- Huawei seeks to re-emerge in the smartphone market with HarmonyOS 4.
- The Chinese company focuses on the sale of high-end phones with the idea of rivaling only Apple.
- She was leading, but she was beaten to a near knockout by US sanctions.
Huawei, the Shenzhen-based technology company, revealed on Friday, August 4, its latest letters in its effort to revitalize its smartphone business. First, in China, and then the idea is to advance in the rest of the world.
In an attempt to recover from US sanctions in 2019, which crippled their access to crucial technologies like semiconductors and 5G software, the company announced the arrival of HarmonyOS 4, its mobile operating system, and an improved version of its artificial intelligence assistant.
Do you remember? Huawei was a giant, but US trade restrictions cut it off from Google’s Android mobile operating system, limited its presence in the global smartphone market.
While the company released HarmonyOS as an alternative, looking to regain its footing in the industry, it has so far failed to do so.
With the recent release of HarmonyOS 4, Huawei is looking to make a strong comeback in the smartphone market. You’ll make it?
ambitions and realities
Executive director of Huawei’s smart automotive solutions and consumer business business groups Yu Chengdong announced the return of “Huawei’s flagship smartphones” on Friday. He spoke of the company’s “ambition” to regain prominence in this sector.
Huawei has been working to regain ground in China and achieved some success, with its market share rising to 13% in the second quarter of this year, compared with 7.3% in the same period of 2022.
In this sense, the data says that the sales of its smartphones have seen an impressive growth of 76% year-on-year.
To compete in the premium segment of the smartphone market, Huawei is adjusting its strategy: it has abandoned the idea of competing in all segments.
The company seeks to challenge Apple in the premium niche, as its high-end devices have ranked second in the high-end segment in China.
Their focus appears to have paid off, as their share of phones priced over $600 rose significantly, from 6.7% to 18.4% in Q2 2023.
Huawei has strategy
Huawei’s strategy is also supported by HarmonyOS, an operating system designed for various devices, from smartphones to watches and tablets.
The brand says that using HarmonyOS 4 is a “smarter and more personalized” experience. In parallel, its AI-based voice assistant, Celia, was enhanced with the Pangu AI model, seeking to improve productivity in various aspects of life and work.
While Huawei is experiencing a resurgence in China, its advances are likely to be limited to this country. Suffice it to say that China accounted for 90% of its phone sales in the second quarter.
This is partly due to the lack of key apps like Google outside of China and the absence of 5G connectivity on their devices.
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