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HONOR launches new brand strategy
HONOR announced its new strategy, "Dare to Be," shifting its focus from the smartphone market to building a comprehensive ecosystem of devices supported by artificial intelligence. This includes smartphones, robots, and advanced software, aiming to deliver more connected and intuitive experiences. The plan is based on the "Alpha Plan" that was presented at the LEAP 2026 conference, which aims to develop an open ecosystem of interconnected devices featuring the Agentic OS to better understand user needs and facilitate interaction with technology. One of the most prominent products of this strategy is the HONOR Robot Phone, which combines AI and robotic camera systems for interactive control with users. Additionally, it enhances imaging capabilities through partnerships with companies like ARRI to support professional filming technologies. The company affirms that these steps are backed by strong growth in the Middle East, where it achieved a 35% increase in market share during the first half of 2026, becoming the second-largest smartphone brand in the region, with plans to expand its future technology ecosystem.
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