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Huawei aims to challenge NZ brand affinity with P30 and P30 Pro

Huawei aims to challenge NZ brand affinity with P30 and P30 Pro

New Zealand launch poses a value equation for consumers

Huawei's new flagship the P30 Pro

Huawei's new flagship the P30 Pro

Huawei is aiming to challenge brand affinity, revisit ideas of value and reverse a trend of declining sales in flagship phones with the launch of the P30 and P30 Pro.

At the company's launch in Auckland, Huawei area manager Carl Jarnell told Reseller News the company was aiming to provide "appropriate value" for the consumer dollar. 

"You have to take a look at the competition," Jarnell said. "What is the equivalent price? Look back ten years, and the iPhone was $1200. Does the technology on the high end handsets reflect the costs?"

Earlier this month, researcher IDC reported users were embracing high end phones but not necessarily vendor flagships as consumers reach a perceived price ceiling.

"The current flagship market doesn’t offer enough marginal benefit to justify the increased price between models for many Kiwis," said Scott Manion, associate market analyst for client devices at IDC New Zealand.

"Consumers are increasingly opting for older models rather than the new flagship. Often these fulfil the use case without breaking the bank."

Jarnell, who manages the top half of the North Island, said Huawei was very focused on its channel and wanted to challenge brand affinities.

"I would like sales staff to have a good conversation with people about their mobile needs," he said. "The conclusion to that is to buy Huawei, that's the logical conclusion. People are entitled to their brand affinities, but that's what we are challenging.:

Reflecting on the queues that used to form outside of retail outlets for the launch of a new iPhone, Jarnell asked: "How long are the queues now?"

Huawei, he said, still saw itself as a challenger and was looking for a sweet spot.

"Huawei focuses on the things that are important: battery, camera and durability." Jarnell said.

The P30 and P30 Pro feature some of the best photographic technology seen to date, including cameras (there are five) co-developed with German legend Leica.

But it is also an example of the acceleration of innovation at Huawei since it eschewed buying processors from other developers and began making them itself.

At the core of the P30s is a Huawei Kirin 980 Octa-core Processor with a dual neural-network processing unit.

The P30 Series features sensors, lenses and  a processor to ensure professional-grade photography. The phones also introduce what Huawei describes as "studio-grade videography" with a SuperSpectrum sensor that enables low-light video.

Earlier this month, Rob O'Neill attended Mobile World Congress in Barcelona as a guest of Huawei.


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