Dubai, United Arab Emirates - January 2, 2013: Huawei, a leading global information and communications technology (ICT) solutions provider, has announced the UAE launch of a massive $30 million global consumer activation campaign--titled 'Ascend to New Heights'--which is poised to be the company's biggest and most wide-reaching drive ever in building Huawei's global consumer brand.

In conjunction with the 2012-2013 holiday season, the 'Ascend to New Heights' campaign will be rolled out across 45 markets in 15 regions--including UAE. Featuring both online and offline activities, the two-and-a-half month campaign is a significant milestone in the company's increasing push into what is a competitive consumer device market.

Consumers residing in UAE can visit Huawei Device UAE Facebook page to find out more about the activity line-up and take part in an interactive hot air balloon contest for a chance to win attractive prizes including dinners at some of the world's best restaurants. The grand prize includes an all-expenses-paid trip to Dubai where winners will experience new heights with a stay at the 5-star Burj Al Arab Hotel, a private helicopter tour of the city, and more.

Mr. Wan Biao, chief executive officer of Huawei Device, said, "The 'Ascend to New Heights' promotion campaign is a testimony to our aggressive push to extend awareness of our brand worldwide. Whether it is in the US, Europe, Asia or Africa, Huawei Device brings consumers smarter alternatives with our strong portfolio of smartphones. As we continue to transform from selling through operators to directly to consumers, we are investing in building a strong brand that is synonymous with putting great technology within reach of consumers, no matter who they are or what they want from their handset."

Over the course of 2012 Huawei has carved out a solid foothold in the Middle East consumer gadget market through an aggressive lineup of high-end devices including the recently unveiled Ascend D1 quad XL smartphone and MediaPad 10 FHD tablet; both operating with Huawei's own proprietary quad-core processors. Such releases are expected to contribute to a 30% growth in Huawei's global consumer business with projected revenues of $9 billion by the end of 2012.

Although a relative newcomer to the smartphone and tablet market, the global technology company is already the world's sixth-biggest maker of mobile phones and has stuck to ambitious plans for establishing itself as one of the top three global smartphone vendors by 2015.

Consumers can download the 'Ascend to New Heights' smartphone app (iOS, RIM, Android, Windows Phone) to access information about the holiday promotion campaign.

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