Changes in lifestyle dictate the innovations which we follow thanks to the dedicated work of research and development centers. At the end of the day, recognizing and fulfilling people’s needs and demands is the most important task, at mutual pleasure and support.
We’re talking to Danijela Jovanović, marketing director of Huawei which in a short time became one of the two most wanted brands in the IT and smartphone market in Serbia.
For seven years now, you’ve been a marketing director in one of the leading companies. How did the market demands change during that period?
They have certainly grown. If we’re talking about the smartphone market, texts and calls haven’t been their only purpose for a long time now, partly due to the fact that the users’ lifestyle has significantly changed. We’re living fast and we want everything that we need to be readily available and at the palm of our hands. Phone evolution followed this shift. Besides, we’re all connected to different social networks nowadays where basic forms of communication are photos which is why, we believe, the quality of phone camera became one of the key comparative advantages on the market. Huawei was among the first brands to recognize that, so we introduced a model with the strongest selfie camera at that moment. We were also the first ones to introduce three back cameras on the P20 Pro model while enhancing and expanding the number of camera options and modes on the Mate 20 Pro model. A phone isn’t just a phone anymore, it became a mobile office and a photo-studio, all in one. It became a device which should and can satisfy all technological needs throughout the day.
As someone who is marketing a very wanted, attractive commodity on a market which feels oversaturated, what do you have to keep in mind?
First and foremost, every model should bring enhanced technology and, even more important, and enhanced user experience. Quality above all. Huawei has more than 16 research and development centers throughout the world and their dedicated work makes us one of the global leaders in technology and smartphones. We’re very aware that, in this day and age, the most important task is to recognize and satisfy users’ needs, and you can’t have success without research and development.
The famous Peter Draker pointed out that the business has only two basic functions:
innovation and marketing, and these two functions are the backbone of Huawei’s development
in recent years, and the very thing that makes the difference.
Using Artificial Intelligence (AI) in smartphone development is one of the comparative advantages of your company. What’s it really about?
Phones are learning their owners’ habits and are then optimizing apps and battery usage and are generally enabling us to finish our activities with less effort. For example, AI contribution is the most obvious in how the camera operates. While taking photos, the phone is recognizing the scenario, the person, an animal, and then chooses the most adequate mode which will adjust all of the parameters to what is being photographed. The user only needs to push the button in order to create the perfect photo, like the ones off of a professional camera. Of course, the camera isn’t the only AI-supported feature, but it’s where this mechanism is maybe the most obvious.
What does Huawei do when it comes to socially responsible business practices? Do you think
that companies in Serbia aren’t using their resources enough to help the public interest?
I can safely say that we’re traditionally relocating our media and material resources to those who we believe need our attention before New Year’s Eve. Not only ours but of other companies as well as individuals; we’re trying to send a message to everyone to think about the others, thusly spreading the spirit of solidarity. At the very end of 2018, we’ve redirected our attention towards the blind and the weak-sighted. In agreement with the Association of the blind ”Homer“, we gave them what they needed the most – a strong computer which can help them continue their work on adapting movies for the blind and organize screenings throughout Serbia. As a citizen of Serbia and as a manager of one of the leading companies in Serbia, I’m aware that more can always be done.
Are you satisfied with the last business year and what sort of plans do you have in the year ahead?
Last year was the best yet for Huawei. Sales results and user satisfaction show that we’re doing the right thing. I’m very proud of the fact that we managed to become one of the two most wanted brands in the telecommunications sector in Serbia, in a very short period of time. In order to share this success with our users and to say one big ”thank you”, we gave them an audio-visual spectacle in Štark arena where we hosted some of the most exquisite performers from the international DJ scene. The arena was full and our users sent us a message that the support is mutual once again. Our plan is to be even better and more inventive. Everyone will be able to see that in March when we introduce a new P series model. When you’re working for a corporation like mine, plans are always challenging, the job is dynamic, so we have one more interesting year ahead.
What are your favorite places in Serbia and in Belgrade and why?
There are so many beautiful places in Serbia, it’s hard to pick only one. Still, we’re all somehow ”escaping“ and looking for something prettier outside our country. If I have to choose, I’ll be biased. My favorite place in Serbia is Čačak, my hometown in which I’ve spent the best days of my childhood. One ride through Šumadija is enough to fill your soul with nice moments. My favorite places in Belgrade are the ones which emanate warmth, positive energy and where I can enjoy the time I spend with my husband and our son. Those are definitely rivers. I think they give a special note to Belgrade’s charm.
By: Slavko Stefanović