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IFA 2016: Huawei debuts nova

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At the IFA 2016 tech expo in Berlin this week, Huawei Consumer Business Group announced the launch of the new Huawei nova series, comprising the nova and nova plus smartphones.|At the IFA 2016 tech expo in Berlin this week, Huawei Consumer Business Group announced the launch of the new Huawei nova series, comprising the nova and nova plus smartphones.

“Our designers have created beautiful devices that meet the needs of our increasingly demanding lifestyles,” said Richard Yu, CEO, Huawei Consumer Business Group. nova and nova plus deliver much more than customers might expect, but exactly what they deserve. These handsets will allow users to burn more brightly, to get the most out of each day and to enhance their lives with the best specifications and functionalities in the segment.”

Huawei provided the following information:

The Huawei nova family combines brilliant usability with stunning looks and powerful performance. Inspired by the bold curves we see in contemporary architecture, the exquisite designs feature graceful contoured surfaces that join together seamlessly to deliver a tactile and visual experience that fits perfectly in users’ hands. Completing the design, nova and nova plus are available in three subtle yet impactful colours: Prestige Gold, Mystic Silver and Titanium Grey.

Huawei nova offers an outstanding photography experience with incredible speed, depth and clarity and the 12MP rear camera delivers fantastic photography even in low-light. Meanwhile, the nova plus includes an incredible, segment-leading 16MP rear camera with image stabilisation giving photography enthusiasts the tools to capture the perfect moment to share with family and friends. Both devices boast a category-leading 8MP front camera to capture better selfies and document the world in any lighting condition. Immersive, full HD screens, with the biggest screen to body ratio in the segment, allow users to appreciate a perfect view on their world.

The Huawei nova series meets the demands of even the most power-hungry user. Featuring a best-in-category battery lifespan of up to two days, nova and nova plus balance longer standby times and powerful performance, giving you all the power you need to blaze away night and day.

Huawei’s leading 3D fingerprint sensor supports faster and more accurate unlocking for improved security and convenience so you never need worry about forgetting your pin ever again. The fingerprint sensor can be further personalised to control many of the phone’s functions, including photography, so taking the perfect selfie is literally at your fingertips.

IFA 2016, Berlin, also saw a number of other product announcements from Huawei Consumer Business Group. With an impressive 8.4” screen view, the striking MediaPad boasts the biggest screen to body ratio in the segment. The Huawei MediaPad celebrates your senses and is perfect for watching your favourite films and TV shows on the move whilst advanced dual stereo Harman/Kardon speakers deliver your top tunes at premium sound quality.

Following its launch earlier this year, the flagship Huawei P9 is now catwalk ready with stunning new Red and Blue colorways adding to the device’s much-lauded high performance camera, co-engineered with Leica, and other market-leading features.

Huawei also premiered a specially-commissioned short film directed by Dennie Gordon, entitled “Dream it Possible”. The video’s story of young aspiring young classical concert pianist, Anna, conveys Huawei’s brand value that everything is possible.

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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