standard, Pro, and Plus versions, with two available now and the Pro coming soon. All three handsets are promoted on their repairability. HMD predicts that 75% of the devices it sells in Europe across its brands this year will be repairable, up from 33% in 2023. HMD CMO Lars Silberbauer noted repair was the cornerstone of a fresh chapter in smartphone innovation, with the company recognizing consumers’ needs and anticipating market trends in this area.

In terms of hardware, HMD claims their smartphones contain top-range specs at a mid-range price point, pointing to the high-grade selfie camera on the highest-end Pulse Pro model and the 59-hour battery life on the other two. The trio features a 6.65-inch display, 5000mAh battery, and Unisoc T606 chipset. The range runs Android 14 and is not 5G compatible.

HMD Pulse Pro comes with a 50MP front and rear camera with an additional unit on the back. The standard model has a 13MP main lens as part of a dual set-up, while the Plus has a 50MP rear camera but a lower-quality front unit than the Pro. The standard Pulse costs £99 and the Plus £129.99. HMD is yet to reveal pricing for the Pro edition.