After emerging as a leading player in the telecom infrastructure space, Huawei now harbours ambitions of becoming a strong player in mobile handsets. It has developed some interesting products, but can it successfully position Huawei as a B2C brand?
The part that really hits you on a visit to Huawei’s India office at Unitech Cyber Park, besides the obvious traffic and parking problems synonymous with most of Gurgaon, is the kind of growth that the company has gone through in India, which obviously escapes popular notice since it is a B2B brand.
Huawei, which earned revenues of $32.4 billion globally in 2011, is now over 6200 employees strong in India, the country where it established its first overseas R&D centre in Bangalore. Globally, the company claims to have 44% of its people involved in R&D. By 2011, the company filed 36,344 patent applications in China. Out of these, 10,650 were filed under the Patent Cooperation Treaty (PCT), and 10,978 were filed abroad. In all, the company has won 23,522 patent licenses, with invention patents accounting for 90%. It also surpassed Ericsson in the first half of 2012 in terms of sales, posting $16.1 billion in revenue compared to the latter’s $15.25 billion. In India, the company posted revenues of $1.5 billion and is planning $2 billion in investments for expanding operations.
The most interesting aspect about Huawei, though, from a strategic perspective has been its growing focus towards mobile handsets in the recent past. With 2.6% share in Q1, 2012, Huawei has managed to surpass handset manufacturers including Motorola, Sony Mobiles, HTC and RIM as well globally (Gartner). Its consumer business has crossed $300 million in revenues in India; registering a growth of 30% yoy and the company has a market share of 2.4% (Voice & Data, July 2012) in India, with ambitions for 15% share in five years.
However, the very concept of a B2B brand like Huawei making it big in the B2C business is quite counter-intuitive. Also, Huawei plans to invest more heavily towards smartphones, where powerful B2C brands like Apple and Samsung rule the roost. Moreover, its global ad budget of $200 million pales in comparison to $2.6 billion for Samsung and around $1 billion for Apple. How will it fill the gap?
Victor Shan, President, Huawei Devices India, asserts, “We are always focused on serving the Indian market with premium technology handsets and launching cloud technology in India for handsets priced at less than Rs.8000 is one instance of the same (Ideos X3 and Sonic provide cloud storage free upto 16 GB).” Huawei has managed to sell nearly 1 lakh smartphones in 2011 and expects to surpass 0.5 million smartphone and 3 million feature phone sales mark by the end of next year. The company is playing across the price range from Rs.2700 to Rs.27200 as per reports.
Huawei has a very straightforward approach to the challenge of matching ad budgets with the likes of Nokia and Samsung. The company chooses not to match them at all for now! Victor Shan explains using the analogy of war, by saying that first the ground troops (sales & distribution network) must strengthen their positions and then the airforce (advertising) can attack from above. The company is therefore relying on strengthening its network. It already has over 350 service centres in India and has expanded its channel reach for handsets to 35 cities. Besides, it has leveraged its tie ups with GSM operators like Tata Indicom and launched co-branding initiatives with them.
The part that really hits you on a visit to Huawei’s India office at Unitech Cyber Park, besides the obvious traffic and parking problems synonymous with most of Gurgaon, is the kind of growth that the company has gone through in India, which obviously escapes popular notice since it is a B2B brand.
Huawei, which earned revenues of $32.4 billion globally in 2011, is now over 6200 employees strong in India, the country where it established its first overseas R&D centre in Bangalore. Globally, the company claims to have 44% of its people involved in R&D. By 2011, the company filed 36,344 patent applications in China. Out of these, 10,650 were filed under the Patent Cooperation Treaty (PCT), and 10,978 were filed abroad. In all, the company has won 23,522 patent licenses, with invention patents accounting for 90%. It also surpassed Ericsson in the first half of 2012 in terms of sales, posting $16.1 billion in revenue compared to the latter’s $15.25 billion. In India, the company posted revenues of $1.5 billion and is planning $2 billion in investments for expanding operations.
The most interesting aspect about Huawei, though, from a strategic perspective has been its growing focus towards mobile handsets in the recent past. With 2.6% share in Q1, 2012, Huawei has managed to surpass handset manufacturers including Motorola, Sony Mobiles, HTC and RIM as well globally (Gartner). Its consumer business has crossed $300 million in revenues in India; registering a growth of 30% yoy and the company has a market share of 2.4% (Voice & Data, July 2012) in India, with ambitions for 15% share in five years.
However, the very concept of a B2B brand like Huawei making it big in the B2C business is quite counter-intuitive. Also, Huawei plans to invest more heavily towards smartphones, where powerful B2C brands like Apple and Samsung rule the roost. Moreover, its global ad budget of $200 million pales in comparison to $2.6 billion for Samsung and around $1 billion for Apple. How will it fill the gap?
Victor Shan, President, Huawei Devices India, asserts, “We are always focused on serving the Indian market with premium technology handsets and launching cloud technology in India for handsets priced at less than Rs.8000 is one instance of the same (Ideos X3 and Sonic provide cloud storage free upto 16 GB).” Huawei has managed to sell nearly 1 lakh smartphones in 2011 and expects to surpass 0.5 million smartphone and 3 million feature phone sales mark by the end of next year. The company is playing across the price range from Rs.2700 to Rs.27200 as per reports.
Huawei has a very straightforward approach to the challenge of matching ad budgets with the likes of Nokia and Samsung. The company chooses not to match them at all for now! Victor Shan explains using the analogy of war, by saying that first the ground troops (sales & distribution network) must strengthen their positions and then the airforce (advertising) can attack from above. The company is therefore relying on strengthening its network. It already has over 350 service centres in India and has expanded its channel reach for handsets to 35 cities. Besides, it has leveraged its tie ups with GSM operators like Tata Indicom and launched co-branding initiatives with them.
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