Tag: HMD

Human Mobile Devices launches the 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 picture perfect selfies or could double as a games console? Well, now it can. With a series of interchangeable outfits coming later this year, you can customise HMD Fusion to your personal style or for the functionality you need. Priced from just €269 6/128GB HMD Fusion is the height of tech innovation at an accessible price point’

Whether it’s a super-stylish outfit to match your vibe, an in-built ring light or a gaming controller that allows you to play your favourite games on the go, Fusion Outfits coming later this year from €29.99 are the ultimate wardrobe for your device. Attached via six specialised pins, each outfit instantly alters the hardware and software of the phone, unlocking new capabilities, unique interfaces and enhanced performance.

But that’s just the beginning. Believing that collaboration fosters creativity, Human Mobile Devices is putting the power in your hands. Taking phone personalisation to new levels, you can customise your device with almost any accessory with a simple to use, open-source software and hardware developer kit. Whether it’s for creativity, gaming or productivity, Human Mobile Devices’ latest smartphone evolves with you – the only limit is your imagination.

To get you started, Human Mobile Devices is launching a suite of Fusion Outfits later this year designed to elevate your smartphone experience. Built for the selfie queens, the Flashy Outfit will be a content creator’s dream that’s equipped with a built-in ring light for use with both the front and back camera. A game-changer for selfie afficionados, HMD Fusion is the first device that will allow you to control mood lighting and camera effects via on-device controls, thanks to seamless integration with the existing camera app infrastructure. And there’s no bulky case or need for charging as the Flashy Outfit is powered by the device itself via Fusion’s six smart pins.

Butter fingers? The Rugged Outfit will have you covered. Built for added protection, the IP68 outfit is dust-tight and protected against full immersion in water. Complete with wireless charging support with magnets and an in-case-of-emergency (ICE) button, it’s any adrenaline junkie’s best friend. And the Wireless Outfit brings tech that’s usually reserved for a higher-price within reach.

Outfits aside, with its slim, strong, stainless steel reinforced plastic casing HMD Fusion is an enviable fashion statement in itself. Tapping into the raw, grunge aesthetic beloved by Gen Z, it’s giving no-frills industrial chic. The device comes with a clear Casual Outfit that showcases its groundbreaking design so you can go au-naturel when you don’t need any extra functionalities. Bringing the extra protection of a case without the clunky outline, the clear Casual Outfit is in the box with HMD Fusion, with a range of coloured Casual Outfits to choose from for just €29.99

But it’s more than just a pretty face. HMD Fusion comes equipped with a top of the range camera system. Both front and rear cameras are packed with features, helping you capture core memories like a pro. The 50MP selfie camera opens up new possibilities with Selfie Gestures and Selfie Slow-Mo, whilst a 108MP dual rear camera is ready for low light, high speeds and most things in between. It’s a personal paparazzi in your pocket.

And like the other smartphones in Human Mobile Devices’ original portfolio, HMD Pulse Family and HMD Skyline, HMD Fusion is designed with FIY front of mind. The device is equipped with Gen 2 repairability, making it easier than ever to repair a smashed screen, depleted battery or other part. Simply pop open the device, unscrew the screen or replace the battery, and put it back together using an iFixit kit available in select markets from €29.95

As the digital detox movement continues to gain pace, Human Mobile Devices is on a mission to provide people with a choice when it comes to their smartphone use. Embodying the HMD’s commitment to a balanced digital experience, HMD Fusion will become equipped with a powerful in-built Detox Mode, which will be available before the end of the year. Want a break from social media or some down time from always-on notifications? With bespoke app and contact blocking, Detox Mode allows you to tailor your digital detox to your needs, giving you more time to live in the moment without distraction.

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 totally tailored to them with our industry-first Smart Outfits. Fusion represents everything we stand for at Human Mobile Devices: creativity, innovation and collaboration, and we’re so excited to see what people create.”

Transforming mobile phone design, HMD Fusion reflects Human Mobile Devices’ commitment to creating technology that is shaped to consumer and business needs. The device is a leap forward in tech innovation, and the latest in Human Mobile Devices’ line of design-led, human-first, original smartphones.

HMD Fusion is available shortly at https://hmd.com/en_ie/hmd-fusion for €269 for the 6/128 and €299 for 8/256. Flashy, Rugged, Wireless and Gaming Outfits are available later this year. To find out more, visit www.hmd.com/ie

The Better Phone Project: First phone co-created for children by parents to protect their mental wellbeing

Tech innovator HMD is creating a phone as an alternative for a smartphone to give parents control over their child’s screen time and social media use.

The aim is to preserve the mental health of the next generation with a phone parents have co-created in order to protect their children and provide better balance.

The digital detox space is one HMD is familiar with having spearheaded the dumbphone trend by reimagining feature phone classics for the modern consumer seeking to limit their screen time and social media use.

The phone manufacturer is now seeking to work with parents to co-create a phone and other new solutions which will serve as credible substitutes for a smartphone and give parents control over their child’s screen time and social media use.

It is hoped the new device will also appeal to Generation Z who have embraced the digital detox space.

HMD is also working with a number of experts, campaigners and parent support groups to better understand the solutions needed. All will be involved in global webinars and forums to ensure collaboration and co-creation is at the heart of HMD’s The Better Phone Project. They can sign-up to be involved at https://www.hmd.com/en_int/better-phone-project

Lars Silberbauer, CMO of HMD, said: “The Better Phone Project is a journey to discovering a variety of solutions that tackle digital overload, providing choice and balance.  Our goal is to collaborate with parents and experts to develop solutions that truly meet people’s needs, driving innovation in this space.”

As part of The Better Phone Project, HMD commissioned new global research to provide insight into the dilemmas parents face when it comes to their children and smartphone use.1

The findings revealed 11 is the average age when a parent hands over a smartphone to their child for the first time – but many confessed they wished they had waited longer.

 

The worldwide survey of 10,000 parents in the UK, US, India, Germany and Australia found more than half of those questioned said they regret exposing their child to a smartphone at such a young age. A third of those who responded cited the negative effects of the device and changes in personality as the key reasons for this. Concerns have been raised consistently about the impact social media apps, which often go hand-in-hand with smartphones, have on children.

A staggering 70% of parents questioned admitted their smartphone-free childhood meant they engaged more with their family – however, it is quality time their children don’t experience: 55% say their child’s phone use is a source of big arguments and a third have cried over their child’s phone obsession.

Some 64% of parents questioned said smartphone use negatively impacts their child’s sleep, 61% think it reduces the amount of physical activity they take, and more than half (54%) worried that it will reduce the amount of time they spend socialising with friends.

With more than half of parents agreeing smartphones can have a positive impact on their children and benefit them educationally – including allowing them to keep in touch with friends – parents clearly face a dilemma.

Tech innovator HMD is now striving to understand these challenges and offer a suite of new and innovative solutions which could work for parents, their children, Generation Z or anyone who is looking for credible alternatives to a smartphone.

HMD is also keen to work with anyone who is interested in this subject and would like to be part of the journey to create change and new solutions. They can sign-up to be involved at https://www.hmd.com/en_int/better-phone-project (URL will go live on 24 July).

Other key points to emerge from the global survey include almost 75% of parents fearing smartphones expose their children to internet dangers, with more than half admitting they don’t know what their children get up to when using their phones.

Almost half of parents believe mobile phone use has changed their child’s personality, with a third claiming their child has body image issues due to their phones.

Joe Ryrie Co-founder of Smartphone Free Childhood said: “We’re delighted that HMD is committed to addressing the glaring gap in the market for child-friendly phones through this project. Their research into children and smartphones is yet more evidence of the impossible position that parents find themselves in today; We either give our children access to a device they might not be ready for, or choose not to and risk alienating them from their peers.

“It’s an issue that the 100,000+ parents who’ve joined our community since February are battling with on a daily basis, and we know that solving it requires a collaborative effort between parents, children, government and tech companies.

“Parents in our community are crying out for a phone which is desirable to children but isn’t designed to steal their attention. So we’re very excited about collaborating with HMD to help define what a modern child-friendly phone should be.”

Meet HMD Skyline: designed for creation

Tech innovator, Human Mobile Devices (HMD), spearheaded the dumbphone trend by reimagining feature phone classics for the modern day as consumers sought to limit their screen time for their own mental wellbeing. The European phone manufacturer then called time on hard-to-maintain and fix technology by introducing smartphones that can easily be repaired.

Now, the tech disruptor brings you the affordable HMD Skyline, which marries detox and repairability as well as a camera packed full of tricks – including a 108MP hybrid OIS triple rear camera. With the all-new Capture Fusion, 4 x Zoom and Portrait Mode for stunning 50mm shots with natural bokeh effect.  Detox Mode is available from August and brings a dumbphone function to a smartphone – it is designed to help users when they want to step away from that always on feeling by deactivating a bespoke selection of apps or contacts.

HMD Skyline also debuts a new era for smartphone design called Gen2 Repairability; your friendly service centre can simply pop off the back cover, remove some screws, and get that screen replaced nice and quickly.

In testament to its super-powerful photo capabilities, Human Mobile Devices has turned to Gen Z superstar snapper Rosanna Elettra to test drive the new HMD Skyline, capturing ten striking images shot and edited entirely on HMD Skyline following a group of Gen Z fashionistas on a night out.

Celebrity photographer Rosanna Elettra took the HMD Skyline for a test drive, she commented: “I’ve had the joy of capturing acclaimed artists like Rhianna, Central Lee, Aitch and Cara Delevingne. HMD Skyline is Gen Z’s dream device, so I wanted to show the phone in its natural habitat, in scenes dripping in Gen Z culture. I’m used to shooting celebrities, but I loved turning the camera on Human Mobile Device’s latest launch and taking its super impressive camera for a test drive. The shots – all taken on the phone – are super cool, stylish and have main character energy – just like Skyline.”

Lars Silberbauer, Global CMO of Human Mobile Devices, said; “Human Mobile Devices is human by design…and that’s what we’ve done with HMD Skyline, put consumers first. There are so many great functions on this phone to call out. The camera is a creator’s dream, a step-changing detox mode too. And it looks absolutely beautiful.”

Celebrity photographer, Rosanna Elettra, said: “HMD Skyline is Gen Z’s dream device, so I wanted to show the phone in its natural habitat, in scenes dripping in Gen Z culture. I’m used to shooting celebrities, but I loved turning the camera on Human Mobile Device’s latest launch and taking its super impressive camera for a test drive. The shots – all taken on the phone – are super cool, stylish and have main character energy – just like Skyline.”

Your shots are about to take off: snap, selfie-check, and socialise (in ultrawide)

Skyline has been built with a progressive GenZ audience firmly in mind so the camera capabilities are stand-out and seemingly endless. The 50MP front camera comes with autofocus and eye-tracking to ensure the sharpest of selfies, and with Skyline, creators don’t even need to press a button or set a timer to take a picture. The device comes with in-built ‘selfie gesture’ hardware, which means all users have to do is to look at the phone while making the universal peace sign (or one of three other hand signs) to activate the camera. You can also create video selfies in 4k when this feature arrives in August.

The 108MP Hybrid OIS triple rear camera is equally impressive. This camera really is ready for any shot, portrait mode allows for stunning 50mm shots with beautiful natural bokeh effect and crisp close-ups can be achieved with the x4 zoom function. Night Mode 3.0 balances exposure and preserves detail and stunning scenery and group shots can be captured using the 0.5x ultra-wide mode and there’s AI Capture Fusion too to add maximum detail to zoom images.

A smartphone with dumbphone functionality: Detox Mode shuts down your socials

And the good news just keeps on coming. From August, the super-slick smartphone for the ages will come with a powerful new in-built Detox Mode with bespoke app and contact blocking, allowing users to tailor their detox to their needs, focus on the real world and enjoy a balanced smartphone experience whenever they need a break from the digital world

With the digital detox movement continuing to gather pace, particularly among Gen-Z, it is a timely technological advance that stands above competitors detox functions which usually only silence apps and notifications.

The cherries on top

HMD Skyline’s battery has up to 48 hours per charge, and you can charge wirelessly with any magnetized Qi2 charger. The battery stays in great shape for hundreds of charges, and has been tested by Human Mobile Devices to maintain at least 80% of its original capacity after 800 full charging cycles. 3 And if it ever does need replacing, you can gain easy access thanks to its unique repairable design.

 Thanks to its display and sound specs, Skyline is a fantastic device for entertainment. Everything from short reels to high-end games will get the color and clarity they deserve with the bright poled display, boasting a 144 Hz refresh rate and HDR10 video playback, and they’ll sound ace with the stereo speakers. At the heart of it all is a Snapdragon® 7s Gen 2 chipset, made for high performance and smooth multitasking.

You can make your HMD Skyline even more “you” with the Custom Button. Users can set it up to do one thing when they hold the button down, and another when they double press it. It’s your personal shortcut to your favourite game, navigating home, asking the AI-powered assistant of your choice burning life questions, and more.

Skyline launches in two distinct colourways, neon pink and twisted black it is available now at hmd.com/ie and in-store in August for €499

See our Nokia 3210 2024 review

HMD teams up with Sinead Gorey for the sales start of HMD Pulse Pro

Forget cottagecore, commutercore and gorpcore; there’s a new fashion aesthetic on the block with an unlikely muse at its ‘core’: the HMD Pulse Pro smartphone.

To celebrate the sales start of the HMD Pulse Pro smartphone, European mobile innovator, Human Mobile Devices (HMD) and Fashion Week designer Sinead Gorey have teamed up to create ‘The Phonecore Collection’, which includes a pair of ‘Screen shades’ –  sunglasses, with vertical frames and lenses shaped like a mobile phone.

The Phonecore Collection is a hyper-limited drop of fresh Sinead Gorey fashion designs all inspired by – and integrating with – one of HMD’s first original smartphones, the HMD Pulse Pro and its Glacier Green colour. The collection intends to accompany, accentuate and accessorise a smartphone like nothing else in the fashion world.

 Lars Silberbauer, HMD’s Chief Marketing Officer: “We are so excited to unveil our HMD Pulse Pro device, and this unique Phonecore collection designed by Sinead Gorey. It is the perfect statement of what the HMD Pulse Pro, and HMD, represents. People no longer want their smartphones to only

be state-of-the-art pieces of technology but also to be fashion statements – and the HMD Pulse Pro is both. In addition to a 50MP camera, gesture-activated selfie function and bleeding edge tech under the hood, the device has a distinctive normcore revival aesthetic that makes it a great accessory to any wardrobe. The device also represents affordable luxury, as we don’t believe that quality should be out of reach for anybody.”

Commenting on the launch of The Phonecore Collection, Sinead Gorey, Fashion Designer, said: “With the HMD Pulse Pro acting as the muse to my designs, our Phonecore collection perfectly demonstrates the coming together of tech and fashion. Each accessory boasts a 70s space age future feeling with art-deco references and modern technology at its heart. For me it’s clear the intersection of fashion and technology is only going to lead to more industry innovations with wearable accessories at the forefront.” 

The HMD x Sinead Gorey ‘Phonecore’ range comprises:

  • Phonecore ‘Screen shades’: a wild pair of oversized sunglasses with elongated vertical frames matching the exact shape of the smartphone, complete with black lenses mimicking the device’s screen. Wearing two smartphone silhouettes over the eyes is a vibe.

  • Phonecore ‘Mobile backpack’: a 3D-printed undersized backpack designed only to house the smartphone. The semi-transparent smartphone backpack builds on the ever-popular trend of the mini bag but puts the smartphone in the front seat. The bag has also been engineered for a HMD Pulse Pro to sit upright in the bag, enabling owners to take a swift hands-free selfie whilst on the go.

  • Phonecore Belt: A modernised belt that heroes the smartphone. The toolkit-style belt features a pouch for the phone, making it the ultimate utilitarian addition to someone’s fit.

The items in the HMD x Sinead Gorey ‘Phonecore’ collection can be paired with a wide variety of apparel and other fashion ‘cores’, but the items’ colour-blocking lends itself particularly well to the normcore 2.0 aesthetic and monochromatic outfits.

The HMD x Sinead Gorey ‘Phonecore’ Collection is dropping globally with a limited number of accessories available to the public to get their hands on. Stay tuned at HMD.com.

About HMD Pulse Pro: Your selfie game is about to level up

Pulse Pro is a selfie-lover’s new best friend. With a 50MP selfie camera, your picture-perfect snaps will be the envy of all this summer. Give your phone the two-finger salute to kick-start all new Selfie Gesture Navigation, capturing core memories with just a wave of the hand, or go hands- free with a finger-heart, thumbs up or two-handed heart sign – perfect for those group selfies. And you can wave goodbye to blurry night-time selfies with HMD Pulse Pro’s AI Super Portrait mode, rendering even the darkest selfie as clear as day. Making it easier than ever to capture memories in high-definition, HMD Pulse Pro makes you look like a pro photographer – without any training.

HMD’s Pulse Pro is a fashion statement that won’t go out of style, available in three stunning shades: Glacier Green, Twilight Purple and Black Ocean. And it doesn’t stop at the handset. Pulse Pro in Glacier Green has its own statement colour-matched charger sold separately RRP €24.99. With its timeless design and sleek silhouette, it’s giving major celebrity vibes, without the celebrity price tag.

Priced at €179, the HMD Pulse Pro is available for purchase in Glacier Green, Black Ocean, and Twilight Purple via the HMD website here: www.hmd.com/hmd-pulse-pro. The HMD Pulse Pro is part of the new original HMD collection which also includes the HMD Pulse+ and HMD Pulse.

Nokia 215 4G, Nokia 225 4G and Nokia 235 4G announced

Get ready to indulge in a deliciously delightful tech treat! HMD has just unwrapped their latest creation, a selection box of bar phones to choose from including the Nokia 215 4G, the Nokia 225 4G and the Nokia 235 4G – and they’re just as sweet as chocolate. The trio of delights arrive in a rainbow of standout colours and prices start from €59 each.

These fun phones can be the perfect companion to digitally disconnect on nights out, allowing social media-weary Gen Z’s to switch off in style and take a digital detox. It’s quick and simple to use and looks great on the 2.8” LCD display.

Commenting on the launch Adam Ferguson, Global Head of Insight, Proposition and Product Marketing at HMD said; “The Nokia 215 4G, the Nokia 225 4G and the Nokia 235 4G are beautiful pocket-sized feature phones with adaptable functionality. At HMD we are all about developing products to meet our consumers’ needs. Some people will use the phone to disconnect, tune out and live in the moment.

Nokia 225 4G

A pocket sized 2.4” inch LCD display that has a 0.3 MP camera with flash that’s perfect for taking low-fi YK2 style pics, Bluetooth® connectivity, a 1450mAh1 battery with up to 9.8 hours of talk time and it comes in a range of two seriously popping colour ways Pink and Dark Blue.

Nokia 235 4G and Nokia 215 4G

Nokia 235 4G is everything the Nokia 225 4G is, just with a slightly bigger screen. It’s got a 2MP rear camera and comes in three distinct colours, Blue, Black and Purple. Rounding up the trio, the Nokia 215 4G is a bona fide feature phone through and through –beautiful and durable in equal measures and it comes in Peach, Black and Dark Blue.  And, in case you were worried, all three devices come with Snake.

The Nokia 215 4G is RRP €59.00, the Nokia 225 4G is RRP €64.00 and the Nokia 235 4G is RRP €69.00 and all are available at hmd.com/ie

Tech innovator Human Mobile Devices (HMD) has today revealed its first line of smartphones under the original HMD line: HMD Pulse Pro, HMD Pulse+ and HMD Pulse.

Tech innovator Human Mobile Devices (HMD) has today revealed its first line of smartphones under the original HMD line: HMD Pulse Pro, HMD Pulse+ and HMD Pulse.

The HMD Pulse collection sets the tone for HMD’s original line: clean lines, calm tones, modern aesthetics, elegant repairability and bold, brazen design at an accessible price.

CMO of Human Mobile Devices, Lars Silberbauer, comments: “We’ve got our finger on the pulse, and recognise consumers’ needs and anticipate market trends; repair is the cornerstone of a fresh chapter in smartphone innovation. Forget the ordinary, this is a new era of smartphone sophistication with substance.”

Ben Wood, Chief Analyst CCS insight, said: “Repairability is a hot topic for consumers, and CCS insight has seen interest in repairing mobile phones increase significantly in both the EU and US over the last year. Approximately 55% of those surveyed in the EU said they would like to have a device that’s outside its warranty period repaired at a reasonable cost rather than replacing it with a new device. In the US interest is also strong, at an impressive 49%. We also note that 47% of EU consumers and 48% of US consumers express readiness to pay slightly more for environmentally friendly products, which underlines an appetite for more repairable products.”1

Wood goes onto say: “HMD has been a trailblazer for more repairable smartphones. It’s encouraging that the HMD Pulse Family is even easier for consumers to repair, and this design decision aligns well with the consumer trends we are seeing in our research”. Ben Wood, Chief Analyst, CCS Insight.

Kyle Wiens, CEO of iFixit, comments: “HMD has just announced its fourth repairable device: HMD Pulse Pro. HMD’s ongoing commitment to designing phones with repairability in mind is an encouraging shift in our throwaway culture, proving that HMD has the innovative culture needed to drive advances in repairability. We’re keen to collaborate as they work towards making repairable phones the norm, not the exception.”

The HMD Pulse Collection 

Each device in the new HMD Pulse range is built to be repairable, HMD calls it ‘Gen 1 repairability’, empowering owners to replace a damaged display, bent charging port, or a depleted battery, without an engineering degree. Users can simply pick up a self-repair kit in partnership with iFixit, starting from €19.95

HMD Pulse Pro: Your selfie game is about to level up

HMD Pulse Pro is a selfie-lover’s new best friend. With a market-leading 50MP Selfie Camera, your picture-perfect snaps will be the envy of all this summer. Give your phone the two-finger salute to kick-start all new Selfie Gesture Navigation, capturing core memories with just a wave of the hand, or go hands-free with a finger-heart, thumbs up or two-handed heart sign – perfect for those group selfies. And you can wave goodbye to blurry night-time selfies with HMD Pulse Pro’s AI Super Portrait mode, rendering even the darkest selfie as clear as day. Making it easier than ever to capture memories in high-definition, HMD Pulse Pro makes you look like a pro photographer – without any training.

HMD’s Pulse Pro is a fashion statement that won’t go out of style, available in three stunning shades: Glacier Green, Twilight Purple and Black Ocean. And it doesn’t stop at the handset. Pulse Pro in Glacier Green has its own statement colour-matched charger which is sold separately €24.99. With its timeless design and sleek silhouette, it’s giving major celebrity vibes, without the celebrity price tag at €179.99

HMD Pulse+  and HMD Pulse

HMD Pulse Pro’s little siblings, HMD Pulse+ and HMD Pulse, offer up to 59 hours of battery life and Gen 1 repairability, in the same three eye-catching shades. 3 HMD Pulse+ €159 boasts a 50MP rear camera and depth sensor that lets you snap quality pictures with ease, whilst HMD Pulse, the final part of HMD’s first original trio, strikes the perfect balance between affordability, performance and repairability. With an 13MP camera complete with AI HDR and skin-tone optimisation for naturally vibrant shots, HMD Pulse packs a punch, for just €129

With top-range specs at a mid-range price point, the HMD Pulse Family aims to make the smartphone category accessible to all.

HMD Pulse+ and HMD Pulse are available online at hmd.com from 1st May 2024. HMD Pulse Pro is coming soon along with the Glacier green charger. Self-repair kits available from iFixit starting at €19.95

Meet the Boring Phone from Heineken and Bodega produced by HMD

Heineken®, in collaboration with tastemakers in street culture, Bodega have launched ‘The Boring Phone’ produced by Human Mobile Devices (HMD).

The limited run of ‘dumb’ phones – specifically designed to have reduced tech capabilities – has been created to encourage people to enjoy better real-life connections on nights out by disconnecting from their smartphones.

With smartphones becoming so advanced and interesting to the user, it’s easier than ever to connect to the online world but harder to stay in the moment. Produced by European mobile innovator, Human Mobile Devices (HMD), the Heineken® x Bodega Boring Phone strips back the distractions of today’s smartphones. Designed to deliver the basics needed for a great night out, the phone’s primary function is to send and receive calls and text messages.

The phone’s transparent casing and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of mobile phones of the early 2000s. With modern-day frills removed, the phone is unable to download social media or other apps that take away from being present. It also has a handy week of standby time and up to 20 hours of talk time.

As smartphones continue to dominate attention spans globally, new research commissioned by Heineken® reveals 90% of Zillennials* across the UK and US confess to doom scrolling while socialising with friends and family; checking their devices seven times each night out on average.

When it comes to the biggest distractions, two-thirds admit to checking social media (62%) when hanging out with others, while over a third (36%) confess to checking work emails. Three in ten (30%) also revealed they sneakily play games instead of engaging with their family and friends in the moment.

But as over a third (37%) reveal that they check their phones more often than they should when socialising, the tide is beginning to turn with 32% admitting they would like to be able to switch off from their phones while on a night out.

Encouragingly, one in five (22%) revealed they already turn their phone off or leave it at home ahead of social occasions and a further two in five (38%) say they’d consider doing so.

Heineken® and Bodega have embarked on this partnership to show people that there is more to their social life when there is less on their phone.

Nabil Nasser, the Global Head of Heineken® comments, “We could all do with a break from the constant distractions of smart tech; something our research has shown is even more important to our Gen Z and Millennial consumers. When we spoke to them about their smartphone usage, we quickly realised that many feel they are habitually distracted when socialising by their device but also admit they didn’t want to go completely phone-free. At Heineken®, we want to foster moments of genuine connection and help people experience the joy of true togetherness. In creating The Boring Phone we have gone back to basics, we have dialled down the tech to help people truly connect over a beer, without any distraction from the constant buzzing and dings.”

Lars Silberbauer, CMO of Human Mobile Devices (HMD), Europe’s leading mobile innovator and manufacturer said, “Early in 2023, we spotted something cool with Gen Z in the US. They started cutting down their screen time to feel better mentally, swapping their smartphones for simpler phones. As big fans of unplugging from the digital buzz, we’re super excited about launching The Boring Phone with Heineken and Bodega. It’s definitely going to get people talking when they’re out and about.”

Oliver Mak, co-founder of Bodega adds, “At Bodega, we see ourselves as a vehicle for connecting culture and young people, so when Heineken approached us to collaborate on a project designed to do exactly this, we were excited to get involved. Despite having grown up surrounded by technology, us Gen Z and Millennials are now recognising that our dependence on our phones is impacting our ability to make actual, real-life connections. This in turn impacts our ability to have fun, and on a macro level, the development of culture.

“Smartphones can be too interesting, so we wanted to design a boring one. We were really inspired by the rise of Newtro and wanted to reinterpret a past cultural icon that some younger Zillennials may not have experienced before. We can’t wait to see the response to The Boring Phone as we merge our visions in a shared pursuit of creativity and community. This is truly going to help answer the call for better nights out.”

Emerging Ibiza-based, British producer, TSHA, who is quickly becoming one of the most exciting young artists in the industry, will be celebrating The Boring Phone launch with a giveaway to fans, having experienced first-hand how smart tech serves as a barrier to being in the moment at music events.

TSHA says, “As an artist, you want to connect with the audience to know they’re having a good time, but it’s hard to do this when you look up from the decks and see a sea of smartphones flashing in your face. I would love to see a world where we enter the venue and just live in the moment; connect with the artist, your mates and just have a good time. The Heineken x Bodega Boring Phone is the perfect antidote to the barriers smart tech pose to nights out.”

Heineken® and Bodega will unveil The Boring Phone at Milan Design Week on Thursday 18th April, with a party hosted by the collaborators. Following this, devices will be given away to revellers around the world, so they can disconnect, reclaim quality time with friends, family and loved ones, and dial up their nights out.

An app that will turn smartphones boring will also be launched in June to give those who don’t manage to get their hands on a physical device the Boring Phone experience.

To discover more about The Boring Phone and why ditching smart tech enables better nights out, visit: www.heineken.com/theboringphone.

Meet HMD – Human Mobile Devices… and say hi to Barbie!

HMD has today revealed what life will look like as Human Mobile Devices. As part of its evolution, HMD is about making phones that are affordable, beautiful, desirable, and repairable. Or, to keep it simple, they help you get what you need without breaking the bank. That means creating devices that help tackle human tech challenges like e-waste and digital fatigue and make your life that little bit better.

In short, the makers of Nokia phones since 2016 will create new HMD original devices, continue to sell Nokia phones, and work with exciting partners you definitely know as part of a multi-brand vision.

“In our seven-year journey, collaboration and support has allowed us to achieve so much. And we have plans to do so much more as we introduce the world to the new HMD. We want to be a catalyst for positive and profitable change by embracing a multi-brand strategy: crafting new HMD original devices, creating Nokia phones and collaborating with well- known global partners.”
Jean-Francois Baril, HMD Co-founder, Chairman and CEO

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 20231. This success is all thanks to fresh, energetic leadership, a sharp focus on strategy, staying nimble, and getting better at keeping costs down.

Repping repair-at-home devices this summer

E-waste is one of today’s most important issues for tech makers and tech users. HMD crafts phones that don’t just turn heads, but also aim to be kinder to the planet and your bank balance.

We make award winning repairable devices (we didn’t say it, TIME Magazine did2) and phones that last longer. HMD is pushing boundaries to make the repairability experience accessible to everyone.

Did you know on average 66% of people in the UK currently live with a smashed screen?3 In Europe and ANZ, repairable devices made up 1:4 of HMD smartphone sales in 20234. This year we expect that to grow to 3:4 devices in Europe and ANZ and we expect half of the smartphone devices we sell globally to be repairable.

This summer, HMD repairability goes to the next level, substantially reducing the number of steps it takes to fix the screen. You can say goodbye to phone separation due to a broken screen and get swept up in the ‘FIY’ (Fix it Yourself) movement.

“One year ago, we introduced our first repairable phone to a great response. 12 months on, we are determined to continue to push the boundaries to reimagine repairability. As more and more people seek out easy to repair devices so they can keep their phone longer – and save hassle or delays when fixes are needed – we’re excited to make that process as easy as possible, starting this summer.”

James Robinson, HMD VP Europe, Americas and Enterprise

Purposefully leaving a lot to the imagination

HMD is all about human innovation. That means making normally expensive digital tools globally accessible and affordable. Whether that’s introducing new payment options to feature phones or adding microfinancing capabilities to smartphones, HMD already has a tradition of human innovation with purpose.

This summer, we are launching a smartphone that is a platform for innovation, making technology more accessible to more communities around the world.

Today, we are releasing a first version toolkit for developers and businesses, which contains design files and information on software integration, that is available now on our website.  We are embracing open innovation, making sure people and businesses can augment their phone to fit their needs.

We want to champion many people’s creativity- which is leaps and bounds beyond what we can achieve solo. The potential is endless.

These could be as simple as a fashionable outfit, an outfit with an extended battery, a payment terminal, barcode scanners, or even portable, connected medical equipment, it really is a blank canvas for creativity.

Multi-brand for the things you expect, and the things you don’t

As Human Mobile Devices, HMD aims to redefine screen time, champion repairability, and forge meaningful partnerships as part of a multi-brand vision. 

You’ll continue to see Nokia phones and we will bring back an iconic phone this summer. You’ll also see a stellar line up of exciting new brands coming to you this year.

“Our commitment to human-centred innovation has spurred our expansion, unlocking new prospects for us and our collaborators, and has been a driving force behind our adoption of a multi-brand strategy. We take pride working with remarkable partners and are excited about extending our collaborative efforts with dynamic new partners like Mattel. Barbie and HMD are on a mission to shake things up with a new flip phone coming this summer”.

Lars Silberbauer, HMD CMO

Speaking of which… 

Hi, Barbie! 

As we venture into new partnerships, HMD will be guided by its core values, seeking collaborations that resonate with its mission. On that note, *drumroll please*, it is thrilled to announce a groundbreaking partnership with Mattel and with Barbie, highlighting our joint dedication to shake things up, empower connections and enable some quiet amidst digital noise and interruptions.

The Barbie Flip Phone will arrive this summer 2024. Promising style, nostalgia and a much-needed digital detox, this retro feature phone will flip the script on smartphone culture and will be this summer’s hottest accessory. 

Head of Consumer Products, Publishing, and LBE, Mattel EMEA, Ruth Henriquez said “At the heart of Mattel is design and innovation, and this latest collaboration is another step forward in that direction. The Barbie x HMD launch promises to be an exciting moment for Barbie fans of all ages, we’re excited to flip the switch and unveil it to the world at Mobile World Congress.”

Unplug and Play, The Barbie Flip Phone this Summers hottest accessory

Human Mobile Devices, Europe’s largest and leading smartphone manufacturer, partners with Mattel, a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world, to create the Barbie Flip Phone arriving this summer 2024.

Barbie is an icon of design, from the chevron stripes of No. 1 Barbie released in 1959 to the bold styling of Totally Hair Barbie which hit the market in 1992.  This device promises to embody the vintage chic of the original girl empowerment brand with a dash of pink and of course, sparkle.

Human Mobile Devices Chief Marketing Office, Lars Silberbauer, said: “Is it time to swap reel life for real life and take a breather from all the interruptions of notifications? We’re thrilled to partner with Mattel, a company that shares our commitment to meaningful innovation and societal change.”

Head of Consumer Products, Publishing, and LBE, Mattel EMEA, Ruth Henriquez said “At the heart of Mattel is design and innovation, and this latest collaboration is another step forward in that direction. The Barbie x HMD launch promises to be an exciting moment for Barbie fans of all ages, we’re excited to flip the switch and unveil it to the world at Mobile World Congress.”.

Flip phones are beloved for offering a solution for a digital detox in a world where almost four in ten (38%) of 16-24 year-olds worry they spend too much time on their smartphone.  In the US alone, a third of Gen Z are actively trying to limit time on social media, and their fear of missing out (FOMO) is creeping down. Gen Z are the only generation whose daily time on social media has fallen since Q1 2021 for the better. Since 2021 talking to friends online dropped 13%, while seeing friends in-person increased to 28%.

Feature phones are on the rise as Gen Z and millennials are choosing to limit their screen time for their own mental health. Self-named ‘screenagers’ took to TikTok with #bringbackflipphones garnering 60.2 million views.

But it’s not just a generational shift, it’s a cultural movement. The great switch-off trend, initiated in 2021, is gaining momentum as people of all ages seek balance in an increasingly digital world. Feature phones are making a comeback with HMD reporting Flip Phone sales alone more than doubled in Europe (2022 vs 2023) and expects further growth in 2024.

Even celebrities are jumping on board, with Michael Cera,  opting for a flip phone lifestyle.

Arne Mathiasen, advocate of the feature phone movement works with young people in Denmark to help them switch off and enjoy the present.  So far he has converted over 1500 university students from a smartphone to a feature phone. He said: “My students take part in experiments where they switch to a feature phone for ten days. The students noticeably chatted more with each other, reported better sleep and also said their anxiety levels dropped. It’s all about the balance; I like to say to my students, use your smartphone like a tablet, use it for what you need, then put it away, don’t get lost in it.”

Stay tuned for updates https://www.hmd.com