Huawei: Deep Dive Report on The Smartphone & Telecom Equipment Giant

Created by Keith Palmer
www.linkedin.com/in/keithapalmer
Version 1.0
Deep Dive
Author:
Keith Palmer
Digital Media Strategist
Starcom NY

Version 1.0

Version 1.0
Agenda
Huawei Overview
Global Expansion Strategy
Marketing Strategy
Looking Ahead

SWOT Analysis
Strengths
Telecom Relationships – mutually beneficial B2B
relationships help Huawei with market entry & penetration.
R&D Investment – Huawei has filed more patents and
invested more than any other competitor ($9.2 Billion in 2015)
in R&D centers and technology.
Vertical Integration – Huawei manufactures many of their
own components, allowing them to keep costs down &
control quality.
Weaknesses
Global Perception – Chinese brands are perceived as being
cheap and low quality in markets outside of Asia.
Inconsistent Branding –disconnected brand image and
messaging across markets.
Local Market Media Nuances – lack of experience &
knowledge in the media landscapes of newly entered
markets.
Opportunities
Brand Growth – In 2 years, Huawei moved from 94th to 72nd
on the 2016 Interbrand list of best global brands. The brand
value increased by 18% vs. ’15.
B2B Foundations – Huawei has established B2B relationships
with telecom companies in markets they do not currently
have a strong B2C presence. They could leverage these
relationships to support a B2C push into these markets.
Threats
Political Uncertainty – Strained geopolitical tensions
between China & the U.S.
Spread Too Thin – Entering new markets is resource
intensive. Huawei risks failure due to lack of focus.

Huawei Has The Resources to Be a True Threat
● Company Background: Founded 1987 and based
in Shenzhen, Guangdong, China, Huawei is the
largest telecommunications equipment
manufacturer in the world
● Annual Revenue: $60.8 Billion (2015)
● Global Smartphone Market Share: 10.6% (Q4 ’16)
● Paid Media Investment: $364 Million (2016)*
● Structure: Employee Owned
* Based on incomplete data from Connected Intelligence competitive monitoring tool
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
50
100
150
200
250
300
350
2014 2015 2016
’14 – ’16 Smartphone Shipments
(Millions) & Growth
Samsung
Apple
Huawei
Samsung YoY
Change
Apple YoY Change
Huawei YoY
Change
Source: IDC
Although Huawei’s growth is slowing, they still grew by 30%
in 2016 while the shipments of both LO & Samsung
decreased

Building From the Bottom Up to Gain Advantage
Through Vertical Integration
● Huawei has established an
Information and Communications
Technology (ICT) ecosystem that
provides products, services, and
solutions.
● Their ICT makes it easy for them to
control cost and for foreign markets
to buy into Huawei’s offerings.
● Historically, Huawei has leveraged
their B2B business to lay the
foundation for their B2C business
when entering new markets
Enterprise Business
Provides equipment,
software & services to
enterprise customers
Telecom Carrier
Networks
Builds
telecommunications
networks & services
B2B
B2C
Devices
Manufactures white
label & Huawei
branded devices

B2C’s Expansion Has Led to B2C Revenues Accounting
for More of Huawei’s Total Income
66.6%
6.7%
26.1%
0.6%
2014 Revenue Breakdown
Carrier Business Enterprise Business
Consumer Business Others
58.8%
7.0%
32.7%
1.5%
2015 Revenue Breakdown
Carrier Business Enterprise Business
Consumer Business Others
Source: Huawei 2015 Annual Report

Revenues From Outside of China Continue to Grow
Huawei has continued to expand outside of China, competing directly with Samsung in more
markets and growing their share of the global smartphone market from 3.3% to 10.6% between Q1
‘12 and Q4 ’16. They are investing in paid media more aggressively with the goal of becoming the
#1 smartphone supplier globally
0
50,000
100,000
150,000
200,000
China EMEA Asia Pacific Americas Others
YoY Global Revenue’s (Millions, CNY)
2012 2013 2014 2015
Source: Huawei 2015 Annual Report, Huawei 2013 Annual Report

Category Foothold in Opportunity Markets is
Strengthening
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
World China Asia
Pacific
Latin
America
Middle
East &
Africa
North
America
Eastern
Europe
Western
Europe
Huawei Regional Brand Share Growth
‘14 – ’16
(Portable Consumer Electronics)
2014 2015 2016
World, 6.1%
Asia Pacific, 9.1%
China, 16.4%
Eastern Europe, 3.2%
Western Europe,
3.6%
Middle East & Africa,
3.0%
North America, 0.3%
Latin America, 6.1%
2016 Regional Brand Share
Data sourced from Euromonitor Jan. 23, 2017
Brand Share is defined as the share of sales

Huawei is Approaching a Tipping Point
• Currently the #3 Smartphone supplier globally*
• Beginning to ramp up efforts in the US market,
the 3rd largest smartphone market in the world
• Experiencing significant growth in both, market
share and sales globally
• If Huawei is able to improve their brand
recognition and brand image, they are positioned
to contend for the #1 smartphone brand in the
world
Phase 3: Canada,
USA, Brazil?
Phase 2: Europe
Phase 1: Russia,
Middle East, Africa,
Latin America
Home
Market:
China
*As of April 2017

Huawei’s Global Ambitions
Global Expansion Strategy Marketing Strategy
Copies Samsung & LO
Huawei uses a similar media mix and tactics compared to LO
& Samsung but targets a different consumer
Finds Opportunity Markets & Leverages B2B for Entry
Huawei invests in markets where they can outperform
Samsung & LO and they gain a foothold through B2B

Huawei Capitalizes on Opportunity Markets
Rather than competing head-on with LO and Samsung, Huawei leads with its B2B
business in less competitive, opportunity markets and once established, launches
their consumer products. Huawei then uses their presence in opportunity markets to
creep into neighboring developed markets.
Global Expansion Marketing Strategy

• “Glocalization” Method
o Export Products
o Localized operations
o Deploy sales & service engineers
o Set up Branches & service centers
Opportunity Markets
Observations Indicate Huawei Utilizes Different Entry
Strategies in Opportunity vs. Developed Markets
• Contractual Partnership/Joint Venture
Method
o Carrier Partnerships
o Co-Research & Development
o Co-Production
o Co-Sales
Developed Markets
Western
Europe
India Africa
Russia
Southeast
Asia
Middle
East
North
America

Timeline of Huawei
1987
Huawei est.
in Shenzhen
producing
switches
1995
Generates sales of
RMB1.5 billion,
mainly derived from
rural markets in
China
1997
• Expanded into
metropolitan
areas of China
• First
international
expansion to
Russia with
Beto-Huawei
• Begins exporting
to South
America
1999
Est. R&D center in
Bangalore, India
2001
• Begins entry into
North America &
Europe
• Established 4
R&D centers in
the U.S.
• Est. Research
institute in
Russia
2003
Joint venture with
3com
2004
• Joint venture with
Siemens
• First significant
European contract
win with Telfort in the
Netherlands
2005
• Preferred telecom supplier
for Vodafone in Spain &
Czech Republic
• Contract with British
Telecom to provide telecom
equipment in the UK
2006
• Joint R&D center in
Shanghai with
Motorola
• Vodafone
partnership to
distribute phones
in 21 countries
2007
• Partner with all top
operators in Europe
• Joint venture with
Symantec
2008
1st large scale commercial
product deployment in
North America for Telus &
Bell
2009
First LTE network in
Oslo, Norway for
TeliaSonera
2010
Established Cyber
Security Evaluation
Center in UK
2012
• Est. R&D Centers in Finland,
Germany, France, & Sweden
• Local Boards of Directors &
advisory boards in France &
UK
• Launched middle- & high-
end smartphones
2013
• Financial Risk Control
Center established in
London, UK
• European Logistics
Center opened in
Hungary
2014
Established 5G
R&D centers in
9 countries
2000
• Begins
exporting to
Asia & Africa
• Est. R&D center
in Stockholm,
Sweden
2015
• LTE Networks in
140+ capital cities
• 100 million+
smartphones
shipped globally

Opportunity Markets: Localized Approach to Market Entry
Helps Them Overcome Barriers
● With loans from China’s government
Huawei took their successful vertical
integration model and expanded into
emerging markets while also
implementing “glocalization.”
● By signing contracts with foreign governments
regarding usage of networks and handsets,
Huawei was able to undercut competitors
pricing anywhere from 10% to 30%. Huawei
currently has partnerships with 45 of the top 50
global phone carriers*
● With “Glocalization” Huawei combines
globalization efforts with local insights and
considerations. Adjusting their telecom
equipment for harsh weather or developing
more resilient wiring in rural markets are
examples of their “glocalization.”
Middle East South AmericaAfrica
China
* Source: http://www.inc.com/travis-wright/why-huawei-is-setting-itself-up-to-take-over-the-tech-world.html

Developed Markets: Value Driven Deal Structures and
Vertical Integration Helps Them to Penetrate
Vertical integration allows Huawei to
act as a partner or vendor for a
countries telecommunication
companies – either for handsets or
their network infrastructure
Reverse innovations also played a part
in Huawei’s European breakthrough.
Huawei takes cheap, innovative
technology that’s developed in
emerging markets out of necessity and
brings the more affordable technology
to developed markets
Huawei forms contract partnerships
to conduct co-research, co-sales, and
co-production with telecom
companies. This helps Huawei to gain
access to developed markets & gives
partners access to the Chinese market
Europe

Surrounds Developed Markets First, Then Enters
1
2
3
4
5

Huawei’s Vertical
Integration Tool
Kit
• Huawei offers markets a
multinational networking and
telecommunications equipment
and services company
• With all the services they offer,
Huawei achieves cost
efficiencies by controlling
quality at each step
• Huawei is able to reduce repair
costs, returns, and downtime,
and they don’t have to allocate
resources to pricing
contracting, paying, and
coordinating with third party
vendors
Enterprise Products:
(Switchers, Routers, Servers, etc…)
Carrier Products:
(Wireless and Fixed Network, IT
Infrastructure, Cloud Core Network etc…)
Industries:
(Public Safety Solutions, ICT
Solutions for Government, Railway
etc…)
Consumer Products:
(Phone, Wearables, PC, etc…)
Support/Services:
(Product Support, Training and
Certification, Software Download etc…)
R&D Centers:
(Gather Local Market Insights for
cost effective solutions, etc…)
Consulting/Professional
Services:
(ICT Infrastructure Consulting, Smart
City Architecture Consulting, etc…)
Partners:
(Alliance and Solutions
Partner Program, Joint
Innovation etc…)
http://www.huawei.com/en/
http://sloanreview.mit.edu/article/competing-through-joint-innovation/

Huawei’s Vertical Integration Case Study
Carrier Products:
(Wireless and Fixed Network, IT
Infrastructure, Cloud Core Network etc…)
• 2003: Huawei signed a contract with Telemar (now called Oi), the biggest fixed-line operator in Latin America, to build a national
broadband network across Brazil
• Deal led to more business for Huawei as they showed their capacity for quick innovation based on consumer requirements by
providing 3G mobile communications later on
• 2013: Huawei’s B2B presence in Brazil gave them local market knowledge & laid foundations for them to easily transition to
selling their smartphones
Enterprise Products:
(Switchers, Routers, Servers, etc…)
https://books.google.com/books?id=9EzfBQAAQBAJ&pg=PA264&lpg=PA264&dq=telemar+and+huawei&source=bl&ots=dnZXjH4kjo&sig=v1L8WQKMRi1DW4aMdbWmES55cEQ&hl=en&sa=X&ved=0ahUKEwiOpPrUguTSAhXEbxQKHRubC3c4ChDoAQgrMAQ#v=onepage&q=telemar%20and%20huawei&f=false /
http://www.cebc.org.br/sites/default/files/apresentacao_alex.pdf /
https://books.google.com/books?id=9EzfBQAAQBAJ&pg=PA264&lpg=PA264&dq=telemar+and+huawei&source=bl&ots=dnZXjH4kjo&sig=v1L8WQKMRi1DW4aMdbWmES55cEQ&hl=en&sa=X&ved=0ahUKEwiOpPrUguTSAhXEbxQKHRubC3c4ChDoAQgrMAQ#v=onepage&q=telemar%20and%20huawei&f=false / http://www1.huawei.com/enapp/184/hw-
088295.htm / http://www.zdnet.com/article/huawei-kicks-off-smartphone-production-in-brazil/

Reverse Innovation is The Creation of Technology in
Underdeveloped Markets & Applying it to Developed Markets
• Cost effective solutions and products made for the developing world that have wider applications
• Allows Huawei to sell the products/solutions to developed markets at a much lower price undercutting the market competition
Case Study: “In desert rural areas of China, rats often gnawed the telecom wires, severing customers’ connection, Huawei then
acquired extensive experience in developing sturdier equipment and materials such as chew proof wires which helped them later on to
gain big business accounts in the Middle East, where similar problems stymied the multinational firms.” – HBR
ttps://hbr.org/video/5012643403001/the-explainer-reverse-innovation
Middle
East
China
https://hbr.org/2015/06/huaweis-culture-is-the-key-to-its-success
http://sloanreview.mit.edu/article/competing-through-joint-innovation/

Glocalization: R&D Focus and Localized Operations
• 16 R&D Centers
• 28 Joint Innovation Centers
• Operations in 170+ countries
• 150,000+ employees, 30,000+
non-Chinese employees with
70%+ localization rate
• Invested over 10% of revenue
into R&D annually
• Over 79,000 employees for R&D
• Partners with local business
communities by hiring locally
and sharing resources, leading
to Huawei gaining insight into
each market and specific
consumer related issues
Localized Operations Powered by Global Resources
Source: https://www.slideshare.net/ICTfestival/huawei-fusion-cloud-dc-a-new-hig-tech-frontier-lastictfestival

Huawei’s Joint Innovation Partnerships Have Been
Recognized by Competitors as Best Practice
Strategic partnerships with universities
& companies allow Huawei to absorb
its partners technologies by
internalizing it, leading to a more
efficient and cost effective method
than developing the technology in-
house
Huawei’s approach to joint innovation
has become best practice within the
telecom industry
Source: http://www.jite.org/documents/DCVol03/v03-01-Huawei.pdf

Huawei is Well-Positioned for Global Growth
Huawei has established a B2B foundation in every major region through partnerships & direct investment and is now
beginning to leverage these local market learnings & partnerships to boost the B2C side of their business.
They are also well-positioned for the future because of their R&D and leadership in 5G, which is widely accepted as
the future of telecommunications network infrastructure.

Huawei Capitalizes on Opportunity Markets
To mitigate risk when entering new markets, Huawei’s media strategy follows the
successful examples set by Samsung & LO in terms of both, media mix and tactics
utilized but they target a different consumer
Global Expansion Marketing Strategy

Huawei Has A Growing Presence In Emerging Markets
That Have Dense Millennial Populations & Lower Income
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
World China Asia
Pacific
Latin
America
Middle
East &
Africa
North
America
Eastern
Europe
Western
Europe
Huawei Regional Brand Share Growth ‘14 – ’16
2014 2015 2016

Huawei Competes Most Directly With the Galaxy A

Key Buying Factor Varies By Market
• In developed markets, Brand is the most important factor for product purchase
• In developing markets, Brand is important but Features & Performance are more important
Brand
Design
OS Familiarity
Feature & Performance
Screen size
Price (Worth paying
for)
[Unit: Top 3%]
PREMIUM
(1064)
MID
(1063)
LOW
(429)
PREMIUM
(1031)
MID
(1028)
LOW
(417)
* Source : Consumer Study for 2016 Samsung Mobile Positioning Project, (UK, Germany, India, Indonesia / n = 4,200), 2015.Dec.

Smartphone Price By Region
Mate 8: 570 USD
P9: 480 USD
G A9 Pro: 359 USD
GS7: 670 USD
iPhone 7: 749 USD
Mate 8: 798 AUD
P9: 672 AUD
G A9 Pro: 686 AED
GS7: 950 AUD
iPhone 7: 1,079 AUD
Source: https://www.mobile57.com/
*Average Starting Retail Price (32GB) Without Contract in USD
$0
$200
$400
$600
$800
$1,000
Europe NA SEA ME LATAM AF
Smartphone Price By Region
Huawei Mate 8 Huawei P9
Samsung GS7 Samsung Galaxy A Pro 9
iPhone 7
Mate 8: 4,084 CNY
P9: 3,360 CNY
G A9 Pro: 3,430 CNY
GS7: 4,500 CNY
iPhone 7: 5,388 CNY
Mate 8: 560 EUR
P9: 455 EUR
G A9 Pro: 478 EUR
GS7: 620 EUR
iPhone 7: 769 EUR
Mate 8: 2,100 AED
P9: 1,680 AED
G A9 Pro: 1,715 AED
GS7: 2,499 AED
iPhone 7: 2,599 AED
Each brand falls into the same price positioning
relative to the competition across regions

Huawei Leverages a Combination of E-Commerce &
Retail Stores to Drive Sales
• Huawei Ascend model is sold exclusively
through traditional distribution
• 35,000 Retail stores in 2015 +15,000 planned
for 2016
o Mainland China – 11,000
o Asia – 6,500
o Europe – 6,200
o South America – 1,500
• Huawei Honor is sold exclusively through their e-
commerce site, VMall
• They create a localized version of the site in each
market (vmall.uk, vmall.mx, hihonor.com (US) etc.)
Retail E-Commerce

Good Enough, Cool Enough, Better Price
Huawei positions itself to target laggard consumers & the late majority with
products that are near-premium quality at a mid-tier price. They aim to be
the go-to option for tech-conscious consumers that either can’t afford or
don’t care for having the premium brands
Adoption Curve

Huawei Positions Itself To Appeal to a Different Consumer Than
Both, LO & Samsung But Competes Closely With Samsung
Hu
a-
we
i
• Price-conscious
• Tech-savvy
• Younger Millennial (18-
24)
• Heavy Social Media User

Huawei Does Not Promote an Ecosystem of Consumer
Products
LO, Samsung, and Google Competing for Consumers by Building Exclusive
Ecosystems
Making big bets on
content and services
Focusing on hardware
and new content forms
Building an ecosystem
around artificial
intelligence

Investment Focused on Flagship Smartphones With Launches
Throughout the Year
Smartphone is the key category for Huawei, with very minimal investments in wearables or tablets.
Seasonality shows that they invest around their “P Series” flagship launch (Q1-Q2) & the holiday season
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
2014 2015 2016
Huawei Spends by Category
Smartphones Tablets Wearables
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
Huawei Spend Seasonality
2014 2015 2016
P9
Launch
Mate9
Launch
*2016 Data is incomplete
Honor8
Launch
Mate8
Launch
Honor7
Launch
Honor6
Launch
P6S
Launch
P8
Launch

Huawei’s Top 20 Market Media Spending Trends ‘14 – ‘16
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
2014 2015 2016
Source: Connected Intelligence Competitive Monitoring Tool

2014 Spend Comparison in Huawei’s Top 20 Markets
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
Huawei Samsung Apple

$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000

$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000

The Tactics & Channels that Huawei Leverages are
Similar to Samsung & LO But Markets Differ
TV, OOH & Digital Are the Top 3 Channels for
Each
#
1
#
2
#
3
#
1
#
2
#
3
#
1
#
2
#
3
Each leverages celebrities in their advertising
Flagship Launch Events
Opportunity Market Focus

Like Samsung, Huawei Leverages the Brand Equity of
Complementary Partners & Sponsorships

• Significant investment in
Western Europe & some Latin
American markets
• Leveraged a global template
for localized content &
influencer marketing
Communications Goal:
Improve brand image &
increase market share
• Market penetration & market
share focus
• Brand image building
Communications Goal: Continue
to build brand equity,
consideration & awareness
globally
2016 2017 Prediction
2015 to Present Global Communications Evolution
• Present in markets outside of
China but minimal, tactical
media investment
• Product & Feature focused
messaging
Communications Goal: Increase
brand awareness &
consideration
2015

Messaging & Channels Have Evolved From Tactical &
Feature Focused to be More Complex & Brand Focused
P6 “Elegance with
Edge”
• Paid PR, Print, & Digital
• Focused on product design
• Inconsistent communication
across channels
P7 “Excellence with
Edge”
• Print, OOH, & Digital
• Focused on product design
• Inconsistent communication
across channels
P8 “Make it Possible”
• TV, Digital Video & Display,
Print, Premium OOH & Transit
• Emphasized screen, camera,
& video quality
• Consistent branding across
channels
P9 “Make it Possible”
• Website, Paid PR, Social,
Digital Video, Influencers,
Sponsorships
• Messaging emphasizes all the
features of the camera with a
focus on selfies
2013 201620152014

Huawei Leverages a Variety of Content Types
“Passion”
Creative & influencer content
“Hygiene”
Feature focused content
“Expert”
Pro Photographers & tech experts
“Hero”
Celebrity hero content
2016 Content Types
Purpose:
Boost Brand Image
Purpose:
Boost Consideration
Purpose:
Boost Awareness & Brand
Image
Purpose:
Establish Brand as
Innovative Thought Leader

Huawei’s Latest Media Reflects a Cohesive Brand Image

Hashtag Strategy
• Huawei uses specific hashtags for each
launch, product, event, partnerships, and
competitions.
• Ongoing product hashtag #CapturedOnP9 has
a strong similarity to LO’s “Shot On iPhone”
campaign.
• Huawei’s primary hashtag for the past two
years has been #OO which is meant to
symbolize the dual camera on the P-series
smartphones
• #MakeItPossible has been the launch themed
hashtag in ‘15 – ‘17
Huawei Campaign/Partnership Hashtags
#OO
#CapturedOnP9
#MakeItPossible
#DefyExpectations
#freeyourspirit
#aStepAhead
#DefyExpectations
#Standout
#Leica
#PartneringWithTheBest
#Traveltuesday
#unboxing
#unboxingchallenge
Huawei Product Hashtags
#HuaweiP10
#HuaweiP10Plus
#HuaweiWatch
#HuaweiWatch2
#HuaweiP9Red
#HuaweiP9Blue
#HuaweiTalkband
#HuaweiTalkbandB3
#HuaweiMate9
#Daydream
#HuaweiMatebook
#HuaweiNova
#HuaweiFit
#HuaweiMediaPad
Huawei Event Hashtags
#HuaweiMWC2017
#HuaweCES2017
#MWC2017
#IFA2016

Huawei’s Marketing Strategy is Maturing
As Huawei has gained local market insights & knowledge outside of China, they have been able to
more effectively implement a global strategy.
Established Positioning
Hua
-
wei
Defined Target Market Consistent Messaging

Version 1.0
Looking Ahead

Huawei in 2017
Elevating the Huawei Brand
Anticipated Expansion Focus
Markets
Marketing Sophistication
Huawei at Mobile World Congress

Huawei at Mobile World Congress 2017
• GPS + 4G Capabilities
• Interchangeable Watch Face
• Interchangeable Straps
• On Sale mid-March in Europe &
US in April
o €329 – Non-4G
o €379 – 4G
o €399 – Stainless Steel
• Comes in (5) Pantone colors
• Portrait Mode in Camera
• Leica Dual Camera
• Currently available for pre-order,
ships March 31st
o €649 – P10
o €699 – P10 Plus
Huawei Watch 2 Sport &
Classic Announcement
Huawei P10 & P10 Plus
Announcement
Huawei at Mobile World
Congress
Huawei took advantage of
the lack of major Samsung
announcements at MWC
with the launch of 2 major
products

Huawei Will Continue to Leverage Branded Experiences, Partnerships &
Sponsorships to Elevate their Brand
GQ Partnership: Don’t Snap.
Shoot.
BBC “The Explorers”
Partnership
Saatchi Gallery
“#SaatchiSelfie” Competition
Global photo competition judged by a panel of
experts from Leica, GQ, & Vogue
Content partnership with BBC sponsored by
Huawei
Branded art gallery in London & global competition

Case Study: Saatchi Experience
“From Selfie to Self Expression”: an art exhibition examining selfies and self-expression in art
history
What: Huawei has opened an exhibition at the Saatchi Gallery to explore
the history of the selfie with works from famous artists. They also
commissioned 10 British photographers to create works using Huawei’s
newest dual lens smartphones
There is also the #SaatchiSelfie international competition that allows
photographers around the world to submit creative selfies for the chance to
win Huawei’s newest smartphone & be featured in the gallery
When: Mar. 31st – May 31st 2017
Why: Huawei is attempting to grow its brand presence in the UK

Huawei’s Marketing Will Continue to Become More Sophisticated
Through the Use of Data, Social & Partnerships
As Huawei becomes more familiar with local market nuances, they are shifting from more tactical marketing to
more complex brand strategies with activations that ladder up to a larger strategy.
Leveraging Social
Media Influencers
Data-Led Digital
Marketing
Partnerships
Marketing Sophistication

Huawei Will Continue to Increase Media Investment Globally & Will Slowly
Increase their Presence in North America
$582,870
$1,852,130
$4,843,900
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
Huawei North America Media
Investment Trend
2014 2015 2016
?
2014-2015: Mexico ONLY
2016: Mexico, Canada & US
$197,833,400
$277,242,320
$366,522,790
$0
$100,000,000
$200,000,000
$300,000,000
$400,000,000
$500,000,000
$600,000,000
Huawei Global Media Investment
Trend
2014 2015 2016
?
2014: 52 Markets
2015: 58 Markets
2016: 59 Markets
Anticipated Expansion Focus Markets

Thank you.

Huawei: Deep Dive Report on The Smartphone & Telecom Equipment Giant

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Huawei: Deep Dive Report on The Smartphone & Telecom Equipment Giant

Similaire à Huawei: Deep Dive Report on The Smartphone & Telecom Equipment Giant (20)

Dernier

Dernier (20)

Huawei: Deep Dive Report on The Smartphone & Telecom Equipment Giant