The Chinese brand capitalizes on the frustrations of Samsung users.
Honor assumes his frontal ambitions against Samsung. “” About 46 % of our foldable phones users previously used Samsung devices, which shows how attractive our high -end offers are attractive“, This is what Hope Cao, senior product expert at Honor, told us during our interview.
To go further
We took charge of the Honor Magic V5: he sends heavy to beat Samsung
This massive migration of users is accompanied by an unequivocal statement: ” We aim to challenge Samsung leadership in this space. ». Note that the declaration comes for the launch of the Honor Magic V5, a few weeks after the launch of the Samsung Galaxy Z Fold 7.
8 /10
A growth that would make Samsung tremble
The figures unveiled by Honor clearly show the growth of the Chinese brand. In the first half of 2024, the brand has growth of more than 100 % on the European market. But it is on the premium segment that the offensive hurts: 400 % growth on products sold above 1000 euros. “” This growth is largely carried by our continuous focus on the premium segment“, Specifies Hope Cao.
This European performance is based on a methodical conquest strategy. “NBone stronger markets include the United Kingdom, Italy, France, Germany and Spain“, Details Honor. In the United Kingdom, for example, the brand has gone from a single operator partner to coverage of the four main, ” Including EE and Vodafone, which significantly increases our market scope. »
This expansion is not by chance. Honor is putting everything on foldable smartphones, a segment where Samsung has reigned supreme for years. The bet seems to pay: near one in two Honor user in this segment comes directly from Samsung. A transfer of massive customers which is explained by a simple but effective promise: ” With our foldables offering both light and powerful performance, we think we can further strengthen our position on the high -end world market.« .
Honor’s secret weapons against Samsung
Hope Cao revealed to us the keys to this successful offensive. First asset: record finesse. The Magic V5 of Honor measures only 4.1 mm unfolded and 8.8 mm folded for 217 grams, “one of the finest and ultra-light foldable designs in the industry. »Facing the Samsung Galaxy Z Fold 6 which displays 12.1 mm folded for 239 grams, the Honor advantage seems obvious. But Honor does not quote the figures of the Z Fold 7, 4.2 mm when it is unfolded.
But finesse is not enough. Honor learned from his mistakes: ” With the Honor Magic V3 generation, most users have chosen the V3 for its fine and light design. However, after the launch, users told us that they were not satisfied with the battery life. ” Result ? Magic V5 has a 5820 mAh battery, ” a significant accomplishment for a fine design« .
Honor also mentions an unknown innovation from the general public: the use of AI algorithms in the manufacturing process. “” We have implemented algorithms managed by AI to ensure the precise matching of the structural components, in particular the hinge and the central chassis ”details Hope Cao.
This system works in two steps. First of all, ” We have led to our AI model using a large volume of historical assembly data. » Ensuite, « Before entering the assembly line, each individual component undergoes a high resolution 3D scan to capture its precise geometry. “The AI then analyzes these profiles in real time and” intelligently select the most compatible parts to assemble together. »
This approach makes it possible to ” micronic level precision, greatly improving the construction consistency and sustainability of each device. An innovation that Samsung does not seem to have anticipated, giving Honor a significant industrial advantage over the quality and reliability of its foldable.
Honor no longer hides his European ambitions. The stated objective: “challenge the leadership of Samsung”. Towards Honor on the foldable testifies to a paid strategy. The Chinese brand capitalizes on the frustrations of Samsung users. Insufficient finesse, limited autonomy, timid innovations – Honor exploits each weakness of its Korean competitor.
To go further
USB-C will disappear on smartphones: “Complete replacement could become a reality” at Honor
