Huawei spinoff Honor plans to enter the Indonesian smartphone market by March 2024, leveraging the recent prohibition of Apple’s iPhone 16 due to local production requirements that mandate 40% of smartphone components be domestically sourced. With an established office and a local manufacturing partner in Indonesia, Honor aims to launch a folding phone as part of its initial product lineup, which will include 10 medium to high-end devices. By year-end, the company seeks to offer approximately 30 products, capitalizing on Indonesia’s rapid economic growth and expanding middle class. Canalys analyst Chiew Le Xuan highlights the country’s significance, noting it represents 35% of Southeast Asia’s smartphone shipments and is poised for substantial growth.
Currently, Chinese brands Oppo and Xiaomi dominate the Indonesian market, while Samsung and Vivo hold considerable shares. Honor’s entry reflects a strategic move after years of market observation, with the company committed to largely hiring local staff as it expands. It plans to establish at least 10 retail stores and sell through local retailers. Honor, which was spun off from Huawei in 2020, is also preparing for a public offering, marking a significant step in its growth trajectory outside China.
