Chinese communications vendor, Huawei, wants to be one of the world's top five mobile handset vendors in less than two years as part of its plans to dominate the consumer market.
In April, Huawei devices head of marketing, Mark Treadwell, flagged the company is expecting to grow rapidly in the consumer space and aims to become a household brand in the next five years.
The vendor only launched its consumer brand at the end of 2010 despite having being a big player in this space through original equipment manufacturer (OEM) arrangements.
According to Huawei, it has shipped 120 million since the consumer brand launch. Since the beginning of the year, the vendor has experienced more than 100 per cent growth in its handset business globally.
“Handset growth is very fast for us, especially for Android smartphones, both globally and locally,” Huawei Devices global director, Alex Huang, said. “We have a full range of products in our portfolio and we are well on the way to transform our brand from just business-to-business (B2B) to a consumer brand."
At its product showcase in Sydney, the vendor demonstrated a range of handsets, pocket Wi-Fi and wireless dongle devices as well as its new MediaPad, the world’s first 7-inch tablet running on Google Android 3.2 Honeycomb OS.
Having been heavily reliant on telco operators and some retailers to sell its mobile handsets, Huawei said it wants to recruit more channel partners for distribution of mobile products.
“Transformation, for us, is ongoing and that is also true for our channel strategy,” Huang said. “Before we were really focused on operators but now we are opening up to more channel partners.”
Huawei is also gearing up to launch its range of LTE wireless dongles in preparation of LTE network launches in Australia.
In February, Telstra announced it was rolling out an LTE network with Ericsson which is slated to be available by the end of this year.
Vodafone Hutchison Australia (VHA) is also in the process of upgrading its mobile network with LTE kit.