Huawei has reported a 70 percent increase of smartphone shipment in Europe, the Middle East, and Africa (EMEA) region this third quarter of 2016.

Huawei has shipped over 10 million units in the EMEA region in a single quarter, according to Indian Express citing a new report from Canalys, a market research and analysis firm covering the tech industry. The figure places the Chinese smartphone maker on the third spot with 14 percent of smartphone shipments, behind Apple and Samsung with 15 and 37 percent, respectively.

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The tech analysis firm said that Huawei has already shipped 26 million units in EMEA this year. In Europe alone, Huawei saw a significant increase of 33 percent. It is also popular in developing markets in the Middle East and Africa, where it sells low-end devices that help to increase smartphone revenue, Mobile World Live reported. In addition, the company is also famous in the Indian market. 

“Huawei is becoming much smarter in Europe. It used to focus on price-to-performance ratio. This was a good disruptive strategy at the time, which helped it exploit falling operator subsidies, and the shift toward open-market channels such as e-commerce. But it has now evolved to become a major smartphone brand and innovator in its own right,” Ben Stanton, a Canalys research analyst, said.

Factors that contribute to the success of Huawei include the launching of the Leica-branded P9 phone and its relentless focus on improving industrial design of their devices. Among its celebrity endorsers are Scarlett Johansson and Brooklyn Beckham.

However, Huawei still needs to improve its specifications as it overlaps on the company’s various product lines. Moreover, Canalys is also expecting that Huawei could be placed on the second spot behind Apple in 2017 as it aims to produce high-end products.

TagsHuawei, huawei p9, EMEA, Huawei EMEA, Huawei EMEA shipment, Smartphone, Canalys