BRAND POSITIONING:
Competition heats up in cellphone market
Globally, Huawei is ranked third after Samsung and Apple
Chinese technology group Huawei is positioning itself to become the global premium brand for high-end electronic devices as it eyes the number-one spot. The Shenzhen-based company is investing more than $10bn in its research and development annually to create new solutions that will set it apart from its rivals. Globally, Huawei is ranked third after Samsung and Apple. Huawei, which offers affordable alternatives to its rivals’ high-end models, is no longer seen as a low-quality cellphone maker. Neither is it an equipment provider for telecommunications operators. It is transforming into a comprehensive technology firm, says market research company Forrester. Huawei Consumer Business Group’s chief operating officer, Wan Biao, says the group is building high-end premium brands and solutions. This includes developing software and hardware that will turn houses into smart homes. "Our focus is on innovation," says Biao. Moreover, new smartphones expected to be released later in 2017 wil...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.