Huawei has kicked off 2013's Mobile World Congress with its new flagship device, the Ascend P2, which it bills as the world's fastest smartphone.
The P2 handset will go on sale by the end of June, priced at €399. Huawei, the world's third biggest phone manufacturer, is increasingly trying to establish itself as an OEM brand, moving away from its white label roots.
The quad-core handset has a 4.7-inch screen, 13-megapixel camera and runs Android Jelly Bean. Huawei's Richard Yu, CEO of its consumer business group, was critical of the OS and said it had built in features to make the phone easier to use. He said: 'Android is too complicated for many users while Apple is very simple and easy to understand. We learned from Apple to make the P2 as easy to understand as possible. We want to do better than Apple but we need to make the UI simple and easier to understand.'
Yu said the device has a longer battery life and is quicker to charge than competitors. It also has a Magic Touch feature, which allows consumers to use the device while wearing gloves. It follows a similar feature that Nokia's Lumia devices boast. He also said the handset can download data at 1,500MBps by using a category 4 LTE network.
Yu, and global brand director Amy Lou, outlined how Huawei would try and gain greater traction within the consumer market. Lou said the manufacturer was a 'visionary challenger' and said 2013 was a milestone year for the company. Yu said he wanted the business to be more disruptive in the months ahead.
Editor: Graeme Neill