The mobile phone landscape is constantly changing, and a new-ish player is making itself available here in New Zealand: HMD, or Human Mobile Devices.
Owners of the Nokia brand, HMD is now launching its own line of devices, but it's more than just a name change it’s a change of approach entirely. Instead of focusing on the high-end market, they’re creating a range of phones designed for a wide variety of users with different needs and budgets.
Two of their most recent launches, the HMD Key and the HMD 105 4G, show off this new strategy. One is a straightforward smartphone, while the other is a modern feature phone. Both are a key part of HMD's plan to make technology more accessible and affordable.
So, let's take a closer look at what these phones are, who they're for, and why they might be the perfect fit for you.
HMD Key
So what is it? The HMD Key is an entry-level smartphone that runs on Android 14 Go Edition. This is a lightweight version of Android that is designed to run on phones with less powerful hardware.
It’s designed for a few different types of people:
- The first-time smartphone user: If you’re transitioning from a non-smart phone, the HMD Key is a simple place to start.
- The budget-conscious consumer: With a very low price point, it's one of the most accessible smartphones on the market, making it an option for anyone who doesn’t want to overspend on a phone.
- A simple device for a younger user: The HMD Key is easy to use and durable. With its IP52 splash resistance, it’s a good option for a first phone for a child or young teen.
Strengths
- Affordable price: Its main selling point is its low cost, making smartphone ownership accessible to more people.
- Essential features: It has a large 52-inch screen, a camera, and a big 4000 mAh battery that provides plenty of power for everyday use.
- User-friendly experience: The Android Go operating ensures basic tasks like browsing and using apps are hassle-free.
Weaknesses
- Modest performance: The HMD Key is not built for intensive tasks like mobile gaming or watching high-definition videos, due to its basic processor and memory.
- Lower-end specifications: The screen resolution and camera quality are not as high as more expensive phones, which is to be expected at this price point.
HMD 105 4G
What is it? The HMD 105 4G isn’t trying to compete with smartphones. It has a physical keypad and a simple, user-friendly interface and is more like mobile phones of the past. But it does come with some modern features like 4G VoLTE for clearer voice calls and a USB-C port for charging.
Who is it for? The HMD 105 4G is designed for a very specific person:
- The digital minimalist: For those who feel overwhelmed by social media and notifications, or simply don’t want them this phone offers an escape, providing basic communication like calls and texts without the complications.
- A reliable secondary device: It's a good backup phone for travel or emergencies, thanks to its impressive battery life of weeks on standby and its robust, durable design.
- Older users: The large, tactile buttons and straightforward design make it an easy-to-use device for people who find modern smartphones too complicated.
Strengths
- Incredible battery life: The removable 1450 mAh battery is a key feature, offering hours of talk time and a long standby period.
- Durability: The phone has a polymer body and an IP54 rating for dust and splash resistance, meaning it can handle a few bumps and drops.
- Simplicity: The lack of complex features is a core benefit. It’s a phone built to do one job, communicate, and do it well.
Weaknesses
- Limited functionality: This phone is not a smartphone, so it cannot run apps, browse the full internet, or handle complex media.
The HMD Philosophy
When you look at big-name brands like Apple or Samsung, they’re mostly about who can be the fastest, the most advanced, or the most expensive. HMD has a different plan.
HMD has realised that not every customer wants the same thing. In fact, people fall into two distinct groups, and HMD is making phones for both.
- For the customer on a budget, they have the HMD Key. It's a no-fuss smartphone that gets you connected without breaking the bank. It offers all the essentials you'd expect, like a big screen and access to apps, but at a price that makes sense for everyone.
- For the customer who wants a break, there's the HMD 105 4G. This is for someone who might feel overwhelmed by a smartphone and all its features and just wants a simple, reliable phone for calls and texts.
This strategy means HMD isn't trying to fight with the market leaders. Instead, they are offering a real choice. They're building a brand that stands for:
- Value for money: Offering phones that are priced right for a wide range of customers.
- Durability and sustainability: Making phones that are built to last and are easier to fix, which customers care about more than ever.
In short, they're making phones that fit real-life needs without breaking the bank.
