HONOR BRINGS ITS ALPHA PLAN TO LIFE AT LEAP 2026 WITH THE WORLD’S FIRST ROBOT PHONE AND RENEWED “DARE TO BE” BRAND DIRECTION

RIYADH, Sep 2: HONOR, a global leading AI device ecosystem company, concluded its participation at LEAP 2026, bringing its “ALPHA PLAN: From Vision to Reality” to life through the world’s first Robot Phone, advancements in robotics, cinematic imaging, and connected AI experiences. The participation also marked HONOR’s renewed “Dare to Be” brand direction, reflecting its continued transformation from a company predominantly known for smartphones into a broader global AI device ecosystem company.

Commenting on the participation, Mr Ingmar, CEO HONOR Middle East & Africa said, “LEAP 2026 showed how HONOR’s ALPHA PLAN is moving from vision to reality. From the world’s first Robot Phone and Robotics to our connected ecosystem, we demonstrated how AI can work more naturally around people.” He added “Our ‘Dare to Be’ direction gives that transformation a stronger identity, with Saudi Arabia remaining central to our growth in AI and digital innovation.”

At LEAP5 Deepfest, Mr, Kun Meing Lei, HONOR Middle East and Africa CMO, highlighted its transformation from a smartphone manufacturer into a global AI devices ecosystem company, with a strategy focused on connecting smartphones, PCs, tablets, wearables, audio products and emerging AI-powered devices through an open and intelligent ecosystem. He added “We are not simply building smarter devices; we are building the bridge between human intelligence and silicon-based intelligence.”

Bringing the HONOR Booth Experience to Life

Visitors explored HONOR’s expanding ecosystem through interactive experiences spanning sports, gaming, smart office, learning and everyday scenarios.

The booth demonstrated how smartphones, PCs, tablets, wearables and other smart devices can work together to deliver more seamlessly, across work, entertainment, sports and health, reflecting the ALPHA PLAN’s ambition to create a more intelligent, connected and human-centric ecosystem around the user.

Introducing the World’s First Robot Phone

At the centre of HONOR’s showcase was the world’s first Robot Phone, a defining proof point of the ALPHA PLAN and a new category combining AI, robotics and cinematic imaging.

Its integrated robotic gimbal can move, track subjects and respond to its surroundings, enabling more intuitive and proactive content creation. LEAP also marked the Robot Phone’s reveal for the Middle East and Africa, making the region the first overseas market to experience the new category.

HONOR also highlighted its collaboration with ARRI, bringing more than 100 years of professional cinema and image science expertise together with HONOR’s AI and robotics capabilities to make cinematic content creation more accessible to everyday users.

HONOR and ARRI Advance Professional Mobile Videography
Kun Meing Lei, highlighted its collaboration with ARRI, a global leader in professional film and imaging technology, aimed at advancing mobile videography and providing content creators with more professional imaging capabilities. Through the collaboration, HONOR is developing an imaging workflow designed to deliver high-quality video capture and processing, bringing professional-grade content creation capabilities to mobile devices.

Advancing a Future Built on Human and AI Collaboration

Beyond the Robot Phone, HONOR showcased its ambitions in robotics through HONOR Robotics D1, reinforcing its vision of a future shaped not by humans competing against AI, but by humans working with AI to achieve more. The company also explored the future of AI devices and robotics through its LEAP keynote and panel discussions.

Entering a New “Dare to Be” Era

Reflecting this evolution, HONOR’s renewed “Dare to Be” direction reflects its evolution beyond individual devices towards an open AI ecosystem connecting technologies, industries and lifestyles. Supported by innovations including Agentic OS and AiMAGE, HONOR’s journey progresses from an intelligent phone to an intelligent ecosystem and, ultimately, an intelligent world.

Driving Growth Across MEA

HONOR entered LEAP with strong regional momentum. In H1 2026, the company grew by 35% while the Middle East smartphone market declined by 13%, making HONOR the only leading smartphone brand in the region to grow and the second-largest smartphone brand in the Middle East. This followed 73% year-on-year growth in Q1 2026.

Within this regional growth, Saudi Arabia remains a particularly important market for HONOR, supporting the company’s broader ambitions across AI devices and its connected ecosystem.

Strengthening HONOR’s AIoT Presence in Saudi Arabia

As part of this momentum, Saudi Arabia remains a strategic market for HONOR and an important part of the ALPHA PLAN. The Kingdom is now HONOR’s number one tablet market by share, while its AIoT business has grown by more than 500% and HONOR Earbuds Clip has surpassed 100,000 units sold locally.

Building on this strong foundation, HONOR continues to strengthen its presence through retail, after-sales, local partnerships and deeper engagement with the Kingdom’s technology ecosystem.

Bringing Robotics to Saudi Arabia
Looking ahead, Kun Meing Lei said it plans to bring its latest robotic technologies to Saudi Arabia and work with local partners to explore their potential applications and benefits for consumers and industry. The company reaffirmed its commitment to growing alongside Saudi Arabia and contributing to the Kingdom’s technology and innovation ecosystem.

Arab Times spoke with KUN MEING LEI, CMO of HONOR Middle East & Africa, on the sidelines of LEAP 2026 in Riyadh, to explore HONOR’s vision for the future, its evolution into an AI-powered devices ecosystem company, and the innovative products and technologies it is developing to shape the next generation of intelligent devices.

Q: Why is LEAP an important platform for HONOR, and what does HONOR’s presence here this year say about the importance of the Middle East market?

A: Absolutely. LEAP is one of the most important technology platforms in the region, which is why HONOR is proud to be here. This is our third year participating in LEAP, and we see it as an important opportunity to demonstrate our commitment to the Middle East market.

This year, our theme is “From Vision to Reality.” We have heard many visions, concepts and ideas around artificial intelligence, but people increasingly want to see what AI actually looks like in the real world and how it can make a tangible difference in their lives. That is what we want to bring to LEAP this year.

We are also very excited to introduce our world’s first HONOR robot here at LEAP. It is an amazing innovation, and I hope everyone will have the opportunity to experience it. Alongside the robot, we are showcasing the full HONOR ecosystem as well as two of our latest robotics innovations.

Q: HONOR is showcasing the mass-production version of the Robot Phone overseas for the first time here at LEAP. What does this represent for HONOR’s innovation journey in the region?

A: This is the third time, outside China, that we have showcased the commercial, mass-production version of the HONOR Robot Phone, and we are very excited to bring it to the Middle East.

The Middle East is one of the most important markets for HONOR, and we see tremendous potential for growth and innovation here. As you can see, across the region, HONOR currently holds the number-two position in smartphone market share. That reflects the strong trust and interest we have built among consumers.

That is why we are committed to continuing to invest in the region and bringing our most advanced and innovative products here. We want consumers in the Middle East to be among the first to experience the technologies that are shaping the future.

Q: Congratulations on 35% increase in Middle East Sales. Currently AI is getting more and more competitive with other phones. Where do you see Honor competing with other phones in the next five years, where pricing is concerned, where compatibility of features of AI is concerned?

A: I think that’s a very good question. AI is a huge topic, and I don’t believe any single brand or company can own AI. No one can do that.

When we look at the next five years and how the competitive landscape may evolve, we are not going to focus solely on our competitors. Our primary focus will be on ourselves and on executing our own vision.

Two years ago, HONOR launched a long-term AI strategy that we see as a five- to 10-year journey. Our ambition is to use that time to transform HONOR into a global leading AI device company. We know this will not happen overnight, so we will take it step by step.

On the AI side, this year we introduced the HONOR Robot Phone, which we believe represents a breakthrough for industry. But this is only the first step and the first generation. We will continue to listen closely to customer feedback and learn from how people use the product. If customers embrace it, we will explore further generations and continue to innovate.

We also welcome and encourage our competitors to innovate and push the boundaries. I believe the industry benefits when more companies invest in new ideas and technologies. Ultimately, we need more innovation across the industry to move the entire ecosystem forward.

Q: . HONOR has seen strong growth across the Middle East in recent years. What do you see as the key drivers behind this momentum?

A: Yes, that’s another very good question. I think the first and most important driver is our products. Customers in the Middle East understand the value of strong technology and quality products. They want reliable, high-quality and trustworthy brands that they can depend on in their daily lives.

That is why we have introduced our full portfolio of products across the region — from our flagship Magic Series to our mainstream number series, as well as our entry-level products and online accessories. We want to offer consumers choices across different price segments while maintaining a strong focus on quality and innovation.

With our Magic Series, we aim to deliver the best possible experience, including the latest chipsets, advanced videography and photography capabilities, and powerful camera technology. For customers looking for premium devices, we want to ensure they get a high-end experience without compromise.

Another important factor behind our growth is our strong after-sales service. We believe that building long-term trust with customers goes beyond the product itself — it also means providing reliable support and service throughout the customer journey.

Q: Consumer expectations in the Middle East are evolving rapidly, particularly among younger, digitally connected users. How is HONOR adapting its marketing and product strategy to meet the changing expectations of consumers in the region?

A: The younger generation wants products that are not only functional but also stylish. They are not simply buying a smartphone; they want a device that complements their personal style and can be part of their everyday look.

That is why we refresh the design of our products every year across our different number series. Whether it is the 100, 200, 400 or 600 series, we continuously evolve the design to give consumers something new and ensure they never feel bored with our products.

At the same time, we continue to focus on durability and performance. Consumers expect long-lasting devices, powerful performance and features such as large-capacity batteries, so these remain important areas of our product strategy.

Another key area we want to highlight is our after-sales service. HONOR offers a GCC Warranty Package, which provides customers with warranty support across GCC countries. For example, if a customer purchases an HONOR smartphone in one GCC country and later travels to another, they can access HONOR service and support there under the warranty programme.

We are also looking to expand this warranty journey to include India and Pakistan. We recognize that many Indian and Pakistani consumers live and work across the region, and we want to make sure they can enjoy a seamless service experience wherever they are.

Q: As AI becomes embedded across smartphones, wearables, tablets and other devices, how does HONOR see AI changing the way these devices work together as one ecosystem?

A: HONOR’s new brand direction is focused on building an intelligent, connected and human-centric environment. When we talk about the ecosystem, we strongly believe it should be an open ecosystem.

At the end of the day, consumers should have the freedom to choose the devices they want. We should not force customers to use only HONOR products. If you like an HONOR smartphone, you can use an HONOR smartphone. If you prefer a laptop from another brand, that is completely fine.

What is important is that, regardless of the devices or brands consumers choose, they should be able to connect and work across different platforms and scenarios seamlessly. That is why we are investing in an open infrastructure that allows an HONOR smartphone to work easily with a laptop from another brand, for example.

We want to make it simple for consumers to transfer videos, files and other content across different devices and operating systems. That is our belief: technology should give consumers more choice, rather than forcing them to make choices based on a closed ecosystem.

by John C Fernandes
Online Media Manager
Arab Times