Serving New Smartphone Users

The launches of the Mate 9 and P10 in late 2016 and early 2017 have shown off the most advanced tech to be seen thus far in our smartphones. And with all the recent press, the average consumer could be forgiven for thinking that was all our handsets were about. While our P and Mate flagship devices are indeed a big part of our drive to continue innovating and pushing the limits of technology, we at Huawei have a higher calling than innovation alone – serving our customers.

And in light of our recent launch of the Nova 2 and Nova 2 Plus – designed for an entirely different customer than our P and Mate series – I wanted to take some time to talk about how Huawei believes in creating value for all consumers, not merely those shopping in the higher-end of the price spectrum.

The needs of mid- and lower-tier consumers are different

It’s important to remember that Huawei sells mobile devices in 170 different countries around the world. Consumers in these countries possess many different consumption habits, needs, and price points. This, combined with varying telecommunication industry practices, makes it impossible to design a single phone to be used by all.

For example, consumers in the US have traditionally purchased calling plans which greatly subsidized the purchase of hi-end smartphones. Other markets, such as China, usually see consumers paying the full purchase price in one go. And because of markets that lack subsidization, especially those where consumers possess lower overall spending power, consumers don’t always look for the phones with the best specs, but rather those that have the specs that best meet their individual needs, as well as their given price point.

These differing market characteristics around the world make it essential to design specific phones for different consumer groups, not simply build the best you can and market to all. At Huawei, we therefore take a customer- and research-centric approach to designing our phones, looking at both the means and needs of customers in all our global markets, selecting key consumers groups across countries and regions, and creating phones specifically to suit their needs.

Applying our method to the Nova 2

When creating the Nova 2 and Nova 2 Plus, we looked to mid-tier markets in China and around the world, with the aim of identifying core groups of consumers who were looking for a more personalized experience. What we found was young consumers filled with exuberance and a desire to enjoy life on their own terms.

This group comprises young people aged 18-29, a large proportion of whom are urban white-collar workers. When learning about what they look for most in their smartphones, we discovered a very clear focus on selfies, music, and entertainment. We then set about designing a beautiful yet affordable smartphone focused around these precise needs.

We provided an enhanced front-facing camera so that consumers could best capture themselves and their lives, backed by Huawei’s previous research in camera hardware and software. We collaborated with professional sound engineers to ensure a mesmerizing audio experience. And we included the other reliable aspects of Huawei's family of smartphones – EMUI 5.1 and a Kirin SoC that stays fast over the long term – all to provide these youthful consumers with the best experience possible, at a price that won't put too much of a strain on their wallets. After all, what good is a new smartphone if you can't afford to have fun after buying it?

Our smartphone journey continues

Following the Nova 2 launch, many things will change as we continue to design new smartphones. New innovations will be uncovered, new market characteristics will emerge, and consumers' preference will grow and change. But the one thing that will never change is our commitment to understanding our consumers and doing all in our power to meet their needs.

To me, this is the highest ideal a company can pursue – not simply making wonderfully crafted, innovative products, but making ones that truly meet consumers' needs and make their lives better by doing so.

These are some of my own thoughts on how a company should move from customer to product. I’d also be happy to hear more from you as well. Please feel free to share your own thoughts and ideas in the comments section below.