Revolutionizing the mid-tier smartphone segment: A look at how HUAWEI mastered the segment with its youthful nova series

Huawei Nova 5T series. Image|Courtesy

Over the past few years, Huawei has gained recognition over various smartphone segments.

The HUAWEI Mate series is widely recognized for its futuristic technologies, while the HUAWEI P series has set high benchmarks for camera-based flagship smartphones. However, Huawei’s nova series is known for setting a new standard in the mid-tier smartphone segment with its range of stylish and powerful devices.

The Huawei nova series, deriving its name from the philosophy of “new star” and innovations, has seen huge success over the years. One of the most dynamic series in the mid-tier segment, the nova series is reputed for its focus on innovation by bringing flagship technology to the mid-tier segment, often being dubbed as “Light-Flagships”.

After its debut in 2016, the nova series quickly grew to great popularity, winning over a large number of users spread across various demographics.

In 2018 alone, Huawei saw over 65 million nova smartphones being sold growing to a 100 million HUAWEI nova smartphone users today, a testament to its success.

For instance, the HUAWEI nova Plus 2 which launched in 2017, sold 10 times more than its predecessor in the UAE, while the HUAWEI nova 3 smashed sales record on its very first day while also setting a record for the number of pre-bookings.

Secret to success

However, the secret behind nova’s success is more than just a price point, as users were able to purchase a device that not only looked unique and trendsetting, but equally functional thanks to premium hardware and flagship-grade performance, thus taking the mid-tier segment to a level never seen before.

Camera hardware

The mid-tier segment has always struggled with camera hardware, always opting for lighter versions of the premium counterparts.

However, Huawei always ensured that its nova series stayed ahead from the rest with its premium camera hardware.

Additionally, the nova series also gained reputation for its strong front cameras, resulting in stunning selfies and rightfully boasting the titles of Selfie superstar.

Flagship hardware

Even while being categorized in the mid-tier segment, Huawei didn’t shy away from putting hardware seen on flagship devices into the nova series. For instance, the Kirin 9X0 processors, usually seen on premium series like the Mate or P series, have been a regular addition to the HUAWEI nova series.

In addition to hardware, the nova series also include GPU Turbo in their devices, which further boost performance during gameplay and enhance efficiency with reduced power consumption.

Stand out Designs

Breaking away from the segment’s molds of black, grey and white, the HUAWEI nova series introduced a splash of color to the segment, making it stand out from the rest.

Apart from color options, the HUAWEI nova series also introduced new display designs, improving on screen-to-body ratio on each model and even introducing the bezel-less screen with the HUAWEI nova 2s.

While the nova 3 came with a notched screen, the nova 4 took it even further with an in-screen camera for even more display estate.

Huawei nova 5T

The HUAWEI nova series is reputed for its work in bringing flagship level products to the mid-tier segment, which was previously filled with much lighter devices.

Keeping in line with this trend, Huawei is expected to be launching a brand new super nova, the HUAWEI nova 5T in the local market soon, which will pack premium flagship features.

The HUAWEI nova 5T will be powered by Android, providing users with access to all their favourite applications in a powerful device.

Going by its previous record, we can expect a device that is not only fashionable boasting a unique look, but also one that will pack a powerful camera setup, flagship grade performance and a wide range of smart features that previously only seen on flagship devices, paving the way for a premium and fun user experience.

See also: Vivo Y19 smartphone series launched in Kenyan market

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