Manufacturer says it wants to overtake Apple by ‘moving people’ as it launches Ascend P2 smartphone
Huawei aims to overtake Apple in terms of smartphone shipments by strengthening the emotional tie between consumers and its products, it said at Mobile World Congress.
Unveiling its new Ascend P2 premium smartphone in Barcelona, the manufacturer said, in technological terms, it has outperformed Apple in the past 20 years.
Huawei CEO of consumer business Richard Yu (pictured) said the firm wants to improve user experience by “moving people”.
The Ascend P2, which Yu claimed is the world’s fastest smartphone, comes preloaded with ‘Emotion UI’, an Android-based user interface designed to make personalising the device easier.
The interface, which was launched in August but only in Chinese, allows users to customise the way contacts and other personal information is displayed.
It is different from typical Android interfaces in that apps are not kept in the ‘draw’ but shortcuts are displayed on the home screen.
Yu said although Huawei has achieved its objective of becoming the third largest smartphone vendor in the world (according to analytics firm IDC, this happened in Q4 2012), leaders Apple and Samsung still have much higher revenues.
He said: “We are growing very fast. We want to do better than Apple. Learning from Apple, or making Android easier to use is not enough. We want to move people’s emotions.”
Yu said Huawei has also successfully made the transition from feature phone to smartphone manufacturer. He said it will now focus on higher and mid-range devices rather than low-end phones.
The ‘world’s fastest smartphone’ claim for the Ascend P2 is based on the fact it runs LTE Cat 4 technology, offering speeds of up to 150Mbps. It will also connect to DC-HSDPA, often referred to as 3.5G, with speeds of 42Mbps.
The 4.7-inch device comes with a 13-megapixel camera. Yu said, at 8.4mm wide, the Ascend P2 is “the slimmest it can be”.
He said its resolution is equal to Apple’s Retina range, as it has the world’s first HD in-cell display screen, with second generation Gorilla Glass.
The device will launch globally in Q2 of the year, and will retail at around €399 (£345).