Citing 'collective intelligence' as the core of competitiveness, collaborating to establish itself as a global brand

Huawei Consumer Business Group is pursuing a strategy to enhance product quality through partnerships with leading global companies and solidify its premium image as one of the top three global smartphone brands.

At the IFA 2018 Global Press Conference held on the 20th, Peter Gauden, Huawei’s Senior Product Marketing Manager, identified "collective wisdom" as the core of Huawei’s competitiveness. Representative global brands that Huawei has collaborated with include camera lens specialist Leica, luxury lifestyle brand Porsche Design, and global premium audio brand Harman Kardon.

The flagship smartphones Huawei P20 and Huawei P20 Pro, unveiled by Huawei last March, are equipped with camera lenses developed through a partnership with Leica; in particular, the Huawei P20 Pro garnered attention for being equipped with the world's first Leica triple camera.

In fact, the P20 series recorded the highest ranking ever on the camera quality evaluation site DxOMark (Huawei P20 Pro: 109 points, Huawei P20: 102 points), and was recognized for its excellence in smartphone camera performance. The partnership between the two companies began with the dual camera of the Huawei P9 in 2016, and continued with Huawei's premium smartphone line, the Huawei P10 series, and the Mate series represented by the Huawei Mate 10 Pro.

In terms of design, Huawei has set a new standard for luxury mobile devices through its collaboration with Porsche Design, successively introducing the Porsche Design Huawei Mate 10 last October and the Porsche Design Huawei Mate Race Sport this March. These two products combine Porsche Design’s distinctive functional signature design with Huawei’s cutting-edge technology and craftsmanship, designed to provide users with the ultimate experience in terms of both performance and aesthetics.

Starting with the joint development of the Porsche Design Huawei Mate 9, released in 2016, Huawei and Porsche Design have consistently collaborated to develop products that combine the DNA of both brands, rich design and technological capabilities, industry-leading expertise, and outstanding performance.

Huawei's premium partnership strategy extends beyond smartphones to tablets. A prime example is the partnership with Harman Kardon to implement high-quality sound in tablet products primarily used for entertainment purposes.

Huawei has obtained certification for its Huawei SuperCharge technology (TÜV Safety Certified HUAWEI SuperCharge) through a partnership with TÜV Rheinland and applied it to the Huawei P20 series, Porsche Design Huawei Mate RS, and Huawei Mate 10 series, thereby securing objective indicators of its fast charging technology and product safety.

In addition, through a partnership with Pantone, it has launched products in a total of eight different colors, including Greenery, Rose Gold, Ceramic White, Dazzling Blue, Graphite Black, Dazzling Gold, Prestige Gold, and Mystic Silver. It is also actively utilizing partnerships with various global brands, such as ARCore support through a partnership with Google (Huawei P20 series), the launch of a leather case exclusively for the Huawei Mate 10 Pro through a partnership with Montblanc, and the provision of the video editing application 'Quik' through a partnership with GoPro (P10 and P10 Plus).