HMD (Nokia): the Finnish group launches a seduction operation with Gen Z

In a constantly evolving and particularly congested telephony market, new players, such as HMD, regularly emerge with the ambition to stand out from the competition. The Finnish manufacturer behind the Nokia brand and others feature phoneslike the Boring Phone in collaboration with Heineken, and the Barbie flip mobile which created a buzz at MWC 2024, is indeed embarking on a daring project with its own range of smartphones, the HMD Pulse.

One of the main selling points of these entry-level devices is their commitment to repairability. In partnership with iFixit, HMD makes it easy for users to repair their smartphones, reducing the environmental impact of e-waste. Repair kits are available on the brand’s website, allowing you to replace components such as the screen, the battery or the USB port. A wise approach, as the demand for durable and repairable products continues to grow among consumers. The manufacturer also relies on a recent study revealing that 41% of people belonging to generation Z (born in the early 2000s) prefer to turn to a smartphone that they can repair themselves.

In addition to the eco-responsible aspect, the HMD Pulse, Pulse+, and Pulse Pro present an unsurprising technical sheet, which the brand does not particularly highlight. Equipped with a Unisoc T606 chip, a 6.5-inch IPS HD+ screen with a 90 Hz refresh rate, and a 5000 mAh battery, these newcomers do not hide their level of range. On the other hand, HMD is making the photo and selfie part its second axis of communication, always with the aim of attracting a young audience, by offering sensors of up to 50 Mpx at the front and at the rear.

Price and specifications

Although these three models have a lot in common, we must find a reason for them to exist, and the difference only comes down to a few details:

If the HMD Pulse+ will be reserved for professional customers, the Pulse and Pulse Pro are available in France in different colors: Dreamy Pink, Glacier Green, Twilight Purple, Meteor Black, or Black Ocean. Please note, the prices displayed above only concern the French market, the brand’s official website offering slightly higher prices.

Finally, contrary to what has been circulating so far, HMD is committed to providing up to two years of Android updates and five years of security patches for the moment, which is not much. In this regard, the manufacturer cites cost issues in order to offer devices at low prices. HMD also promises to make spare parts available for 5 years, combined with a 3-year manufacturer’s warranty.