Nokia smartphones noticed big decline in India shipments final quarter, however that may change with one easy trick


Lots of my earlier articles on Nokia Cell have revolved round one factor: their general market presence in India. HMD’s contribution to India’s smartphone market has at all times been shy of what its Chinese language counterparts seize. The newest report by Counterpoint Analysis provides a transparent image of how HMD’s gross sales have been in India, underscoring that the shipments of Nokia smartphones within the first quarter of 2021 in India had been down by a whopping 38.5 per cent over This autumn 2020. That could be a big dip contemplating Nokia did properly in different markets and reached an general cargo of round 2.8 million items.

HMD’s smartphone enterprise sank considerably final yr between October and December, however the firm was capable of revive it to a very good extent. Compared to the 38.5 per cent dip in Q1 2021 from This autumn 2020, shipments of Nokia smartphones within the first quarter of 2021 in India noticed a decline of solely 17 per cent from Q1 final yr. That’s when HMD has largely caught to comparable launch timelines in India as the worldwide ones for its telephones.

Nokia’s India saga

Smartphones equivalent to Nokia 5.4, Nokia 2.4, and Nokia 3.4 arrived in India across the similar time as their world launch, however as a result of India, as a smartphone market, is among the many most dynamic ones, the “Android One” ploy didn’t appear to work.

Nokia 3.4

Proper now, for those who take a tough take a look at the smartphone market, there usually are not many Nokia smartphones you can see throughout value ranges. The final premium cellphone from HMD World was Nokia 9 PureView, which is not that can be purchased. Another telephones in mid-range classes, equivalent to Nokia 7.2, have additionally change into fairly previous by way of specs, regardless that they nonetheless assist Android software program updates, because of HMD’s Android One dedication.

Software program or specs?

Lack of choices is one factor, however HMD has long-maintained its stance the place the Android expertise is a precedence over different issues. And clients are sometimes after these “different issues”, which refers to aggressive specs. Final yr, HMD’s Sanmeet Kochhar advised me that it’s not within the race for probably the most profitable cellphone specification on the market. As an alternative, what HMD is specializing in is the shopper expertise, which, in accordance with it, necessitates the Android One programme.

Android One, a Google programme with HMD as a precedence accomplice, ensures well timed rollout of Android variations and safety updates to telephones. This, in accordance with me, is among the finest issues to have occurred to Android telephones. However, someplace in its course, the necessity for an up-to-date set of specs started to dominate. Chinese language gamers, equivalent to Xiaomi, Oppo, and Realme, have milked this dominance to the fullest. And what transpired, consequently, is an enormous want for giant specs. Higher if they’re accessible at dirt-cheap costs.

Nokia didn’t sustain with this development. It nonetheless doesn’t have a 5G cellphone in India, whereas each different model is relentlessly working in the direction of constructing its assortment.

What does HMD have to do now?

See, I do know it’s not precisely pragmatic to oversell one thing. Having a seamless Android replace mechanism is all good, however what good wouldn’t it be with out the specified {hardware}? Nokia Cell must heed that suggestions. Prospects want good software program however in addition they want a cellphone that they will use for a very long time. Extra importantly, a cellphone that they will flaunt. It wants to return to the times when proudly owning a Nokia smartphone was a critical flex. And there is just one means to do this: ramp up the specs.

Just lately, HMD launched two new 5G smartphones. In actual fact, to your shock, they’re the corporate’s second and third 5G telephones after the Nokia 8.3 5G. However none of them is on the market in India. I get it, why launch 5G telephones when 5G will not be even there? However this argument will not be stopping Nokia’s rivals from launching 5G telephones in India left, proper, and centre. Perhaps it must shun that perspective and convey no less than one 5G cellphone to India, even when there is no such thing as a use for that function proper now and neither will probably be for no less than a very good one yr.

And that’s the trick.

How is HMD doing elsewhere?

Per the Counterpoint’s report, obtained by NokiaMob, HMD shipped a complete of two million smartphones between January and March globally. Whereas the shipments in Q1 had been down from the earlier quarter after they had been 2.8 million, Nokia confirmed year-over-year development. In Q1 final yr, Nokia shipped only one.7 million smartphones. The cargo of function telephones this quarter, nonetheless, is monumentally greater at round 11 million, leading to a complete determine of 13 million. Africa and Europe emerged as the largest contributors to Nokia Cell’s development this yr.


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