(1 Sep 2016) FOR CLEAN VERSION SEE STORY NUMBER: 4053072
Chinese electronics company Huawei is launching a new smartphone brand at the IFA electronics show in Berlin.
The 'Nova' brand of smartphones and tablets will compete in the mid-range segment and is targeted at younger consumers.
This is a Nova Plus smartphone, a sleek device aimed at younger consumers.
Never heard of 'Nova'? That is because it has just been launched as a sub-brand to Chinese electronics giant Huawei.
At the moment the brand contains three devices, a flagship Nova plus smartphone, a standard Nova smartphone and a tablet.
The Nova Plus smartphone comes with a 16 megapixel rear camera and an 8 megapixel front camera, 3GB of RAM, 32 GB of internal storage and a 4K 5.5-inch screen. The device is powered by a 3340 mAh battery.
The device will cost somewhere between 350 and 450 euros in the European market when it becomes available in October.
The smaller Nova comes with a 5-inch screen, a 12 megapixel camera and a 3020 mAh battery.
"I find it really interesting because Huawei makes really high-end elegant smartphones. They have been kind of going for this premium market and chasing Apple. And now that they got a little bit of brand equity I think it is interesting that they are moving in to this middle-tier," says Nicole Scott, editor of 'Mobilegeeks' technology website
"I honestly thought that 'Honor' which is their online brand, would stay in that mid-range kind of price point. And Huawei would stay high-end. So the fact that Huawei is moving down, with these really well-built phones, is I think really good for the consumer."
Huawei has the third largest share of the worldwide smartphone market, after Apple and Samsung, according to the International Data Corporation (IDC) - a market research company.
Their flagship Mate S and P9 phones are competing in the very high-end of the smartphone market.
Scott says that the camera quality of the high-end Huawei phones are likely to trickle down to the mid-range brand.
"They are up there chasing Apple and Samsung. So it is not as they are playing the mid-range game when it comes to the cameras," she says.
"They are actually playing the premium game when it comes to cameras. So even if a little bit of that trickles in to their mid-range market, I think the consumer will still be winning. And it is difficult to find a phone this well-built in the mid-range."
The Nova brand is launched at the IFA Technology fair in Berlin.
The fair opens to the public on September 2 and runs through September 7.
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