Laurance-Li.

Mariecar Jara-Puyod, Senior Reporter

HONOR, a leading global provider of smart devices, since 2013 headquartered in Shenzhen, China, has introduced in the Middle East its latest invention HONOR 200 Series with revolutionary AI-empowered portrait photography in collaboration with Studio Harcourt, researched and developed (R&D’d) with the safety and security of consumers prioritised, while keeping in touch with the need of the times for the “best of smartphone photography experience.”

The company has been present in the Middle East and Africa since 2021. The brand has achieved impressive growth in the region, with a notable 123 per cent year-over-year increase in 2023. The trend continued in the first half of 2024, showing a strong 54 per cent growth. Particularly noteworthy is its outstanding 544 per cent growth in the premium segment, reflecting HONOR’s strategic expansion and growing consumer preference in the region's competitive market.

HONOR ranked top 5 in Middle East both on full year 2023 and fourth quarter 2023.

According to Canalys, HONOR ranked Top five with a five per cent market share in terms of shipment in the Middle East smartphone market in 2023, ranked Top five in terms of shipment in the fourth quarter of 2023.  For UAE, HONOR leaped to Top four in the first quarter of 2024, with a growth 105 per cent. With the robust development and full range of innovative products, HONOR UAE will achieve 10 per cent market share by end of 2024.

Country manager Laurance Li from the press conference, said that current market share in China is at 17.5 per cent. In the UAE, are 850 retailers. Blueprinted are three exclusive stores in Abu Dhabi and Dubai. Target is 10 per cent of the UAE market by the end of 2024, up from the current seven per cent, in the TOP4 technology brands and making it UAE's fastest-growing AI-driven smartphone brand.

From the launch, Saudi Society for Artificial Intelligence and Intelligent Systems founder-chairman/King Saud University AI & Data Science associate professor Dr. Ghalib Alshammri briefly elaborated on the AI upsides, particularly the worthiness of inter-connectivity relative to globalization: “AI is the future.”

There was a gallery of eye-catching black-and-white portraitures of international prominent personalities for the introduction of the “Best Portrait Smartphone AI-Empowered.”

Studio Harcourt chief operations officer Shaina Suchdev, spoke on the partnership of HONOR and the 1933-founded Paris-headquartered photography studio.

AI-empowered, HONOR 200 Pro and HONOR 200 model users, who may be amateurs, are going to own photographs, distinguishable to be “by professionals.”

These gadgets, accompanied by three rear lenses, are aimed at “giving a positive impact on the consumer.”

The features, grounded on four layers of AI technology, are “AI-empowered magic portal, portrait camera, AI portrait engine, AI optical effect enhancement, and AI artistic style enhancement. These actualise the adeptness of beauty stylists. Navigation and eye fatigue encounters particularly by gamers are addressed.

HONOR's AI innovation in the HONOR 200 Series provides a significant competitive edge in the crowded smartphone market, enabling the brand to offer unique and superior photography experiences.

Unlike other brands that rely on AI-powered image processing tools that improve telephoto image quality, HDR effects, and generative editing through downloadable apps, HONOR utilises platform-level AI-powered HONOR Falcon Camera system.

This distinction allows HONOR to deliver a more integrated and seamless photography experience, and identifies user habits and intentions, allowing for the provision of more personalized and intelligent experience that effectively address consumer pain points.

Li said the company invests over 11.5 per cent of its revenue into R&D, reinforcing its position as a frontrunner in technological innovation. With seven R&D facilities worldwide and over 60 per cent of its staff dedicated to R&D, HONOR continuously strives to enhance product quality and user experience, driving the future of technology. HONOR fosters strong industry partnerships to drive innovation and deliver seamless user experiences.

Collaborations with companies like Microsoft, Intel, and Qualcomm, as well as the exclusive partnership with Porsche Design, exemplify HONOR’s commitment to open collaboration and technological excellence.