The new HONOR brand strategy titled Dare to Be marks the company’s official expansion from smartphones into connected hardware and robotics. Announced in Riyadh, the initiative unifies the firm’s product portfolio, software developments, and industry partnerships under a single roadmap.
This corporate shift builds upon the Alpha Plan presented earlier at the LEAP 2026 technology conference in Saudi Arabia. Under this framework, the manufacturer is transitioning toward embodied artificial intelligence systems across multiple product categories.
Core Pillars of the HONOR Brand Strategy
The company showcased hardware prototypes that reflect this operational direction, led by the HONOR Robot Phone. Specifically, the device pairs embodied computing with an integrated robotic camera system capable of tracking subjects and responding to physical surroundings.
In addition to robotic systems, the technology roadmap includes continuous expansion across personal computers, tablets, and smart wearables. Consequently, software coordination plays a central role in connecting these distinct hardware categories.
Agentic OS and Mobile Imaging Systems
Software integration under the new direction relies on Agentic OS, an operating system built to interpret user intent and manage complex tasks across connected hardware. Meanwhile, the company is upgrading its photography stack through the AiMAGE computational platform.
To support this visual technology, the firm is collaborating with professional cinema equipment maker ARRI. The partnership integrates ARRI Image Science with onboard computational algorithms, bringing production-grade optics and color profiles to everyday mobile photography.
Market Growth Across Middle East Regions
Regional commercial data reflects significant momentum as the company implements its hardware plans. According to research firm Omdia, the vendor recorded 35% shipment growth in the Middle East during the first half of 2026, securing second place in regional market share.
Notably, this performance occurred while overall regional shipments dropped by 13% during the same period. As a result, the manufacturer enters its next development phase with an established commercial footprint in regional markets.
Future Roadmap for Connected Ecosystems
Looking forward, the execution of the HONOR brand strategy centers on open collaboration across computing platforms and robotic systems. By combining specialized imaging partnerships, adaptive operating systems, and automated device hardware, the organization aims to broaden its consumer technology portfolio across international markets.
