CEO George Zhao says Samsung and Apple offer innovations in small quantities, Honor is bolder and more innovative

2023 has been an eventful year for Honor so far. From Magic V2 to V Purse, they have launched a series of innovative products noted for their groundbreaking design and software capabilities. Honor’s CEO spoke to the media on the sidelines of the recently concluded IFA 2023 Berlin. Here are some excerpts:

In just two and a half years, Honor has made remarkable progress. During this time, we have seen great advancements, especially in foldable phone technology, which is quickly gaining recognition in the smartphone industry. These include the Honor Magic V2 and the new concept phone revealed the other day. Foldable phones offer a unique combination of thinness and substantial battery power at 5000mAh, a feat achieved through years of focused technological development.

We have invested heavily in technology and materials to make these foldable phones not only aesthetically appealing but also highly functional. This demonstrates our commitment and confidence in delivering innovative products over the next 5 years. As we launched the V series in Barcelona, ​​it was clear that our technology, battery life and camera capabilities are setting new standards.

Over the next three to five years, we plan to introduce many more innovations that we have been preparing for the past five years. We are also working on our product line to ensure that we continuously release outstanding products.

Another thing is that Honor approaches product design and innovation differently than some other companies in the smartphone industry. While companies like Samsung and Apple often follow a familiar design model with small improvements, we aim to be bolder and more innovative. For example, our strategy involves transforming traditional stick-shaped smartphones into new foldable designs, which offer unique advantages in terms of design and user experience.

I can assure you that Honor will continue to lead the way in delivering cutting-edge products that prioritize design innovation and meet customer needs in the years to come.

Over the past two and a half years, we have seen significant growth in our operations in the global market. Our brand has become an icon in the technology industry and we have introduced products such as mid-range and entry-level smartphones, targeting a broader user base in Europe, Latin America , Middle East and Asia-Pacific region. To support expansion, we have established local marketing teams and maintained retail and distribution channels.

As of August 2023, our global business was growing strongly and we are pleased with the progress made to date. We have experienced rapid growth, achieving an impressive 150% increase over 2020. We remain confident in our ability to serve the growing number of consumers who appreciate the quality and value of our products. we.

It’s clear that the industry is evolving rapidly and consumer understanding of foldable phones is also increasing. On the demand side, we see significant interest in foldable phones, especially in niche markets. Even if someone already uses a traditional smartphone, having a foldable phone as a backup or for specific use cases can be appealing. Foldable phones offer unique capabilities that traditional bar phones cannot match. For example, the larger display space is ideal for multitasking, and the improved form factor enhances the photography experience. Users can take photos with the rear camera while viewing themselves on the unfolded screen, providing a great user experience.

However, some challenges still exist, such as the inconvenience of carrying a larger device in your pocket and limited battery life. These challenges can deter users. Our goal was to solve these problems and deliver a foldable phone that combines the best of both worlds. Our recent launch of Honor Magic V2 in the market showed a significant 100% increase in demand, showing the strong potential of foldable phones.

While the current price of foldable phones is still relatively high, we aim to make them more accessible over time. We’re looking towards a future where foldable phones reach similar prices to the iPhone 14 Pro Max and eventually become competitive with the iPhone 14 Pro. This gradual price reduction coupled with continued innovation will help foldable phones become more widely accepted by consumers, and may even replace traditional stick-shaped smartphones in the long run.

In terms of our investments, we currently allocate them evenly between hardware and software. I completely agree with your point that we need to focus on both aspects. On the hardware side, we plan to enhance features such as battery life, display technology and accessibility, taking into account the preferences of younger users. For example, we found that a significant portion of high school students, approximately 81%, use smartphones with large screens.

In terms of software innovation, we recognize the importance of Artificial Intelligence (AI) capabilities, especially in cyber technology. However, implementing AI technology into devices raises concerns about data protection and privacy. We are actively addressing these challenges to ensure the best user experience while protecting privacy.

Additionally, we are working on improving the user interface to make the smartphone more attractive and user-friendly. In our recent launch of the IRB series, we introduced solutions that integrate features that are more efficient and deliver a seamless experience.

Absolute. We have a dedicated team focused on meeting the needs and requirements of young gamers. They constantly strive to improve device performance and optimize resources to support gaming. Our efforts span both hardware and software aspects.

On the hardware side, we are investing in powerful System-on-Chip (SOC) solutions, robust cooling systems, and high-capacity batteries. These are key components to deliver outstanding gaming performance and superior user experience.

Furthermore, we leverage our software capabilities, especially powerful AI technology, to fine-tune processing capabilities and improve energy efficiency. This ensures a smoother and more efficient gaming experience. Currently, we are collaborating with various partners to optimize resource allocation and improve performance.

As a result, we have achieved commendable frame rates and we are working tirelessly to further close the performance gap with competitors such as iPhone and other high-end devices. We will continue to improve and provide even better gaming experiences in the future.

Sure, let’s discuss my strategy for the future. When designing our Honor devices, we prioritize providing users with diverse and personalized design options. We collaborate with designers and artists to create standard designs, and we encourage users to participate in the design process. This allows them to express themselves and incorporate elements such as family, hobbies or favorite designs into their devices.

This approach extends to our future user interfaces. We’re committed to giving users the freedom to customize their experience. So rest assured, we have strategies in place to ensure inclusivity and personalization for all users, regardless of their financial means.

From my perspective as the head of Honor, I can share that although our market is growing rapidly, our market share is still relatively small. To attract more support and users, we are committed to providing truly innovative products. As a challenger brand, we aim to stand out in the industry. You can witness this commitment in products like the Honor Magic 5 Pro and Magic V2.

In our approach to innovation, we recognize the importance of both hardware and software. For example, our devices are known for their slim and stylish hardware designs, measuring less than 9 mm thick. However, we also understand that users are not just looking for hardware. The interaction between humans and smartphones is very important, so we continuously work to improve the user interface to deliver a comprehensive and satisfying experience.

At its heart, our focus is on both hardware and software innovation, ensuring that our products not only look great but also deliver a seamless and engaging user experience.

While smartphones have certainly evolved in terms of specifications, such as processing power, battery life, and materials, we’ve also seen the emotional connection people have with their devices. their equipment. People want their smartphones to reflect their style and personality. When designing the Honor V Wallet, we engaged extensively with trendsetters and sought their input. This approach has transformed our product launches. Previously, technology and financial media would be the main audience but now, with the launch of Honor V Purse, we believe our device can make a significant impact on the fashion industry . Maybe, all you need in your purse is lipstick, and this may be a trend in the future.

We see even more collaborations with fashion designers and artists in the future. They will play a key role in shaping the design and features of our upcoming products.