When Hagen Fendler started as chief design director for handsets at Huawei just over a year ago, he could not even pronounce his employer’s name correctly.
His job is to help make the Chinese telecoms equipment maker a global household name by developing devices consumers will recognise and eventually adore. Huawei hopes to become an “iconic brand”, says the German.
It is an ambitious goal. For although Huawei is the world’s second-largest seller of telecom equipment by sales and had $29bn revenues in 2010, the company has a fledgling consumer business.
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