ICT solutions vendor, Huawei, has revealed the Huawei Ascend Mate, the company's flagship phablet device, to the Australian market.
Huawei Devices marketing manager, Poh-Lee Koh, claimed there was a gap within the market, and the device was created to reach this untapped user group.
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"It follows Huawei's mantra of making technology accessible to more people. This device is not of the same size as other phones or tablets that we see in the market. It is targeted at people who want to have a tablet experience without having to sacrifice portability," she said.
Koh mentioned that consumers' increasing usage of data, focus on multimedia and social media will be key drivers in their uptake of the phablet technology.
"People have different needs on their mobile now -- their usage of Facebook, social networking, app usage -- it's all increasing. We thought it was a good idea to launch a bigger smartphone that can also double up as a tablet to make this experience easier for them."
Huawei has been active in the Australian market for about two years and 2013 also marks the 10th anniversary of the company's devices division. Going forward, Koh mentioned that it will be sticking to its revamped strategy of pursuing the youth market.
"We're pretty young in the consumer market. When we launched the consumer brand in Australia, we also began shifting the brand focus from a business-to-business (B2B) to business-to-consumer (B2C)to make our mobile offerings young and fresh.
"Some of the other mobile manufacturers were coming up with advanced technologies that was too expensive for this group so we thought why not make it more assessable to them, and that's the direction we will be working towards," she said.
Some of Huawei Ascend Mate's specifications include a 6.1-inch high-definition touchscreen, 1.5GHz quad core processor, 8.0-megapixel rear-facing camera, 1.0-megapixel front-facing camera and Huawei's Emotion user interface.
The smartphone also features Huawei's Magic Touch technology, which lets consumers use the smartphone even when they are wearing gloves, global roaming, smart reading and swift sharing functionalities.
It will be available at Harvey Norman on April 20 in Australia, with a RRP of $429. A $40 Bonus Boost prepaid starter kit will also be included with every purchase.