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Human Mobile Devices (HMD): a new era for design

published on 6 min read

• Human Mobile Devices is on a mission to create technology that caters for people’s needs, solving human problems with tech innovation – and it’s just getting started
• Thanks to a major transformation, HMD announces a significant improvement in operational profitability in 2023
• Introducing HMD Fusion: the ultimate customisable, repairable phone you can personalise, re-vamp and re-style with smart outfits1 tailored to your tastes
• Embarking on impactful partnerships that align with its core values, Human Mobile Devices is transforming mobile phone design
• HMD embraces open innovation, giving people and businesses the power to augment their phone to fit their needs

September 5th, Berlin: Set against the global stage for design and innovation at IFA 2024, HMD brings its vision of Human Mobile Devices to life. HMD is all about creating phones that are not just affordable and stylish, but also something you’ll want to use every day. Their goal? To give you what you need without breaking the bank. They’re tackling issues like e-waste and digital overload, all while making your life a little easier. Whether it's through their Better Phone Project or with fun, customizable, and repairable devices, HMD is here to make your mobile experience better and more enjoyable.
Human Mobile Devices has today unveiled its most groundbreaking phone to date: HMD Fusion. Wrapped in an uber-cool industrial-chic shell, HMD Fusion is the pinnacle of design brilliance. Ever wished your phone had a built-in ring light for selfies or could double as a games console? Well, now it can. With a series of interchangeable outfits1 coming later this year, you can customise HMD Fusion to your personal style or for the functionality you need. Priced at just £199 / 249 €, HMD Fusion is the height of tech innovation at an accessible price point.

And it doesn’t stop there. Believing that collaboration fosters creativity, Human Mobile Devices is putting the power in your hands. Taking personalisation to new levels, people are able to customise their own phone and create new use cases through a software and hardware developer kit2. Whether it’s for creativity, gaming or productivity, Human Mobile Devices’ latest smartphone evolves with you – the only limit is your imagination.

Commenting on the launch of HMD Fusion, Lars Silberbauer, Global Chief Marketing Officer at Human Mobile Devices (HMD), said; “In this day and age, a smartphone is more than just a device for connectivity. It’s a fashion statement, a means to express ourselves and a tool for navigating the modern world. HMD Fusion is the next generation of smartphone – for the first time, we’re inviting people to embrace their creativity and build a device that’s tailored to them with our Smart Outfits. HMD Fusion represents everything we stand for at Human Mobile Devices: creativity, innovation and collaboration, and we’re so excited to see what people create.”

This phone is a leap forward in tech innovation, and the latest in Human Mobile Devices’ line of design-led, human-first, original smartphones.

Transformation to profit

For the first time ever, the mobile market declined two years in a row in the face of challenging economic conditions, yet HMD bucked the trend thanks to its major transformation project allowing for a significant improvement in operational profitability YoY in 2023. This success is all thanks to fresh, energetic leadership, a sharp focus on strategy, staying nimble, and getting better at keeping costs down.

Visca El Barça!

The European innovator is also the fresh new sponsor of another European icon: FC Barcelona. Famed for innovative play, creativity on the pitch, the legendary Catalan club is a natural fit for Human Mobile Devices’ boundary-pushing mindset when it comes to tech. The three-year deal sees Human Mobile Devices become a Global Partner of FC Barcelona, and the Official Mobile Phone Partner of the club. The partnership is designed to raise awareness of Human Mobile Devices – a company not even ten years old, but already Europe’s largest smartphone manufacturer – through digital advertising opportunities at the Estadi Olímpic Lluís Companys and Spotify Camp Nou when it opens later this season.

Partnerships with purpose

Human Mobile Devices has embarked on a series of uber-cool partnerships that reflect its mission to tackle challenges like e-waste and digital fatigue head-on. In what was a hotly anticipated launch of 2024, the brand collaborated with Mattel to launch the HMD Barbie™ Phone. The phone tackles digital fatigue head-on with an offering that gives users a chance to take a vacation from their smartphone in true Malibu style. A cute, pint-sized flip phone and fashion statement redolent of the original vintage-chic Barbie world, the device taps into Gen Z’s love of all things nostalgia and aims to show that taking a digital break can be fun (and stylish!), giving you more time to live in the moment.

Phones that are better for people, and kinder to the planet

Designed to tackle the impact of smartphone use and social media on the wellbeing of children and Gen Z, Human Mobile Devices is spearheading the Better Phone Project: a collaborative endeavour to create a phone that will enhance children’s wellbeing and provide a choice around mobile use. The phone is being developed in collaboration with parents, experts, campaigners and parent support groups to shape understanding of the challenge at hand, underpinning Human Mobile Devices’ commitment to understand human problems and provide new and innovative solutions.

HMD also displayed its suite of original devices including its debut smartphone, the HMD Pulse Family, and hero device, HMD Skyline. Human Mobile Devices has ventured into the Indian smartphone market for the first time with the launch of HMD Crest and HMD Crest Max, which combine cutting edge technology and high-end camera capabilities with modern, sleek design and easy repairability. The move marks a new era of mobile technology, putting creativity, sustainability and user experience at the forefront and highlighting Human Mobile Devices’ commitment to making technology more accessible.

Jean-Francois Baril, Chairman and CEO of Human Mobile Devices, shared: "Our focus isn't just on developing technology; we're committed to making the world better through innovation that genuinely addresses human needs. At HMD, we believe technology should be accessible, uplifting, and environmentally conscious. Our vision is to empower everyone, regardless of their situation, to connect and flourish, and this is only the beginning. With initiatives like HMD Fusion and the HMD Better Phone Project, we believe that collaboration drives creativity. We’re putting the power back in your hands, so you can shape the technology that impacts your life."

With its suite of devices that have human innovation at heart, Human Mobile Devices is leading the charge in a new era of design. For further information and news on latest launches, visit www.hmd.com.

Variations on offering may apply. Check local availability. All specifications, features and other product information provided are subject to change without notice. All images are for illustrative purposes only.

1Smart outfits sold separately.
2For more information, visit https://www.hmd.com/en_int/fusion-development-toolkit-download.

About Human Mobile Devices
We are Human Mobile Devices, and we start by tuning into what people really want. Our consumers are passionate about the planet, often feel swamped by digital overload, and are keeping a close eye on their budget. That’s why we are thrilled to be Europe’s largest smartphone maker, championing repair-at-home phones, and a go-to for much needed digital time out. Coming this year, you can expect to see a new portfolio of Human Mobile Devices original mobile devices, as well as Nokia phones and exciting new partnerships. For further information, see www.hmd.com.