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Why Huawei Should Prioritize its Nexus Marketing in the US market?

by Woody Oh | Aug 25, 2015

According to the recently-posted quarterly report, 'USA Smartphone Vendor Marketshare by Operator: Q2 2015', published under our Handset Country Share Tracker (HCST) service, Huawei, the world's 3rd largest smartphone vendor by volume and by value, has been struggling to gain the market traction in the world's most profitable US market. As a matter of fact, US smartphone market remains the problem spot for Huawei to address to keep challenging the duo-poly between Samsung and Apple in the global smartphone market.

Strategy Analytics has been tracking more than 20 major brands including Huawei at four biggest US operators, Verizon Wireless, AT&T, T-Mobile and Sprint, and total market on a quarterly basis, and the report indicates that Huawei failed to push into top 10 smartphone vendor across all major US mobile carriers due to the weaker brand awareness in the US market and the lack of confidence for Huawei branded smartphones by the existing clients on major US carriers.

We believe that the rumored 7th generation Nexus phone collaborated by Huawei and Google might play a key role in enhancing Huawei's smartphone share in the US market. Our HCST service has tracked the global and regional volume of the traditional Nexus branded smartphones from HTC, Samsung, LG and Motorola, and it turned out that most of the Nexus-branded smartphones have been well received by tech-savvy users and common clients for (1) their fastness in upgrading to the new firmware, (2) price affordability as compared to the comparable devices, (3) freedom of user cusomization, (4) the best AOSP optimization and the (5) Google's lead on the devices' distribution in the US/Global market.

As Huawei's Nexus device will also get the Google's full support in the US and global market in these regards, we forecast that Huawei will be likely getting a high chance to scale up its brand awareness and increase its brand confidence through all major operators in the US over the next couple of quarters.


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