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See the best of Reuters photography. See more | Photo caption Communism school The place where Mao Zedong's career as a revolutionary began is home to China's leadership academy. Slideshow Endeavour's final voyage The space shuttle takes its final voyage - to Los Angeles. Slideshow Huawei sees smartphones leading growth in consumer devices Tweet Share this Email Print Related News Grumbling over maps fails to dampen Apple iPhone 5 fever Fri, Sep 21 2012 Apple's iPhone 5 uses chips from Qualcomm, Avago, Skyworks Fri, Sep 21 2012 Motorola launches Intel-powered smartphone Tue, Sep 18 2012 Apple sells 2 million new phones, shares touch $700 Mon, Sep 17 2012 China's Lenovo to buy Brazilian electronics company CCE Mon, Sep 17 2012 Analysis & Opinion Why I won’t be getting an iPhone 5 Reinventing video news for your smartphone Related Topics Tech » Media » 1 of 4. Wan Biao, CEO of Huawei Device, poses with a Huawei MediaPad tablet device during an interview in the southern Chinese city of Shenzhen September 24, 2012. Credit: Reuters/Bobby Yip By Lee Chyen Yee SHENZHEN, China | Mon Sep 24, 2012 9:07am EDT SHENZHEN, China (Reuters) - Huawei Technologies Co Ltd, the world's sixth-biggest maker of mobile phones, is looking to its smartphones to outpace global growth rates and drive a consumer gadgets business that will rival its flagship telecoms gear in revenue. The Shenzhen-based company founded 25 years ago by former People's Liberation Army soldier Ren Zhengfei is currently number-two globally in communication networks, a business that last year brought in close to three-quarters of total revenue. That will change as Huawei plans to carve out a global brand in smartphones, taking the fight to Samsung Electronics Co Ltd and Apple Inc, particularly in China, expected this year to become the world's biggest smartphone market. In the fiercely contested smartphone arena, Huawei expects to ramp up its Android-focused product range with Microsoft Windows 8 phones and tablet PCs, and possibly also so-called phablets - phone/tablets. It is also considering developing its own smartphone operating system to distance itself from Android, which has been the focus of legal disputes between Apple and other major handset makers. "Whatever consumers like, we'll develop," Wan Biao, CEO of Huawei Device, said in an interview on Monday at the company's headquarters. "We're also devoting resources into coming up with a phone operating system based on our current platform in case other companies won't let us use their system one day." Huawei has grown its consumer devices business - which sells mobiles, tablet PCs and dongles - aggressively. Its mobiles have picked up market share, though at the expense of profitability - prompting the company to shift towards higher-end products such as its Vision and Ascend models. "We're still investing actively for the next 1-2 years, so it will be a big challenge to achieve high profitability," Wan said. In July, Huawei posted a 22 percent drop in first-half operating profit, citing the "significant challenge" of a weak global economy and tighter spending by telecoms operators. Huawei expects consumer device revenue to grow steadily at around 30 percent next year, though sales from smartphones will grow faster, at around 40 percent. The company has said it expects the business to grow revenue by around a third this year to $9 billion, and could reach $30 billion in five years, matching the telecoms equipment business as a revenue driver. BRANDING CHALLENGE Analysts maintain that smartphone branding is a major challenge for Huawei, which for years produced so-called white boxes for telecom carriers to sell as theirs. "The phones really look cool, feature-wise. From the end-users' perspective, it's still a branding thing," said Ajay Sunder, an analyst at Frost and Sullivan. "Traditionally, Huawei and (local rival) ZTE Corp have been selling to the lower-end of the market. It was a price game for them. So moving up the value chain to command a premium for the phones and the brand ... that definitely seems to be a challenge." "The best way for them will be to have a separate branding for their mobile phones than to use the Huawei brand," Sunder added. Huawei also plans to launch smartphones using the Windows 8 operating system later this year or early next year, though it gave no specific timeframe for its Win 8 tablets and phablets. Sunder reckons it will be tough for companies to compete in an operating system market dominated by Apple, Google and Microsoft, as software developers will be less keen to write applications for a small user base. "It's a chicken and egg situation," he said. Huawei has said previously it aims to ship more than 100 million mobile phones this year, including 60 million smartphones [ID:nL3E8FP63T]. It's sticking to that forecast even though sales this year are below target - prompting broker Jefferies in July to predict smartphone sales of 35-40 million. "It will be very challenging, but that target remains intact," said Wan, who joined Huawei 16 years ago. But Huawei's growth will still outpace the industry. UK research firm Ovum on Monday forecast global smartphone shipments of 1.7 billion in 2017, up from 450 million last year, implying an average annual growth of more than 20 percent. In a recent media interview, Huawei's deputy chairman Hu Houkun said the company aimed to be the global No.3 smartphone vendor, with 15 percent market share by 2015, up from around 5 percent currently. While Huawei has made strides with its consumer products, its telecoms equipment business has hit roadblocks in the United States and, more recently, in Australia, over security issues - political obstacles the company has decried as unsubstantiated "allegations based on allegations. Europe, however, looks to be a brighter spot, and Huawei this month outlined plans to invest $2 billion to expand its operations in Britain, creating about 700 new jobs over five years. (Editing by Anne Marie Roantree and Ian Geoghegan) Tech Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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