Honor clearly knows the industry is watching. At the launch event of Honor 50, its new flagship smartphone (Huawei Nova 9 has been renamed with a slightly different camera), it emphasized that it had secured more than 1,100 long-term cooperation agreements with strategic partners and more than 30 suppliers. She also invited a Qualcomm spokesperson on stage to discuss the chip powering her new phone, while he touched on the house very exclusive Honor mods made to the camera.
However, with the Huawei Nova 9 and Honor 5 in front of us, it’s clear that Honor wasn’t able to spot the software in time for its new global flagship launch. Huawei’s core apps (email, browser, etc.) are nearly identical across both phones, even displaying the same illustrations that walk you through the first use.
The Honor 50’s camera is also worse than the Nova 9’s. This could be due to the different sensors used in both phones and could also reflect Honor not having access to Huawei’s photographic processing IP.
Even more alarming, the phone’s “exclusive” Honor-designed camera feature, multi-channel video architecture, which allows two cameras to feed into split-screen video, is almost identical to the Nova 9’s Vlog mode. Yes, there’s a slightly different user interface, but the options are the same. : front/back, back/back, picture-in-picture.
In China, the Honor 50 was launched before the Nova 9, so, technically, Honor got there first. But the barrel scooping of camera modes within the modes highlights the struggle Honor faces to differentiate itself in a post-Huawei state.
This challenge was inevitable. Honor should completely rework his offer. He can’t close the shop and why? As the No. 3 smartphone maker in China, it has existing customers to provide and sell the service.
So, as the company goes through its embarrassing adulthood, the question remains: Is there hope for the Honor brand outside of China? Early signs are mixed. On the other hand, Honor is taking positive steps, as it reveals that a redesign of MagicUI, an exact copy of Huawei’s EMUI, is underway. This week it also announced the opening of its own factory to manufacture its own products. On the other hand, we have not yet seen the manufacture of a device completely Powered by Honor, so the next few phones to be launched will definitely reveal more than the Honor 50 reveals.
The main interests are really limited to research, development and manufacturing. An industry insider told WIRED, “One of the reasons OnePlus and Realme share so many design features and/or shipping technologies with OPPO is that OnePlus had to use OPPO’s manufacturing lines, and the machines used there are incredibly expensive.”
In fact, most of the good things about the Honor 50 are its Huawei traits: premium design, fast charging, and a great display. We don’t know what phones Honor actually makes, or who Honor is as a brand anymore.
Faced with the daunting task of retaining its customers; identification of its new brand-free Huawei; Consolidation of strategic partnerships. creation of a group of products; blocking IP slots; And managing distribution, to name a few – all in an industry facing a shortage of ingredients – the stakes are high. CounterPoint Vice President of Research Neil Shah puts it plainly:[Honor] Well done in China. But repeating that success abroad would be a marathon, not a sprint.”
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