How China’s Huawei is taking on Samsung and Apple

By Mark Skilton

Huawei is a prime example of a modern commercial mindset emerging from Chinese industries. In realising that consumers are always connected in the new world of connected things, the company has grown holistically and gained more ground in the battle for owning the digital market.


Chinese telecoms giant Huawei posted an eye-popping 70% growth in 2015. It is now beating HTC and Sony when it comes to market share in Europe and is third only to Apple and Samsung when it comes to global smartphone sales.

Huawei’s growth is another indication of how Chinese companies are successfully moving away from their traditional strategy of producing cheaper products to attack the low-end of the market.

The world of smartphones, tablets, smart watches and connected devices of the Internet of Things is the new battleground to provide digital services. And Huawei has quickly announced itself as a serious player in it. Last year’s success was built on a strategy that rival Western firms have excelled in – marketing, brand building and customer service.

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About the Author

Mark Skilton is Professor of Practice at University of Warwick. Mark’s research interests are in technology ecosystems around defining value and monetisation; multi-channel operating model strategies; data standards, governance and compliance, and visualisation strategies.

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of All China Review.