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Huawei's consumer unit, Huawei Consumer Business Group (CBG), unveiled the first Middle East 'Experience Store' at Dubai Mall. The new store - unveiled by Gene Jiao, president of Huawei CBG, Middle East & Africa - offers consumers a full retail experience, which includes access to Huawei's latest products and services under one roof.

The opening of the first Huawei brand store in the Middle East and Africa represents Huawei's commitment to the region and the next step in the company's mission to deliver breakthrough technologies, provide exceptional customer service and set new industry standards in innovation. Mr. Jiao said Huawei plans to launch more stores in Dubai and across the region in the coming years.

The 'Experience Store' features a dedicated kids' zone, where they can experience Huawei Kids' media pads, which combines play with learning to keep children satisfied and entertained. The store also compliments Huawei's existing service centers in the region where customers receive assistance and shorter service cycles for their devices.

"The new Huawei 'Experience Store' is definitely a milestone in our history in the region," said Mr. Jiao at the launch. "Its strategic location within the city of Dubai, one of the most dynamic cities in the MEA region and the "Centre of Now", allows us to reach consumers in and around the region. The Dubai Mall is the iconic place for high-end technology brands to showcase the latest products with cutting edge technology."

Speaking to Telecom Review at the launch, Mr. Jiao said Huawei now holds second place in the Middle East and Africa in terms of market share volume, according to a study published by Gfk. According to the report, Huawei exceeded iPhone's market share as of end of July, which accounted for 17.3 percent, while Apple ranks third with 16.4 percent.

"In some countries in the region we are even number one," said Mr. Jiao, in terms of market share. "We have experienced very fast and steady growth over the last couple of years," he said, noting that South Korean smartphone-maker Samsung Electronics still maintains the top smartphone spot in the region.

But achieving the number one spot isn't at the top of Huawei's agenda, according to Jiao. He said the company is more focused on investing in key technologies to keep improving user experiences. "As a responsible brand," he said, "you have to be steady and healthy; otherwise you will disappoint all the customers who support you."

Mr. Jiao reaffirmed Huawei's commitment to R&D (research and development) investment, highlighting that Huawei is the ninth biggest spender on R&D out of all companies in the world. "That's the reason we are so confident," he said, "and that's the reason why we have been able to grow so fast."

The new Huawei experience store in Dubai will be Huawei's main hub for it is regional fans and consumers to get hands on the latest products from their brand of choice, Jiao stated. Last week saw the first regional sale day of the highly anticipated Mate 10.

Huawei fans lined up outside the new Huawei experience store to be one of the first customers to get their Huawei Mate 10 in the UAE - Huawei's first AI-powered smartphone. Pre-booking of the Mate 10 Pro will be available from the 13th of November in the store.

Huawei Mate 10 64 GB is available in Mocha Brown and Black colors at a price of AED 2,299 while Mate 10 Pro 128 GB will be available in Mocha Brown, Titanium Gray and Midnight Blue colors at a price of AED 2,999 from end of November.

The store is open daily from 10am - 11pm, Sunday to Saturday, and is located next to the metro link corridor on Level 2 of The Dubai Mall. For more information on new product launches and exciting offers, stay tuned to all Huawei's social media pages.

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