AI Integration: HONOR offers human-centric devices
HONOR looks set to dominate premium and mid-range smartphones category with the launch of its new flagship device 400 Series in the Gulf Cooperation Council (GCC) region in Dubai on May 21, its top official says.
Laurence Li, General Manager for HONOR GCC, said latest smart gadget introduces AI-powered features like AI Subtitles, providing real-time speech-to-text conversation for videos or recording. It also includes ground-breaking 200-megapixel (MP) AI camera and AI Creative Editor to ensure strong performance, improved durability and standout design.
"HONOR's 400 Series hit the UAE shelves on May 29 with free gifts worth Dh879. The buyers can also book their device from our Online Store, Experience Store and leading retail outlets such as Sharaf DG, Emax, Jumbo, Lulu, Carrefour, Virgin Megastore, Amazon, Eros, KM Trading, Ecity, Etisalat by e&, du, and noon, among others," Li told BTR during a media roundtable at the launch event of the company's new flagship device in the UAE.
Laurance, an industry veteran with almost two decades extensive experience in the mobile phone industry, said tech-savvy users can get free gifts up to Dh1,396 with online purchase of HONOR 400 Series smartphones in five different colours — Midnight Black, Meteor Silver, Desert Gold, Lunar Grey and Tidal Blue.
"The HONOR 400 will cost Dh1,399 while its pro variant is priced at Dh2,499 with hosts of innovative and creative AI-powered editing tools, empowering users to elevate their visual storytelling experience," he said.
Expanding GCC footprint
Laurance said HONOR will expand its presence in the Gulf region by opening more outlets in the UAE, Qatar and Oman to cater to rising demand of its innovative smartphones, tablets, and wearables.
"We're going to have seven stores in the UAE by year-end including two new outlets in Dubai and one in Abu Dhabi. The emirate has a room to have more HONOR stores due to rising demand of its products," he said.
"In addition to the UAE, HONOR has expanded its presence in Qatar by inaugurating a new store in Doha earlier this month," he said, adding that the company will open an outlet in Oman very soon.
Laurance currently oversees HONOR's operations in the GCC region. Based in Dubai offices he manages multi-country business activities in the UAE, Oman, Qatar, Bahrain, and other countries in the region.
To a question, he said HONOR is open to explore new markets across the Middle East and Africa as there is a strong demand for premium and mid-range smartphones in the region.
'Opening new stores and coordinating with leading retailers are part of our marketing strategy to strengthen our position in GCC and beyond. It will help not only to showcase our flagship devices at premier locations, but also offers best after-sales service to HONOR's customers,' he said.
Strong Q1 data
Laurance, who played a pivotal role in establishing HONOR's ecommerce presence from the ground up, significantly contributing to the brand's recognition and growth among overseas consumers, said strong first-quarter sales data indicates a promising future of HONOR's products in the region.
"HONOR's business surged around 60% year-on-year basis during the January-March 2025 quarter, thanks to 56% year-on-year increase in the Magic7 Pro sales and 100% revenue growth in Magic V3 smartphones," he said.
"Our goal for the HONOR 400 Series is to lead the premium and mid-range category in the GCC region. Based on pre-launch feedback about 400 Series, we expect strong sales in the UAE, Qatar and Oman with significant retail and online traction.
'HONOR has also noticed significant growth in its tablet business, which has increased more than double during the first quarter of 2025,' Laurance said.
In reply to a question about the HONOR's outlook about its products across the Gulf region, he said GCC is one of the growing markets for the company.
'We've launched several devices this year including the Magic7 Pro, Magic7 RSR, X9b, and now the HONOR 400 Series. There are many more are in the pipeline, and we're expected to launch several smartphones and foldables in second half of the year, continuing our momentum with flagship and lifestyle models,' he said.
Rising market share
Laurance proudly claimed leading position in premier and mid-range smartphone segment and said 400 Series flagship devices and new tablets will further strengthen HONOR's position in the region.
'In addition to leading smartphones segment, HONOR is among top three leading global brands for tablets. Our tablet business posts 100% growth every year and it is contributing significantly to increasing market share of the company,' he said.
'We're on track to achieve about 20% market share in the GCC region after establishing HONOR as a trustworthy global tech brand in the past four years. We've achieved 10% market share in 2024 and are confident to hit 15% mark this year as HONOR has become a fastest-growing tech brand in the region,' he said.
To a question, Laurance attributed the credit to multibillion investment in research and development (R&D) programme to stay ahead of its competitors worldwide.
'HONOR has allocated $10 billion budget for R&D in next five years to launch innovative and AI-driven gadgets as AI has become a game-changer in almost every field. AI is an integral part of our lives and saves time and resolve issues through human-centric devices in the Gulf region and worldwide,' he said.
AI devices in demand
Laurance highlighted salient features and advantages of rising AI role in its flagship devices and said the revolutionary tech is going to redefine the tech enthusiasts experience in coming years.
'HONOR has established itself as a leading smartphone manufacturer offering human-centric devices based on advanced generative AI technology. This is just the beginning of introducing AI benefits to tech enthusiasts to make their lives easy and comfortable,' he said.
'We're keen to integrate AI in our smart devises in best possible way. Our 400 Series is packed with best AI features to multiply user experience while using the smart gadgets. Be part of HONOR's global AI strategy and experience 400 series smartphones to experience the difference using a devise with AI or without AI features,' Laurance said while advising tech-savvy consumers across the GCC.
'AI knows you better than you know yourself and it can plan your travel, take care of your health and medical, etc. You can enjoy your life with AI as it is like a new search engine or life planner today,' Laurance concluded.
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