SHENZHEN: Honor Device Co Ltd is aiming to broaden its product offerings to the high-end segment of the market in Malaysia and the region with innovative product portfolio spanning artificial intelligence (AI)-powered smart phones, personal computers, tablets, wearables and more.
To that end, the China-based company launched its flagship Magic series of products in Malaysia earlier this year, with the aim to broaden its product offering and capture a larger market share.
These include the Magic7 Pro and Magic V3 phones and Magicbook laptops.
Honor, which is the third-best-selling mobile phone maker in Malaysia after Samsung and Apple, has been focused on the middle- to lower-price segment with its portfolio of products like the 50, 70 and 200 series phones and numerous other devices since its entry into the market more than a decade ago.
“The company could launch its 400 AI infused phones and V3 foldables this year as part of the move to break into the higher-end market segment,” company insiders said.
The company hosted media representatives and social media influencers from Singapore, Malaysia and Indonesia in mid-April to offer a peek into what the markets can expect from Honor in the near future, especially its products that are only available in China for now.
The tour included a visit to its state-of -the-art production facilities in Shenzhen and its maiden global flagship store in Kuanzhai Alley, Chengdu, that was launched on May 28 last year.
The flagship store is Honor’s first directly managed retail flagship store, showcasing urban regeneration and innovative design.
The store is designed to create a warm and tech-focused space and serve as a central hub to foster deeper connections between Honor and its customers.
To date, Honor has 100 Honor Experience stores nationwide in Malaysia.
Soon, Honor will open two additional stores in Suria KLCC, Kuala Lumpur, and Mid Valley Southkey, Johor Baru.
Honor officials said its product offerings in China run on its in house-developed Yoyo smart assistant, which uses AI models like DeepSeek R1 to enhance its natural-language processing and reasoning capabilities.
Its devices sold abroad also work with Google’s AI model Gemini.
The company’s products will focus on enhancing the capabilities of its AI agent, connectivity and security through technologies such as AI deepfake detection on smartphones.
Honor’s AI focus is part of its three stage Alpha Plan, a new corporate strategy to transform Honor from a smartphone maker to a leading global AI device ecosystem company by the end of 2030.
The Alpha Plan will see Honor invest some US$10bil over five years to improve its device ecosystem user experience and capability through agentic AI and building a common framework of AI collaborations and driving partnership within the consumer devices industry.
In a demonstration in collaboration with Google Cloud and Qualcomm Technologies last month, Honor showed how an AI agent made a table reservation through a third-party service, while taking into consideration appointments saved in the Honor Calendar and traffic information.
