Nokia is returning to Thailand's crowded smartphone market with a commercial launch planned for second quarter of 2017.
After being crushed by Samsung and Apple, Nokia yesterday announced its comeback with new models running on Google's Android, the mobile operating system 86% of all smartphones worldwide run on.
"We decided to return to Thailand because of the positive feedback from Nokia fans here," said Arto Nummela, chief executive of HMD Global, the Finnish startup firm that has been given a 10-year brand licence for Nokia in December 2016 to produce phones and tablets under the Nokia name.
"With Nokia's strengths, combined with a pure Android system that provides up-to-date software and security and reliability, we're confident Nokia mobile phones will be a popular choice in Thailand and many markets around the world," he said.
Flann Gao, communications director of HMD Global, added the timing is right for Nokia to re-enter the market, especially given the unique offering of the iconic Nokia brand, cutting-edge designs and strategic partnership.
"The market has been waiting for a Nokia Android for a while," Mr Gao said.
Founded in May 2016, HMD Global's team went to different markets around the world to reach out to partners.
"After taking time to understand the market, we received some very positive feedback and good reception. We know fans love Nokia. This is why we decided to come back to Thailand and other markets," Mr Nummela said.
"We're ready to turn Nokia into another chapter in Thailand under the same slogan 'Nokia connecting people', following the establishment of a local office and partnering with local distribution partners across different channels," he continued.
HMD plans to roll out three 3G smartphone models worldwide by June: Nokia 3, Nokia 5 and Nokia 6.
He also clarified the company has no plans to reboot the retro Nokia 3310, a refreshed feature phone, in Thailand this year as it views Thailand as a developed market with inactive 2G technology.
HMD has 500 distribution partners across 112 countries.
Global retail prices of Nokia 3, 5 and 6 are set at €140 (5,220 baht), €190 and €230, respectively, while the 2G 3310 handset will be priced at €50.
However, Mr Nummela said the prices for Thailand will be lower than global rates because the country has no import duties for importing smartphones.
"We aim to become a top-tier vendor in the global smartphone market over the next few years," he said.
Nokia was once a dominant force in the wireless world. Nokia's share of the worldwide mobile market peaked at 40% in 2008, the same year that Apple's iPhone sales truly began to soar, and not long before Samsung debuted its first Android device.
Despite an impressive history of innovation, Nokia did not quite successfully transition into the brave new world of smartphones.
In 2014, Nokia announced the sale of its handset division to Microsoft.
HMD Global and its Taiwanese partner, FIH Mobile of FoxConn Technology Group, in 2016 took over Microsoft's feature phone business for US$350 million.
Microsoft decided to stop manufacturing smartphones in Finland, and HMD began operations as the new home of Nokia phones, under an exclusive global (except for in Japan) brand licence for the next 10 years.