Johannesburg, 14 May 2021
The old adage is that ‘two heads are better than one’ and in these tough economic times, this statement has never been truer when it comes to business. Brands are always on the lookout for innovative and strategic ways to get ahead, and one of these possible solutions is partnership marketing. A Forbes article published at the beginning of this year highlighted this strategy as a hot trend to watch, and did a deep dive into what possible collaborations are out there. The best results of marketing efforts often materialise through partnerships. Two sides coming together and jointly putting effort and resources behind a campaign, product or service.
Fostering partnerships is at the heart of HUAWEI’s strategy
In the past, HUAWEI Mobile Services (HMS) has partnered with several leading brands across different sectors. These partnerships provide the commercial partner with access to a wider audience for their app, as well as more revenue generating opportunities. This is through HUAWEI’s official app market, HUAWEI AppGallery, which has more than 530 million monthly active users across 170 countries. In addition, commercial partners can also benefit from HUAWEI’s technical and marketing support.
Technical support
By joining the HMS ecosystem, commercial partners can optimise their app for HUAWEI device users by integrating the app with one or more of HUAWEI’s HMS Core Integration Kits. These kits provide smooth functionality for various in-app features and ensure that the partner’s app runs efficiently on HUAWEI devices. For example, the HMS Core Account Kit allows HUAWEI users to easily and securely sign-in to an app with their HUAWEI ID (their unique ID which they use in the HMS ecosystem). Another available one is the HMS Core Ads Kit, which serves the app with high-quality and personalised advertisements. The best part about this kit is that the commercial partner gets an above-industry standard split of the revenue generated from it.
Throughout the entire process, from the app’s integration with the chosen HMS Core Kit until the official launch and availability of the app on HUAWEI AppGallery, HMS provides full-spectrum operational support and data analytics to its partners by mobilising local resources from various functional departments. HUAWEI's ecosystem team, in charge of the technical support, works alongside the commercial partner during every integration step to ensure the app is successfully integrated with HMS.
Marketing support
However, HUAWEI’s support does not end after the integration process, or when the app becomes available on HUAWEI AppGallery. Commercial partners can extend their partnerships and benefit from various co-branded campaigns to unlock more business opportunities and brand exposure. From end-to-end digital acquisition and amplification of products and offers, to app engagement and registrations; and 360-degree joint marketing campaigns – the options are limitless. To date, several partners have benefited from these campaigns, seeing very successful results.
HUAWEI AppGallery: A secure platform for app downloads
At the same time, these partnerships bring more apps to HUAWEI AppGallery users, particularly the most sought-after ones. These commercial partners are both local and international, providing AppGallery users with a wide array of apps, which bring convenience, fun and functionality to their lives. The ongoing strategy for HUAWEI Mobile Services is to keep adding more and more top quality apps to HUAWEI AppGallery.
Another distinguishing element for the platform is its focus on quality, safety and security. Users can be secure in the knowledge that while they are browsing through and using the platform to find their favourite apps, their privacy is safe and their data is secure. The highest level of verification to isolate and protect users’ sensitive data and privacy has been put in place. During installation, HUAWEI AppGallery protects app data from being read for disreputable purposes, and avoids the irreparable loss caused by user data leakage via procedures such as sandboxing, memory protection, regular backtesting and customer service feedback.
In addition, the platform can detect malicious app behaviour like eavesdropping on users, monitoring users and taking screenshots or screen recordings without authorisation. It also conducts privacy disclosure inspections for apps that call, collect or upload sensitive data from users without permission. By incorporating intelligent detection methods with manual real-name authentication, HUAWEI AppGallery provides full-fledged coverage that protects users against every conceivable threat.
A partnership with HUAWEI Mobile Services is something that every brand should consider and this can be backed up by the local CPs who have said that joining Huawei has made a difference. We have run several successful campaigns with partners from BidorBuy to Takealot and Checkers, to name a few. As John C Maxwell once said: “Teamwork makes the dream work.”
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