Pura smartphone to superphone for PuraOS ecosystem expansion mirrors classic Nokia S60 feature phone 100-200 million+ per year strategy

It was revealed that Pura ecosystem was planned five years ago in May 2019, 3 months before long term vision of HarmonyOS with version 1.0 release. Thereafter, the company faced aggressive U.S. sanctions which may have affected it’s plans and kept it at a halted for 5 years. It is noted that the ‘Pura’ and ‘Huawei Pura’ names were classified globally as the ‘scientific instruments’ which means that the company had planned to rename the P-series long ago. Perhaps it has been waiting for the perfect timing to rollout this plan last month as an introduction to the brand shortly before the Pura 70 handsets were revealed to the world and releases globally this month after China launch weeks prior in April, ahead of HarmonyOS NEXT era in the second half of this year.

Recently, the company has recently registered for a new trademark named ‘PuraOS’ that could signify a software platform on top of HarmonyOS tailored for Pura custom experiences, especially with camera experiences on all it’s devices in it’s ecosystem line-up next to ordinary HarmonyOS powered Mate devices line with both on the HarmonyOS NEXT base that are both powered by OpenHarmony itself at it’s core connecting ecosystems in the 1+8+N strategy with the symbiotic first party from Huawei and third-party hardware vendors to developers support as Huawei sells more software, packed with on-device AI in it’s ecosystem as a emerging rising strong software player competing with Silicon Valley titans using this classic Nokia strategy that was a massive success with S60 platform selling over 100 million devices on it back in 2007. This is the exact strategy Huawei will apply in the evolving modern smartphone race towards AI era at a faster rate due to the strong supply chain of China and large consumer base in the coming year. By flooding the global premium market via the power of broad embedded devices market in China as a big player and global as a niche emerging player in key markets alongside legacy western markets in high income areas of the globe in rollout waves like we are seeing with Pura 70 series today that will go on sale globally on May 22nd, especially in European markets. Not only Pura phones, PuraPad (a tablet), Pura Drive (a car from Huawei or HIMA or a cloud storage device), Pura Key (smart geolocation tag and car key), Pura Watch (a Pura branded watch), PuraView (Pura branded monitor like MateView for computing with imaging experiences and editing), Pura Ultra (The highest SKU phone line of Pura or alongside any other device with it), Pura Wear (a Pura branded fitness band or watch) with PuraAI (Custom Celia with Huawei MindSpore AI framework and Pangu AI Large Language Model) on top of the PuraOS experience of custom HarmonyOS with HarmonyOS NEXT base with OpenHarmony backend connecting to other ecosystems of OpenHarmony in China and global markets alongside OpenHarmony powered Oniro OS devices globally, particularly western markets and similar forks.

Looking back from previous article, Dancing in Chains: Huawei’s Comeback To The Stage Backed Up By The Chinese Semiconductor Industry (Part III), reveals an important part of the discussion on the high-end segment also entails higher barriers. Lei Jun’s insight is that the high-end segment implies the absence of weaknesses, necessitating leadership in specifications and a focus on user experience with deep integration of hardware and software. For Huawei, everything was progressing smoothly, thanks to its flagship Mate series for business, P series for photography enthusiasts, and mid-range Nova series. Huawei’s smartphone shipments had been steadily and rapidly increasing. By 2018, Huawei had surpassed 200 million units in smartphone shipments, making it the third-largest smartphone manufacturer globally, trailing Apple by only 2 million units. That’s where Huawei wants to return to long term as top 3 OEM without the restraints in retaining and enjoying its success on someone’s else platform, particularly Uncle Sam’s platform from Uncle’s Sam’s company, Google on Android.

Huawei’s HarmonyOS growth in it’s strong domestic base gives a flashback of 2018 global level as it eclipses Apple to surpass the iOS platform in 2024 as the no.2 smartphone OS in the country with a high double digit market share in the 20s.

These were the year on year growth of top 5 smartphone companies back in 2018 with Huawei sitting 3rd near eclipsing Apple with 206 million shipment volumes with a 14.7%.

The sanctions in 2019 aimed to reverse this situation. In 2019, when Huawei faced sanctions, it was not only the world’s second-largest smartphone manufacturer but had also surpassed Ericsson to become the world’s largest telecommunications equipment manufacturer. Huawei was on its way to becoming one of the leaders in the 5G communication standard. Huawei had the highest number of 5G patents globally and had developed the world’s first 5G SoC, the Kirin 990, with a market share of 31.8% in the 5G telecommunications equipment market. Huawei knew the chokepoints of the globalised supply chain providers outside of China as far back as 2014 during Obama regime geopolitical pivot to Asia strategy, before they were targeted in US trade wars under Trump regime in 2018, and 2019-2020 American chips and software sanctions alongside further chip sanctions today under Biden regime to this day and this is why they set out the ambitious plan since developing their in-house Kirin, modem Balong chips and software development strategy with HarmonyOS NEXT which Ron Amadeo at Ars Technica fails to tell you. Companies like Apple today still fails to deliver their own in-house modem chips for 5G relying on Broadcom and Qualcomm, while development within Huawei on in-house modem baseband chips on phones goes back to 2007 when iPhone emerged before they started making their own phones in-house without reliance on external suppliers basic core hardware parts as an OEM since 2010 from being a mere ODM brand since 2003 after establishing their handset business, that’s how significant it is.

On September 25, 2023, at its autumn product launch event, Huawei announced the next version of HarmonyOS after HarmonyOS 4.0, called “HarmonyOS NEXT.” This new version will remove all Linux and AOSP code (used for Android app compatibility), which is expected to eliminate 40% of redundant code in HarmonyOS. This move will make HarmonyOS a fully independent operating system ecosystem separate from Android starting from HarmonyOS 5.0 as reported earlier on Huawei VMALL app shifting to HarmonyOS NEXT development. The developer preview of HarmonyOS NEXT will be available to all developers in Q1 2024. On October 17, 2023, Lei Jun announced that Xiaomi would be using a brand new operating system called “Xiaomi Hyper OS.” Huawei aims to be the “16%” overall OS market share challenger with HarmonyOS.

Source: HC Newsroom/Huawei Central, Baiguan News (Yu Tian)