HONOR launches its ambitious ALPHA PLAN strategy, marking a watershed moment in the company’s evolution from smartphone manufacturer to a comprehensive AI device ecosystem company with a clear three-step roadmap for navigating the rapidly evolving technological landscape.
The global technology brand unveiled its transformative vision at Mobile World Congress in Barcelona, outlining a bold strategy that extends far beyond traditional hardware development. The ALPHA PLAN represents a fundamental reimagining of HONOR’s position in the technology ecosystem, with the company setting its sights on becoming a leading force in the emerging AI-powered device landscape.
“It is clear that the AI revolution will reshape the paradigm of the device industry – completely transforming our productivity, our society, and even our culture more than ever before,” said James Li, CEO of HONOR, during the announcement. “I am calling on all of us to unite together to address the challenges – as well as the many opportunities – of AI technology.”
The name “ALPHA PLAN” carries deliberate symbolic weight. Alpha, being the first letter in the Greek alphabet, represents HONOR’s commitment to technological leadership. The company also notes that the Chinese character for “human” (人) can be discerned in the lowercase alpha symbol (α), underscoring what HONOR describes as its human-centric approach to innovation.
The ambitious roadmap consists of three distinct phases. The initial stage focuses on developing truly intelligent phones with embedded human-centric AI designed to “maximise human potential.” HONOR demonstrated this vision with several AI innovations, including what it claims is the world’s first GUI-based personal mobile AI agent, developed in collaboration with Google Cloud and Qualcomm Technologies.
The second phase involves opening industry boundaries to co-create a “new paradigm for AI ecosystem in the physical AI era.” To support this transition, HONOR announced a USD 10 billion investment over the next five years—a substantial financial commitment that signals the seriousness of its ambitions.
The final phase enters more speculative territory, with HONOR aiming to “open human potential boundaries and co-create a new paradigm for civilisation” in what it terms the “AGI era.” This long-term vision envisions the “co-existence between carbon-based life and silicon-based intelligence.”
To underscore the collaborative nature of this vision, representatives from Google Cloud, Qualcomm Technologies, CKH Group, Orange, Telefónica and Vodafone joined Li on stage for a symbolic tree-lighting ceremony representing the AI ecosystem.
“Today, HONOR has presented a bold new vision for a future where AI will underpin every facet of the device user experience,” said Alex Katouzian, Group GM, Mobile, Compute, & XR, Wearables at Qualcomm Technologies.
The ALPHA PLAN isn’t limited to technological innovation. HONOR also announced accelerated sustainability targets, including operational carbon neutrality by 2040 (five years ahead of previous goals) and supply chain carbon neutrality by 2050.
In alignment with its consumer-centric approach, HONOR committed to providing seven years of Android OS and security updates for its Magic series devices, starting in EU markets—a move that places it among just three manufacturers offering such extended support.
The Barcelona event also featured several new product introductions, including the AI-powered HONOR MagicBook Pro 14 laptop, HONOR Pad V9 tablet, HONOR Watch 5 Ultra, and HONOR Earbuds Open — all designed to showcase the company’s expanding ecosystem approach.
While the ALPHA PLAN’s later phases contain elements that seem aspirational rather than immediate, the substantial investment commitment and detailed first-phase innovations demonstrate HONOR’s determination to reimagine itself beyond its smartphone maker origins. The success of this ambitious transformation will ultimately depend on HONOR’s ability to deliver compelling AI-powered experiences while building the collaborative ecosystem it envisions.