Huawei to spend $100m on SEA push

Dylan Bushell-Embling
03 Nov 2014

Huawei plans to spend $100 million this year and the next to improve its brand awareness across Southeast Asia.

The vendor plans to invest $10 million towards building its presence in Thailand as part of this commitment, the Bangkok Postsaid.

Huawei is increasing its smartphone marketing efforts in the region in response to the challenge posed by fellow Chinese vendor Xiaomi. which recently became the world's third biggest vendor by market share, pushing Huawei down to fifth.

Huawei Southeast Asia CEO Yang Shu told the paper the company considers Thailand to be its most important market in the region.

Accordingly, the company plans to use Thailand as a regional launching pad for its new premium smartphone the Ascend Mate 7.

In addition, Huawei hopes to double its handset sales in the market to 600,000 next year as part of its marketing push. The company had aimed to achieve a share of 5% of the Thai market this year, but has now acknowledged it is likely to fall behind this goal.

Across the Southeast Asia region, Huwaei's smartphone sales have quadrupled this year. Globally the vendor aims to have sold 80 million devices in 2014.

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