With 160% year-on-year growth, HONOR targets growth in SA
With the mobile communications segment in a constant state of competition and change, many brands are offering consumers premium products that most South African consumers simply cannot afford, as most require a device that is fast, has adequate memory, innovative features and fashionable appearance that will enhance their lives, but at a more affordable price
One mobile device brand answering these requirements is HONOR. Although it is not a newcomer to the global market, South Africans have only been exposed to the brand for a little over a year. The brand forms part of the Huawei company, which enables them to leverage off the technological advancements of their parent company to offer consumers a device that blends innovation and technology with a sleek, chic appearance while selling for a fraction of the price of high-end devices.
“Honor my world” is HONOR’s core brand spirit and it goes far beyond just a slogan. HONOR is taking concrete actions from every angle to bring exceptional experiences for our customers around the world, as well as encouraging them to take actions to improve themselves every day, by doing so they honor themselves, the society and the world where they are.
“From the outset, HONOR was a brand that was envisioned as young, energetic and internet-centric, aiming to create a better and accessible mobile internet experience for the younger generation,” explains Raymond Liu, CEO HONOR South Africa. “HONOR adopts a business strategy with a primary focus on millennials. Our rapid business growth in each market is thanks to our quality product, continuous innovation and user engagement.”
This approach has bode well for the company, seeing it achieve the status of the top smartphone e-brand in China – a country passionate about technology and innovation. Further, with the expansion of the company to include other global markets, it has achieved over 160% year-on-year growth in overseas markets.
Earlier this year, the company introduced South Africans to its flagship HONOR 10 Lite device, a product that brings together the best of today’s technology, and encompasses a stylish dewdrop notch on its 6.21” FHD screen and has a body with vibrant gradient hues. The device also elevated itself from competitors by offering a 24MP AI-powered selfie camera and 13MP dual rear cameras, 64GB big memory and a Huawei Hisilicon Kirin 710 CPU with GPU Turbo 2.0 tech that brings much faster user experience, especially on video and gaming – features prevalent in devices that usually sell for double the retail price of the HONOR 10 Lite.
As HONOR forms part of Huawei , this benefits the company as both brands share Research & Development resources, however HONOR has its own product development team.
Made by millennials for millennials, HONOR is constantly looking to engage with them through a range of creative campaigns. Liu explains that the company aims is to create exceptional experiences for its customers around the world. Seventy-five percent of HONOR employees are aged from 21 to 34, further entrenching the company as a brand focused on the youth.
”HONOR’s product development team offers exclusive functionalities based on the needs of today’s technology-savvy consumers,” says Liu. “Huawei and HONOR focus on different consumer segments and offer a different product portfolio with a varied operating model. While Huawei has its different brand strategy targeted at business elites and focused more on premium segments, HONOR’s primary focus is on developing products to suit the more youthful mid-range market.”
“We as the HONOR brand regard the South African market as a key pillar to building on our global success, and we envisage that once South African consumers see what HONOR devices can do to enhance for their lives, we will most definitely be a force to be reckoned with in this competitive market,” concludes Liu.
HONOR devices are available through Vodacom, Cell C, The Foschini Group, Game, Edgars, and Cellucity stores nationwide, with packages starting from R169pm for 24 months, or cash price starting from R1999 once off, making them an affordable and extremely competitive alternative.