UAE’s Emirates expands its partnership with global tech giant Huawei

By Shilpa Annie Joseph, Official Reporter
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UAE’s largest airline Emirates has signed a Memorandum of Understanding (MoU) with Chinese multinational technology company Huawei in order to further extend its existing partnership.

According to the MoU, both brands will be able to reach a larger audience in the Middle East and beyond. The agreement was signed at Arabian Travel Market 2021 (ATM) in Dubai by Orhan Abbas, Senior Vice President of Commercial Operations, Far East at Emirates, and Lu Geng, Vice President Middle East and Africa of Huawei Global Partnerships & Eco-Development.

The strategic cooperation between Emirates and Huawei will help in expanding their reach in China and the Middle East and African (MEA) markets. Furthermore, Emirates will provide support for Huawei’s Petal Search search engine on smart devices in the MEA area as part of the collaboration.

As per the company statement, “In addition to joint promotions designed to build brand awareness for Emirates and Huawei in the other’s home markets, the partnership will also encompass the launch of customer-centric initiatives including enhanced and engaging experiences for Huawei smartphone users while booking tickets and making travel plans on the Emirates app, available on the AppGallery – Huawei’s official distribution platform and one of the top three global app marketplaces in the world, with more than 530 million active monthly users.”

Emirates’ integration into Huawei’s ecosystem will enable the airline to reach a broader target audience and Huawei phone users, especially in China, which has been regarded as one of the airline’s most important strategic markets.

This move builds on the two brands’ successful collaboration, which began in early 2020 when the Emirates app was made available on Huawei’s AppGallery, bringing consumers a richer and more engaging set of functions conveniently to their fingertips. Last year, the partnership was extended with improvements that made for faster bookings and other personalized functionalities that customize the mobile experience.

The MoU also includes the continued growth of the Emirates Mobile App on AppGallery. To date, the Emirates app has over 1 million installs from AppGallery. “The AppGallery is also attracting increasing numbers of developers with 2.3 million currently registered, a 77 percent increase from last year. As of March 2021, there were more than 70,000 registered developers in the MEA region,” as per the reports.

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