Honor, the smartphone vendor, is intensifying its efforts in Indonesia by targeting Surabaya as a key city for boosting sales. Recognized as the second-largest city in the country, Surabaya serves as an important economic gateway to Eastern Indonesia.
Strategic Market Positioning
Surabaya has been identified as a strategic market due to its high level of technology adoption and purchasing power. According to Aryo Meidianto, Head of Public Relations at PT Trinova Digital Indonesia, the distributor for Honor in Indonesia, the company aims to break into the top five smartphone market share in the country.
Focus on Key Regions
Aryo highlighted that regions like Bali and Java, particularly Jakarta, Surabaya, Bandung, and Yogyakarta, contribute to nearly 40% of the national smartphone market. He emphasized the significance of Surabaya in their overall market strategy, stating that the city’s favorable position and high digitalization rate provide an excellent opportunity for Honor.
Expanding Retail Presence
To strengthen its foothold in Surabaya, Honor Indonesia is extending its network of Honor Experience Stores, with a new location at Galaxy Mall 3. This physical store allows consumers to experience various Honor devices firsthand, enhancing customer engagement and sales.
Introducing New Products
Honor is launching several smartphones from its X series, including the Honor X5c Plus, Honor X6c, and Honor X7d. These models emphasize durability and battery life, catering to the needs of Indonesian consumers. In addition to smartphones, Honor is also releasing a range of tablets such as the Honor Pad 10, Pad X9a, Pad X8b, and Pad X7.
Durability for Tropical Climate
Considering Indonesia's tropical climate, which features high temperatures and humidity, Honor recognizes the need for devices with robust specifications. This includes implementing cooling systems and water resistance certifications to align with local conditions. Aryo stated that durability is a key strength of their products, as consumers are becoming more selective about their smartphone choices, preferring devices that are less prone to damage.
Source: https://tekno.kompas.com/read/2026/08/20/19300047/honor-perkuat-pasar-surabaya-incar-masuk-5-besar-pasar-smartphone-indonesia
