Huawei is aiming for Apple and Samsung, positioning itself as a ‘visionary challenger’ that will be known for its premium devices.
The Chinese manufacturer, the third biggest globally, launched its Ascend P2 flagship device on the eve of the fair. While it has grown share thanks to white label deals with operators and entry level handsets, the company said it was ‘growing up’ in the 10th year of Huawei Device.
The P2 is a bid to position itself as a household name. The 13-megapixel device will go on sale by the end of June, priced around €399. Richard Yu, CEO of Huawei consumer business group, said the handset was targeted at the mass market with specific features to make it 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.’
When asked by Mobile whether Huawei can only make inroads into the UK market by competing on price, Yu said it was aiming higher. He said: ‘When we started out as Huawei Device 10 years ago, we had nothing. At our first time attending Mobile World Congress, no one would meet us. But when we became the largest telecoms’ supplier, everything changed. We want to be known for the best smartphones in the world. Everyone knows the best comes from Apple and Samsung but from this year, we want people to recognise it’s not from Apple and Samsung, it’s from Huawei.’
Author: Graeme Neill