Finland-based HMD Global, the maker of Nokia phones, is targeting Thailand as a key strategic market in Southeast Asia in an effort to kick-start sales since the brand's return to Thailand in 2017.
The Thai market is a diverse mobile consumer segment that suits the Nokia experience of a pure Android operating system with low- to high-end models, said Juho Sarvikas, chief product officer of HMD Global.
Mr Sarvikas said a survey by the company found that 90% of Thai Nokia users were satisfied with the Nokia brand.
More importantly, 43% of Thais who are seeking new phones would be likely to buy a phone priced at 3,000-6,000 baht. They also consider smartphone purchases a kind of investment.
Mr Sarvikas said the consumer structure of the Thai market is consistent with HMD Global's business strategy of providing a good experience by keeping software up-to-date and not having to change phones too often.
"Pure Android is a core value of Nokia phones, especially Android One, the latest Android operating system that almost all Nokia phone models have upgraded to, not only the flagship model," he said.
Mr Sarvikas said the advantage of pure Android is fast updates. Smartphones running it are among the first to get upgraded to the latest version of OS, while owners of other smartphones typically have to wait for some time to get an update.
Sancho Chak, general manager of HMD Global for Thailand, the Philippines and Hong Kong, said the company is serious about continuing to launch a series of new models in the Thai market, considered a first-tier country in Southeast Asia to capitalise on the rapidly growing market for mobile service.
Apart from selling products through the e-commerce marketplace and partnerships with the three major mobile operators, the company is focusing on the enterprise segment, as Nokia has one of the most diverse portfolios of Android Enterprise Recommended handsets.
"The company considers each target market and consumer structure differently," Mr Chak said. "In Thailand, we deliver a full range of products because it is a key market."
Tanadet Chuangkeavisedd, marketing lead for Thailand at HMD Global, said the company hopes for Nokia to become a top-five brand in terms of smartphone market share in the country by 2022.
Mr Tanadet said the company believes that smartphone users in Thailand will use their phones for longer periods before buying new ones as a result of few new innovative features and the overall economic slowdown.
On Tuesday, HMD Global officially launched its new smartphone flagship model, the Nokia 9, which will be available in Thailand this week.
Customers will be able to buy Nokia 9 for 18,900 baht only via Shopee.com for the first launch period. HMD Global will also launch four other new phones priced at 2,990-15,900 baht: the Nokia 8.1, Nokia 4.2, Nokia 3.2 and Nokia 2.2.