HONOR, a global technology brand, unveiled its new corporate strategy, the HONOR ALPHA PLAN, at an event held in Barcelona, Spain. This ambitious three-step plan aims to transform HONOR from a smartphone maker into a leading AI device ecosystem company, marking the beginning of a new era for intelligent technology. HONOR’s vision is to build an open, value-sharing ecosystem that maximizes human potential and ultimately benefits all of mankind.
James Li, CEO of HONOR, shared his views on the power of AI and its ability to revolutionize productivity, society, and culture. He called on the industry to unite and open up to embrace the opportunities of AI technology and create a future where AI is fully integrated into everyday life. “The AI revolution will reshape the paradigm of the device industry. It is clear that AI will completely transform our society more than ever before, and we must work together to fully embrace this future,” said Li.
The HONOR ALPHA PLAN consists of three key steps. The first step focuses on the development of an intelligent phone. This device will integrate human-centric AI that is designed to enhance human potential and redefine daily convenience. HONOR will work closely with its partners to push technological boundaries and create a new paradigm for AI devices in the agentic AI era. The second phase of the plan involves expanding industry boundaries, as HONOR aims to create an open AI ecosystem that fosters collaboration across different sectors. The final phase, the AGI era, will focus on unlocking human potential through the development of new AI technologies that contribute to a more intelligent world and a new paradigm for civilization.
One of the highlights of HONOR’s AI showcase was the introduction of the world’s first GUI-based personal mobile AI agent. Developed by HONOR, this AI agent is designed to assist users with various tasks, such as making table reservations while considering appointments and traffic information. The demonstration, held in collaboration with Google Cloud and Qualcomm Technologies, highlighted how this technology can bring seamless agentic experiences to users. HONOR plans to roll out this feature to international markets soon.
HONOR is also revolutionizing mobile photography with AiMAGE, a new imaging technology brand powered by the AI Kernel. This solution supports both on-device and cloud-based AI models, offering significant improvements in image clarity and telephoto image quality. AiMAGE, which uses a 1.3 billion parameter on-device model and a 12.4 billion parameter cloud model, promises a 50% uplift in image clarity. HONOR also introduced the AI Upscale feature, which restores old portraits, and announced that it will be available on the HONOR Magic7 series starting in March.
Furthermore, HONOR introduced its all-ecosystem file-sharing technology, which enables ultra-fast file transfers between iOS and Android devices. Another important announcement was the upcoming launch of AI Deepfake detection in HONOR’s latest flagship bar phones and foldable phones, enhancing security and user privacy.
In line with its goal of fostering collaboration and co-creating an open, value-sharing ecosystem, HONOR announced plans to invest over USD 10 billion over the next five years. This investment will support the development of an interconnected AI ecosystem with global partners. During the event, industry representatives from companies like Google Cloud, Qualcomm Technologies, CKH Group, Orange, Telefónica, and Vodafone participated in a symbolic tree-lighting ceremony. This ceremony, featuring a tree of light, symbolized the collaboration of industry leaders to create the future of AI devices and ecosystems that will benefit consumers worldwide.
HONOR also made a major consumer commitment by pledging to provide seven years of Android OS and security updates for its HONOR Magic series starting in the European Union market. In addition, the company announced its plans to accelerate sustainability efforts, with a goal of achieving operational carbon neutrality by 2040, five years ahead of its previous target. By 2050, HONOR intends to achieve carbon neutrality across its entire supply chain and product portfolio.
At the Mobile World Congress (MWC) 2025, HONOR showcased a range of new products aimed at providing more choices for consumers in international markets. The HONOR MagicBook Pro 14 features a sleek, vine-leaf curved design and is powered by HONOR Turbo X technology, offering powerful performance and exceptional battery life. The HONOR Pad V9, an ultra-thin tablet with a 2.8K HONOR Eye Comfort Display, promises an AI-powered learning and office experience. The HONOR Watch 5 Ultra, designed for active users, offers up to 15 days of battery life and helps users track their fitness journey. HONOR also introduced the HONOR Earbuds Open, ergonomic earbuds that deliver powerful sound and support AI-powered translation and real-time interpretation.
The HONOR ALPHA PLAN represents a bold step forward in the company’s journey to redefine the future of AI and technology. Through its innovative AI devices and commitment to collaboration with global partners, HONOR aims to create a more intelligent, interconnected world, benefiting consumers everywhere.
For updates, follow HONOR Malaysia’s official Facebook page and website at https://www.honor.com/my/.
