Huawei launched the latest device in its flagship P series at an event in London on Wednesday that focused heavily on the prowess of its 13-megapixel camera function.
The P8 smartphone comes with a raft of new features, including an E-ink cover and knuckle sense technology. But the focus of the Chinese firm’s launch event was squarely on image capture.
"It’s more than just megapixels," said Richard Yu, CEO of Huawei’s consumer business group, before launching into a lengthy explanation of the various features offered by the P8’s camera.
The camera comes with optical image stabiliser technology, a four-colour RGBW sensor, and a DSLR-level independent image processor, which enables it to take clearer, brighter photos, even in low light.
"The teapot is more clear," said Yu, demonstrating the difference between an image captured on the P8 and the same image from an iPhone 6.
Users can also take "professional photos by our light painting function," Yu added.
Light painting essentially allows for pictures of streams of light; Huawei demo nstrated pictures of car taillights, a moving ferris wheel, and others.
Sadly, this journalist misheard Mr Yu when he mentioned the camera’s ‘star track’ mode; plans for headlines beginning ‘Huawei boldy goes…’ were quickly shelved.
After the intense focus on the P8’s camera, which was preceded by a presentation on its design – it features a full metal uni-body, amongst other things – you could be forgiven for thinking that connectivity comes as an afterthought, but Huawei has made some improvements in this area too.
The P8 switches between its dual antennas to provide the best signal, it claims to sync with roaming networks "three times faster than an average phone" and has dual-SIM capability; one of its two SIM card slots doubles up as a micro SD card slot.
Yu also talked up strong battery life, clearer call quality, a feature that helps the user locate the device, and knuckle sense technology; the last lets a user take a screen shot with their knuckles.
Users can also add an E-ink cover, which turns the back casing of the device into an e-book.
But that is not all.
"Today we have a another big phone for you, the Huawei P8 Max," Yu announced.
While the P8 has a 5.2-inch screen, the P8 Max measures in at 6.8 inches, "but it’s still pocketable," Yu said.
Amongst other features, it allows users to multi-task, by splitting the screen.
The regular size P8 carries a recommended retail price of €499 for the standard model, or €599 for the premium version, which comes with more memory and in different colourways. It is available in 30 markets immediately, rising to 100-plus in a month’s time.
The two versions of the P8 Max cost €549 and €649. It will hit the shelves in 30 markets in a month.
But despite its attributes – design, features, camera functionality and so on – the P8 could struggle to gain traction, analysts warn.
"The comp any has a mountain to climb as it seeks to position Huawei as a luxury brand in Europe," said Jasdeep Badyal, smart devices and pricing analyst at CCS Insight. "The P8 will certainly turn heads if Huawei can enhance its brand credentials."
Badyal pointed out that competing with Apple in the high-end smartphone market is no easy task.
"At the moment only Samsung is giving Apple a run for its money but is having to make gigantic marketing investment to attract consumers to its new products," he said. "This provides further evidence that Huawei will need to spend big to make the P8 a success."
