Huawei spinoff Honor has revealed plans to enter the Indonesian smartphone market by the end of March. This move comes as Apple’s iPhone 16 has been banned in Indonesia due to the country’s requirement that 40% of smartphone components must be domestically sourced.
Honor, which already has an office in Indonesia, is collaborating with a local manufacturing partner to bring a range of products to the market. The company’s president of South Pacific operations, Justin Li, mentioned that a folding phone will be among the first locally sold items, with a total of 10 products in the medium to high-end segment.
By the end of the year, Honor aims to offer around 30 products in Indonesia, including phones and tablets. With Indonesia being the fourth most populous country globally, there is significant potential for growth in the region.
Despite the dominance of devices priced under $200 in the market, analysts believe that Indonesia offers long-term growth opportunities. Canalys analyst Chiew Le Xuan highlighted Indonesia’s rapid economic growth and expanding middle class as key factors driving the smartphone market in the country.
Currently, Oppo, Xiaomi, and Transsion are the top three smartphone brands in Indonesia, followed by Samsung and Vivo. Honor’s entry into the market signifies its confidence in competing with established players and its commitment to expansion in Southeast Asia.
In terms of operations, Honor plans to open at least 10 stores in Indonesia this year and partner with local retailers for distribution. The company, which was spun off from Huawei in 2020, is also considering going public in the future.
With a focus on international markets, including Europe and Southeast Asia, Honor aims to strengthen its presence outside of China. The company’s decision to enter Indonesia reflects its strategic vision for growth and market expansion beyond its home country.
