Islam Shams: HONOR Reaches 15 Million Users in Egypt, Targets More Than 20% Market Share
HONOR Egypt is accelerating its expansion strategy in the Egyptian market as the company targets a market share exceeding 20% while strengthening its position as one of the leading smartphone and AI-driven technology brands in the country, according to Islam Shams, Chief Operating Officer of HONOR Egypt.
Speaking during an interview on “Al Manssa” program on Sada El Balad TV, Shams said Egypt has become one of HONOR’s most strategic markets across the Middle East and Africa, driven by rapid growth in technology adoption and increasing consumer demand for AI-powered devices.
Shams noted that HONOR currently operates in more than 125 countries worldwide, supported by over 60,000 retail points and a workforce exceeding 25,000 employees, with nearly 70% of staff focused on research, development, and artificial intelligence technologies.
The company officially entered the Egyptian market in 2018 and has since grown its local user base to more than 15 million users within nearly eight years, making Egypt one of HONOR’s top three markets across the Middle East and Africa region.
According to Shams, Egypt’s demographic profile represents a major growth opportunity for technology companies, with more than half of consumers under the age of 35. He explained that this dynamic pushes technology brands to continuously accelerate product development and innovation to meet evolving consumer expectations.
He added that Egypt has become one of the region’s most active markets in AI adoption, highlighting HONOR’s growing focus on integrating artificial intelligence technologies into user experiences and smart device ecosystems.
As part of its long-term investment strategy, HONOR has also moved forward with local manufacturing plans in Egypt. Shams revealed that the company made a strategic decision to establish its first factory outside China in Egypt, specifically in the 10th of Ramadan City industrial zone.
He described the move as a major milestone for the company, noting that discussions surrounding local manufacturing began in late 2023 through extensive coordination between HONOR’s headquarters in China, Egyptian investors, and government authorities.
Shams praised the role of Egypt’s Ministry of Communications and Information Technology and the National Telecom Regulatory Authority in supporting the company’s investment plans through direct coordination and facilitation efforts.
HONOR successfully produced its first “Made in Egypt” smartphone earlier this year, with the official inauguration of the factory expected during the second half of 2026 after completing full production lines and operational capacity expansion.
The new facility is expected to serve not only the Egyptian market but also regional export markets across Africa and the Arab world, leveraging Egypt’s strategic location and international trade agreements.
Shams said recent geopolitical shifts and global supply chain challenges have reinforced Egypt’s importance as a regional manufacturing and logistics hub for international technology companies seeking greater operational flexibility.
He stressed that locally manufactured HONOR smartphones maintain the same quality standards as imported devices, noting that Egyptian talent has demonstrated strong capabilities in advanced electronics manufacturing.
Beyond smartphones, HONOR is also focusing on building an integrated smart ecosystem that includes tablets, smartwatches, wireless audio products, wearable devices, and AI-powered lifestyle technologies.
The company aims to expand its market share through broader product diversification, after-sales services, and stronger customer support infrastructure across Egypt.
Artificial intelligence remains at the center of HONOR’s future strategy, according to Shams, who revealed that the company reinvests more than 20% of its revenues into research and development initiatives focused heavily on AI technologies.
He pointed to HONOR’s latest participation at Mobile World Congress (MWC) in Barcelona, where the company unveiled its “AI Phone” concept — described as a next-generation smartphone designed around intelligent interaction and AI-driven daily assistance.
Shams predicted that smartphone usage and design could witness significant transformations within the next five years as AI technologies continue evolving rapidly.
He also highlighted that the HONOR Magic 8 Pro recently received the Technotime Award for Best AI Smartphone of 2025, reflecting the company’s growing position in AI-powered mobile innovation.
Shams concluded by reaffirming that HONOR’s primary objective during the coming phase is to deepen its presence in Egypt by offering a fully integrated technology experience centered around innovation, artificial intelligence, and customer service excellence.