INSUBCONTINENT EXCLUSIVE:
It’s an exciting time to be in Huawei’s smartphone division
It’s now the world’s third largest and it’s basking in the glow of the launch of the P20 and P20 Pro flagships – arguably the first
of its handsets to penetrate the mainstream consciousness.According to figures from IHS Markit, Huawei has increased smartphone shipments by
14 per cent over the past year to 39.3 million and now controls 11 per cent of the market.Anson Zhang is the man tasked with capitalising on
this momentum and building its business in the UK
Having joined the company in 2009, Zhang has served as country manager for the Czech Republic and Finland before becoming the managing
director for the Huawei Consumer Business Group in the UK two months ago.Responsibility“I think my major responsibility is how to bring
the best products and quality of service to the UK,” he tells TheIndianSubcontinent Pro
“[To establish] Huawei as a premium brand in the UK market.“The UK is a [key] strategic market
The UK is one of the biggest countries in Europe and we are already well recognised [across the continent] as a brand in some other
countries like Spain and Italy.”Huawei’s attempts to differentiate itself in a crowded Android marketplace have focused on innovation,
with Artificial Intelligence (AI) and advanced imaging features strong selling points of its recent flagships.Zhang wants Huawei to have a
reputation for innovation in the UK, but accepts that marketing will play a key role in making its products desirable“It’s not about
tech versus fashion,” he explains
“It’s our role to build the brand
On the one hand we insist on the innovation, but on the other hand, we’re trying to build up the fashion side of the brand
[It’s not just about] performance but also [things like] photography.”It’s difficult enough building one brand, but Huawei has two
Alongside it’s high end devices under the Huawei banner, it also produces more affordable smartphones under the Honor brand too
Is this not too difficult to explain to consumers If anything, Zhang argues, having the two ranges makes it easier to break into new
markets.“I don’t think there’s a conflict
We have a clear brand message for Huawei [and Honor],” says Zhang
“Huawei is more focused on innovation and is the premium brand in which we put most of our leading technology.“People’s lives are
going be different and people in different countries are going to be different and we need to understand the end user and und what they want
and what their preferences are
With two brands we can do this more easily.”Operator and retailer support is essential for any such expansion
With only so many devices they can stock, promote and train their staff in, keeping good relationships with partners will also be on
Zhang’s priority list.“I think it’s about trust
We are very comfortable with our products, otherwise we [wouldn’t have had the growth]
We need to do the proper communication to our partners, as well as our end users
[We will] talk to partners professionally and build their confidence.”In the days before our meeting, Chinese rival Xiaomi (the world’s
fourth largest smartphone maker) has agreed a deal with Three’s parent company CK Hutchison that will see its handsets stocked in the UK
When asked whether multiple Chinese players – unfamiliar to UK consumers – will harm Huawei’s own plans, he is nonplussed, stating his
belief in the Shenzhen-based firm’s plan to be known as a company which produces high quality, innovative devices.“If we can deliver
this ambition, we can win the UK market,” he says.SDmTwB3JxCCMbZywPLKFV5.jpg#
