By Emma Reynolds 
In an unexpected twist of fate, HMD Global, the company that proudly hoisted the flag of Nokia revival, has decided to withdraw its sails from the turbulent seas of the US market. The news has sent ripples through the industry, triggering a déjà vu of Nokia’s previous downfall in the same region.
The Finnish company HMD Global acquired the rights to the Nokia brand in 2016. With visions of grandeur, they promised to resurrect the once-iconic mobile brand and breathe new life into its nostalgic designs. And, for a while, they did. The brand made a triumphant return, stunning the world with its fresh takes on classic designs.
However, the bubble of resurgence has seemingly burst. HMD Global recently announced a strategic ‘scaling back’ in the US, citing a new focus on core markets and segments. What does this signify? Is it an admission of defeat or a tactical retreat?
Some analysts suggest that HMD’s decision is akin to the classic military tactic of retreating to regroup and come back stronger. They argue that HMD is buying time to reanalyze the US market, reevaluate its product strategy, and recalibrate its business model. Others, however, see this as the onset of a disheartening rerun of Nokia’s tragic downfall in the past.
The US market, with its high demand for cutting-edge technology and relentless competition, has proven to be a formidable challenge for HMD. Fierce competition from established brands such as Apple and Samsung, coupled with the rapidly growing influence of Chinese brands like Xiaomi and OPPO, has left little room for the nostalgic charm of Nokia.
Indeed, the days of monochrome screens and snake games are long past. Today’s consumer demands high-resolution cameras, seamless internet connectivity, and an array of applications at their fingertips. While nostalgia is a potent force, it seems that HMD may have underestimated the power of innovation and the pace of change in the smartphone industry.
In the grand scheme of things, HMD’s ‘scaling back’ could be seen as a strategic move or a bleak reminder of Nokia’s past struggles. Either way, this development underscores the relentless nature of the tech industry, where survival depends not on past laurels but on continual adaptation and relentless innovation. Will HMD manage to turn the tide in their favor? The world watches with bated breath, hoping for a thrilling next chapter in the Nokia saga.