Huawei showcases new phones in Barcelona, gets mobbed by eager crowds

Third in world, the company still has long way to go in the U.S. to gain traction

BARCELONA -- Four years ago, Huawei was giving lessons at its trade show booth here at Mobile World Congress (MWC) on how to pronounce the company's name.

Now, Huawei is the third largest smartphone maker in the world, behind Apple and Samsung. At a preview event at this year's MWC on Sunday, Huawei launched the P10 and P10 Plus smartphones featuring better dual rear cameras with Leica lenses and longer battery life.

Neither will be sold in the U.S., but that didn't dim interest in the devices.

The P10 is a 5.1-in. model while the P10 Plus has a 5.5-in. display. Both run Android 7 and use 64-bit Korin 960 octa-core processors. The dual lenses in the rear of both have 12- and 20-megapixel sensors; each has an 8-megapixel sensor in the front camera.

The P10 has a large, non-removable 3,200 mAh battery, while the P10 Plus has a 3,750 mAh battery.

huawei p10 richard yu Peter Sayer

Richard Yu, CEO of the consumer business group at Huawei Technologies, unveiled the company's P10 and P10 Plus camera-phones in Barcelona on Feb. 26, 2017.

Huawei's press event was mobbed -- so busy, in fact, that hundreds of reporters never got inside the large downtown venue. That crowd was an indication of Huawei's emerging global popularity, even if it isn't widely known in the important U.S. market.

One reporter for an Italian news outlet described Huawei as "very popular now" in his country.

The new phones will be released in March in 30 countries, including China, the UK and Mexico.

Pricing starts at 650 Euro ($687) for the P10 with 64 GB storage, which makes it somewhat more affordable than the bSamsung and Apple flagships.

Analysts figured that Huawei likely decided to skip a U.S. launch for the phones after releasing the Mate 9 for about $600 early January. That makes it too soon to introduce yet an other higher-end phone in the U.S.

"They're probably holding off on the P10 in the U.S. for a bit to avoid overlap of their leading-edge phones," said Bob O'Donnell, an analyst at Technalysis Research.

Thomas Husson, an analyst at Forrester, said Huawei is "way below" Samsung and even LG in the U.S. in terms of brand awareness. IDC ranked Huawei third globally in the fourth quarter of 2016, but only 10th in the U.S. for the same period.

Huawei needs to "develop brand personality," Husson said. "This will require significant marketing dollars and possibly the use of of smart tactical marketing such as levering online communities, social media, brand content and an innovative approach."

That said, Huawei seems to be doing well enough -- at least at MWC -- without having a big presence in the U.S. market.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags mobile phonesHuawei

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Matt Hamblen

Computerworld (US)
Show Comments

Father’s Day Gift Guide

Brand Post

PC World Evaluation Team Review - MSI GT75 TITAN

"I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it."

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?