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Huawei special edition

January 2017

Huawei MD: ‘Our 2017 focus is premium products’ Huawei’s London-based global P9 flagship launch in 2016 announced not just the device, but also the arrival of Huawei as a powerful force in the UK market. It was the year the manufacturer secured a presence in every major retailer and the year in which a unique strategy for the UK was introduced. In his first interview, Huawei UK Consumer Group MD James Jie reveals the details of this unique strategy and how the P9 changed the perception of Huawei in the UK consumer space. With 139 million devices shipped in 2016 including over 10 million P9 and P9 plus sales, Jie describes Huawei as being ‘in a very healthy situation’, citing strong overseas sales in Western Europe and an increasing average selling price. Detailing previous challenges and how the strength of the P9 overcame them, Jie says: ‘In the past three to five years it’s been difficult to prove our capabilities and develop co-operation with important players in the UK market, but the P9 has made a real difference. ‘The P9 is the most competitive product Huawei has released, with the Leica partnership in particular being very popular in the UK. I think the Leica-Huawei partnership is important, it’s based on the value we add to each other. For instance, Leica helped to establish Huawei with the UK audience, but it was the other way around in Asia. ‘I think this is similar to the relationships we’ve built with our channel partners in 2016 through the strength of the devices we’ve developed and the strength of our marketing partnerships with Scarlett Johansson and Henry Cavill for instance,’ says Jie, referring to the Hollywood stars of the company’s advertising campaigns. Having played a central role in the development of Huawei’s premium devices as head of the P series beginning with the P6, Jie explains the role of the company’s latest flagship. ‘The UK market is very concentrated, the big five take over 80%, especially of the

James Jie accepts Huawei’s Camera Phone of the Year win

pay-monthly tariffs. Our UK strategy is very clear and it’s the only country the strategy applies to. ‘In the UK we broke through into the market not as we had in other countries – through budget devices – but through the premium tier of devices. Our biggest seller in the UK is the P9, so the UK is a special market, so it must have a special strategy. This success of the P9 has laid the groundwork for Huawei’s future releases, the confidence is now there.’ Jie summarises the transformative impact in the UK of this premium handset first approach on Huawei’s place in the market as: ‘We’re no longer a challenger, we’re a contender.’ Huawei has good reason to be confident in the UK. The hyper-competitive Chinese domestic market sees all six of the world’s biggest international mobile brands play an active role, alongside a number of Chinese brands, yet Huawei is the only Chinese manufacturer to break out of the domestic market and make rapid progress overseas in western markets. Jie tells Mobile: ‘I think if you can be number one in China, in the most competetive and crowded devices market in the world, we can have the confidence of success elsewhere as well.’

Asked if the success of the P9 launch in Europe had changed the company’s approach with its upcoming Mate 9 release, the Huawei boss says: ‘I think what we originally thought is the Mate 9 is more adept for business users, so at the beginning we wanted to concentrate more on the P series, but what we’ve seen as it has been released across Europe is the Mate 9 selling out and winning top consumer awards – in Germany in particular.’ Elaborating on the business opportunities presented by the upcoming Mate 9 UK release, he adds: ‘Big-screen device sales have increased in Europe by 12%, so I think for next year there are opportunities, not just with the operator’s B2B and enterprise channels but also with Exertis. It’s a huge opportunity for us, our product is ready for B2B, the phablet is perfect for business scenarios, so I think there’s potential for growth for Huawei here through the Mate 9.’ Now stocked across the UK’s high-street estates, with additional exclusive devices in Carphone Warehouse and Three, Huawei built and grew its field marketing proposition in 2016 and intends to continue this in 2017. Jie emphasises the importance of building up the company’s field marketing team: ‘What we have found is that we benefit so much from even having just one territory sales manager compared to without one. It’s 10 times better and we must keep going with this strategy.’ He adds: ‘The store staff are so important for us, so to have them feeling confident and engaged is a real priority. Our training team in the UK is the biggest we have in the whole of Western Europe.’ With an increasing number of sales channels, revenues on the up and expanding levels of consumer awareness, Jie believes Huawei is well positioned to capitalise on its success in the UK. ‘We’ve proved we can break into the UK. My personal view is that in 2017 we will keep going, and we will be more focused on the premium products to build our brand around devices like the P9.‘ January 2017


Huawei Mate 9 The Huawei Mate 9 offers exceptional sharpness. Its second-generation Leica Dual Camera renders images in unprecedented detail for images that take you from mere Hybrid zoom photography to artistry Go Faster

Stunning looks

Ground-breaking interplay between hardware and software means your Huawei Mate 9 is born fast and stays fast.

Gorgeous ergonomic curves and rounded corners create a striking marriage of form and function.

• Processor: octa-core CPU (2.4GHz Cortex A73 + 1.8GHz A53) 18% faster performance • Graphics: Octa-core Mali-G71 octa-core GPU 180% performance boost • RAM: 4GB DDR3 40% higher frequency

A smarter battery A toolkit of technologies that automatically saves power, letting you do more, for longer. • 4,000 mAh battery 20h 4G browsing • Huawei SuperCharge 50% faster

First shot selfies Sports an 8MP front camera with autofocus and speedy selfie features

Business Secure, powerful and ready for the workplace, the Mate 9 is unrivalled as a business device. • Directional audio: 4 noise cancelling mics • Huawei Share auto sharing between EMUI 5.0 devices • Security first encryption, separation and 3D fingerprint scanning

– What the experts think Mobile Choice ‘You don’t have many choices if you’re looking for a flagship phablet but the lack of choice doesn’t mean you have to compromise quality. The Huawei Mate 9 is one of the best Android devices available just now, including the crop of smaller ones. ‘The Mate 9 is a fantastic phone with all the right components to elevate it above the competition. Huawei has amped up the processor, camera and the RAM, so concentrated on all the right areas to make sure that the Mate 9 is one of the best value-for-money propositions around.’ January 2017

Allows users to take high-quality pictures, even at range.

• 5.9” FHD Largest on the high street • 30% thinner bezels • Right for you Five demure colour options

Huawei Mate 9


Sensational night shooting Dual camera pixel-binning on both lenses doubles image brightness in low-light. OIS

Brilliant video 4K video recording with optical image stabilisation. Uses the H.265 video compression standard, allowing for video file size compression of up to 50%.

Available from Three on contract from 13th January

Tech Radar


‘The Huawei Mate 9 is a phablet that’s built to last, with an impressive camera, powerful processor and great battery life. ‘If you’re after a phone with fantastic battery life, the Mate 9 is well up to the job; you could even get two days of use from a single charge. And for when you do run low, there’s fast-charging to get you going again quickly. ‘It’s also one of the most powerful phones around, so if you’re a power user this is the perfect setup. Another plus point is the software – it’s based on Android 7 Nougat, and right now that’s a rarity on phablets that aren’t made by Google.’

‘The Mate 9 has an impressive number of business features pre-installed. Firstly, it can hold two accounts for apps such as Facebook, which should make switching between work and family life a bit easier. ‘It also has four directional microphones – this is great for the audio recording app, as they each record to a different channel, allowing you to mute background noise or a specific voice. It also improves call quality. ‘The Huawei Mate 9 is the best smartphone to hail from the People’s Republic. It has a great 5.9-inch display, and brilliant battery life, thanks to the large 4,000 mAh unit.’

Huawei P9 The Huawei P9 captures brilliant colour, striking black and white, and the emotional appeal of Leica images. Winner of Camera Phone of the Year at the 2016 Mobile Choice Consumer Awards Style & elegance Created by some of the world’s top industrial designers to achieve a visually stunning design. • 5.2” FHD display 96% colour saturation • Confident design 3 year warranty • Right for you four demure colour options

Super connected With leading reception-boosting technology, ease of use sits at the core of every P9. • Signal+ 2.0 overcomes signal issues • Wi-Fi+ 2.0 seamless network browsing

Staying power keeps up with even the most avid of users, ready to go at a moment’s notice.

A professional camera effect Achieve professional effects through the powerful array of unique functions.

Process this An expertly tuned, lightning-fast device, which breezes through even the most intensive of tasks. • RAM: 3GB DDR3 optimised memory use • Processor: octa-core CPU (2.5GHz A72 + 1.8 GHz A53) superfast app use • Storage: 32GB expand by up to 128GB

– What the experts think ‘Huawei has taken on Apple in the looks department and has produced a device that not just takes on the iPhone but has also delivered one of the most beautiful smartphones in the market.’ ‘Beautifully built, seamless juxtaposition of metal and glass and the slim and light body cloak a superfast processor, one of the best fingerprint sensors I have seen, great RAM and expandable memory. Huawei has hit the ball out of the park with the P9, which isn’t just a step up from the P8 but a reimagined flagship.’

Ground-breaking dual-lens IMAGEsmart 5.0 technology, and a 1.25µm pixel size on both lenses gives even quick snaps a professional quality

• Speedy charging Type C USB charging • 3,000 mAh battery Never miss a moment • Ultra power mode get up to four days’ use

Huawei P9 Mobile Choice

Clear, fast, precise imagery Capture sharp images with its built in dual core image signal processor

Be ready, quicker Laser focus, depth measurement and contrast work together to give speed, depth and clarity.

Tech Radar


‘One of the best looking and performing phones the company has ever produced. There’s a lot to love here in terms of the design, the spec and how everything comes together to work. ‘Paired with a strong camera that works perfectly on auto-mode and a fingerprint scanner that boots up the phone in a matter of milliseconds, it’s hard not to recommend the Huawei P9.’ ‘With a solid amount of storage as standard, and all the spec you’d hope for, you won’t be disappointed by what the Huawei P9 can do on a daily basis.’

‘The P9 is more than just it’s camera. Whilst super thin, it also feels like a solid, premium device in the hand. The large screen and small 1.7mm bezels also makes it easy to use without sacrificing screen real estate. Should You Buy It? In a word, yes. The phone takes great pics, while catering to both those who want to grab happy snaps without too much thought, or prefer to dig into manual settings. The build quality is top notch, as is the hardware and performance.’

January 2017


Mate 9: Ask an expert Mobile spoke with Huawei regional trainer for the North East, Iain Jones, ahead of the launch of the Mate 9, to find out a little bit more about the company’s latest flagship device What were your first impressions of the Mate 9? Loved it, absolutely loved it. I think it’s going to be the next big thing in my opinion. What’s special about the handset? It’s a big, big screen mobile device at 5.9ins but it still feels light and ergonomic. This combo means that for users looking for a perfect device for gaming, movies, television – and even working on the go – there’s no device like it. With the 4,000 mAh battery as well, it just means you can do whatever you like on your mobile, on the go and with confidence. What’s your favourite feature? As a bit of a photographer myself, it’s got to be

the camera. We’ve taken the great achievements of the P9, of the Leica collaboration and made it even better. Leica is the Rolls-Royce of lenses, and to be working as close as we are together gives users something really special. What are the store staff members in your area saying about the Mate 9? They’re excited. At Three, some of the techy guys have been reading up on the devices already on sites such as TechRadar: they’re buzzing about it, they’re excited to see the Mate 9 when it arrives. I think once the staff get the device in hand on 13 January they’ll see just how much it offers their customers.

Meet the extended Huawei Family Huawei P9 lite

Huawei MediaPad M3 8

Huawei MediaPad T2 10 Pro

Screen: 5.2in FHD RAM: 3GB Processor: Kirin 650 octa-core Memory: 16GB Battery: 3,000 mAh Cameras: 13MP rear, 8MP front Features: Cutting-edge slim design, chip-level fingerprint security

Screen: 8.4” WQXGA RAM: 3/4GB Processor: Kirin 950 octa-core Memory: 32/64GB Battery: 5,100mAh Cameras: 8MP rear, 8MP front Features: Harman Cardon audio technology, ClariVu 3.0 maximized colour definition

Screen: 10.1 FHD RAM: 2/3GB Processor: octa-core 64-bit Memory: 16/32GB Battery: 6,660mAh Cameras: 8MP rear, 2MP front Features: super-wide sound’, split view, multiapp/ window support

Huawei P9 Plus Screen: 5.5in FHD RAM: 4GB Processor: Kirin 955 octa-core Memory: 64GB Battery: 3,400 mAh Cameras: 12MP + 12MP rear, 8MP front Features: Leica camera, dual stereo audio modes, pressure-recognition screen


January 2017

Mobile Huawei Special  
Mobile Huawei Special