HMD Global - February 2020

HMD GLOBAL

The importance of visibility and AI in logistics

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HMD GLOBAL

The importance of visibility and AI in logistics

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WRITTEN BY

GEORGIA WILSON PRODUCED BY

K ANE WELLER

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HMD GLOBAL

Noha Samara, Head of Customer Logistics at HMD Global, discusses the importance of endto-end visibility and artificial intelligence within logistics

N

oha Samara, Head of Customer Logistics, started her career as an electronics engineer before finding her

footing in the supply chain function where she 04

has spent most of her career. Having worked at various companies such as Procter and Gamble and Microsoft, she settled in 2016 at HMD Global as the business began its journey.

Samara explains that HMD global is a unique Finnish startup founded in 2016. HMD Global designs and delivers innovative and trusted products to bring back one of the most loved and trusted brands globally, as the sole licensee of the Nokia brand.

In its first year of operations, the company became a unicorn startup with offices in 50 countries. “Our vision is to make mobile technology accessible for all, with devices that continue to evolve for the better. This is our brand promise; the promise we’re keeping, today, for all our Android phones. According to Counterpoint’s

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HMD GLOBAL

research, nearly 96% of Nokia

“ End-to-end visibility is critical for our business” — Noha Samara, Head of Customer Logistics, HMD Global

smartphones are already running on Android Pie or have had an Android Pie update issued to them, making it the fastest brand to reach this level.

Unlike any other Android phones out there, all of Nokia smartphones will benefit from regular security updates for three years, OS updates for two years and will come with the latest Google designed software and innovations, from AI to security.

This promise is what sets us apart

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from other brands in the market. We believe in purposeful innovation and not just innovation for the sake of innovating, and this mindset fuels our determination to provide devices that are accessible to anyone and to be among the top five mobile sellers in the world.”

Since its inception, Samara feels evolution has been a constant for the firm. “HMD Global has a very dynamic culture, we are passionate about challenging the status quo.” Since 2016, the company has launched more than 30 new phones, receiving the title of number one feature phones player and ranking

CLICK TO WATCH : ‘NOKIA 7.2 – GO AND CREATE’

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ers in the MENA region. Moreover,

THE IMPORTANCE OF END-TO-END VISIBILITY

the company is very proud to have

When it comes to HMD Global’s

been recently ranked on the top

logistics operations, “end-to-end

world’s 25 fastest growing brands

visibility is critical for our business,”

of the past five years and second

says Samara. “It enables us to make

best performing in Europe. Through

more informed decisions at exactly

its partnerships with Verizon and

the right time, in a dynamic and agile

Cricket Wireless, the company has

industry.” In its efforts to achieve

also expanded into North America.

100% end-to-end visibility, HMD

With these global expansions HMD

Global has been investing in the

Global has adopted a multi ODM

development of internal systems.

strategy to meet demands and

“To provide such service and vis-

improve competitiveness.

ibility, we think it is best to have the

among the top five smartphone play-

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CLICK TO WATCH : ‘WITH NOKIA SMARTPHONES, YOU’RE IN CONTROL’

latest cloud ERP system. We have

intelligence (AI). “New and innovative

developed both a global and regional

technologies are already impacting

dashboard to provide visibility to

the existing supply chain operat-

internal stakeholders, in addition to

ing models. With this digitisation

developing a supply chain system for

of the supply chain, companies are

both distributors and retailers to con-

able to address customers’ evolv-

duct order placement, processing,

ing requirements. In recent

shipment tracking and invoicing.”

months, we have seen a rise in customers expecting

ARTIFICIAL INTELLIGENCE AND AUTOMATION IN LOGISTICS

these technologies to be

Samara emphasises that regional

Currently, the company is

markets are being driven by emerg-

utilising automation and AI

ing technologies such as artificial

within its internal operations,

in the palm of their hands.”

as well as in its devices. “We use auto-

framework strategy that leaves room

mation in our dashboards, customer

for flexibility and agility for the specific

reporting, SKU planning, shipment

requirements of each region. “For

planning and supply allocation plan-

example, automation varies across

ning,” Samara elaborates.

customers and distributors. Therefore,

MENA is a dynamic region for

we need to be aware of the levels of

logistics, and Samara emphasises the

flexibility and capability available. To

importance of a standardised global

combat this challenge we need to

E XE CU T I VE PRO FI LE

Noha Samara A seasoned supply chain professional with a well-rounded experience in supply chain transformation, category and initiatives planning, demand planning and customer logistics.

Samara has a strong track record of leading and building up operations within both big MNC as well as rising unicorn startups. She spent most of her career at the FMCG giant, Procter and Gamble working on different categories (Baby Care, Beauty Care and Luxury Cosmetics) before moving into the consumer electronics industry with Microsoft, followed by HMD Global. She has led several supply chain transformation projects throughout her diverse career, and possesses great team leadership skills with a high level of discipline, process improvement and standardisation. Samara has an electronics engineering background with an MBA from the American University in Cairo, and has three published cases on operations management and corporate strategy.

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11 jointly develop and build both our capability and the customers’ in order to find solutions that allow us to be compatible together.”

THE CHALLENGES OF INNOVATION When it comes to the challenge of innovation, Samara explains that remaining relevant is a core challenge. In order to combat this, HMD Global “tracks the latest innovations and encourages the teams to attend global w w w.hmdgl o b a l. com

HMD GLOBAL

2016

Year founded

50

Offices established in first 12 months

1,000 12

Number of employees

13

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“Our vision is to make mobile technology accessible for all, with devices that continue to evolve for the better” — Noha Samara, Head of Customer Logistics, HMD Global

conferences. HMD Global works to stimulate new ideas that can be implemented within the business.”

Samara explains that the company has implemented bi-weekly meetings to discuss current projects for data and innovation changes that need to be implemented. “In these meetings we also encourage our employees to put forward innovative ideas that grow the business. This ensures that the rhythm of change and the rhythm of the business are always dynamic and touching the needs, issues and changes that need to be addressed.”

Reflecting on the company, Samara attributes the its success to its passion, entrepreneurial mindset w w w.hmdgl o b a l. com

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and its partnerships with other organisations. “We have a wide reach across multiple regions and continents, hence why we rely heavily on our logistics partners, which we work with closely to ensure on time deliveries for all of our markets.

For example, Agility is one of our biggest logistics partners in the MENA region. We have built together a supply network design that meets our business aspirations of growth in our

“We believe in purposeful innovation and not just innovation for the sake of innovating” — Noha Samara, Head of Customer Logistics, HMD Global

different markets where they are operating our Hub DC in Hong Kong.”

Ultimately, we are building partnerships to last. With our partners, such as Agility, DHL, and DB Schenker, we have a clear set of mutual and aligned KPIs, goals and objectives that we share. We consider them as one of our driving forces for success and a window to new markets.

Ultimately, the more we grow, the more they will also grow.

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HMD Global Bertel Jungin aukio 9 Espoo Southern Finland www.hmdglobal.com