Feeds

Huawei preps new mobes to overhaul Apple

60 million sales the target with innovation to trump sinister reputation

Choosing a cloud hosting partner with confidence

Huawei says it’s on track to almost double its smartphone sales this year with a target of 60 million units shifted, as it looks to peg back “superheroes” Samsung and Apple, but admitted its brand image is still holding it back from world domination.

Speaking to media at the firm’s annual global analyst event in Shenzhen on Tuesday, CMO of devices, Shao Yang, said Huawei would release a new high-end smartphone with the “best hardware and design” later this year, although he didn’t elaborate further on the planned specs.

The Chinese tech giant already lays claim to the world’s fastest mobe – the Ascend P2 – and although its progress in the smartphone market has been rapid, propelling it into the top three vendors at the end of last year, it remains some distance behind Samsung and Apple which between them have nearly half the global market.

Huawei is nothing if not ambitious.

Shao claimed it wants to be the “most loved consumer brand in the world”, but admitted that "the big doubt is not from the products, but from the brand".

The Chinese smartphone maker’s answer to its brand woes is to innovate its way to the top and continue to push its “customer first” message, which Shao is hoping will differentiate the firm at least from its rather more autocratic fruit-themed rival.

“Only innovation can let people know Huawei,” he said. “If we can't bring the best innovation to the customer, we will fail."

All of this is a far cry from the dark days of 2011-12 when Huawei was shifting from ODM to OEM. Its telecom operator partners at the time did not react well to the move, with over 90 per cent dropping the company completely, Shao said.

As far as roadmaps go, this year will see Huawei aim to push out “the best hardware and designs”, while 2014-15 the device team will be focused on finessing the user interface, and beyond that the rather more generic “future innovation”.

China is still the number one market for the firm, which is pretty understandable seeing as it’s the biggest in the world. Western Europe is being targeted as a way for Huawei to influence other regions of the world thanks to the range of languages within its borders. Japan is also key for the firm as a “test place for quality”, Shao said.

Huawei will be opening up over 30 boutique and high end stores in China as well as 100 franchised outlets this year as part of its retail push. ®

Beginner's guide to SSL certificates

More from The Register

next story
Xperia Z3: Crikey, Sony – ANOTHER flagship phondleslab?
The Fourth Amendment... and it IS better
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Microsoft to enter the STRUGGLE of the HUMAN WRIST
It's not just a thumb war, it's total digit war
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.