To win in the smart world
Smartphones and tablets, especially Android
, are ushering in a
new era of mobile devices. How will customers react to these devices, and how Huawei
Device should take advantage of this growth trend? David Kerr, Vice President, Global
Wireless Practice, Strategy Analytics, shares his insights in thi
s interview with
Consumers have so many choices when it comes to purchasing smartphones
and tablets. They have to choose not just between different designs and features but also
the different operating systems. What do you think are the mo
st critical factors that
would sway a consumer’s purchasing decision?
The most critical factors that decide are how you are going to use the device.
There are so many features and technologies, but the customer must decide what it is
that he would u
se it for every day. So, to decide what the ideal product is, whether it is
optimized for video or gaming, the customer needs to look at it and say, “Within my
lifestyle, what do I want? Is brand the most critical thing, or it’s really the performance
I get and the value for money?” So there are tradeoffs in every product.
Some customers want the maximum performance; they want the fastest, best, brightest
display. Others want to simply be able to casually consume content. With different
they need to consider the technology as well as durability and design.
Global demand for smartphones seems poised to grow exponentially in the
next five years. How well
placed is Huawei to take advantage of this growth in
in an excellent position because it has got great experience in working
with operators in those channels. Also, fundamentally, Huawei’s global presence and
its knowledge of local markets and local customization are very, very important.
awei has mature technologies and has access to all the necessary
components. It has proven itself both in China and Asia as well as in Western markets.
So the signals are all positive for Huawei, moving forward.
In your opinion, how can Huawei dif
ferentiate itself from the slew of other
device manufacturers, particularly those making Android devices, in the market?
I think the first thing I would say is how not to. That would be adding a lot of
features that very few customers are going to u
se. I would suggest simplicity of use, so
the real differentiation of Android will really come in terms of the user interface. You
should provide a similar
looking series across your tablet products, your home products,
and your mobile products
n some interesting examples of the 3D user
interface. I would also suggest that Huawei should continue to invest in strategic
technologies, whether that is looking at TV technologies, or whether it is focusing on
high definition voice.
Those are areas where you can differentiate
from other vendors.
Which of Huawei’s device products do you believe to have the greatest
potential to positively affect the perception of our brand and why?
Certainly, last year, your
smartphone product, your IDEOS product, developed
well. I think the area of the touch
panel devices is so hot and so sexy among every
generation that hi
end smartphones are those that are going to have the best discussions
on the Internet, in social media,
and in the mainstream television branding. So, today
I’m most excited about your hi
end smartphones. However, I’m very much looking
forward to your next
generation tablet product, which, again, will reinforce you as a
end, lifestyle company, not a te
lecom company, per se.
In the last year, Huawei Device has experienced rapid business growth,
shipping 120 million units of smart devices, 3 million of which were smartphones. It
also doubled its business in North America and Japan. What does Huaw
ei need to do to
build on this momentum?
The success Huawei had last year was impressive, particularly in smartphones,
where you could have absorbed more orders except for supply shortages. I think you
need to have a broad, mature product portfolio,
with which you can serve the entry,
middle, high and elite segments. And it’s important to have that mature portfolio across
all technologies. But also you do need to focus on building your band equity in order to
really separate yourself from the slew of
enabled smartphone makers
and leverage the fact that Huawei does have a strong a brand presence.