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Chinese telecom Huawei is actively pushing into more retailers in its new “channel strategy” for 2011.
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Huawei, which is a world leader in the broader telecommunications industry and in the B2B market, only launched its consumer devices wing in Australia half a year ago on the back of retailers like Crazy John’s.
The company claims it has already generated 40 per cent year-on-year growth globally in devices, with $4.5 billion in sales revenue in 2010 and $6 billion forecasted for 2011.
Huawei’s director of devices, Alex Huang, said that the company’s current aim in retail was to break into the top five mobile device brands in less than two years.
The strategy is still to go with cheaper smartphones to capture a broad demographic, with the company yesterday launching its $99 Ideos X1 Android phone to Optus. Though the latest spectrum of mobiles stretch from low- to high-end, as well as a new tablet offering and a range of Wi-Fi dongles.
The service providers are broadening to the likes of Optus from originally just Crazy John’s, as well as the retailers, with Huang mentioning that Huawei is set to move its brand forward in Woolworths stores like Big W and Dick Smith Electronics.
This is part of the company’s new “channel strategy” to make its name known to “Australian families.”
Huawei previewed its 2011 range of smartphones today, going from low- to higher-end devices that are set to be launched later in the year, some around Q3 this year.
A marketing campaign is being set in motion to begin next week, added Huang, and Huawei has recently launched a dedicated consumer website.
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