evolution innovation localization huawei device strategy ... · huawei technologies co., ltd. ten...

HUAWEI TECHNOLOGIES CO., LTD.

www.huawei.com

TEN YEARS OF CONNECTING EUROPE

Huawei Industry Analyst Summit – Europe 2011

Evolution • Innovation • Localization— Huawei Device Strategy in Europe

Richard RenPresident of DeviceHuawei Western Europe

http://www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Content

Growth of our Business

Growth of our Future – Exploring a 100bn USD market

1

2


n $4.5 billion sales revenue,

120 million units shipped,

15 million units in West Europe (2010)

n $6 billion sales revenue,

$800 million in west Europe

(2011 forecast)

Sales Revenue (USD in billions)

2006 2007 2008 2009

1.1

2.2

3.53.6

2010 2011E

4.5

6.0

Strong global growth of Huawei Devices


The 3 mainstays of Huawei Devices

100+ million units

Over 100% growth in SPs

Handset

Most innovative Mobile WiFi

No.1 multi-mode LTE units

Mobile broadband

100+ million units

230% Growth in STBs

Home Devices


In Western Europe 1 of every 5 people is using a Huawei MBB device

2007 2008

Better User Experience

2009 2010

Expands from PC to CE

Leading MBB technologies, first Multi-mode LTE

2010 2011

Driving innovation and leading market --- MBB

First 3G “Killer Weapon”

Plug & PlayIgnite the consumer

3G services

2006


Help to create Home Convergence --- Home Devices

Convergence : Access + Media Access

Media: Latest Hybrid OTT STB solution in UK

z

Internet OTT IPTVDVB-T2

IP

2010 ~ 2011

(Convergence for Contend & Entertainment also)

UK Youview STB Technical Partner First launching with Talk Talk Group

Access: Advanced Home gateways in Tier 1 European Operators

2008 ~ 2010

(convergence for Surfing & Communication)

z

Vodafone station / VOX

ADSL2+ & UMTS dual uplink

+ 1 million shipped

Home Hub 3

ADSL2+ & GE dual uplink

+ 100K units

W723v

VDSL2 & UMTS dual uplink

+ 600K units shipped

Super Hub

Docsis3.0 & WiFi dual band

Already on the Market


From ODM to a visible Huawei Brand --- Handsets

2006 ~ 2008

Start ODM handset with VDF

2008 ~ 2009

Android Phone

Feature / Qwerty / Touch Phone

Touch / Feature Phone

Feature Phone

Touch / Feature Phone

Touch Phone

Multiple partners in Europe use ODM Handset

2010 ~ 2011

ODM à ODM + Huawei own brand Operator resell à Open Market

On our way to become one of the top handset vendors

ODM + Huawei Own brandODM


Key to enable broadband growth rapidly --- “Smart 4 all”

“Smart 4 all ”

Consumer:

to enable Social Network life style, better experience

Operators:

to promote data services and apps, increase ARPU

FBB/MBB

Innovative smart Device

2000X trafficSingle Network

Smart & Affordable Devices

How to satisfy consumer ’s demands?


ODM and own brand makes the phone “Smart 4 all”

Own Brand Hero Product --- Huawei X3

1st Sept. 2011Rocketsize beginning of the X3 sales

Fist 35K sold out within the first 2 hrs

ODM “Smart 4 all” --- VDF V858

1st Smartphone <100 Euro street price

Over 1M units PO in 2011, into total 26 Opcos of VDFGood sales performance in Italy, Germany, UK, Spain

Huawei U8150 (Vodafone V858)

ODM

OwnBrand


Content

Growth of our Business

Growth of our Future – Exploring a 100bn USD market

1

2


Toward a “win-win” Virtuous circle

Business to People

To provide both a convincing rational reason to believe as well as a compelling reason to purchase

Our vision:Expand our knowledge to all the people


How we turn the vision into reality

l >10% market share in Western Europe, Top 3 Smart phone vendor

l Excellent Present Cloud based Services

l Be an attractive brand

Handset

l Leading in convergence

l No.1 in access CPE, top 3 in STB market

l Be the engine of innovation in Home Solutions

Home Device

l Leading position

l Expand to CE/M2M area, going beyond the population

MBBDevice


Evolution

ODM à ODM + Huawei Brand

Resale à Resale + Open Market

InnovationFull range Portfolio,

UI Differentiation, Cloud+ Applications

Localization

Local Portfolio teams, Local JICs

Road to create the B2P promise

Local ID/MD, Local R&D,

Local content cooperation


Evolution


Open Market100 Billion

ODM20 Billion

OEM

40 Billion

Operator’s Brand Co-brand

Operator Channels

+Brand

Channel

Huawei Brand

Distributor Channels

+

+

Exploring a 100 bn dollar market


YSNs – Young Social Networkers

Open to trying new brands Love to buy new technologyCouldn‘t live without the internet on

their mobile phone

Huawei Brand Statement:

“Let’s simply share”: is a rallying cry for a generation of YSNs

“Simply”: is in the DNA of the Huawei Brand - simpler to use, simpler to share, simpler to connect with, easier to afford.

“Share”: being open-minded …about capturing the spirit of the mobile Internet. Sharing images, videos, points of view and ideas

Brand promise to key customers


Top 3 leading handset vendors

2011

l Brand ntelligence and Strategic brand activities

l Strategic products & brand in key regions

Focus

2012

l Reinforce brand awareness and engage target consumer

l Extend the brand influence on Tier 2 regions

Expand

2013

l Enhance the brand influence globally

l Leverage the strength of the Huawei brand to gain traction in local markets

Leverage

2011 Supercoppasponsorship

UK Brand campaign

Local Brand marketing activities all over the world

Evolution of the brand

BrandLoyalty

BrandPreference

BrandAwareness

2015


2011

l Build up “sell-out” capability in operator channels

l Pilot tests of open channels

Pilot Testing

2012 to 2013

l More than 30% of total sales revenue from open channels

l Build relationship with big retailers

Deployment

2014 to 2015

l More than 45% of total sales revenue from open channels

l Imagine build in open market to help operator sales

Roll out

l Build relationships and start to communicate with operator’s dealers

l Focus on big retailers, build relationships

l Invest in Field Marketing

l Easy to buy for consumers

Expand open market channel


Innovation


Permanent innovation of product portfolio

Huawei Device

Home

l Convergence à “All in One”

l Easier to enjoy, Easier to control

MBB Device

l Lead in technology such as LTE

l Combine with VAS, Expand to M2M

Handset

l Smart 4 all: provide full portfolio

l Focus on user experience


“Smart 4 all” --- Smartphones for every demand

Innovative world-class flagship

• Dual-core 1.2G• Super Long battery-life• Extremely rapid Power-on

Skyfire ---“Fashion Entertainment”

Asura ---“Lighting up Passion”

• 4.3 Super AMOLED• 7.9mm Ultra Slim• Cloud+ services

2012 H1 Hero Products

Flagship

Ultra Slim somatic wireless HD

Security cloud computing

waterproof

Stereo Speaker HD Voice

DLNA

Glass-free 3D

EliteNavigation

Flash 10.1 Social & Share LBS

3D Lens

MassLong Standby Ease of use Colorful

Loud Speaker Value for Money

Basic MultimediaRobust

LMM-FP

Basic Phone

Flagshi

Elite

Mass

Smart Phone

Feature Phone

MM-FP

Proposition ModelMarket Structure

Honor Viva


young fashion Business Elite

• Cloud + ---- access your content anywhere, anytime

• Social Widget in home screen

• with different trendy themes

• Customizable for target market

• Intuitive

• Quick Access

• Personalized

Providing a new UI experience

Easy to use Easy to personalize Easy to share


HUAWEI DSM

Cloud

PipeService-aware

High Performance

Data Monetize

Device Management

Offload

App Integration

PIM

Content/App Pushing

3-Screens

User-aware

Device

Overview of Huawei Cloud + Services

Personal Cloud

Enterprise Cloud

Platform Capabilities

Device-Pipe-Cloud Synergy


Localization


Layout own Core competent, build up win-win ecosystem

Local people manage local relationships

Local Content andApplication partners …

Local JICswith Partners M2M

JIC MunichSmart PhoneJIC with Bouygues

Connected HomeJIC with DT

Local ID / MDUKID Center

Local R&DSwedenTechnology Center

Local PortfolioDedicated portfolio team in each country

Local expert staff from each country

Create localization portfolio for each country

Cus

tom

er r

elat

ions

hip

Co

nsum

er o

rient

ed


Evolution

Innovation

Localization

B2P

“Smart 4 all”

TOP3

Thank youwww.huawei.com

TEN YEARS OF CONNECTING EUROPE

Copyright©2011 Huawei Technologies Co., Ltd. All Rights Reserved.The information in this document may contain predictive statements including, without limitation, statements regarding the future financialand operating results, future product portfolio, new technology, etc. There are a number of factors that could cause actual results anddevelopments to differ materially from those expressed or implied in the predictive statements. Therefore, such information is provided forreference purpose only and constitutes neither an offer nor an acceptance. Huawei may change the information at any time without notice.

http://www.huawei.com

evolution innovation localization huawei device strategy ... · huawei technologies co., ltd. ten...

Documents