The global technology brand HONOR has announced at the MWC Barcelona 2025 its new corporate strategy, the HONOR ALPHA PLAN, aiming to transform itself from a smartphone manufacturer to a leading company in the artificial intelligence (AI) device ecosystem. This ambitious three-step plan seeks to accelerate the era of smart devices and promote an open ecosystem based on collaboration and shared innovation.
A New Paradigm Driven by AI
According to James Li, CEO of HONOR, the AI revolution is redefining the device industry and transforming society and digital culture. “I call on the entire industry to join forces to tackle the challenges and opportunities brought by artificial intelligence. Only with an open ecosystem can we fully harness this exciting future,” Li stated.
The HONOR ALPHA PLAN consists of three phases:
- Development of the AI Smartphone: HONOR will collaborate with technology partners to push the boundaries of AI devices.
- Expansion of the AI Ecosystem: Interoperability of devices in the era of physical AI will be promoted.
- Advancement toward Artificial General Intelligence (AGI): Efforts will be made to maximize human potential by integrating AI into society.
As part of this strategy, HONOR introduced at the event its first mobile AI assistant based on a graphical user interface (GUI), developed in collaboration with Google Cloud and Qualcomm Technologies. This smart assistant is capable of managing everyday tasks, such as making restaurant reservations while considering schedules and real-time traffic.
AI-Driven Technological Innovations
HONOR is also redefining mobile photography with AiMAGE, a new AI-based imaging technology that combines local and cloud models to enhance photo quality. Some of its capabilities include:
- Local model with 1.3 billion parameters, which increases image sharpness by 50%.
- Cloud model with 12.4 billion parameters, which optimizes photo quality with telephoto lenses.
- AI Upscale, a feature for restoring old portraits, which will be implemented in the HONOR Magic7 series starting in March.
Furthermore, the company introduced the first technology for file sharing across the entire ecosystem, allowing ultra-fast transfers between iOS and Android devices. It also announced the upcoming incorporation of AI deepfake detection in its smartphones and foldable devices.
An Open and Collaborative AI Ecosystem
To accelerate the second phase of the HONOR ALPHA PLAN, the company will invest more than $10 billion over the next five years to expand collaboration with its technology partners and foster an open and shared AI ecosystem.
Companies such as Google Cloud, Qualcomm Technologies, CKH Group, Orange, Telefónica, and Vodafone joined HONOR in a symbolic tree lighting ceremony, representing the unity of the AI device ecosystem.
Commitment to Security, Sustainability, and User Experience
In an effort to deliver a more robust and reliable user experience, HONOR committed to providing seven years of Android OS updates and security patches for its HONOR Magic series in the European Union.
Additionally, the company announced its acceleration in sustainability initiatives, aiming to achieve carbon neutrality in its operations by 2040 and across its entire supply chain and products by 2050.
New Products at MWC Barcelona 2025
At its exhibition at the MWC Barcelona 2025, HONOR showcased several innovative devices:
- HONOR MagicBook Pro 14: A laptop with a curved design inspired by grape leaves, equipped with HONOR Turbo X for high performance and long-lasting battery.
- HONOR Pad V9: An ultra-thin tablet with HONOR Eye Comfort Display of 2.8K and AI-based optimization for work and learning environments.
- HONOR Watch 5 Ultra: A smartwatch with a battery life of up to 15 days and advanced fitness features.
- HONOR Earbuds Open: Ergonomic earbuds with AI-driven translation and real-time interpretation.
HONOR at MWC Barcelona 2025
Attendees at the MWC Barcelona 2025 can visit HONOR’s booth at 3H10, Hall 3, Fira Gran Via, where they can experience the company’s latest innovations firsthand.
With the HONOR ALPHA PLAN, the company reaffirms its commitment to lead the transition toward a smarter, interconnected, and sustainable digital world, where AI becomes a bridge between technology and human potential.