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Huawei, the Chinese smartphone company, was once thought of providing good and affordable mobile phones to the consumers, but with the changing years, it has successfully placed itself in the league of one of the world’s leading smartphone brand.

The future of Huawei can be described in one word “Promising,” as unlike many other companies, it learned the rules of the game, focusing on the needs of the consumer. It realizes that different people want different things from their smartphones; some need a faster experience while other wants to their handset to feel luxurious.

From years we have only known the likes of Apple and Samsung to bring us the latest tech that smartphone industry had to offer, well not anymore. This year at Mobile World Congress (MWC) 2017 we have witnessed two new smartphones in Huawei’s P series, P10 and P10 Plus which yet again have taken the battle of improving the features to another level.

In both new smartphones, we can see what partnership between Leica and a smartphone brand look like. Huawei P9 made quite some waves last year and could easily be categorized as one of the best smartphones of 2016. The company sold nine million P9 handsets globally in seven months since it was first launched.

Its successor didn’t disappoint us as capturing the DSLR-like pictures from phones is a thing of the past. Huawei now offers professional photography experience that can fit the palm of your hand. It is safe to say that as the company’s Mate series focuses on providing the latest chipset and fast processing while the P series aims to become a lifestyle and fashion statement.

Huawei’s strategy is to follow the latest consumer trends

For instance, we can see all around us that people now love to document their lives through taking pictures and prefer using a mobile phone rather than a digital camera or DSLR. Looking at the changed dynamics about how people use their phones, Huawei has provided us with dual Leica cameras, including one monochrome camera and a general color camera.

The pattern of following the latest trends doesn’t just end there; we can see the highlights of this tactic in their decision of bringing the fingerprint scanner at the front, providing long lasting battery life, more color choices, etc.

This time we could also see the company moving in the accessory business as it has launched phone cases complementing various colors of their handsets. Apart from Huawei, only Motorola has kept the tradition of providing an option to accessorize your smartphone alive with its Moto Mods that it recently also launched in Pakistan.

Huawei consumer business group
Left: Mr. Chris Sun, Vice President Online Sales & Right: Mr. Jiao Jian, President Middle East and Africa

According to Mr. Jiao Jian, President Middle East and Africa Huawei’s Consumer Business Group, the company will be introducing more variety in accessories as it creates a proper channel for reaching the customers better with them. In a press event at MWC 2017, he said that Moto Z is a not success in consumers and joked about the use of Moto Mods to provide an additional lens to a smartphone.

Last year we saw a mixed response from people about the removal of headphone jack from iPhone 7 as it quite frankly the idea came out from nowhere. The company has been known to experiment with its features in a bid to create something new in the future, just like Samsung whose galaxy S7 Edge was hands down one of the must have smartphones of 2016. But this time we can see Huawei going in the same direction of creating its own trends with P10 and P10 Plus, especially in the camera technology.

Mr. Jian reveals that the company is moving towards a future where they aim to combine cutting edge technology, user-friendly features and at the same time bring something new in the industry. Huawei clearly is focusing on R&D and effective use of its resources to study its consumers as we can see with their collaboration with Pantone to provide more color choices.

Artificial Intelligence is the talk of the town nowadays where companies are embracing its applications in providing something new to the market. Recently, Mark Zuckerberg revealed that he plans to battle terrorism using AI in Facebook, as social media is a breeding ground for the recruiters.

Huawei does understand this new path of the current, and it will be most interesting to see how they apply this knowledge to use in their consumer electronics in the coming years. In a rather quick span of time, it stands toe to toe to the like of Apple and Samsung in the flagship smartphones category and tweaking their own innovative features a bit further to provide a better-refined product just like they did with the camera.

In the third quarter of last year, it was at the third place in China with shipping 28.0 million mobile devices or 15.7 percent of the industry’s share.

With the launch of P10 and P10 Plus, Huawei believes to garner a much higher market share.

In Pakistan, we can see the rapid growth of OPPO, another Chinese smartphone brand and has managed to create quite a name for itself. By December, it was reportedly importing over 25,000 mobile phones every month creating a worrisome environment for Huawei and Samsung in the country. Mr. Jian revealed that Huawei doesn’t consider OPPO as a challenge in the Pakistani market as the only thing lacking is their understanding of the consumer.

Huawei wants to explore what the Pakistanis want from their smartphones

In the long run, Huawei has created quite a market for itself especially after introducing a vast array of options, something that other brands lack. The Chinese company instead of copying the competition has refined their ideas to an extent where they can create a whole new market for themselves, that Apple and Samsung failed to cater.

Images and Reporting by Mudassar Jehangir, Barcelona

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