Huawei Mobile Services
Communication of the new HMS ecosystem for Huawei smartphones and tablets
HMS and AppGallery background
HMS or Huawei Mobile Services are mobile services of Huawei company, that replace GMS, ie Google Mobile Services or mobile services from Google, in Huawei’s new smartphones (from the Mate 30 series). The new smartphones from Huawei have Android, but some applications from Google are replaced by alternatives by Huawei.
The core of the new ecosystem is the AppGallery store, which replaces the Google Play store in the new Huawei smartphones. AppGallery is the first choice for owners of new devices to download and install all the necessary applications. An integral part of the HMS ecosystem is the Petal Search tool, which serves primarily as a search engine for applications that are not in the AppGallery.
314 905 €
Achieved AVE value
Raising media and public awareness
of the HMS ecosystem and the AppGallery business
Communicating the main message
a change is coming to Huawei smartphones that should not be feared. You will install everything you need in your new smartphone
positive and neutral outcomes significantly prevailed
Involvement of Huawei ambassadors
and strengthening brand awareness
Huawei and ČSOB press conference
Banking applications are an important part of any mobile ecosystem. ČSOB was the first bank to fully adapt its mobile banking application for the Huawei Mobile Services environment. On this occasion, we prepared a joint press conference between Huawei and ČSOB on this topic. The event has been held in compliance with applicable security measures, hosting more than 20 guests, including key technology journalists. Media such as TA3, Hospodárske noviny, TouchIT, Techbox, Refresher and others informed about the topic.
E-book for app developers
In collaboration with experts from NexTech magazine, an e-book was created, dedicated to creating applications for the HMS ecosystem and the AppGallery store. It is a comprehensive guide to the entire process – from a single creation or modification of an existing application through approval processes to the placement of the application in the AppGallery store. The book is fully available for download and was accompanied by an online campaign aimed at creators of mobile applications.
Educational videos with an expert
The topic of exchanging services from Google for your own solution is difficult for the average consumer to understand. We have bridged the information gap thanks to the commitment of a respected technology expert. Ondrej Macko, editor-in-chief of TouchIT magazine, explained the opinion-forming media, and what this change means in practice. Video interviews on this topic were broadcasted by Hospodárske noviny and Pluska.sk.
How to use AppGallery with Attila Végh
In collaboration with the well-known MMA wrestler and Huawei ambassador Attila Végh, we have prepared a three-part video series in which Attila explains what a change in Huawei smartphones means. In three short videos, Attila guided the target group through topics such as HMS, AppGallery in an authentic, understandable and entertaining way, and also showed a useful trick on how to download all the applications you need to a Huawei mobile phone with the HMS ecosystem. One of the most read portals in Slovakia, cas.sk and the lifestyle website Refresher also informed about the topic.
Communication in 3 segments
Due to the complexity of the topic, we divided the continuous communication in the form of press releases and thematic articles into 3 segments. The main topic was content for technological media, in which we regularly focused on the growth of AppGallery in key statistical indicators, such as the number of local applications.
Tech topics can also be communicated in a comprehensible way for lifestyle audiences, which we did with articles in the outlets SME Ženy, Prečo Nie?!, Break and Exclusive. Fashion editorials, which also drew attention to the topic, were published in magazines Emma and Break. Readers of opinion-forming online titles – Aktuality.sk, Pravda.sk and HNonline.sk – also learned about AppGallery and HMS.
Parental control in AppGallery
The AppGallery store offers a high level of security and the ability to customize the content according to age, which will be especially appreciated by parents. We became aware of these functions in cooperation with influencer Mirka Luberdová. Mirka talked about the possibilities and benefits of content age settings, as well as blocking inappropriate websites, on her Instagram and in articles for thematic titles focused on parenting.