Feeds

Huawei preps new mobes to overhaul Apple

60 million sales the target with innovation to trump sinister reputation

Beginner's guide to SSL certificates

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. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
Intel's LAME DUCK mobile chips gobbled by CASH COW
Chipzilla won't have money-losing mobe unit to kick about anymore
First in line to order a Nexus 6? AT&T has a BRICK for you
Black Screen of Death plagues early Google-mobe batch
Ford's B-Max: Fiesta-based runaround that goes THUNK
... when you close the slidey doors, that is ...
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Driving business with continuous operational intelligence
Introducing an innovative approach offered by ExtraHop for producing continuous operational intelligence.
Why CIOs should rethink endpoint data protection in the age of mobility
Assessing trends in data protection, specifically with respect to mobile devices, BYOD, and remote employees.
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.