Ah, Huawei. The frontrunner of the emerging pack of Chinese mobile manufacturers everyone seems so worried about has always talked a good game, and to be fair it's been dishing up some tasty handsets recently too.
But now it's setting its sights even higher. Huawei says it's targeting being the number one smartphone maker on the planet within five years.
Speaking to The Telegraph, Huawei Devices boss Wan Biao, whose company had not one but two large stands at Mobile World Congress, said the aim now is to increase Huawei's presence in the consumer sphere to topple current top dogs Samsung and Apple.
“If you look back five years ago, Apple is small, Samsung is not so big,” he said. “You can’t see where we’ll be in five years. At least top three. Maybe number one.”
He even went as far as to suggest that while he was sure of his own company's future, “I can’t predict who the other two will be”.
Improving Huawei's fortunes, particularly among consumers, will involve improving Huawei's image, and moving on from past controversies such as the allegations that its devices come with spying capabilities, which the US went as far as to label a “national security threat”.
That will take time, and Huawei is still in the early phases of its five-year plan. Wan says “our philosophy is that, within any one price segment, Huawei’s the best one”.
And despite having only just outed its latest volley of high-end releases, including the new Ascend P2, Wan is promising an all-new flagship in the second half of the year.
“In the price segment of the iPhone, second half of this year, we have a new flagship, targeted at the higher end,” says Wan.
He adds that while tailor-made devices will hit specific markets at the low end and mid-range, this flagship will be THE king of the Huawei hill.
“The taste for smartphones is different around the world – the colours are different, the shape is different,” Wan reckons. “But for the high-end models we want to have one example for the global market. For the middle tier and entry level it could be different for different regions. But for the high end it’s one. Beauty is universal.”
That it is, Wan. That it is.