Thursday, 22 June 2017

Huawei learning from Apple to get ahead in smartphone race

By Mary Lennighan, Total Telecom, in Barcelona
Monday 25 February 13

Chinese vendor launches new smartphone, partners with Orange, and talks up the growing strength of its brand.

Huawei on Sunday unveiled what it claims is the world's fastest smartphone, a device that provides a user experience inspired by Apple but with a number of features that are superior to those offered by an iPhone. ″We're learning from Apple...to make Android as simple and easy as possible…

Huawei on Sunday unveiled what it claims is the world's fastest smartphone, a device that provides a user experience inspired by Apple but with a number of features that are superior to those offered by an iPhone.

″We're learning from Apple...to make Android as simple and easy as possible,″ Richard Yu CEO of Huawei's consumer business told attendees at the first press conference of Mobile World Congress 2013 in Barcelona. ″Android is too complicated for many consumers,″ he said.

Yu presented Huawei's latest smartphone, the Ascend P2, which will go on sale in markets worldwide from the second quarter of this year. In Europe it will come with a price tag of €399.

″This is the world's fastest smartphone...It's much faster than our competitors',″ said Yu, highlighting the fact that it is an LTE Category 4 (Cat 4) device, which means it can reach speeds of up to 150 Mbps, networks permitting.

Yu also outlined the phone's other key features, including a 13-megapixel camera, NFC capability, long battery life and efficient power consumption. And he talked up the Ascend P2's sleek design, with a 4.7-inch screen inspired by an infinity pool.

″Our product line-up is getting stronger,″ said Amy Lou, global brand director at Huawei Devices, who presented the vendor's new brand campaign – Make it Possible – that it hopes will help make Huawei a household name among consumers.

″[Today marks] the launch of our brand to the world,″ Lou said. ″[The Huawei brand] will be as familiar, as appealing, as powerful as many of the names you will see in Barcelona,″ she said.

″We define our brand [as] 'make it possible'. It's not a slogan, it's a mantra,″ she added, explaining that Huawei aims to be among the top 100 global brands in the coming years.

One company willing to back the Huawei brand is France's Orange, which has signed a strategic partnership with the Chinese firm in the devices space, extending their existing relationship that began on the network side a number of years ago.

″You need to have a lot of assets to build your brand,″ said Yves Maitre, senior vice president of mobile multimedia and devices at Orange. In the devices market, ″there is space for new brands,″ he said.

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