In a bold move toward human-centered technology, HMD Global is launching the HMD Family division to embed digital wellbeing at the core of its products. With rising interest in healthier digital habits, modularity, and eco-conscious innovation across the AMEA region, the company aims to shape a more mindful future for mobile technology. This article revisits an in-depth interview with Sanmeet Singh Kochhar, Vice President for HMD Europe and AMEA, and expands on the themes, data, and strategic decisions that underpin this shift toward a more responsible mobile experience for families and younger users. The following sections unpack the philosophy, research backbone, product strategy, and market outlook driving HMD’s family-first approach, the Better Phone Project, and the broader HMD agenda for digital wellbeing, sustainability, and accessibility.
The human-first design philosophy behind the HMD Family division
HMD Global has consistently positioned itself as a company that places people at the center of its design process. The introduction of the HMD Family division marks a formalization of this intent, with a primary focus on human-centered design and active parental input. The core philosophy is simple: technology should enhance daily life without compromising well-being. This is not merely a branding exercise; it is a structural shift in how products are conceived, tested, and iterated. The division is tasked with developing solutions that balance seamless connectivity with a strong emphasis on digital responsibility, ensuring that the user experience remains empowering rather than coercive.
To operationalize this philosophy, HMD launched the Better Phone Project, a collaborative community initiative initiated last July. The project is designed to co-create safer, more beneficial phones by engaging directly with families and parents. The approach is evidence-based and collaborative, built upon extensive fieldwork and ongoing dialogues with a broad user base. Across 84 countries, the project has engaged with nearly 40,000 families, gathering granular feedback from both guardians and adolescents to identify pain points, preferences, and practical needs. This expansive reach has informed the development roadmap and helped crystallize the features that parents deem essential for safeguarding young users without stifling their independence.
From this research emerge two new devices slated for release in the current year, beginning with the HMD Fusion X1 planned for May. The Fusion X1 embodies the human-first design ethos by incorporating parental controls, clear and intuitive user experiences, and features tailored for younger audiences. The objective is to provide a device that serves as a responsible introduction to digital life, offering teens a degree of autonomy while simultaneously giving parents robust oversight and peace of mind. The Fusion X1 thus functions as a deliberate first step into the digital world, carefully balancing teen independence with practical safeguards that parents can trust.
The philosophy of human-first design extends beyond features to the broader user journey. It encompasses accessibility, ease of use, and clarity in how options are presented and controlled. In practice, this means simplifying interfaces for younger users, reducing cognitive load, and ensuring that critical controls are usable by guardians without requiring specialized technical knowledge. It also involves a commitment to continual learning, updating the design language as new insights from families emerge and as patterns of digital interaction evolve. By centering the needs and concerns of families, HMD aims to deliver technology that supports healthy, sustainable use rather than fostering dependency or compulsive behavior.
To ensure the philosophy translates into tangible outcomes, HMD emphasizes cross-functional collaboration across product design, software engineering, hardware, and customer insights. This collaborative model allows the company to test hypotheses in real-world contexts, measure outcomes related to wellbeing, and iterate quickly based on feedback. The result is a suite of devices and features that reflect a nuanced understanding of how young people interact with mobile technology in contemporary life. The fusion of parental input, in-depth research, and a clear design framework positions HMD as a leader in building devices that harmonize digital access with responsible behavior.
Safer digital habits and the Better Phone Project: A direct response to parental concerns
The Better Phone Project is a cornerstone initiative that translates the human-first design philosophy into concrete, protective capabilities within the product portfolio. It represents HMD’s commitment to translating parental concerns about screen time, online safety, and mental health into practical design decisions. The project’s early momentum—gaining input from parents and teens across 84 countries and reaching nearly 40,000 families—has yielded a set of actionable guidelines and feature templates that inform product development across both current and future devices.
A central premise of the Better Phone Project is that smartphones are not inherently harmful; rather, they become problematic when usage patterns are unmanaged or misaligned with family values and daily routines. By centering family needs, the project drives the integration of features that promote healthier digital habits without compromising essential connectivity, communication, and learning opportunities. This approach fosters a healthier relationship between users and their devices by offering clear boundaries, predictable experiences, and transparent controls that families can customize to suit their unique context.
The Fusion X1, introduced in the wake of the Better Phone Project, serves as a practical manifestation of this strategy. It represents a carefully designed balance: teens gain the independence and access they require to navigate modern life, while parents retain the visibility and control needed to guide safe usage. The device is not simply about restricting access; it is about empowering families with tools that help shape responsible digital behavior in a constructive, supportive manner. This aligns with a broader industry trend toward integrating digital wellbeing into daily use, rather than treating it as an afterthought or a separate policy layer.
Beyond technical features, the Better Phone Project emphasizes education and collaboration. It encourages ongoing communication among families about how devices affect daily routines, school performance, sleep patterns, and social dynamics. By engaging with real-world concerns and prioritizing practical solutions, HMD aims to normalize healthy digital habits as a shared family responsibility rather than a punitive management process. The project thus becomes a living blueprint for how technology can adapt to human needs, supporting healthier engagement with digital ecosystems across generations.
Parental controls, safety features, and practical implementations
A defining element of the HMD Fusion X1 is its deeply integrated parental controls, designed to offer a straightforward yet powerful way for guardians to guide a teen’s digital experience. The controls are not an afterthought but a core part of the operating system, providing guardians with consistent, reliable tools that are easy to configure and monitor. The emphasis on simplicity helps ensure that parents can rely on these controls without requiring specialized technical expertise. The result is a safer but not stifling user experience that respects the teen’s need for autonomy while preserving essential safety nets.
Social media and browser controls are a prominent part of the Fusion X1’s safety matrix. Parents can determine when these features are enabled and under what conditions, helping to reduce exposure to unfiltered content and incidental distractions during critical periods such as study time or school hours. This level of customization ensures that the device remains a supportive tool aligned with family routines rather than an unpredictable source of friction or contention.
Another crucial safety feature is safe calls and messaging. The Fusion X1 restricts communications to pre-approved contacts, ensuring that conversations remain within trusted circles. This reduces the risk of encountering inappropriate or unsafe interactions while preserving the ability to stay connected with family members, close friends, and approved contacts. The GPS tracking and safety zones feature further enhances safety by enabling parents to set designated safe areas. If a teen moves beyond those zones, parents receive alerts, providing timely information that supports secure, mindful mobility and independence within boundaries.
Stay Focused Mode is a targeted feature designed to minimize distractions during school hours or bedtime. By restricting access to certain apps and functions during these periods, the device helps teens maintain focus on academic tasks and restorative sleep, which are essential for healthy development. This mode complements other controls by aligning device use with daily routines and ensuring that digital exposure does not undermine important activities.
The combination of these controls reflects a philosophy of responsible technology that respects both teen autonomy and parental oversight. It moves away from heavy-handed restrictions toward a calibrated, context-aware approach that accommodates individual family values and routines. The emphasis is on providing parents with meaningful choices, transparent settings, and reliable performance so that digital life remains compatible with educational goals, mental well-being, and safe social interactions.
In translating parental concerns into practical features, HMD has also integrated well-being-oriented options into the software layer that empower users to manage their relationship with technology. For instance, detox-inspired modes and time-management settings are designed to support mindful device usage without creating a sense of deprivation. The overarching aim is to create an environment in which adolescents can explore digital life with appropriate guardrails, while parents gain confidence that the device is aligned with shared family objectives.
From the Better Phone Project to the broader portfolio: leveraging insights across devices
The Better Phone Project serves not just as a project label but as a guiding framework for product development across the HMD portfolio. It provides a living blueprint that informs design decisions, feature sets, and the overall user experience. The project underscores that smartphones are not merely devices; they are responsibilities that communities—families especially—must navigate together. The insight that smartphones are deeply embedded in daily life and societal rhythms reinforces the need for solutions that reflect real-world usage patterns, cultural norms, and the diverse needs of families around the world.
Incorporating the project’s insights, HMD has begun integrating features that support digital wellbeing across product lines. For example, Detox Mode and configurable parental controls are not confined to a single device; rather, they are considered across the ecosystem to ensure consistency of experience. Time management settings are designed to offer a coherent approach to balancing device usage with other life activities, such as school, hobbies, and family time. The company views these features as essential levers for shaping healthier digital relationships, and the portfolio strategy reflects a deliberate move toward harmonizing device capabilities with family values.
This strategy also embraces software and hardware coherence. By aligning hardware affordances with software-based controls, HMD can deliver a more seamless and reliable user experience. For instance, repairability and modular design principles are integrated with digital wellbeing features to extend device longevity while facilitating safe updates and improvements in the user interface. By ensuring that wellbeing features are robust, easily discoverable, and consistent across devices, HMD helps families form lasting, positive habits around technology use.
The Barça collaboration, alongside the Better Phone Project, signals an emphasis on partnerships that amplify the mission of healthier digital lifestyles. Collaborations with sports organizations, educational partners, and community-based initiatives help to contextualize digital wellbeing within broader lifestyle and cultural activities. This approach reinforces the idea that technology should support an active, balanced life rather than dominate it. As HMD expands its product lineup in line with Better Phone Project findings, families can expect a growing set of devices that share a common philosophy: empower, protect, and educate users to navigate an increasingly connected world responsibly.
The FC Barcelona partnership: Detox Mode, brand alignment, and strategic intent
A notable strategic development is HMD’s collaboration with FC Barcelona, which aligns with the company’s vision of inspiring individuals to lead active, balanced lives. This partnership has manifested in two devices: the HMD Barça 3210 and the HMD Barça Fusion. The Barça 3210 is a feature phone that, notably, does not include Detox Mode; its design and feature set target reliability, simplicity, and durability while supporting essential communication needs in a concise form factor. The Barça Fusion, however, injects Detox Mode into its feature phone offering, reflecting a deliberate commitment to helping users disengage from non-essential digital distractions and engage more fully in real-world activities, such as sports, exercise, and social interactions.
Detox Mode on the Barça Fusion is a clear articulation of the detox philosophy extended from the Better Phone Project. It provides customizable restrictions on social media usage and other apps, enabling users to curate a more mindful digital environment. The rationale behind Detox Mode is to empower consumers to reclaim time and attention for meaningful real-world experiences, including sports and outdoor activities that align with the Barça brand’s emphasis on an active lifestyle. This feature embodies a broader return-to-life ethos, encouraging users to prioritize presence, physical activity, and authentic social interactions over constant digital engagement.
The Barcelona partnership thus serves two purposes. First, it creates a tangible bridge between a globally recognized sports brand and HMD’s safety-forward product strategy, amplifying the message of a healthier digital lifestyle. Second, it demonstrates the feasibility of integrating lifestyle-oriented features—such as Detox Mode—into devices that are not strictly smartphones, extending digital wellbeing benefits across a broader spectrum of devices. In practice, this approach broadens the addressable market for HMD’s family-first products while reinforcing the importance of mindful technology use within communities that value physical activity and real-world engagement.
In addition to Detox Mode, the Barça Fusion emphasizes a philosophy of balanced tech usage that complements an active lifestyle. The collaboration suggests that users who participate in sports and outdoor activities can benefit from devices that support safety, connectivity, and responsible digital habits without compromising performance or enjoyment. The underlying message is that technology should enable human potential—whether on the field, in the classroom, or in daily life—by reducing temptations toward excessive screen time and encouraging healthier routines.
Growth in the feature phone segment and the Amped Buds innovation
HMD has reported double-digit growth in its feature phone range for a second consecutive year, driven by a diversified lineup that includes models such as the HMD 130 Music, HMD 150 Music, and the 2660 Flip. The sustained expansion of the feature phone segment reflects a confluence of factors: reliability, affordability, nostalgia, and the continued appeal of simple, distraction-free devices that cater to a broad user base in the AMEA region. Consumers are seeking devices that offer durability, long battery life, and straightforward usability, all of which are hallmarks of key feature phone offerings. In addition, the feature phone segment serves as a gateway for users who prefer a more focused digital experience, free from some of the complexities and distractions associated with multi-function smartphones. This combination of practicality and simplicity continues to resonate in AMEA, where many users prioritize reliability and cost-effectiveness alongside functional capabilities.
Within this market environment, the Amped Buds add a distinctive layer of value. The product line features a unique wireless charging case that doubles as a power bank for smartphones, addressing a practical pain point in regions where power accessibility can be inconsistent. This design choice resonates with consumers who require reliable on-the-go charging solutions, ensuring uninterrupted connectivity and entertainment even in situations where power access is limited. The Amped Buds also integrate high-quality audio features, including active noise cancellation (ANC) and environmental noise cancellation (ENC), delivering strong sound quality in a compact form factor. The result is a premium listening experience that remains portable and convenient, aligned with the broader goal of delivering high-value accessories that complement HMD’s core devices.
The Amped Buds’ emphasis on a robust 1600 mAh battery within the charging case underscores the practical approach to extending device usability. While most earbuds are limited by their small internal batteries, the Amped Buds’ charging case provides additional energy capacity, enabling users to enjoy longer sessions without frequent recharging. This capability is particularly relevant for users in the AMEA region who depend on mobile devices for communication, entertainment, and work in varying environments where power stability may differ. By combining battery longevity with premium audio performance and a sleek design, HMD positions the Amped Buds as a compelling accessory that enhances the overall user experience and complements both smartphones and feature phones in its lineup.
Competitive positioning: differentiation in the AMEA market
The AMEA market is characterized by intense competition across both smartphone and feature phone segments. HMD’s strategy for differentiation centers on three core pillars: sustainability, repairability, and human-first design. This triad shapes product development and goes beyond surface-level consumer messaging. The company’s modular design philosophy is a central element of its competitive edge. The HMD Fusion exemplifies this approach by enabling users to personalize devices and extend their lifespans through modular components that can be upgraded or replaced as needed. This emphasis on repairability and maintainability resonates with consumers who value long-term usability, cost efficiency, and environmental responsibility, creating a strong point of differentiation in a market where devices frequently suffer from rapid obsolescence.
In parallel, HMD maintains a careful balance between innovation and affordability. The company strives to deliver technologically robust devices without imposing prohibitive price points, ensuring accessibility across a broad spectrum of customers in the AMEA region. This approach supports the company’s commitment to expanding its modular ecosystem, thereby encouraging customers to upgrade gradually rather than replacing devices outright. The emphasis on modularity is not only a practical response to consumer needs but also a strategic move to reduce waste and extend product lifecycles, aligning with sustainability goals that are increasingly important to consumers, regulators, and investors alike.
Beyond hardware considerations, HMD emphasizes the importance of human-first design in differentiation. This includes intuitive interfaces, guided experiences for younger users, and a careful curation of features that align with family values and wellbeing. The user experience is designed to be straightforward, predictable, and supportive, reducing potential confusion and frustrating interactions that can accompany technology use. This user-centric approach fosters trust and loyalty, which are essential in competitive markets where product differentiation often hinges on perceived value beyond raw specifications.
Market trends and consumer preferences shaping HMD’s strategy in AMEA
Several notable market trends and consumer preferences are shaping HMD’s product strategy and go-to-market approach in the AMEA region. A growing interest in digital wellbeing reflects a broader global shift toward mindful technology use. Consumers increasingly seek devices that help manage screen time, reduce distractions, and promote healthier interaction patterns with screens and online content. This consumer mindset supports the breadth of features being rolled out under the Better Phone Project, including time-management settings, detox-inspired modes, and robust parental controls. The adoption of these features across devices signals a consumer preference for tools that support balanced digital lifestyles—particularly for families and younger users.
Modularity and sustainability are emerging as key drivers of purchasing decisions. Consumers are increasingly drawn to devices that offer repairability, upgradable components, and durable construction. This trend aligns with environmental considerations and the practical realities of maintaining devices that remain useful over longer periods. HMD’s strategy to emphasize modularity—the ability to upgrade or replace specific parts without discarding the entire device—speaks directly to these concerns and resonates with customers who value longevity, cost savings, and responsible consumption.
The rise of mobile gaming and content creation is also shaping product requirements. As users engage more in mobile-centric activities such as gaming, video creation, and social media, there is a growing demand for devices that deliver reliable performance and capable cameras, as well as accessories that enhance the overall experience. HMD’s product portfolio, including high-quality audio accessories like Amped Buds and feature phones with improved usability, positions the company to meet the needs of these increasingly active and creative users in the AMEA region.
Affordability remains a central consideration in AMEA, where price sensitivity often dictates purchase decisions. HMD’s strategy to combine affordability with innovative features, such as robust parental controls and long-lasting batteries, aligns with consumer expectations in the region. This balance supports broad accessibility while still delivering value that justifies investment in newer devices. The result is a product roadmap that stays true to the company’s mission of delivering meaningful technology that enhances daily life without imposing financial strain.
In addition to consumer trends, regulatory and environmental considerations are shaping the market. Governments and partners are increasingly encouraging or mandating sustainable practices, repairability, and responsible recycling. HMD’s Gen 2 repairability approach and emphasis on eco-friendly materials align with these broader policy and societal expectations. The company’s alignment with sustainability principles not only meets regulatory requirements but also resonates with a growing segment of environmentally conscious consumers who prioritize brands with credible commitments to reducing environmental impact.
Sustainability and responsible business practices across AMEA operations
Sustainability is not an afterthought for HMD; it is embedded in the company’s mission and operations in the AMEA region. The focus on eco-friendly materials, reduction of electronic waste through repairable devices, and robust recycling initiatives reflect a holistic approach to environmental stewardship. The Gen 2 repairability concept enables users to replace critical components such as batteries and screens, extending device lifespans and lowering environmental footprints. This approach reduces waste and aligns with circular economy principles, reinforcing the long-term value proposition of HMD’s devices for both individual users and society as a whole.
Packaging waste reduction and broader supply chain decarbonization are also central to HMD’s sustainability agenda. By optimizing packaging materials, minimizing excess, and pursuing greener logistics practices, the company aims to lower emissions and resource consumption across the entire product lifecycle. These efforts complement the repairability strategy by encouraging a culture of maintenance, upgrades, and responsible disposal, ensuring that the environmental impact of devices is minimized from production to end-of-life.
Sustainability also interacts with product design decisions, such as the choice of materials, the ease of component replacement, and the availability of service and repair infrastructure. By prioritizing repairability and modularity, HMD creates opportunities for extended product lifecycles and better end-of-life outcomes for devices used in the AMEA region. This approach supports consumer demands for durable, long-lasting devices and helps position HMD as a forward-thinking brand in a market increasingly attentive to environmental issues.
Strategic priorities and market outlook in AMEA
HMD’s strategic priorities in the AMEA region center on expanding a modular device ecosystem, advancing sustainability initiatives, and deepening collaborations with industry partners. The modular approach is designed to empower users to tailor devices to their evolving needs, supporting customization, extendable lifespans, and easier maintenance. By building a ecosystem where components can be upgraded or replaced over time, HMD aims to reduce waste and increase value for customers who want to protect their investment while staying current with technology.
Sustainability remains a guiding principle in all strategic decisions. HMD’s commitment to eco-friendly materials, responsible production, and efficient supply chains helps the company differentiate itself in a competitive market and appeal to environmentally conscious consumers. The company’s ongoing work in repairability and recycling demonstrates a long-term perspective on product lifecycle management that aligns with global sustainability goals and consumer expectations.
Industry collaborations are another central pillar of the plan. Partnerships with technology, sports, education, and other sectors help expand the reach of digital wellbeing initiatives and create synergies across product categories. These collaborations reinforce the brand’s story and broaden its appeal to families seeking technology partners that share their values. The aim is to unlock innovative solutions through collaboration, strengthening the company’s position in the AMEA market and driving growth across both smartphone and feature phone segments.
Market growth expectations are optimistic, anchored by a multi-pronged strategy that emphasizes digital wellbeing, affordability, and repairability. HMD anticipates continued expansion in both smartphones and feature phones, driven by demand for devices that are easy to use, durable, and mindful of user wellbeing. The company’s outlook reflects confidence that a holistic approach—one that prioritizes human-centered design, conscious consumption, and sustainable practices—will resonate with consumers and create durable competitive advantages.
With rising demand for user-centric innovation, HMD expects to remain a leading player in the AMEA mobile market. The company’s strategy calls for sustained investment in research and development, continuous enhancement of parental controls and wellbeing-focused features, and ongoing refinement of the modular ecosystem to address the evolving needs of families and individual users. The ultimate objective is to deliver technology that is not only functional and affordable but also supportive of healthy, balanced digital lifestyles across diverse communities and cultures in AMEA.
Conclusion
HMD Global’s introduction of the HMD Family division marks a significant milestone in its ongoing commitment to human-first design and digital wellbeing. Anchored by the Better Phone Project’s expansive field research and parental collaboration, the company is translating insights into concrete, scalable features across its portfolio. The Fusion X1’s combination of strong parental controls, safety features, and teen-centered capabilities demonstrates how technology can empower youth while meeting parental expectations for oversight and safety. The Barcelona partnership, with Detox Mode on the Barça Fusion, illustrates how lifestyle collaboration can reinforce a holistic approach to mindful technology use that extends beyond the smartphone category.
Across the AMEA region, a clear emphasis on modularity, repairability, and sustainability guides product development and go-to-market strategy. Feature phones like the HMD 130 Music, 150 Music, and 2660 Flip continue to contribute to robust growth, while innovations such as the Amped Buds with a 1600 mAh charging case reflect a practical, on-the-ground response to real consumer needs, including power reliability and premium audio experiences. The company’s differentiated positioning—built on safety, accessibility, and a commitment to reducing environmental impact—resonates with increasingly value- and purpose-driven consumer segments.
Looking ahead, HMD’s strategic priorities in AMEA center on expanding a modular ecosystem, deepening sustainability efforts, and cultivating strategic partnerships that amplify digital wellbeing goals. The expected market growth is anchored in continued demand for affordable, durable devices that support healthier digital habits and provide meaningful user experiences. By maintaining a steady focus on the human experience, HMD is positioning itself not only as a technology provider but as a trusted partner for families navigating the complexities of a connected world. The company’s path forward suggests a future where innovation and responsibility coexist, delivering devices that empower users while respecting the boundaries necessary for a healthier, more mindful digital life.