Description: The article is about att activations. The passage covers about Huawei’s uphill battle for brand recognition and some efforts Huawei made to expand their company and consumer markets. Those efforts done by the Huawei are significant for Huawei’s development.
If you’re watching this article then you probably know Huawei. You can ask any of your non-techie friends and they probably won’t have a clue even though they’ve been around for some time and have a strong presence in the telecommunications market overseas in several different key markets.
We know that they have a good established base especially in China. What’s interesting is that Huawei trails Apple and Samsung when it comes to global sales for handsets. so in this video I’m going to go through some of the highs and the lows that Huawei has gone through since they first came onto the scene in the US market and where they’re heading in the future.
I’m going to go back to 2010 which is the first time I came across a device from Huawei. But you may not know it is Huawei because it is a white branded device. It is made for 18t t-mobile but you never saw Huawei’s name or branding on it. In those early days,most of Huawei’s devices were these cost conscious alternatives.
You can say that they are cheap but the nice thing about them is that you don’t have to spend a whole lot of money picking them up. It is good in a way because the low price points will broaden its reach. But at the same time it doesn’t help when it comes to brand recognition. Because for starters when you think of a phone that’s low cost,you’re going to think it’s going to be cheap and not in the way that you’re saving money but in building quality design and the choice of materials.
The first two devices I remember checking out that made by Huawei were awarded the 18 T impulse 4G and a t-mobile comet. They’re perfect examples of the low cost strategy that Huawei was going after when he first bursted onto the scene. But the problem with these devices is that they are cheap and in the sense that their bill qualities are questionable.
They didn’t have the best-looking designs and they are made out of cheap materials. That doesn’t help your brand recognition because people are going to associate your brand as being a low-cost alternative and something that lacks quality control.
What’s interesting is that this principle of going after low cost devices still applies today with Huawei strategy although it has evolved in a different way. Huawei’s initial breakthrough success came in mid-2013 when they rolled out the Huawei send me. It featured that phablet form factor which was being introduced by Samsung and Scout c-note. The alternative was the ascend mate. And the nice thing about it was that guess it fit that form factor. But it was at the fraction of the cost. That’s Huawei strategy as a whole.
That boat was largely success for them. The problem still exists in the US market because it wasn’t sold directly here and consumers had to import it and by itself it doesn’t help to establish brand recognition here. But things slowly started to develop oF Huawei because with the launch of the ascend mate 2,they opened up their own online retail channel here in the US. Now they have a hub where consumers who are interested in its phones can purchase it in one place.
This has been Huawei strategy since then because when they announced the phone chances,you can pick it up through their online website eventually they started opening up to different outlets. They establish relationships with many retailers like Amazon and Best Buy which give them visibility in the US versus not having anything at all. That’s great.
There’s still a huge opportunity missed because in the US we know how it works when it comes to buying cell phones. You go to a carrier store and that’s still how it is today. So rather than being sold online through a website,consumers need to have the ability to see device which in turn will help out their brand recognition and also the brand awareness. They can feel,touch and hold the device in their hands and get acquainted with them.
Selling low-cost phones has been Huawei strategy for a long time. even when they moved up to mid-range devices, they were still relatively affordable. but in order to stand out,they need to go to the next level and that’s going with a flagship device. That became a reality in the summer of 2013 when they launched the Ascend p6. It ensured us that Huawei was a serious contender because for once they had a solid device that could compete things with the iPhone or Samsung Galaxy devices and all the other flagship Android devices that were being introduced at that time.
You had a phone that was a premium and its construction and the performance matched that as well. Since then they’ve been making some good high-end phones. But the nice thing about them was that they were still undercutting the competition when it came down to price. It looked felt and also performed very similar to those other flagship devices but they didn’t have necessarily to the flagship costs.
Moving to flagship territory was a great strategy for Huawei because now they are competing directly against some of the big names out there in the industry. So people are begin taking notice of this. But they didn’t stop with smart phones. Huawei eventually decided to branch out to other areas specifically the Windows PC market. In 2016,we first saw their Windows 10 tablet the Huawei mate book.
Moving to the PC market was a logical move by them because it opened up new opportunities and more consumers to sell its brand to. More recently at Mobile World Congress this year,they announced the Huawei main book X Pro which is a slick looking ultra book and rivals things such as the MacBook Air. This is a strategy for them to evolve and move out to different areas.
Even with all that ambition there’s one thing that’s stalling Huawei from increasing its brand recognition in the US. It’s longtime reports of spying. This shroud has been over their head for a long time. That’s probably the biggest thing that’s preventing them from taking off in the US. The spying are allegations at this point but still it makes any consumer second-guess about using device when the government’s telling them that they shouldn’t. In some capacity that may have been the contributing factor into why its deals with Verizon and AT&T.
Now you can argue that the doors have been locked for Huawei but I disagreed because to me they had the keys,they have the ability to build confidence in consumers to show them what they’re all about. It’s going to be an uphill battle for them.It’s going to be intriguing to see how they respond going forward. I want to say though for a company,they are still struggling with some brand recognition in the US.
They have a long way to go because you look back at where they started at 2010 to now they have changed tremendously in that timeframe. The landscape has changed but they evolved accordingly to those changes. For myself I must admit I’ve been impressed with Huawei’s offerings for the last three years. They’ve proven to me that they are capable of delivering top notch devices but still undercutting competition when it comes to price.
What do you think of Huawei? Is it something that you think has a strong brand recognition stateside and where do you think they’re going to be in the next few years? You can leave a message for me and I’ll check it out and and do my best to respond.