In 2019, Huawei was a major player in the global smartphone arena until the United States imposed trade sanctions. This caused the company to lose market share due to the loss of access to the Android operating system and cutting-edge processor chips.
Since the sanctions were imposed, Huawei has focused primarily on the Chinese market while restructuring to reduce reliance on external parties. The company began developing its own processor chips and its own operating system, HarmonyOS.
Now, amidst shifts in the smartphone market and a slowdown in the automotive sector caused by the chip shortage, Huawei sees an opportunity to expand its offerings globally once again. Richard Yu of Huawei has stated that the company aims to regain market share on the global stage. It is worth noting that while Huawei still offers devices in Malaysia, its marketing and product range are not as aggressive as they once were. The introduction of new models has been limited, with demand concentrated largely on wearables, tablets, and laptops.
Currently, Huawei sells only a few million devices outside China, a stark contrast to 2019, when it targeted a production volume of 300 million smartphones. Beyond expanding global device production and marketing, Huawei also aims to extend the reach of HarmonyOS to the global market over the next one to three years.
These developments promise an interesting future for the mobile device sector, particularly regarding AI-powered devices, innovative new designs, and Huawei's future marketing strategies.
