Huawei: Huawei Mate 10

Huawei, a telecommunications company, change perceptions of the brand which led to a market share increase in the CEE region.

Challenge, context & objectives

The CEE smartphone market is already mature. While in 2015 number of sold handsets had increased by 24% vs 2014, in 2017 this growth slowed down to 4%. Market saturation contributed to a tougher competition among leading smartphone producers.

Huawei is a relatively new brand in the CEE market. Being officially launched in 2015, in two years Huawei became the No. 2 player enjoying 18% share of market (sales units). Samsung remains the unquestioned leader with 40% SOM, while Apple holds the third position with 9% SOM. Remaining 13+ brands account for 33% SOM. (GFK Panel...

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