Chinese Smartphone maker honor Plans to expand Indonesia To take advantage of the growing appetite for premium phones Southeast AsiaThe country’s largest and most populous economy.
Shenzhen-Based on Honor, which was spun off in 2020 as an independent company by Huawei TechnologiesIt expects to launch more than 30 products ranging from smartphones to… Wearable devicesin addition to opening more than 10 “experience” stores throughout the Indonesian archipelago this year, according to Justin Lee, president of Honor South Pacific.
“In future economic cycles, we are very confident in the potential of the Indonesian market – both in terms of the overall market and the mid-range smartphone segment – considering that the country is the largest economy in Southeast Asia with the largest and smallest economy in the world,” Lee said at a press conference. Friday.
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Honor is expected to launch its initial range of products in the first quarter. This will include mid-range phones, incl Foldable smartphonesAs well as laptops and tablets.
“In Indonesia, we will focus heavily on mid- to high-end products, and will continue long-term investments in the market,” Lee said.
Honor’s international push reflects how Chinese phone makers are ramping up efforts to reach more consumers overseas, with competition continuing to heat up in mainland China – the world’s largest smartphone market – with the resurgence of Huawei, which has focused sharply on… domestic market since it was launched. Blacklisted by the United States.
Honor CEO George Zhao Ming presents the Honor Magic 6 Pro smartphones to the company in Barcelona on February 25, 2024. Photo: AFP alt = Honor CEO George Zhao Ming presents the Honor Magic 6 Pro smartphones to the company in Barcelona on February 25, 2024. Photo : Agence France-Presse>
In Indonesia, Honor is expected to compete with other majors Android Phone brands including Samsung Electronics, OPPO, Vivo and Xiaomi.
Oppo’s foray into Indonesia comes amid… appleProblems with the government. Jakarta Banning the sale of the new iPhone 16 series In October, citing Apple’s failure to meet local content requirements that require a percentage of components or production processes to originate within the country. Last month Apple It pledged to invest one billion US dollars In Indonesia after the government rejected the US technology company’s proposed investment of US$100 million, compared to its initial offer of US$10 million.
While Apple’s predicament has not affected Honor’s move into Indonesia, Lee said the company has learned valuable lessons about what a new smartphone entrant can expect in the market. “It is important to make comprehensive preparations and comply with local requirements to ensure there are no business continuity issues,” he said.
Honor is working with a local manufacturer to produce its devices for the Indonesian market in compliance with the country’s local component level policy, according to Lee. “We will continue to improve our local production capabilities based on business development and market demand, especially government requirements,” he added.
Smartphone shipments in Indonesia during the September quarter last year rose by 4 percent compared to the same period in 2023 on the back of “steady economic growth and pent-up demand,” according to a report published by Counterpoint Research in November.
The top smartphone vendors in the country in the September quarter were Xiaomi, Oppo, Vivo, Samsung, and Realmewhich was previously a sub-brand of Oppo.
Li said Honor is drawing on its experience in other Southeast Asian markets, including… Malaysia and singaporeto make gains in Indonesia’s mid-range smartphone segment, where Samsung and Apple currently dominate.
In Malaysia, 53 per cent of Honor foldable smartphone users were previously Samsung and Apple users, according to Lee.
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