The return of the Nokia model to smartphone relevancy over the previous few years has been one of many extra intriguing subplots within the battle for Android dominance.
Today, Nokia gadgets aren’t made by Nokia, however are as an alternative manufactured below licence by one other Finnish agency referred to as HMD International.
Over the previous two years, it has launched a gentle slew of mid-range handsets alongside the revival of the long-lasting ‘Nokia 3310’ characteristic telephone has attracted the curiosity of the cellular trade and the broader public.
HMD is banking that the mix of a large selection of gadgets, enticing designs and a dedication to rolling out the newest variations of Android and safety updates will safe market share.
However though this method was tailor-made for the buyer market, it has attracted the eye of SMBs and enterprises too. Firms began contacting HMD about potential enterprise use instances, moderately than the opposite method round.
Machine portfolio
“Our enterprise story began a yr in the past once we began this protected, safe method for our newest wave of gadgets,” Andrej Sonkin, head of HMD International’s Enterprise Enterprise tells TechSwitch Professional. “This attracted curiosity from enterprises who felt this [approach] was lacking and it kickstarted our enterprise actions.”
“Enterprises are getting very as a result of their wants aren’t being met by producers with smaller portfolios.
“It’s not nearly worth as such, but it surely’s concerning the availability of gadgets with varied worth factors and a robust Complete Price of Possession (TCO) proposition. There are corporations shifting from paper processes and there’s a must discover a system that doesn’t jeopardise safety – however not everybody can get a flagship.”
Sonkin factors to a survey of companies in Europe as proof. It discovered that 68 per cent of IT purchasers wished a wide range of gadgets, a criterion that was extra essential in bigger corporations.
HMD’s nomenclature could be complicated to some, however Sonkin says there’s a objective. The Nokia three, Nokia 6 and Nokia eight ranges all goal totally different segments and HMD is dedicated to including new options and functionalities to every on the identical worth level. This implies companies at all times have a tool to improve to.
“We see the entire vary as related and essential,” he explains. “Smaller corporations have a tendency to buy as prosumers and subsequently have a look at high-end gadgets. However at bigger corporations, there’s extra distinction. Center administration may get mid-range and there are use instances within the decrease finish there are clients who use gadgets for particular use instances to allow them to know a job has been finished.”
It could be a stretch to contemplate the Nokia 3310 although: “The 3310 is extra of a characteristic telephone the place information isn’t essential, however characteristic telephones shouldn’t be extra be forgotten as a result of lengthy battery life and name high quality [are also important].”
Minimal requirements
HMD is making certain its gadgets adhere to the Android Enterprise Really helpful (AER) programme, a variety of gadgets that meet a set of necessities that make it as simple as doable to roll out, handle and safe Android gadgets within the office.
This implies AER gadgets get the newest Android safety patches inside 90 days and at the least one main OS replace – one thing that can increase confidence amongst those that are nervous concerning the fragmented nature of the Android ecosystem.
HMD can be working to make sure its gadgets adhere to the Android One programme too, that means Nokia homeowners obtain a non-modified model of Android on their system.
Not solely does this make it simpler to get updates, it additionally ensures there is no such thing as a ‘bloatware’ which impacts battery life and reduces the quantity of reminiscence house obtainable to organisations.
Safety focus
Safety is the primary concern of HMD’s goal market, with 95 per cent of organisations conscious of the relevance of fast safety patches, so certification from AER and Android One is seen as important.
“Increasingly more we’re seeing is that Android One is the minimal requirement,” provides Sonkin.
“The emphasis on safety was greater than what I used to be anticipating at this stage. I believe it’s the largest precedence for IT departments if they’re driving the acquisition as a result of smartphones type a part of a wider IT technique and must fulfil sure necessities.
“They ask us what our promise is on the subject of patching and the way our method works with the broader portfolio reminiscent of the way it impacts manageability, the buyer advantages of Android, battery life and new consumer interface options. Additionally they ask how a lot help the system will want in its lifecycle.
“We’ve an unbroken patch report in delivering gadgets.”
One other discovering from the survey was that though organisations recognise the advantages of Enterprise Mobility Administration (EMM), comparatively few had adopted EMM know-how. Once more, the straightforward deployment of AER gadgets can have an effect.
“Firms are nonetheless evaluating what to do with administration,” he explains. “They see a must [adopt EMM] however are uncertain which technique to go. About 30 per cent of gadgets in enterprises are managed … however on the identical time there are extra alternatives to deploy gadgets in a more cost effective style.”
Market prospects
However there’s no escaping the truth that the Android market is fiercely aggressive, particularly within the mid-range section through which HMD hopes to compete in. And, given saturation within the client house, many producers are additionally enterprise as a technique to establish progress.
Apple, Samsung and others are formidable opponents, however Sonkin says HMD believes its portfolio, its safety pledges and its total service providing will guarantee it turns into a pacesetter within the enterprise sector.
“One of many issues that make us credible is that we’re a world firm. We’ve direct distribution companions in 90 international locations and system activations in 170. When corporations are world deployments we’ve credibility.
“One other factor is care companies. If one thing goes unsuitable. We’ve native restore companions in markets, on-line restore options in varied European markets.”
There’s additionally the small matter of the Nokia model.
“Model is essential as a result of it’s a promise. The promise must be reliability, belief and safety. Nokia is called a trusted model and it has been current within the enterprises over the previous 20 years in varied shapes and types and that legacy is seen as a constructive.”
“The credibility they’ve within the enterprise house is excessive. We’re a European producer from the north, the standard of our gadgets is famous and what we’re doing with Android builds on that.
“We’re delivering to an actual enterprise want. It’s not only one vertical as all industries have related wants by way of safety, comfort in enrollment ant TCO optimisation. Our world presence, proposition and model means we may be trusted.”