HMD brings back a legend: Nokia feature phones now have an AI assistant
Finnish company HMD, which holds the license for the Nokia brand, is once again surprising the market. This time, the manufacturer has introduced a line of four feature phones equipped with a built-in AI assistant. In an era dominated by smartphones, this is a bold move, but as practice shows, the niche for simple, functional devices remains in demand.
The key feature of the new devices is a dedicated button for calling the digital assistant, located right in the center of the keypad. This solution emphasizes a focus on users who value simplicity and quick access to modern services, including video calls. At the same time, HMD does not disclose technical details about which specific AI engine is used, but it is clear that the integration aims to expand the capabilities of these "dumbphones" far beyond traditional SMS and calls.
However, there is an important nuance: the subscription to the AI assistant will be paid. The first 180 days of use are provided free of charge as a bonus, but further activation will require payment. Notably, the subscription can only be topped up from another device—a smartphone or tablet. This creates certain inconveniences for the target audience, which likely does not have constant access to modern gadgets.
From a market analysis perspective, HMD is betting on a niche segment: elderly people, children, factory workers, or simply those who want to reduce digital dependency. Adding an AI assistant is an attempt to modernize an outdated form factor, but the paid model could deter potential buyers. In a world where even cheap smartphones offer free voice assistants, this approach seems controversial.
Expert opinion: HMD is trying to find a middle ground between nostalgia and technological advancement. But if the AI subscription turns out to be expensive or inconvenient to activate, the project risks remaining just a marketing experiment. Feature phones are still alive, but their future lies in ultra-budget and functionally simple solutions, not in monetizing every additional service.