Honor may not be as unaffected by Huawei as it claims


Honor clearly knows that the industry is paying attention. At the launch of Honor 50, Honor 50 is its new flagship smartphone (rebranded Huawei Nova 9, with slightly different cameras). It emphasized that it has reached more than 1,100 agreements with strategic partners and more than 30 suppliers. Long-term cooperation agreement. It also invited a Qualcomm spokesperson on stage to discuss the chips that power its new mobile phone, while revisiting its very specific Honor exclusive adjustments to the camera.

However, Huawei Nova 9 and Honor 5 are in front of us, and it is obvious that Honor failed to distinguish the software in time for the release of its new global flagship product. Huawei’s core applications (email, browser, etc.) are almost identical on these two phones, and even show the same illustrations to guide you through the first use.

The Honor 50’s camera is also inferior to the Nova 9. This may be due to the different sensors used by the two phones, or it may reflect that Honor cannot access Huawei’s camera processing IP.

What’s more worrying is that the phone’s “exclusive” Honor-designed camera function, multi-channel video architecture, allows two cameras to input split-screen video, almost the same as the Nova 9’s Vlog mode. Yes, the user interface is slightly different, but the options are the same: front/back, back/back, and picture-in-picture video.

In China, Honor 50 was launched before Nova 9, so, technically speaking, Honor did get there first. But the use of camera mode to scratch the barrel in the mode highlights the struggle for differentiation that Honor faced in the subsequent state of Huawei.

This challenge is inevitable. Honor must redesign its entire product. It can’t close the store, why should it close? As the third largest smartphone manufacturer in China, it has existing customers to serve and up-sell.

Therefore, as the company goes through an awkward adolescence, the question remains: Is there any hope for the Honor brand outside of China? Early signs are mixed. On the one hand, Honor is taking active measures to reveal that the redesign of Huawei’s EMUI copy MagicUI is in progress. It also announced the opening of its own manufacturing plant this week to produce its own products.On the other hand, we have not seen the manufactured equipment completely Launched by Honor, so the next few phones will definitely show more than Honor 50.

The main problem really comes down to R&D and manufacturing. An industry insider told Wired magazine, “One of the reasons OnePlus and Realme share so many design features and/or charging technologies with OPPO is because OnePlus must use OPPO’s production line and the machines used there are very expensive.”

In fact, most of the advantages of Honor 50 lie in its Huawei characteristics: high-quality design, fast charging and excellent display. We don’t know what phones Honor actually produces, nor do we know Honor as a brand.

Facing the daunting task of retaining customers; defining its new, Huawei-free brand identity; consolidating strategic partnerships; creating product portfolios; plugging IP loopholes; and managing distribution, just to name a few priorities-all of these are in An industry facing a shortage of components-the risk is high. Neil Shah, Vice President of Research at CounterPoint, bluntly said: “[Honor] Well done in China. But replicating this success outside will be a marathon, not a sprint. “


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