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Huawei recently launched the monster of a gaming smartphone, shaming its rivals as the iPhone XS Max in the technical specifications department. The phablet phone has a 7.2-inch screen, 6 GB of RAM, a huge 5000 mAh battery, a fast Kirin 980 processor, a triple Leica camera and starts at 128 GB of storage. Oh, and you can connect a JoyCon type controller to the left side of the phone. It is therefore obvious that Huawei found it necessary to call not only the Mate 20 X "the best portable gaming machine", but also to confront it directly to the Nintendo switch in a slide presentation of the event.
Compared to Switch, the Huawei Mate 20 X is an awesome smartphoneHuawei
Huawei tried to dethrone the powerful Nintendo Switch by citing three successes: resolution (1080p vs. 720p), playtime (3 hours vs. 6 hours) and screen size (7.2-inch OLED display versus LCD display 6.2 inches).
Most people in the video game or video game press will tell you that Huawei's marketing department is crazy to think that the only hardware specs can win such a fight. Ask Sony how things went for them against the Nintendo 3DS. Nintendo has regularly released under-powered pocket consoles and dominated the sales charts unintentionally, mainly because Nintendo has a huge library of quality games and the characters have loved my multiple generations.
Huawei's marketing department is so crazy, is not it? Nope. In fact, they are brilliant.
You'll notice that I've already mentioned marketing twice because, having a background in marketing, I tend to shell out the layers and analyze not how a company presents something, but what which prompted them to present it in this way.
Most technology companies have quotas to fill that go beyond sales. Marketing and public relations departments have quarterly or annual press quotas and, very often, these quotas simply include a title mentioning the product. You have heard the phrase "all press is good press". In the case of the Huawei Mate 20 X compared to the Nintendo Switch, many headlines are generated and, as one would expect, they are rather negative.
The Mate 20 X also comes with a stylus. Take this, 3DS!Huawei
But look beyond the tone of the articles. Nintendo Life, a website focused primarily on, you guessed it, articles about Nintendo, wrote about it. They may have introduced their audience to the Mate 20 X and, to capture Huawei, the story must include the specifications of the phone. The majority of this audience certainly has a smartphone in their life. . .
Huawei thus makes the front page and potentially wins the attention of an audience that is not generally exposed to the mark. Gamespot wrote about it too. It was the same for Brian Crecente of Variety, who has extensive experience in game journalism. Variety is a crucial example here, because as a lifestyle site, they have not written about the launch of Huawei in general . Only this. Another bonus title for Huawei, and more visibility.
The above examples are just a few examples, but they show that if the direct comparison is odd, it makes perfect sense from a marketing perspective. The Mate 20 X is a seriously competitive phone with superb specifications and a beautiful appearance to match. And Huawei is generating titles that otherwise might not have been written, while at the same time attracting the attention of those who might just be looking for a new beefy smartphone.
Brilliant marketing, indeed.
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Huawei recently launched the monster of a gaming smartphone, shaming its rivals as the iPhone XS Max in the technical specifications department. The phablet phone has a 7.2-inch screen, 6 GB of RAM, a huge 5000 mAh battery, a fast Kirin 980 processor, a triple Leica camera and starts at 128 GB of storage. Oh, and you can connect a JoyCon type controller to the left side of the phone. It is therefore obvious that Huawei found it necessary to call not only the Mate 20 X "the best portable gaming machine", but also to confront it directly to the Nintendo switch in a slide presentation of the event.
Compared to Switch, the Huawei Mate 20 X is an awesome smartphoneHuawei
Huawei tried to dethrone the powerful Nintendo Switch by citing three successes: resolution (1080p vs. 720p), playtime (3 hours vs. 6 hours) and screen size (7.2-inch OLED display versus LCD display 6.2 inches).
Most people in the video game or video game press will tell you that Huawei's marketing department is crazy to think that the only hardware specs can win such a fight. Ask Sony how things went for them against the Nintendo 3DS. Nintendo has regularly released under-powered pocket consoles and dominated the sales charts unintentionally, mainly because Nintendo has a huge library of quality games and the characters have loved my multiple generations.
Huawei's marketing department is so crazy, is not it? Nope. In fact, they are brilliant.
You'll notice that I've already mentioned marketing twice because, having a background in marketing, I tend to shell out the layers and analyze not how a company presents something, but what which prompted them to present it in this way.
Most technology companies have quotas to fill that go beyond sales. Marketing and public relations departments have quarterly or annual press quotas and, very often, these quotas simply include a title mentioning the product. You have heard the phrase "all press is good press". In the case of the Huawei Mate 20 X compared to the Nintendo Switch, many headlines are generated and, as one would expect, they are rather negative.
The Mate 20 X also comes with a stylus. Take this, 3DS!Huawei
But look beyond the tone of the articles. Nintendo Life, a website focused primarily on, you guessed it, articles about Nintendo, wrote about it. They may have introduced their audience to the Mate 20 X and, to capture Huawei, the story must include the specifications of the phone. The majority of this audience certainly has a smartphone in their life. . .
Huawei thus makes the front page and potentially wins the attention of an audience that is not generally exposed to the mark. Gamespot wrote about it too. It was the same for Brian Crecente of Variety, who has extensive experience in game journalism. Variety is a crucial example here, because as a lifestyle site, they have not written about the launch of Huawei in general . Only this. Another bonus title for Huawei, and more visibility.
The examples above are just a handful of examples, but they demonstrate that, while the direct comparison is weird, she is pretty savvy from a marketing standpoint. The Mate 20 X is a seriously competitive phone with superb specifications and a beautiful appearance to match. And Huawei is generating titles that otherwise might not have been written, while at the same time attracting the attention of those who might just be looking for a new beefy smartphone.
Brilliant marketing, indeed.
