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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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What Makes HUAWEI FreeClip 2 the Best Open-Ear Earbuds Yet?

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It has been two years since the debut of the original HUAWEI FreeClip, Huawei’s first-ever open earbuds that took the market by storm. Its massive popularity proved that the world was ready for a new kind of listening experience. The new HUAWEI FreeClip 2 tackles the hard challenges of open-ear acoustics physics head-on, combining a powerful dual-diaphragm driver with computational audio. It delivers depth and clarity, which was once thought impossible with an open-ear design. Solving the acoustic limitations of open-ear audio alone would have been sufficient to make the HUAWEI FreeClip 2 our pick for best open-ear audio.

But it is way more than that!

Comfortable C-Bridge design

The HUAWEI FreeClip 2 earbuds weigh only 5.1 g per bud, a 9% reduction from the previous generation. This lightweight architecture ensures an effortless experience, perfect for long calls, workouts, and commutes, allowing you to wear them all day without fatigue. The comfort bean is 11% smaller than the previous model, yet the design provides a secure fit that prevents the earbuds from falling out, even during intense activity.

Constructed from a new skin-friendly liquid silicone and a shape-memory alloy, the C-bridge is 25% softer and significantly more flexible than its predecessor. Finished with a fine, textured surface, it ensures a comfortable, irritation-free wearing even after extended use.

Adaptive open-ear listening

The acoustic system has been significantly upgraded, featuring a dual-diaphragm driver and a multi-mic call noise cancellation system. This setup not only delivers powerful sound but also maximises space efficiency. That’s why, despite their small size, these earbuds can deliver substantial acoustic performance.

The Open-fit design of the earbuds demands high computing power to maintain sound quality and call clarity. The HUAWEI FreeClip 2 offers ten times the processing power of the previous generation, serving as Huawei’s first earbuds to feature an NPU AI processor for a truly adaptive experience. The new dual-diaphragm driver includes a single dynamic driver with two diaphragms, effectively doubling the sound output within a compact space to provide a significant boost in volume and bass response.

Furthermore, the earbuds dynamically detect surrounding noise and adjust volume and voice levels in real-time. If the environment is too noisy, the system uses adaptive voice enhancement to specifically boost human frequencies, ensuring you never miss a word of a podcast or audiobook. When you return to a quiet environment, the earbuds automatically settle back to a comfortable volume level.

Crystal clear calls

To ensure call quality in chaotic environments, the HUAWEI FreeClip 2 utilises a three-mic system combined with multi-channel DNN (Deep Neural Network) noise cancellation algorithms. This system intelligently identifies and filters out ambient noise. Thanks to the NPU AI processor, the earbuds automatically enhance voice clarity, ensuring your conversations remain crisp regardless of your surroundings.

Battery life and charging

With the charging case, the HUAWEI FreeClip 2 offers a total battery life of 38 hours, allowing users to enjoy music throughout a full week of commuting on a single charge. On their own, the earbuds last for 9 hours—enough for a full workday of uninterrupted calls. For those in a rush, just 10 minutes of fast charging in the case provides up to 3 hours of playback. For added convenience, they support wireless charging and are compatible with watch chargers.

Rated IP57, the earbuds are resistant to sweat and water. They can easily withstand intense workouts or even a downpour.

Connectivity

The earbuds support dual connections and seamless auto-switching across iOS, Android, and Windows. When connected to EMUI devices, you can even switch audio between more than two devices. Additionally, when connected to a PC, the earbuds allow you to answer an incoming call without disconnecting from or interrupting your conference setup.

It is, quite simply, a pair of earphones reliable enough for the gym, the office, and the commute.

BRIEF: Designed for a new generation of listeners, the HUAWEI FreeClip 2 represents a significant evolution in open-ear audio technology. Combining a lightweight, comfort-first design with advanced AI-powered acoustics, the earbuds challenge long-standing limitations associated with open-ear listening. From adaptive sound processing and crystal-clear calls to all-day wearability and robust battery life, the FreeClip 2 balances innovation with everyday practicality. Built for work, workouts, and commutes alike, it reflects Huawei’s growing focus on intelligent, user-centric audio experiences that seamlessly integrate into modern, connected lifestyles. @2025

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FROM SMART WEARABLES TO TRI-FOLD INNOVATION: 6 HUAWEI GADGETS THAT REDEFINE HOLIDAY GIFTING

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A lifestyle product photograph of the HUAWEI Mate XT ULTIMATE DESIGN, the world’s first commercially available trifold smartphone, being unfolded from its 6.4-inch phone size to its full 10.2-inch 3K display.

The holiday season is upon us. And as always, we’re met with a sudden panic over what to buy our loved ones. What does my mum want? What does my dad need? And what can I afford? These are the questions we ask ourselves as we walk around in the shopping mall or browse for the perfect present online. Choosing a meaningful present makes all the difference, but it’s rarely simple. Luckily, Huawei’s wide lineup of smartphones, earphones, wearables and tablets makes the process far less overwhelming.

To help you find the right gift this season, here’s a list of Huawei’s gadgets that fit any budget or taste.

Starting with the sure-fire option that anybody in your life will appreciate, the HUAWEI FreeClip 2. As the follow-up to the hugely popular open-ear earbuds from Huawei, the FreeClip 2 takes everything that people loved in the original FreeClip and makes it better. The earbuds come in a range of new stylish colours, including Blue, White, Rose Gold, and Black. Thanks to the extremely lightweight C-bridge design, these can be worn effortlessly throughout the day. If you are not playing anything, you might even forget they are there. Perhaps the most surprising feature is how good they sound, with incredible booming bass for open-ear earphones.

    Now, if you are looking to impress with something more premium, you can go for the HUAWEI Mate XT ULTIMATE DESIGN — the phone that marked a new chapter for smartphones as the first-ever trifold one could actually buy. Featuring a massive tablet-sized 10.2-inch 3K display that folds down into a 6.4-inch regular smartphone size, it is one of the most versatile and striking devices you can gift this season. Now available in a new White vegan leather finish, the device adds a fresh, elegant touch that feels perfectly in tune with the holiday season. The clean, trendy aesthetic not only elevates its premium appeal but also makes it an ideal gift choice, effortlessly matching festive moods and winter styling.

    • The HUAWEI WATCH ULTIMATE DESIGN carries over the same luxury to wearables. Recently launched in a new Royal Gold Edition, the watch features an industry-first rare-earth purple ceramic bezel with 18K gold, paired with a zirconium-based liquid metal case and a purple-gold titanium alloy strap. With a host of features tailored for deep-sea divers, including an innovative waterproof system and sonar-based underwater communication, the watch brings serious performance to match its luxury build.
    • If you want the deep-sea diving and underwater communication features but in a more rugged yet premium packaging, go for the HUAWEI WATCH Ultimate 2. Available in Blue and Black, the WATCH Ultimate 2 features a zirconium-based liquid metal case, with a dual-colour nanocrystal ceramic bezel and sapphire glass for excellent durability.
    • The HUAWEI WATCH GT 6 Pro, on the other hand, is a great everyday smartwatch. Offering an incredible battery life of up to 21 days, it is an unparalleled workout companion with a host of new outdoor workout features. Powered by the upgraded TruSense system, the WATCH GT 6 Pro is designed for endurance.
    • For the creators and professionals on your list, the HUAWEI MatePad 12 X PaperMatte Edition is a great pick. It combines the power of a PC, the creativity of a studio, and the comfort of paper, all in one sleek device. It packs a new and improved ultra-clear PaperMatte Display, enhanced with high-precision nanoscale etching for a much clearer and more comfortable view. When paired with the new HUAWEI M-Pencil Pro, this tablet can be the perfect canvas for ideas to flourish.

    Figuring out the right gift for your loved ones is no easy task. If you don’t want to spend money on a gift that will end up in somebody’s drawer catching dust, then make sure that you give them something truly special. Happy Holidays!

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    HUAWEI Mate XT ULTIMATE DESIGN Remains the Trifold Benchmark

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    A back view of the Huawei Mate XT Ultimate Design smartphone in a fully unfolded state. The device features three distinct panels with a cream-colored, textured leather finish. The left panel houses a large, octagonal gold-rimmed camera module with "XMAGE" branding and four lenses. The words "HUAWEI" and "ULTIMATE DESIGN" are embossed vertically in gold on the leather. The hinges are visible as slim gold vertical lines connecting the panels.

    The evolution of smartphones took a new trajectory in the summer of 2024. After months of speculation and rumours, as Huawei unveiled the first-ever commercially available trifold to the world, it was praised universally. It proved that there is still room for groundbreaking innovations in smartphones. The HUAWEI Mate XT was so ahead of its time, it took the competition over a year to release a viable triple fold.

    People now use their smartphones for way more. Smartphones have replaced a multitude of gadgets for everyday things like cameras, televisions, music players, and, to some extent, laptops. You no longer have to scramble for a laptop to send an urgent email or fumble with paper maps to navigate a strange city. Officially called the HUAWEI Mate XT ULTIMATE DESIGN, Huawei’s trifold smartphone was an answer to the growing demand for smartphones capable of multitasking and more immersive media consumption. Offering users the largest smartphone screen experience with a single 10.2-inch display that folds down into a convenient regular smartphone form factor, it expands the possibilities of smartphone interactions and multitasking.

    A close-up, angled perspective shot of the Huawei Mate XT Ultimate Design partially folded in a Z-shape. The image highlights the "Ultimate Design" gold lettering and the intricate texture of the white leather. The prominent octagonal camera array is shown in detail with gold accents. The slimness of the three folded layers is visible, showcasing the gold-finished metal edges and the complex hinge mechanism.

    Now, Huawei is expanding the Mate XT line with more colour options. Previously only available in Red and Black, the phone will be available starting next week in the white vegan leather finish. This new finish gives the device a more refined, minimalist aesthetic.

    Despite widening competition, the Mate XT is still the benchmark for what a trifold smartphone can be. The Mate XT’s ingenious Z-shape folding method, where one side folds inward and one outward, has a unique benefit. It uses a single continuous display that unfolds into a tablet, and when folded to a regular smartphone size, one-third of that same screen becomes the outer display. It’s a cleaner, more coherent experience.

    Trifold experiments from other brands also fall short of Mate XT in charging speeds, battery capacity and screen resolution. Even a whole year and few months after the initial release, the Mate XT is still the slimmest and lightest trifold in the market. Performance and durability follow the same pattern. The groundbreaking Advanced Precision Hinge System, made of ultra-strong, high-strength steel, offers a smooth, effortless and precise opening and closing experience.

    A year on, the Mate XT remains the trifold smartphone others measure themselves against. It’s a category that Huawei created, defined, and continues to push forward while everyone else is still trying to catch up.

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