8 Ways Huawei Can Be the Next Samsung
Huawei has launched the new “Make it Possible” brand campaign, so can it use its mantra to be the next Samsung? With a landslide of announcements at the Mobile World Congress this week, it seems that Huawei, the third largest smartphone maker behind Samsung and Apple, is well on its way. In the global smartphone wars, giants can become dwarfs (RIM, Nokia) and dwarfs can become giants (Samsung, Apple) in a very short time. So how will Huawei differentiate itself among other Chinese contenders (ZTE, Lenovo, etc.) and new entrants to continue capturing market share?
Only 18 months ago, Wan Biao, chief executive of Huawei Device, announced Huawei’s goal “to be among the world's top three handset brands in 2015." They accomplished that two years ahead of time. As China flexes its muscles with the largest smartphone market in the world, Huawei certainly has home court advantage. Yet, if it wants to be a dominant global player like Samsung, here are eight ways to keep its momentum going.
1] Innovate like the Best: Huawei’s latest smartphones have unique features bundled only in Huawei devices. Besides the fastest wireless internet response times, there are subtle features that personalize the smartphones like a dedicated camera key, 2X zoom that doesn’t compromise picture clarity, a magic touch feature that allows you to use the touchscreen while wearing gloves in winter weather, etc.; yet Huawei will move beyond the hardware: last September, Biao also confirmed they would be developing their own OS – just in case (because of the Google acquisition of Motorola).
2] Give Consumers a Choice: Unlike Apple who has chosen to be positioned as a luxury brand, Huawei made a conscious choice to introduce new products in several tiers with a Series (letter) associated with each: D- Technology, P- Fashion, G-Value and Y-Affordability. This allows Huawei to widen the net to capture more market share.Continued on the next page