HMD Global, the exclusive licensee for Nokia-branded smartphones and accessories, has launched a new smartphone model as the first eco-friendly handset in Thailand to catch a global trend.
Paradorn Ramaboot, business development manager at HMD Global, said the company will focus more on sustainability by making "green" smartphones that are durable and safe.
He said HMD wants to support consumers using their smartphones longer to reduce electronic waste, following the eco-friendly theme.
Electronic waste worldwide increased to 57.4 million tonnes last year, Mr Paradorn said.
"Consumers are changing their ideas and behaviours, choosing products and services that are friendlier to the environment," he said.
HMD recently launched the mid-level Nokia X30 5G, which is made mostly from recycled materials, from the case to packaging, using recycled paper instead of plastic and chemicals.
The focus is on materials that are as environmentally friendly as possible, Mr Paradorn said.
The phone case is manufactured mostly from recycled materials.
The aluminium frames are 100% recycled and the back cover is plastic with 65% recycling.
The box and packaging are made from 100% recycled paper.
The Android 12-powered smartphone comes with twin camera lenses using PureView 50 MP technology, an artificial intelligence and OIS anti-shake system, as well as the ultra-wide 13MP lens.
The Nokia X30 5G, priced 16,990 baht, guarantees operating system updates for three years.
The price of this handset in Thailand is lower than in many other markets, such as Hong Kong or Singapore, aimed to fit in the context of each country's cost of living, he said.
"We determined a competitive price point and provided quality camera features that are similar to 30,000-baht range smartphones," Mr Paradorn said.
The new model will help energise Thailand's smartphone market in the final quarter, which will be a gift period, supported by the "Shop Dee Mee Khuen" tax rebate scheme, he said.
The company's revenue in Thailand is likely to decline slightly from last year as the smartphone segment with prices below 5,000 baht has been affected by declining purchasing power, said Mr Paradorn.
The entry-level segment also faces tough competition from many Chinese brands.
"We will educate buyers to pay more attention to durability, quality and clean Android with security support," he said.