Nokia manufacturer HMD Global is bowing out of the flagship race

It’s getting those fundamentals right and really establishing in our users’ minds what the value that a Nokia brings is. We don’t want to get caught up in this sort of arms race for spec that’s going on around the rest of the industry. There are plenty of other people that can do that – you want a few extra megapixels here at this price point or you want a few extra bits of frame rate on your refresh rate on your screen, fine, I’m sure there’s someone who can deal with that for you. But actually, you want a device that’s going to go the distance that you know you can rely on, with a lot of these fundamental principles done in the best way possible. That’s what we’re trying to stand for and bring back into the market again, and obviously, we’re served very well by the fact that that is a lot of what the Nokia heritage was about in the first place.

They (the new phones) are less flashy and less exciting than some of what other people are turning up with, but at the same time this is going to be one of our various growth areas; people moving from feature phones into smartphones who are wanting something that’s really reliable. They are used to devices that really durable and robust that have batteries that last days, and we’re making sure that these devices deliver that in the smartphone category as well.