Huawei chief executive reveals plans to take on smartphone giants

Richard Yu, CEO of the Huawei consumer unit, plans to bring the company into the top three biggest mobile brands by the end of 2015

In an interview with The Telegraph, Yu speaks of the company's ambition to produce the best smartphone in the world and the weaknesses in other big names such as Apple and Samsung.

Huawei announced its new device, the Ascend P6 earlier this week, winning the title of the world's thinnest smartphone at just 6.18mm in thickness.

Speaking about rival Samsung, Yu states that the company has built its success on having the ability to spend large amounts of money on marketing and branding.

"If you invest in marketing and branding then people will always buy no matter how good the products are. The Samsung Galaxy S4 is just a so-so smartphone."

Yu goes on to say that Apple are slipping with downfalls such as its lack of a large-screen phone and that Huawei want to go higher than them.

The Ascend P6 which will run on a simplified version of Android with an Emotion UI on top for a different look, added microSD storage, IMAGESmart engine to help improve the environment for photos, and encased in an all-metal framework.

The Emotion UI is an addition Yu feels is necessary to the Google OS. During his interview with The Telegraph Yu states, "We want Android to be more user friendly, so we have made a lot of enhancements. Google is good for an engineer but it's not good for the consumer. It's a little bit too complicated."

Sir Charles Dunstone, CEO of Carphone Warehouse spoke out about Huawei's new device, "I think it'd be hard to displace Samsung and Apple. But with products like these priced like they are, I think Huawei has very credible aims," The Telegraph reports.

Source: The Telegraph