At a time when the smartphone market is increasingly pivoting toward artificial intelligence, HONOR is not trying to strengthen its position through hardware upgrades alone, but through a broader story built around user experience, practicality, and everyday value. Zachary Jiang, President of Central and Eastern Europe and the Nordics at HONOR Device, says for ICTbusiness Media - ICTbusiness.biz competition is no longer defined only by technical specifications, but by a brand’s ability to translate technology into tangible benefits for users. As he puts it, “customer satisfaction is our core”, making clear that user satisfaction remains at the center of HONOR’s strategy.
His comments suggest that HONOR wants to position itself as a vendor that does not see AI as an isolated feature, but as a layer that should improve the experience of using the entire device. Jiang stresses that the company wants to “bring more benefit to consumers, not only simply parameter changes”, signaling a move away from the logic that market success can be secured through bigger numbers on a spec sheet alone. In this approach, technology should be almost invisible, yet highly useful. The device, he argues, should help users become more efficient, faster, and more comfortable in handling everyday tasks.
Particularly telling is the way Jiang describes the shift in user expectations in an era shaped by social media and constant content creation. In his view, the focus used to be on photography, while today users are increasingly looking for better video quality and a more seamless interaction with their devices. “In the past, we chose to take a better picture. Nowadays, we want to get a better video,” Jiang explains. In many ways, this sums up one of the market’s defining transitions: the smartphone is no longer just a communication tool, but also a personal production studio, a work device, and a digital assistant rolled into one. That is why HONOR is focusing on making the experience “more convenient”, while also improving the connection between people and technology.
This is precisely where artificial intelligence takes on an operational, rather than purely promotional, role. Jiang is not advocating an overly dramatic vision of an AI revolution, but rather a gradual, almost organic integration into daily life. “AI already changed our lives slightly,” he says, pointing out that many people are already using AI today for meetings, notes, or advice. His broader argument is that technology does not have to cause an immediate, dramatic rupture to matter. On the contrary, “let it change our life day by day and smoothly” may be the most accurate description of the direction in which the industry is moving. In that sense, AI should not feel disruptive or intimidating, but should fit naturally into the rhythm of work, communication, and personal use.
That approach is also relevant for markets such as Croatia, where Jiang openly thanks users for their trust. “Thanks a lot to the consumer in Croatia who chose us,” he says, adding that HONOR wants to justify that confidence by expanding its portfolio and strengthening its market presence. This is not only about sales ambitions but also about a deeper understanding of local demand. Jiang says HONOR wants to “understand more consumer demand and the needs” and translate those needs into concrete product capabilities. In other words, growth is not planned solely through wider distribution, but through aligning device development with the habits and expectations of users in each market.
The most ambitious part of his message is reserved for Croatia itself. Jiang states very directly that “HONOR is the top brand in Croatia”, revealing that the company does not see the local market as peripheral, but as a space for serious long-term positioning. The path to that goal, according to his explanation, is not only a broader market reach, but the execution of a vision in which “consumer satisfaction and their needs” come before technology for technology’s sake. That also reflects a wider industry shift: in the AI era, the winners will not necessarily be those with the longest feature lists, but those that can turn advanced technology into an experience that users genuinely understand and use. HONOR clearly wants to be one of those players.
At a time when the smartphone market is increasingly pivoting toward artificial intelligence, HONOR is not trying to strengthen its position through hardware upgrades alone, but through a broader story built around user experience, practicality, and everyday value.
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