The global smartphone market is experiencing a surge in demand for AI-powered devices and local consumers are echoing this trend.

South Africans are increasingly seeking smartphones that offer intelligent capabilities, including enhanced productivity, photography and customised experiences, while also actively factoring in pricing in their decision-making, says smart devices provider Honor South Africa CEO Fred Zhou.

Global technology market analyst firm Canalys research shows that the global smartphone market increased 7% to 1.22-billion units in 2024, with mid-tier devices fuelling much of this growth.

Alongside this, the increasing demand for AI-enabling processors, particularly in smartphones and tablets, is set to be the key driver of a compound annual growth rate of 28.49%, from $22.66-billion in 2024 to $79.37-billion in 2029, in the mobile artificial intelligence (AI) market.

According to a recent report by GlobeNewswire, mobile AI signifies the amalgamation of AI technology into mobile communication devices, as the mobile world embraces the diverse functions that can be performed using AI in portable devices.

“This data reinforces the trend of consumers actively seeking AI-powered experiences on their mobile devices,” says Zhou, noting that this trend underscores the consumer demand for feature-rich, yet affordable, devices.

He adds that the company’s Honor X9c has emerged as a compelling option in this burgeoning mid-tier segment, “ticking the boxes” of the trend, offering consumers access to these advanced technologies, with an appealing R10 999 starting price.

With intelligent features reflecting a growing consumer appetite for smarter, more intuitive value-driven smartphones that combine durability, intelligence and affordability, the Honor X9c offers AI-driven enhancements across various functionalities and integrates AI to optimise photography, battery performance and the overall user experience.

“Compared with other mid-tier offerings, the Honor X9c provides a strong balance of performance and affordability, making cutting-edge technology accessible to the diverse needs of South Africans across socioeconomic divides. “This aligns perfectly with the projected growth of the mobile AI market,” he explains.

“Honor’s appeal in this respect is already reflected in its 180% business growth by the end of 2024 with one-million units sold in the period,” adds Zhou, adding that as the South African market continues to embrace AI-powered devices, devices such as the Honor X9c will contribute to a broader industry trend of democratising access to advanced mobile technology.

“This is a direction South Africans are very likely to support and embrace.”