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Hisense Committed to Introducing more State-of-the-Art Technology to the region!

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Smart home technology is experiencing rapid growth in the region, and Hisense is at the forefront of introducing innovative and state-of-the-art products to meet the increasing demand.

In an exclusive interview, the editor of VAR had the opportunity to speak with Mr. Fazalur Rahman, Marketing Director at Hisense Middle East & Africa, to gain insights into how the brand has successfully secured a substantial market share and what continues to drive their enthusiasm for the future.

Could you please tell us about your role in the organization and your areas of expertise?

I am the Regional Marketing Director for Hisense Middle East & North Africa, responsible for designing and reshaping strategies to improve brand awareness and equity, execute GTM plans, enhance consumer engagement, and optimise retail/shopper marketing. My primary focus in this role is on driving brand equity, influencing consumer behaviour, and accelerating business growth across the Middle East region. I have been with Hisense for over 7 years since its nascent years in the region, spearheading a small team with a strategic approach to enter and expand into the UAE, GCC & LEVANT regions.

What is Hisense’s most recent offering to the Middle Eastern market?

Well, Hisense has recently launched its next generation of 2023 TV line-up. Our hero product focuses on ULED X technology which has even better picture quality based on Mini LED Technology though the usage of advanced in house developed chipset called Hi-View Engine X. The technology can be seen in the model 85UX which will be available in the market in Q3 2023. The ULED X, which was initially unveiled at this year’s Consumer Electronics Show in Las Vegas, received the CES 2023 Innovation Award for its advanced optical systems, exceptional image processing, and industry leading display technologies. We also introduced ULED TVs, range of Mini-LEDs, Laser TV as well as smart projectors like PX1-PRO, CH1 and PL1H.

We are committed to introducing more cutting-edge and latest technology products to the region. Our technology is a combination of smart and high-end tech algorithm that makes consumers connect with these appliances for an easier lifestyle. The smart features can be witnessed in our appliances like refrigerators, that comes with a touch screen, allowing you to control temperature and other features. Soon the market will witness a range of smart series with washing machines, dishwashers and air conditioners.

What are some significant trends and requirements that have emerged from the Middle Eastern market throughout the years?

The household appliances market in the Middle East has witnessed significant growth in the past few years because of several positive factors. One notable trend driving this growth is the integration of smart home technology, which has contributed to the industry’s expansion in the region. Additionally, there has been a rising demand for energy-efficient appliances, primarily due to growing environmental awareness and the need to reduce energy consumption. As a result, companies have begun investing in the development of energy-efficient appliances to meet this demand.

The growth of e-commerce in the Middle East has played a crucial role in propelling the household appliances market. The household appliances market is expected to see a substantial increase in the coming years. This growth can be attributed to the exposure of Middle East to other countries. Increase of tourism has which has generated increased demand in household appliances in resorts and hotels. Many people are migration to the Middle East, which is driving market development; and the growing number of working family members and time constraints fuelling demands for modern equipment. The deployment of smart household appliances is also seen as a time-saving solution in this context.

Could you give us some statistics on your market share in the Middle East and your projected growth in the next two years?

Hisense has experienced remarkable growth in the Middle East over the past 10 years. Through a carefully planned approach and effective expansion strategies, the brand has managed to capture a significant market share of 12 per cent in the region’s TV sector and aiming to reach 18-20 per cent in the next two years. This achievement is testament to our commitment to delivering quality products and establishing a strong brand presence in the region.

As a brand, we are constantly striving to further enhance our presence in the Middle East. The company is actively investing in the development and introduction of new technologies, ensuring that our product line-up remains at the forefront of innovation. By introducing more stock-keeping units, Hisense aims to provide a diverse range of options to cater to the varying needs and preferences of its customers.

In addition to product development, Hisense is also prioritising its visibility on both offline and online platforms. Recognising the importance of a multi-channel approach, we are focusing on strengthening our presence in traditional bricks-and-mortar stores, while also expanding our reach through online retail platforms. This comprehensive strategy aims to make Hisense products more accessible to consumers across different touchpoints, further fuelling the brand’s growth in the Middle East.

What projections do you have for the TV market? Do you think TV costs will rise in the future?

Hisense is a competitive brand, and we are focused on growth. By participating in global events such as the FIFA World Cup and UEFA European Championships, we have gained a better platform to communicate with end-users, leading to an expansion of our brand and increased credibility and acceptability. In the TV category, we will continue to introduce advanced technology and features that cater to our end-users, offering the best home entertainment solutions.

Our recent launch of ULED X technology is certain to captivate consumers with its premium picture quality. Technology remains a key factor in the TV industry, and we anticipate the introduction of game-changing entertainment solutions on to the market very soon. It is important to note that advanced technology often comes with a higher price point. While there has been a month-on-month increase observed in the market, we recognise the high level of competitiveness.

Finally, what excites you about technology’s future?

At Hisense, we are always striving to keep pace with the latest trends and stay ahead of our competitors in introducing trendy products. We are particularly excited about the future of technology in the TV industry. For example, we recently unveiled the Hisense PX1-PRO TriChroma Laser Cinema at CES, receiving widespread acclaim. This next-generation TV offers immersive entertainment and is now available across the Middle East region. As technology continues to advance rapidly, we are equally excited to see what the future holds and to be part of this transformative journey.

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Nothing Phone (4a) Pro Review: Mid-Range Pricing, Flagship Ambitions

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By Srijith KN

An in-depth look at Nothing’s 4a Pro, the clean stylish looking mid-range powerhouse!

Nothing has built its reputation on standing apart in an increasingly crowded smartphone market. With the launch of the Nothing Phone (4a) and the more ambitious Nothing Phone (4a) Pro, the company continues that philosophy while shifting its positioning. While the standard model focuses on accessibility, the Pro model moves closer to the premium segment, combining refined hardware with one of the most impressive displays in its category.

The Design Shift

The first thing that stands out about the Phone (4a) Pro is its departure from Nothing’s signature transparent aesthetic. Instead of the exposed internal design language that defined earlier models, the Pro adopts a more traditional and solid look with a clean metal frame and a conventional camera bump. At just 7.5mm, it is also the slimmest Nothing phone to date.

It is a different direction, but one that works. The device feels noticeably more premium than its price might suggest. Having used Nothing phones extensively, including the Phone (1) for nearly two years and the Phone (3) as a daily driver, this design shift feels like a more mature step for the brand. For some users, the move toward a more understated look may actually increase its appeal.

A Display Built for Immersion

The Phone (4a) Pro features a large 6.83-inch AMOLED display with a 1.5K resolution and a variable 144Hz refresh rate. On paper, these specifications are already top tier for this price range.

In practice, the display delivers exactly what those numbers promise. The screen feels fast and responsive with extremely smooth scrolling, while peak brightness reaching up to 5000 nits ensures excellent outdoor visibility. For everyday use, the combination of size, speed, and brightness makes the device feel significantly more expensive than its mid-range positioning suggests.

Performance That Surprises

Powering the device is the Snapdragon 7 Gen 4 chipset paired with up to 12GB of RAM. While this chipset is not designed to compete with flagship processors, it represents a meaningful performance jump compared with previous mid-range Nothing devices.

In early testing, the phone handled multitasking comfortably and performed well in gaming scenarios. Nothing has always focused on smooth real-world performance rather than chasing benchmark numbers, and the Phone (4a) Pro continues that same philosophy. For most users, the device feels quick, responsive, and capable of handling everyday workloads without difficulty.

Nothing OS Remains a Strength

Nothing OS continues to be one of the strongest aspects of the device. The software experience remains clean, responsive, and refreshingly free from unnecessary bloatware.

In a smartphone landscape increasingly filled with overly aggressive AI features and cluttered interfaces, Nothing OS stands out for its simplicity. For users who prefer a lightweight Android experience that stays focused on usability, the software remains one of the Phone (4a) Pro’s biggest competitive advantages.

Camera Performance

The Phone (4a) Pro includes a 50-megapixel main camera supported by a telephoto lens designed to offer additional versatility for photography.

In good lighting conditions the camera produces detailed images with balanced colour reproduction. While it may not fully compete with flagship level camera systems, the overall performance remains strong for the device’s price category.

However, there are some compromises. The ultra-wide camera uses an 8MP sensor and the front facing camera represents a slight downgrade compared with higher end models in the Nothing lineup. For most users the results will still be more than sufficient, but the camera system does not completely match flagship expectations.

The 140× Zoom Experiment

One of the more unusual features on the Phone (4a) Pro is the advertised 140× zoom capability. On paper this sounds extraordinary, particularly for a mid-range device.

In practice the phone achieves this through a combination of its 3.5× optical telephoto lens and AI driven image processing that digitally extends the zoom range far beyond what the optics alone can provide.

Testing the feature reveals a surprisingly practical use case. While extreme zoom levels will not replace traditional photography, the ability to zoom into distant text or objects and capture a quick shot to inspect them works well. The heavy lifting appears to come from AI processing, which sharpens the image enough to make those faraway details readable.

Carl Pei once mentioned in an interview that some features come from giving internal teams the freedom to experiment creatively. The 140× zoom feels like one of those ideas. It may not always produce perfect photos, but it works surprisingly well as what could be described as a “digital binocular” mode.

The Glyph System: Refined Identity

The Glyph lighting system remains one of Nothing’s most recognisable design signatures. On the Phone (4a) Pro the concept evolves with a larger and brighter light array that expands its visual notification capabilities.

The Glyph system can display alerts for incoming calls, timers, notifications, and recording indicators through distinctive lighting patterns on the back of the phone.

While visually distinctive and occasionally useful for quick notifications, the Glyph system still feels more like a signature design element than a practical necessity. That said, the implementation on the Phone (4a) Pro looks particularly striking and continues to give Nothing devices a visual identity that few other smartphones offer.

Editor’s Impressions

Having moved from the Phone (1) to the Phone (3) as my primary device, the Phone (4a) Pro feels like an interesting pivot for Nothing. The shift away from a fully transparent aesthetic toward a polished metal design feels both refreshing and more mature.

Performance is strong enough for everyday use and even moderate gaming, while the display is easily one of the highlights of the device. The camera system is capable, though there are a few compromises including the 8MP ultra-wide lens and the slightly downgraded front camera.

For users looking for the absolute highest specifications available, there are other devices that push further into flagship territory. But that has never been Nothing’s core philosophy. Instead, the brand focuses on creating devices that feel distinctive, practical, and thoughtfully designed.

For users who want a smartphone with a strong personality without paying flagship prices, the Nothing Phone (4a) Pro offers a compelling balance of style, performance, and value.

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WHOOP RAISES $575 MILLION AT $10.1 BILLION VALUATION TO ADVANCE GLOBAL HEALTH PLATFORM AND FURTHER GCC EXPANSION

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WHOOP, the human performance company, today announced it has raised $575 million in Series G funding at a $10.1 billion valuation, advancing its global expansion and long-term vision for personalized health. The round was led by Collaborative Fund and includes strong participation from GCC-based investors, including 2PointZero Group, Qatar Investment Authority (QIA), and Mubadala Investment Company, alongside global investors Abbott, the Mayo Clinic, Macquarie Capital (entities administered by Macquarie Capital), Glade Brook, B- Flexion, IVP, Foundry, Accomplice, Affinity Partners and Bullhound Capital, as well as prominent global athletes and individual investors.

Individual investors in the round include notable figures with strong ties to the GCC, including Cristiano Ronaldo and Karen Wazen. Other individuals investing in the round include LeBron James, Rory McIlroy, Reggie Miller, Niall Horan, Virgil van Dijk, and Shane Lowry, underscoring the brand’s growing cultural relevance across the region and deep connection to elite performance, health and global culture.

This funding comes at a defining moment for WHOOP and the future of health. Chronic disease is rising globally, while many healthcare systems remain built for reactive care. At the same time, advances in AI and continuous biometric data are enabling a fundamentally new approach that predicts risk, guides behavior, and improves health in real time. WHOOP has spent over a decade building toward this moment. With this investment, the company will accelerate global expansion and scale its platform as a new standard for personalized, preventive health.

“We are building the personal health platform that people use to improve their health and livelihood,” said Will Ahmed, Founder and CEO of WHOOP. “The GCC is one of the most forward-looking regions in the world when it comes to health, performance and longevity. We’re building real momentum on the ground, expanding our local teams and growing our retail footprint in multiple markets. We’re also developing meaningful partnerships across the region to integrate WHOOP into broader health and performance ecosystems. We’re committed to investing here for the long term. We’re especially proud to be joined by so many investors from the region.”

Accelerating International Growth

WHOOP is experiencing rapid global momentum amid an extraordinary period of growth:

  • The company now has over 2.5 million members around the world
  • In 2025, bookings grew 103% year-over-year, exiting the year at a $1.1B run rate
  • In 2025, WHOOP operated cash flow positive
  • WHOOP is hiring for over 600 new roles around the world this year to support research and development and international expansion

Proceeds from this Series G financing will fuel international expansion across the GCC, Europe, Latin America, and Asia.

 

 

Building the Preeminent Global Health Platform

This financing will accelerate WHOOP in building the world’s leading personal health platform – an intelligent, unified system designed to extend healthspan, optimize performance, and prevent disease before it begins.

As part of its international expansion, WHOOP is scaling its presence across the GCC to deepen research and innovation capabilities while contributing to the region’s rapidly evolving performance science ecosystem. In the coming months, WHOOP will open WHOOP Labs Doha, the company’s first international performance research and development facility, marking a significant milestone in its global growth. Alongside this, WHOOP is advancing a series of initiatives across the UAE and Qatar designed to accelerate adoption and establish WHOOP as a leader in health and human performance across the region.

Powered by more than 24 billion hours of physiological data and purpose-built AI models, WHOOP delivers predictive, personalized health insights. Members open the app an average of over eight times per day – almost three times higher than other screenless wearables – to understand how they slept, whether they are recovered, how hard to push or pull back, and how daily behaviors like training, nutrition, and stress are impacting their performance and long-term health. These insights go beyond sleep and fitness, helping members identify early warning signs, reduce risk, and take action that can prevent serious health events. From world leaders and executives to elite athletes and artists, WHOOP has become an essential platform for those committed to performing and living at their highest level.

“WHOOP has become one of the most important tools I use to support my long-term health,” said Cristiano Ronaldo, a WHOOP investor and global ambassador. “I am proud to participate in this round because I believe in the future we are building together. No other company has created a health platform this powerful that people are proud to wear.”

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HUAWEI Mate 80 Pro: The Return of a Flagship Powerhouse

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The Mate series once represented the pinnacle of smartphone innovation. Now, the series returns to the global stage after a brief hiatus. Building on the Mate series’ strong tradition of pioneering technology, the Mate 80 Pro sets new standards in imaging authenticity, durability, performance, and intelligence. At a time when innovation among standard slab smartphones appears to have stalled, the Mate 80 Pro emerges as a serious contender for the best flagship smartphone of the year.

Capturing Reality with True Fidelity

The HUAWEI Mate 80 Pro revolutionises mobile photography with its True-to-Color Camera System. Compared to the previous generation, this system achieves a 43% improvement in colour reproduction to guarantee authentic, professional-grade results in any scenario. The system is powered by a premium 50 MP Ultra Lighting Main Camera featuring a large 1/1.28-inch sensor. This flagship main sensor captures significantly more light and detail than those of previous generations, providing superior low-light capabilities and lifelike textures.

The true strength of the Mate 80 Pro lies in its True-to-Color Camera. This camera system boasts 96% better light intake to offer more accurate, true-to-life detail in low-light conditions. Additionally, DCG HDR technology enhances dynamic range by 300% when compared to the previous generation, preserving details and contrast even in strong backlight scenarios.

The Mate 80 Pro’s 48 MP Ultra Lighting Telephoto Macro Lens supports 4x optical zoom and a minimum focus distance of 5 cm, unlocking effortless close-up and long-range shooting to support stunning clarity and enchanting bokeh. For capturing wide canvases, there is the 40 MP ultra-wide-angle camera.

Built to Endure Adventures

The HUAWEI Mate 80 Pro features the Super Durable Architecture, providing comprehensive protection without compromising elegance. The 2nd Generation Kunlun Glass offers 20x greater drop resistance than conventional glass, safeguarding the display from accidental falls. In addition, the ultra-durable vegan fibre back panel boosts impact resistance by 5x, all while maintaining a silky scratch- and wear-resistant texture.

The device also has an IP68 rating for dust and water resistance (up to 6 m depth) and an IP69 rating for high temperatures and high-pressure jets, offering a multi-layer shield against spills, rain, and dust. This makes the Mate 80 Pro an ideal companion for splash days, workouts, or rainy commutes.

Powerful Performance

The HUAWEI Mate 80 Pro supports all-day usage thanks to a huge 5750 mAh battery, which can be rapidly recharged through 100 W wired SuperCharge or 80 W wireless SuperCharge. The device also comes equipped with the industry-first SuperCool Dual Phase Change Heat Dissipation System, capable of boosting thermal conductivity by 16% and reducing temperature rise by 33%. This allows the phone to remain 1°C cooler during gaming and 2.5°C cooler during HD streaming compared with the previous generation—ensuring smooth, lag-free performance under heavy loads.

Dual space ring design

The HUAWEI Mate 80 Pro introduces a Dual Space Ring Design with a symmetrical aesthetic. The Mate 80 Pro is available in three colours inspired by nature: Gold, Green, and Black. Paired with a silky, ultra-durable vegan fibre back panel, the phone offers a premium feel.

A Smarter Experience

The HUAWEI Mate 80 Pro integrates innovative AI features for exceptional creativity. With AI Remove, users can effortlessly erase unwanted elements like passers-by or clutter, after which backgrounds are seamlessly reconstructed. AI Best Expression is capable of analysing burst shots and then merging everyone’s best faces into a single image, creating timeless group photos. In addition, AI Composition provides real-time framing guidance for professional-level shots, while Two-Way AI Noise Cancellation filters ambient noise for crystal-clear calls in noisy environments.

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