In this interview with Gulf Business, Sanmeet Singh Kochhar, VP for HMD Europe and AMEA, shares how the company is pioneering a human-first design ethos through the launch of its new HMD Family division.
With rising interest in healthier digital habits, modularity, and eco-conscious innovation across the AMEA region, HMD, Kochhar says, is focused on shaping a more mindful future for mobile tech. Here are excerpts from the discussion.
The launch of the new HMD Family division, with a focus on human-first design and parental input, is a notable move. Can you elaborate on the core philosophy behind this division and how HMD aims to address the growing concerns around children’s digital wellbeing, as highlighted by your research?
At HMD, we put the human back in the mobile devices, and that is exactly what we did here. We believe in creating technology that enhances lives without compromising well-being. The HMD Family division was established to provide solutions that balance connectivity with digital responsibility.
We started the ‘Better Phone Project at HMD last July, a collaborative community project to co-create a safer and better phone. Parents asked for better options —now, after working with parents and teens across 84 countries and speaking to nearly 40,000 families, HMD is launching two new devices this year, starting with the HMD Fusion X1 this May, designed to help teens build healthy digital habits while staying more protected
More than half of children have been regularly contacted online by someone they don’t know, new research from HMD has revealed. One in three children has been asked to take conversations to private messaging apps, and nearly 40 per cent have been exposed to harmful online content, including explicit or violent material.
Our research highlights increasing concerns from parents regarding screen time, online safety, and the impact of smartphones on children’s mental health. By integrating parental input into our design process, we ensure that our products offer features like controlled screen time, location tracking, and simplified user experiences tailored for younger audiences. That’s why HMD is introducing the HMD Fusion X1, a phone built as a “first step” into the digital world, designed to give teens independence while ensuring parents have the controls they need for peace of mind.
The introduction of the HMD Fusion X1 in partnership with Xplora seems a direct response to the ‘Better Phone Project’ report. How does this collaboration specifically foster healthy digital habits for children, and what key features differentiate it in the market?
The HMD Fusion X1 was inspired by the Better Phone project. And is a result of our commitment to fostering positive digital habits.
Our collaboration with Xplora brings a fresh approach by ensuring children remain connected without unnecessary distractions. Key safety features through include:
- Parental controls are deeply integrated into the operating system, giving parents a simple yet powerful way to guide their teen’s digital experience.
- Social media and browser controls – Parents decide when (or if) these features are enabled.
- Safe calls & messaging – Only pre-approved contacts can get through.
- GPS tracking and safety zones – Parents receive alerts when teens leave designated safe areas.
- Stay Focused Mode – Blocks access during school hours or bedtime, reducing distractions when it matters most.
Your research indicates over half of children aged eight-12 perceive themselves as suffering from phone addiction. How does HMD intend to leverage the insights from the Better Phone Project report across its broader product portfolio to mitigate this issue?
We must remember that smartphones aren’t just tech, they are all an integral part of our daily life and society itself. HMD is building solutions with children and parents in mind, and change is possible when families — not corporations — lead the conversation. Our “Better Phone Project Report” serves as a guiding framework for developing solutions that promote digital wellbeing.
Across our portfolio, we are integrating features such as Detox Mode, customisable parental controls, and time management settings. By prioritising user wellbeing in our device software and hardware, we aim to create a healthier relationship between users and their digital lives.
The collaboration with FC Barcelona and the launch of the HMD Barça 3210 and HMD Barça Fusion with a “detox mode” is an interesting strategic move. What is the rationale behind this partnership, and how does the detox mode specifically cater to the needs of users seeking a healthier digital lifestyle?
Our collaboration with FC Barcelona aligns with our vision of inspiring individuals to live active, balanced lives. The HMD Barça 3210 (this is a feature phone so does not have detox mode) The HMD Barça Fusion incorporates Detox Mode, a feature designed to encourage users to disconnect from distractions and engage in real-world activities.
By allowing customisable restrictions on social media and app usage, Detox Mode helps users take control of their screen time and foster a healthier digital lifestyle. In the end, you can’t enjoy football with a phone in your hand, these devices put screen time second and living in the moment first, the phones help you stay in your own game.
HMD has reported double-digit growth in its feature phone range for a second year, with new models like the HMD 130 Music, 150 Music, and 2660 Flip. What are the key drivers behind this continued success in the feature phone segment within the AMEA region, and what specific consumer needs are these devices addressing?
The growth in our feature phone segment is driven by a combination of reliability, affordability, nostalgia and new innovations to this space. Many consumers in the AMEA region seek devices that offer durability, long battery life, and ease of use. Additionally, feature phones provide a simpler, distraction-free alternative to smartphones, catering to those looking for a more focused digital experience. Our recent models, including music-centric and flip designs, cater to a variety of lifestyle preferences.
The Amped Buds, with their unique wireless charging case for smartphones, represent a novel approach. What inspired this innovation, and how do you see this feature resonating with consumers in the AMEA region?
The Amped Buds were inspired by the increasing demand for convenience and multi-functionality in tech accessories. Being caught out without tunes or power isn’t fun. In regions where power accessibility can be a challenge, a wireless charging case that doubles as a power bank for smartphones adds tremendous value. This feature resonates well with consumers who need reliable on-the-go solutions, ensuring uninterrupted connectivity and entertainment. Innovation in HMD Amped Buds, is not limited to its powerful 1600mAh battery, it combines premium wireless earbuds with superb sound quality, ANC, and ENC to dial out ambient noise, plus an ultra-slim, sleek case compatible with devices that support wireless charging.
The mobile market in the AMEA region is highly competitive. How does HMD differentiate itself from other players in both the smartphone and feature phone segments?
We understand this region and have a very long and successful history in it. HMD differentiates itself through a strong emphasis on sustainability, repairability, and human-first design. Our commitment to modular designs, like the HMD Fusion, allows users to personalize and extend the lifespan of their devices. Additionally, we maintain a balance between innovation and affordability, ensuring our products remain accessible to a broad audience without compromising on quality or functionality.
What specific market trends and consumer preferences are you observing in the AMEA region that are influencing HMD’s product strategy and go-to-market approach?
We are witnessing a growing interest in digital well-being, modularity, and sustainability. Consumers are looking for devices that align with their values, offering customisability, repairability, and mindful usage. Additionally, the rise of mobile gaming and content creation is driving demand for devices with high-performance cameras and accessories. Our product strategy is centered on meeting these evolving needs while ensuring accessibility and affordability.
Beyond the “human-first” design, how is HMD integrating sustainability into its product development and overall business operations within the AMEA region?
Sustainability is at the core of HMD’s mission. We integrate eco-friendly materials, reduce electronic waste through repairable devices, and promote responsible recycling initiatives. Our Gen 2 repairability approach allows users to replace key components like batteries and screens, extending device longevity and reducing environmental impact. Additionally, we are committed to reducing packaging waste and carbon emissions across our supply chain.
What are the key priorities and strategic directions for HMD in the AMEA region, and what are your expectations for market growth?
At HMD, we are proud to think ahead and anticipate customer needs which is why we are a leader in repairable devices and are introducing new devices to families. Our key priorities include expanding our modular device ecosystem, strengthening our sustainability initiatives, and fostering deeper collaborations with industry partners. We anticipate continued growth in both the smartphone and feature phone segments, driven by our focus on digital wellbeing, affordability, and repairability.
With the increasing demand for user-centric innovation, we are confident that HMD will continue to be a leading player in the AMEA mobile market.
