Huawei revealed its strategy at the launch of its new flagship Ascend P2 Android handset, which it says can download HD movies in minutes and load online videos, songs or ebooks in seconds at Mobile World Congress in Barcelona last night (24 February).
The device will be promoted with a global marketing campaign with the strapline “make it possible”, which it says defines the brand and gives it “strong momentum” to become a leading smartphone brand in the coming years.
Huawei added the strapline followed ‘“extensive consumer research” where customers indicated their desire for “accessible and affordable cutting edge” products from the brand.
Speaking at the launch, Huawei’s global brand director Amy Lou admitted it had “not been an easy journey” for the brand to become globally recognised and trusted but added it is “a great consumer brand in the making”.
She later outlined its ambitions to become a top 100 global consumer brand, boosting its profile beyond just the smartphone market.
Huawei increased revenue 10 per cent year on year to $7.5bn in 2012. This helped it overtake BlackBerry to become the third largest smartphone maker by market share globally behind Samsung and Apple, according to IDC data.
While the brand is popular in Asia, the company has struggled to make inroads in Western markets – particularly in the US where the company has little carrier support following a Congressional report published in October that stated the company, alongside fellow Chinese brand ZTE, pose a potential national security threat.
In November Huawei became the first smartphone maker in the UK to launch significant marketing activity to promote its 4G compatibility.
Elsewhere at Mobile World Congress on Sunday, internet browser company Mozilla unveiled its first smartphone operating system with support from 18 operators and four phone makers, including Huawei, ZTE, Alcatel and LG.