VAR

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

Published

3 years ago

December 20, 2023

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.

VAR

HONOR Announces the Official Availability of HONOR X7e Plus 5G

Published

13 hours ago

July 29, 2026

Integrator Web-Editor

HONOR, a global AI device ecosystem company, today announced the official open sale of the HONOR X7e Plus 5G, delivering exceptional battery life, industry-leading durability, and advanced AI features at an accessible price point. Designed for everyday users who need a reliable smartphone that can keep up with demanding days, the HONOR X7e Plus 5G sets a new benchmark for smartphones available within its range.

The Biggest Battery in Its Segment

At the heart of the HONOR X7e Plus 5G is its massive 8100mAh battery[1], the largest battery in its category, engineered to keep up with demanding lifestyles from morning until night and beyond. The device also supports 45W HONOR SuperCharge, allowing for fast and efficient power recovery whenever needed.

Built for Real-Life Durability

Built for real life, the HONOR X7e Plus 5G brings durability features rarely seen at this price point. The device offers up to 2.5m drop resistance, supported by an all-round drop protection architecture and backed by SGS Premium Performance Certification with a 5-Star industry leading Drop Resistance rating.

Industry-Leading Water and Dust Resistance

The durability story continues with IP68, IP69 and IP69K water and dust resistance, helping the device withstand challenging everyday conditions including rain, dust, splash exposure, and even 1.5m water submersion.

Wet-hand Touch also helps the display remain responsive when users’ hands or the screen are damp, making it easier to continue navigating, messaging or answering calls when moisture gets in the way.

Creativity Powered by AI Image-to-Video 2.0

HONOR X7e Plus 5G introduces AI Image-to-Video 2.0, enabling users to transform still images into dynamic video content using natural language prompts and built-in templates. This next-generation feature unlocks new creative possibilities, allowing users to bring static memories to life in a more immersive, cinematic format.

Intuitive AI Integration and Superior Processing

Furthermore, the newly launched smartphone comes with a dedicated AI Button, separate from the power key, for quick access to smart tools. A double press instantly opens the camera—even from the lock screen—while customizable gestures allow users to launch apps or access features.

Flagship-Level AI for Everyday Convenience

Beyond endurance and protection, the HONOR X7e Plus 5G delivers an intelligent user experience powered by MagicOS 10.0 based on Android 16.

The device comes equipped with a range of AI-powered productivity and creativity tools, including AI Translation, AI Image to Video 2.0, AI Eraser, AI Upscale, AI Notes, AI Recorder and Magic Portal, bringing flagship-level AI capabilities to more users.

Color, Price and Availability

HONOR X7e Plus 5G is available for purchase in three stunning color variants: Velvet Black, Meteor Silver and Desert Gold for an affordable price starting from AED 899. Consumers can buy HONOR X7e Plus 5G through HONOR’s official online store and authorized retail partners across the UAE.

VAR

HONOR Announces the Official Availability of HONOR X7e Plus 5G

Published

2 days ago

July 27, 2026

Integrator Web-Editor

Built for demanding days, with an 8100mAh battery, industry-leading durability and AI Image to Video 2.0

HONOR, today announced the official open sale of the HONOR X7e Plus 5G, delivering exceptional battery life, industry-leading durability, and advanced AI features at an accessible price point. Designed for everyday users who need a reliable smartphone that can keep up with demanding days, the HONOR X7e Plus 5G sets a new benchmark for smartphones available within its range.

The Biggest Battery in Its Segment

At the heart of the HONOR X7e Plus 5G is its massive 8100mAh battery, the largest battery in its category, engineered to keep up with demanding lifestyles from morning until night and beyond. The device also supports 45W HONOR SuperCharge, allowing for fast and efficient power recovery whenever needed.

Built for Real-Life Durability

Industry-Leading Water and Dust Resistance

Creativity Powered by AI Image-to-Video 2.0

Intuitive AI Integration and Superior Processing

Flagship-Level AI for Everyday Convenience

Beyond endurance and protection, the HONOR X7e Plus 5G delivers an intelligent user experience powered by MagicOS 10.0 based on Android 16.

Color, Price and Availability

VAR

More Than a Storage Device, Less Than a Collector’s Trophy: SanDisk FIFA World Cup 2026 Global Edition USB-C Flash Drive

Published

5 days ago

July 24, 2026

Integrator Web-Editor

SanDisk has given one of its everyday USB-C flash drives a football-inspired makeover with the FIFA World Cup 2026 Global Edition, and the result is a storage accessory that blends practicality with collector appeal. While the internals remain familiar, it is the packaging, colourful finish and official FIFA branding that make this version stand out.

This review unit comes with 128GB of storage, USB 3.2 connectivity and quoted read speeds of up to 300MB/s, making it suitable for quickly transferring large photo libraries, 4K videos or project files between smartphones, tablets and laptops equipped with USB-C ports. It also supports SanDisk’s mobile backup application for users looking to automate backups from compatible Android devices.

Design is where this limited edition earns its personality. The drive adopts a compact, cap-style construction, with the USB-C connector protected by a removable cover that fits securely during use.

The colourful geometric artwork inspired by the FIFA World Cup 2026 branding gives the drive a fresh, premium appearance, while the embossed football pattern on the rear adds a subtle finishing touch.

Unlike many novelty editions, this one doesn’t feel overly flashy and still looks professional enough to carry daily.

A welcome addition is the included official FIFA World Cup 2026 lanyard. Besides adding collector value, it makes the tiny drive significantly easier to carry or attach to a backpack, camera bag or key organiser, reducing the chances of misplacing such a compact storage device.

In everyday handling, the flash drive feels lightweight yet well assembled. Its compact size means it occupies very little space when plugged into laptops or tablets, although, like most cap-based drives, users will need to keep track of the removable cap when in use.

Overall, the SanDisk FIFA World Cup 2026 Global Edition USB-C Flash Drive is a simple but attractive limited-edition product.

It combines dependable USB-C storage performance with official tournament branding that football fans will appreciate.

For users already looking for a high-speed USB-C flash drive, the FIFA edition adds enough exclusivity and thoughtful presentation to make it more memorable than a standard storage device, without compromising the practicality SanDisk is known for.