HMD Thailand Launches Crest 5G and AURA2 Smartphones Targeting Growing Mid-Range Market
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Published: Saturday, March 1, 2025
HMD Thailand has officially entered the mid-range smartphone arena with the launch of two new devices: the HMD Crest 5G and the HMD AURA2. Announced on March 1, 2025, these smartphones aim to capture a significant share of Thailand’s burgeoning mid-range market. The HMD Crest 5G, priced at 4,990 baht, boasts a vibrant 6.67-inch FHD+ OLED screen with a 90Hz refresh rate and high-resolution 50MP front and rear cameras. The HMD AURA2, a more budget-kind option at 2,490 baht, offers 128GB of storage and emphasizes European standards of quality and reliability. Both models are slated for release on March 10, 2025, through various retail channels across Thailand.
This strategic launch underscores HMD’s understanding of evolving consumer preferences in Thailand. Mr. Paradorn Rambut, the HMD Global Business Progress manager, noted the robust growth of the mid-range smartphone segment. Data from IDC Thailand supports this, indicating that the mid-to-lower-level smartphone category outpaced the growth of higher-end devices in 2024. This trend highlights a shift in consumer behavior, with more users seeking feature-rich devices at affordable prices.
The middle -end smartphone market is still popular and continuously growing from data of IDC Thailand Stated that in the year 2024, the middle and lower level smartphone group has expanded more than the upper smartphone.
Mr. Paradorn Rambut, HMD Global Business Development Manager (HMD)
The increasing adoption of 5G technology is a key driver in this market segment. IDC Thailand reported a significant increase in the market share of 5G smartphones, rising from 43.2% in 2023 to 45.6% in 2024. This growth is attributed to the affordability and availability of Android 5G versions, making 5G-enabled devices more accessible to a wider range of consumers. HMD’s response to this trend is the HMD Crest 5G, a competitively priced mid-range smartphone designed to meet the growing demand for 5G connectivity.
HMD Crest 5G: feature-Rich and Affordable
The HMD Crest 5G is positioned as a feature-rich smartphone at an accessible price point of 4,990 baht. Its key features include a 6.67″ FHD+ OLED display with a 90Hz refresh rate, ensuring smooth visuals and an immersive viewing experience. The 50MP front and rear cameras are designed to capture high-quality photos and videos, while the “Selfie Gesture” feature allows for convenient hands-free selfies. Powering the device is a significant 5,000 mAh battery, supported by 33W fast charging, ensuring long-lasting performance and fast replenishment. The device also comes with 6GB of RAM (plus 6GB Virtual Memory) and 128GB of internal storage. HMD emphasizes its commitment to European standards, pre-installing only essential apps to ensure a secure and reliable user experience. The HMD Crest 5G will be available in three colors: Lush Lilac (blue) and royal Pink (red).
HMD AURA2: Essential Features and Reliable Performance
The HMD AURA2 is designed as an entry-level smartphone that provides essential features and reliable performance at a budget-friendly price of 2,490 baht. It offers a generous 128GB of internal storage,expandable up to 256GB,catering to users who require ample space for their photos,videos,and apps. The device is built to be durable and easy to use, adhering to European standards of quality and reliability. Like the HMD Crest 5G, the AURA2 comes with only necessary apps pre-installed, prioritizing security and smooth operation. The HMD Aura2 boasts a long-lasting 5,000mAh battery, providing up to 51 hours of use on a single charge. It runs on the latest Android 14 ™ (GO) operating system and features a 13MP main camera and a 5MP front camera for capturing everyday moments.
Mr. Paradorn Rambut highlighted the strategic importance of the HMD AURA2, drawing parallels with the HMD Arc, a smartphone recently launched with a focus on user repairability.He noted that while the HMD Arc has been well-received, consumer demand for increased storage capacity prompted the introduction of the HMD AURA2.
This HMD Aura2 smartphone is the same as the HMD Arc.Smartphone designed to increase the potential for users can repair easily that has just been released in the past 1-2 months. Which has been accepted by the store And a lot of customers. However,we find that consumers have more demand for smartphones with storage space (ROM). Thus,HDM Thailand sees as an opportunity. Thus decided to bring the HMD Aura2 to strengthen the army And respond to the needs of the said market.
Mr. Paradorn Rambut, HMD Global Business Development Manager (HMD)
Availability
Both the HMD Crest 5G and the HMD AURA2 will be available for purchase starting March 10, 2025, through authorized retailers and distributors nationwide. Consumers can also find the new smartphones on HMD Thailand’s official online stores on Shopee, Lazada, and TikTok Shop, and also at participating TG Fone branches.
HMD Thailand’s Bold Move: Deciphering the Strategy Behind its mid-Range Smartphone Conquest
Is the mid-range smartphone market truly the next battleground for mobile giants, or just a temporary trend?
Senior Editor (SE): Dr. Anya Sharma, a leading expert in mobile technology and market trends, welcome. HMD Global’s recent launch of the Crest 5G and Aura2 in Thailand’s competitive mid-range smartphone market has generated considerable buzz. What makes this market segment so attractive right now?
Dr. Sharma (DS): The mid-range smartphone market presents a compelling chance for manufacturers like HMD Global, and it’s far from a fleeting trend. We’re seeing a confluence of factors creating sustained growth. Firstly, consumers are increasingly discerning, demanding high-quality features without the premium price tag of flagship devices. Secondly, advancements in technology are making complex features – like high-resolution cameras, large displays, and even 5G connectivity – more accessible at budget-friendly price points. Thirdly, the emergence of strong regional players intensifies competition, pushing innovation and affordability. Thailand’s growing middle class, with their rising disposable income, represents a lucrative segment for these devices.
SE: HMD Global’s strategy seems to focus on delivering quality and reliability. How notable are these factors for success in the fiercely competitive mid-range market?
DS: Absolutely crucial. The mid-range market is not just about specs; it’s about value. Consumers are becoming savvier, researching products before purchasing and paying close attention to reviews. HMD’s emphasis on European quality standards and the inclusion of only essential apps signals a commitment to a seamless, secure user experience—factors weighing heavily in consumer decisions. This focus on reliability and software optimization directly addresses a common concern in the budget-conscious segment: long-term performance and software updates.
SE: The HMD Crest 5G and Aura2 offer noticeably different feature sets at different price points. Explain their distinct market positioning.
DS: HMD’s dual strategy is smart. The Crest 5G targets consumers seeking a feature-rich device with advanced capabilities like a 5G connection, premium display, and high-resolution cameras. It positions itself as a compelling alternative to higher-priced flagships. The Aura2, conversely, addresses the needs of budget-conscious consumers who prioritize essential features and reliable performance at an affordable price point. Its focus on ample storage and a long battery life is a clever response to consumer demands identified in market research.This two-pronged strategy allows HMD to capture a wider range of customers within the mid-range segment.
SE: What are some of the key technological trends shaping the mid-range smartphone market, and how are brands like HMD responding?
DS: The move toward 5G is considerably impacting this segment. The price gap between 4G and 5G devices is narrowing, making 5G technology accessible to a broader audience. Improved battery technology is another key trend, as consumers demand longer-lasting performance. We also observe increased emphasis on camera technology, with brands regularly enhancing image processing and optical capabilities in mid-range models to compete in the image-quality stakes. Companies like HMD are responding by incorporating these advancements into their mid-range offerings, creating valuable devices that meet consumer expectations without breaking the bank. The added focus on repairability, demonstrated by HMD’s Arc model shows consumer awareness of environmental and economic concerns are becoming intertwined with buying decisions.
SE: What are your predictions for the future of the mid-range smartphone sector?
DS: I foresee continued growth. The mid-range segment will continue to innovate and offer advanced functionality while maintaining attractive prices. Features like expandable storage, longer battery life, and enhanced camera performance will remain key differentiators. The sector will also feel the increasing pressure from more powerful and sophisticated phones in the entry-level sector.Brands will need to focus on providing a clear value proposition to stand out. moreover, lasting practices – like repairability and extended software support – will gradually become essential selling points for this market segment.
SE: Thank you, Dr. Sharma, for your insightful viewpoint on this dynamic market. Your expertise has provided a nuanced understanding of HMD’s recent strategy and its broader implications for the future of the mid-range smartphone market.
Key takeaways:
The mid-range smartphone market is experiencing significant and sustained growth: driven by consumer demand for balanced features and affordability.
Quality and reliability are paramount: ensuring positive reputation and customer loyalty in this competitive sector.
A diversified product strategy is effective: targeting different consumer needs within the mid-range segment.
Technological advancements: such as improved 5G capabilities and enhanced battery technology, fuel continued innovation.
Sustainability and repairability: are rising consumer priorities, impacting design and manufacturing decisions.
Share your thoughts on the future of mid-range smartphones in the comments below! Do you think 5G will become the standard for mid-range devices? Let’s discuss!
Decoding teh Mid-Range Smartphone Boom: An Exclusive Interview
Is the mid-range smartphone market a disruptive force or a flash in the pan? The answer might surprise you.
Senior Editor (SE): Dr. Anya Sharma, a leading authority on mobile technology and market trends, welcome. HMD Global’s recent foray into Thailand’s competitive mid-range smartphone sector with the Crest 5G and Aura2 has ignited meaningful interest. What essential economic and technological shifts are powering this burgeoning market segment?
Dr. Sharma (DS): The sustained growth of the mid-range smartphone sector isn’t a temporary trend; it’s a fundamental shift in consumer behaviour and technological advancements. Several factors are at play. Firstly, consumers are prioritizing value. They’re demanding feature-rich devices offering high-quality cameras, vibrant displays, and even 5G connectivity, without paying flagship prices. Secondly, technological progress is making premium features more affordable. High-resolution sensors, efficient processors, and advanced display technologies are becoming more accessible at lower price points. intense competition among manufacturers, both established giants and emerging regional players, is driving innovation and price reductions, benefiting the consumer. This trend is particularly pronounced in developing economies with large, growing middle classes, such as Thailand, where disposable incomes are rising, fueling demand for better technology.
SE: HMD Global emphasizes quality and reliability in its marketing. How vital are these attributes for success in the fiercely competitive mid-range space?
DS: In the mid-range market, value perception is crucial. It’s not just about specifications; it’s about the overall experience.Consumers are researching extensively and scrutinizing reviews before purchasing. HMD’s focus on European quality standards and its commitment to a clean, bloatware-free Android experience highlights its dedication to seamless performance and long-term reliability. this commitment to software upkeep and security,particularly by offering timely updates,directly addresses a major concern for budget-conscious buyers—the long-term dependability of their investment. This approach builds trust and fosters brand loyalty.
SE: The HMD Crest 5G and Aura2 clearly target different consumer segments despite belonging to the same price tier. Can you explain the rationale behind their distinct market positioning?
DS: HMD’s dual-pronged approach is exceptionally shrewd. The Crest 5G is positioned as a premium mid-range device, offering advanced features like 5G connectivity, a high refresh rate AMOLED display, and high-resolution cameras, rivaling features found in significantly more expensive flagship phones.Conversely, the Aura2 caters to the budget-conscious consumer who values essential functions and reliable performance without unneeded bells and whistles. It is strategically placed as a competitive option, emphasizing considerable storage and remarkable battery life.This two-tiered strategy allows HMD to maximize its market reach by addressing a wider spectrum of consumer needs and price sensitivities within the mid-range segment.
SE: What are the leading technological currents shaping the mid-range market landscape, and how are brands responding to these trends?
DS: The transition to 5G is profoundly influencing the mid-range segment. The cost difference between 4G and 5G devices is shrinking, making 5G technology more accessible to a larger customer base. Improvements in battery technology are another significant trend, as consumers increasingly desire extended battery life. Moreover, there’s a continuous drive toward enhanced camera capabilities, with brands constantly enhancing image processing and optical features at increasingly affordable price points. Companies like HMD are answering these trends by seamlessly integrating these innovations into their mid-range designs, creating devices offering extraordinary value for their price.
SE: What are your predictions for the future evolution of the mid-range smartphone sector?
DS: I anticipate sustained growth. The mid-range segment will continue to innovate, providing remarkably capable phones at attractive prices. Features prioritizing longer battery life, expansive storage solutions, and superior camera technology will continue to be crucial differentiators. However, the competitiveness is escalating, even from the entry-level category. Consequently, brands will need to provide clear value propositions to stand out and establish brand loyalty. furthermore, environmental concerns and sustainability are becoming increasingly influential factors. Focus on device repairability and the duration of software support are becoming critical aspects of a buying decision.
SE: Thank you, Dr. Sharma, for your profound expertise.Your insights have provided clarity into HMD’s approach and the larger dynamics of this crucial market segment.
key Takeaways:
The mid-range market is experiencing robust, sustained growth due to converging factors.
Consumers increasingly prioritize value: feature-rich devices at competitive costs.
Quality, reliability, and long-term software support are essential for success.
A diversified product strategy successfully targets varied needs and budgets.
5G adoption, enhanced battery life, and superior cameras drive market innovation.
Sustainability and repairability are rising consumer concerns.
What are your thoughts on the future of mid-range smartphones? Will 5G become the standard? Share your insights in the comments!