The pillars of success for some of the world’s most prominent brands are rooted in quality, good values, perception, performance and brand experience. For HONOR, apart from these elements that form the very foundation of what the brand is renowned for, customer satisfaction is of utmost importance.

This focus has been immensely beneficial for HONOR, propelling the company to the forefront of the global smartphone market. In Malaysia, the company emerged as one of the leading smartphone vendors in 2023 and is looking forward to dominating the smartphone market here like it did in China.

“HONOR has been separated from Huawei since 2020. In 2021, when we first launched our phones in China, sales picked up quickly within three months. We were among the top three [smartphone producers],” says Matthew Ng, deputy country director of HONOR Malaysia.

“To us, it’s not so much about hitting big numbers. We aim to guarantee that our products, offered at that price point, hold significant value for consumers, enriching their lifestyle and providing them with a seamless user experience.”

Having spent more than 20 years in the telecommunications sector, Ng has witnessed the inception and progression of smartphones. He confidently affirms that HONOR, with the support of strong research and development (R&D) and technological expertise, not only continually advances and rapidly comes up with innovative technologies, but also ensures each breakthrough promptly stimulates industry-wide follow-ups and pursuits.

In fact, since the split from Huawei, HONOR has experienced explosive growth in the last two-plus years, reaching a breakthrough in 2023. Not only engaging in direct competition with Samsung but also confronting the dominant Apple with a strong challenge, the company has grown into a significant player in the premium market that cannot be ignored.

HONOR commanded a 5.2% share of the China smartphone market in 2Q2023, slightly higher than the 4.9% in 2Q2022, according to IDC. China accounts for nearly 78% of the smartphone giant’s total smartphone shipments, highlighting its reliance on the domestic market.

HONOR has been actively expanding its market presence, and its goal in Malaysia is to secure 20% market share by December 2024, particularly in the mid-range to premium segment.

In December 2023, HONOR dominated with more than 50% market share in the RM1,000 to RM2,500 price range, with the HONOR 90 Lite and HONOR X9b among the top-selling smartphones in Malaysia.

This year, the company aims to achieve higher sales with the introduction of new mid-range to premium models that come with innovative technologies.

Part of HONOR’s strategy to improve its global standing is launching high-spec phones at competitive prices. The HONOR Magic V2, the latest foldable phone, offers a competitive price without compromising on quality.

The HONOR Magic V2, with 16GB of RAM and 512GB of storage, currently retails at RM6,999. It is available in purple, black and black (PU).

Thanks to the substantial investment in R&D, the HONOR Magic V2 stands out as the most finely crafted folding phone tablet to date. When closed, it resembles a conventional phone. But upon opening, it unfolds like a book, revealing a large screen.

“HONOR is a very R&D-driven company. We have about 13,000 employees globally and about 60% of them are R&D experts,” says Ng.

“Every year, no matter what revenue we make, a large portion of that — more than 10% — is pumped into R&D. This is to ensure our products are top notch and always of the best quality.”

Launched in China last year, the Magic V2 has one major advantage over the competition, its slenderness. HONOR has managed to slim down the hinge and body to effectively remove the bulk that has burdened folding phones until now.

The expansive and vivid exterior screen boasts slim bezels and curved edges, offering a seamless experience akin to a typical Android device when closed. Upon unfolding the phone, it reveals a remarkably slim profile of only 4.7mm, a notably sleek dimension for a foldable phone.

“In the last 14 years of smartphone development, I realised that Malaysians especially like big screens. Larger screens sell very well. And because we prioritise the consumer experience, the HONOR Magic V2 is the thinnest and also one of the largest models we have,” says Ng.

He is optimistic that HONOR will keep pace with the rapid iterations and innovations seen in the smartphone industry.

“At this moment, it’s foldables down the line, and then the future will be bendables or rollables. There will be different models and technological advancements. Although there will be some challenges along the way, we believe that giving consumers what they want is the key to brand success,” he says.