Despite the market suffering two years of falling sales volumes and pressure on margins, Huawei is convinced that there is gold in “them thar hills”.
At a news conference in Berlin, the company released three PC models, including a 15.6-inch screen notebook, a 2-in-1 tablet and notebook hybrid and an ultra slim, metallic 13-inch notebook.
Huawei said it plans to target the premium-priced consumer market, competing with Lenovo, HP and Dell. To a lesser extent, it will also go up against Apple's high-end Mac computer business which is suffering from a lack of a decent product.
Huawei's Matebook X is a fanless notebook with splash-proof screen and combined fingerprint sign-on and power button, priced between 1,399 and 1,699 euros. Its Matebook E 2-in-1 hybrid will run from 999 to 1,299 euros while the Matebook D with 15.6-inch display is priced at 799 to 999 euros, it said.
Cheng Lei, senior marketing manager for the PC business said that there were opportunities in the PC market's decline.
Huawei's new PCs all run seventh generation Intel microprocessors, Microsoft Windows 10 software and in-house developed software to automate data transfers between Huawei smartphones and its new computer models, Lei said.
Huawei said it aimed to offer the new PCs in 12 countries in Europe, North America, Asia, and the Middle East in early June.
Huawei plans to keep its PC portfolio simple at first, by focusing on premium consumers while putting off any decision on a move into commercial PCs. "We are now quite confident and will try to expand in new segments in a couple of years," Lei said.
"Our investment in the PC industry is not short-term," the Huawei executive said. "We will have a long-term investment, not only in marketing but in R&D (research and development)."