Make it Possible Huawei Device Unveils its Global Consumer Branding Campaign at Mobile World Congress

2013-02-24

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Barcelona, Spain, February 24, 2013: Huawei Device, the consumer business group of Huawei Technologies, a leading global information and communications technology (ICT) solutions provider, launched its global brand campaign today at the Mobile World Congress (MWC) 2013. The company also announced full-year global sales revenue of USD7.5 billion, a 10% increase from the previous year, as well as more than 127 million devices shipped. To build on its success in 2012, Huawei’s new ’Make it Possible’ brand initiative aimed at consumers worldwide will be a top focus for this year as the company shifts gears to be recognized as a global consumer brand.


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In 2012, out of 52 million handsets shipped, 32 million were smartphone shipments, representing an increase of 60% from the previous year. The company also shipped 50 million mobile broadband (MBB) devices and 25 million home devices during the 12 months. Huawei experienced unprecedented growth in the fourth quarter of 2012 with shipments of 10.8 million, an increase of 89.5% year-on-year, securing the number three position for smartphone vendors globally, according to IDC data.


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"At MWC last year, we launched the product name of Ascend, and introduced a series of flagship products. Today at this same platform, we are strengthening the brand promise of our products with our new brand campaign, ’Make it Possible’," said Richard Yu, CEO of Huawei Consumer Business Group. "This gives us strong momentum to focus our efforts to be a leading smartphone brand in the coming years. I am excited that ’Make it Possible’ not only defines who we are, it also represents the desire for extraordinary experiences from consumers around the world."


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The ’Make it Possible’ campaign embodies the spirit of Huawei as it combines expertise and imagination to make the impossible, possible. Beginning at MWC 2013, the campaign will be rolled-out in selected markets around the world throughout the year, and will encompass such touch-points as retail experiences, online activities, and media engagement. ’Make it Possible’ is a result of extensive consumer research conducted in global markets, where consumers have indicated their desire for accessible and affordable cutting-edge products from Huawei Device.


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At the MWC, Huawei also showcased "Make it Possible" with a visual installation of a solid, heavy floating medal cube, measuring 0.9m by 0.9m by 0.9m, the largest installation of its kind to date.


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In 2012, more than 5,000 dedicated Huawei retail counters were set up in 45 countries and territories around the world. The company also recently concluded its most ambitious global product marketing campaign, where the campaign targeted millions of consumers in 45 markets from 15 regions.