European launch of Huawei's Ascend P7 smartphone

Accenture Technology Labs Staff
Anh Nguyen

Anh Nguyen

Anh Nguyen, now deputy editor, joined IDG as a reporter in January 2010. She read French and Italian at Cambridge University and has a postgraduate diploma in newspaper journalism from City University. Areas that Anh covers across ComputerworldUK, Techworld and CIO UK include retail and careers.

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For a more in-depth, hands-on review of Huawei's new flagship smartphone, the Ascend P7, click here

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Technology meets fashion in Paris

Huawei chose the Maison de la Mutualite in Paris for the global launch of its new flagship phone, the Ascend P7. Joonsuh Kim, Huawei's vice-president of mobile design, said he makes annual visits to the "fashion capital of the world", as Huawei touts its smartphones as the "ultimate in technology and fashion".

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Number 3 in the world

Huawei CEO Richard Yu said that one of the company's big milestones in 2013 was becoming the world's number three smartphone maker, behind Samsung (number one) and Apple (number two), according to GSM Arena. However, it has some catching up to do if it wants to enter the top two. In Q4 2012, it had a market share of 4.9 percent, compared to Apple's 21.8 percent and Samsung's 29 percent.

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Huawei vs Apple and Samsung

This did not stop Huawei from drawing comparisons with rivals Apple (iPhone 5) and Samsung (Galaxy S5), with the P7 boasting of being thinner and lighter, while also featuring an 8MP front camera to enable users to take their best selfies.

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Patented innovation

The Ascend P7 comes with some innovative features Huawei has patented. For example, a preview window appears on the screen under the front camera when taking a selfie, which encourages the subject's eyes to automatically look directly at the camera.

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Designer idea

Huawei's hardware designers also came up with a space-saving idea, using the same design for the micro SIM card holder and the microSD card holder. Or you can have two SIM cards. Whatever takes your fancy.

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The price

The Android 4.4.2 KitKat phone will come in three colours - light pink, white and dark blue - and retail at €449 (£367).

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Global availability

The P7 will be on sale in 32 countries at first, including the UK, France, Germany, Saudi Arabia, Hong Kong and Huawei's home, China.

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In the flesh

Here it is in the flesh. The 16GB Ascend P7 features a 5-inch screen and Gorilla Glass 3 on the front and back. Behind the scenes is a Kirin 910T 1.8GHz quad-core processor coupled with 2GB of RAM.

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