Magazine article Marketing

Huawei in Smartphone Drive to Raise UK Profile

Magazine article Marketing

Huawei in Smartphone Drive to Raise UK Profile

Article excerpt

Huawei, the Chinese telecoms company, is gearing up to roll out a UK marketing push for its consumer mobile and tablet products within the next six to nine months, as it seeks to establish itself in the international smartphone arena.

The company, which posted profits of dollars 3.64bn (pounds 2.23bn) last year and claims to be China's leading telecoms-equipment provider, is understood to be talking to agencies in the UK. The aim is to build its brand in Europe.

The launch of its brand in the UK will pitch Huawei against Taiwanese mobile device manufacturer HTC, which has been stepping up its marketing activity over the past two years.

Huawei, which has little brand-awareness in the UK, has made clear its plans to capitalise on the growing popularity of smartphones. It has focused on developing 'affordable' devices that run on Google's Android operating system.

It plans to launch a range of smartphone and tablet devices in the UK this year under its own brand, and has signed a contract with 20:20 Mobile, a mobile handset and accessories distributor, to gain listings in retailers.

This year Huawei hired Mark Mitchinson, the former head of Samsung Electronics in the UK and Ireland, as its UK executive vice-president His remit covers all sales and marketing for handsets, tablets and mobile broadband devices.

The company recently announced that it plans to double its work force in the UK, recruiting 500 employees over the next three years, including several roles within sales and marketing. …

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