By Kien Lee
HUAWEI isn't the first smartphone company to launch a premium version of its offering to consumers.
We've seen LG x Prada, Samsung x Armani come... and go. For those who are too young to remember, these products by peer brands didn't succeed and the prevailing opinion was that these luxury-packaged smartphones just didn't offer a compelling product; either in design or performance.
This is where the HUAWEI and Porsche Design has outperformed its predecessors from other brands.
For starters, the inaugural partnership kicked off with the Porsche Design HUAWEI Mate 9 launched last year in Munich. It's sold out worldwide.
Listening to customers, and a clear affirmation of the vision of Richard Yu, CEO, Huawei Consumer Business Group, to launch this product amidst doubts expressed even within the organization as we understand, HUAWEI has now rolled out the highly anticipated Porsche Design HUAWEI Mate 10.
It is available in stores on 23 November.
The Porsche Design HUAWEI Mate 10 is the ultimate in premium design.
As the most exclusive of all devices across the Mate 10 Series, it combines Porsche Design's aesthetic craft with HUAWEI's mobile engineering expertise. What you get is the best of both worlds, on the outside and the inside. The collaboration delivers highly discerning customers an unrivalled, premium experience with revolutionary speed, extensive battery life and functional design cues.
On the Outside
Its unique front and back cover design are entirely encased in elegant yet robust glass and come in a luxurious and exclusive Diamond Black colour.
In addition to its distinctive look, the device also offers a user interface specially developed by Porsche Design, which is available in two versions.
With its specially designed Porsche Design luxury leather case, the device exudes exclusivity. The sleek, beautiful finish makes it a perfect choice for the design and tech-savvy customer alike.
On the Inside
The Porsche Design HUAWEI Mate 10 harnesses the transformative power of artificial intelligence (AI) to herald the dawn of an exciting new era for mobile phones. With built-in dedicated AI processor and machine learning, the Porsche Design HUAWEI Mate 10 is an intelligent device. Not just a smartphone.
What does AI inside do? Superior performance at lightning speed, response to real-world situations and constant learning from the user behaviour.
In addition, a camera featuring the best lenses, self-adjustment, intelligent feedback and AI-enabled photo applications as well as a PRO mode, delivers unparalleled photography for users of all levels.
A combination of 6GB RAM and 256GB ROM means it has the largest memory cortex of the whole HUAWEI Mate 10 Series (the Mate 10 Pro has up to 128 GB with no microSD slot).
Wait There's More
Other key features include the long-lasting 4000mAh battery and smart battery management system, combined with HUAWEI's SuperCharge technology A stunning new 6-inch screen with 18:9 aspect ratio, barely-there-bezels and HDR10 technology make for an intensely vivid viewing experience with brighter colours. The impressive screen can support a split-screen interface, enabling users to run two apps side by side.
3D curved glass design, large almost borderless FullView and smudge-proof finish make the Porsche Design HUAWEI Mate 10 ideal for the design-conscious user, to whom aesthetics are as important as performance.
Easy Talk technology means even the faintest whisper spoken into the Porsche Design HUAWEI Mate 10 will be heard clearly at the other end. AI technology will enhance and boost low volume calls, while noisy calls are transformed into high quality conversations with AI-advanced ambient noise cancellation.
The pre-installed real-time AI Accelerated Translator instantly translates text, voice, conversations, and images into 50+ languages across devices.
Beauty and intelligence are rarely come together in nature - don't we all covet the combination. But HUAWEI's new Porsche Design Mate 10 is an exception, in technology. It is also once again a category-changing device.
It is no longer a smartphone, it's an intelligent machine.