And now the first signs of it are emerging as Huawei, who this week invited media to view a "bigger multimedia experience" and view the next "handset" at an event at Paramount Pictures in Sydney.
The invite did not specify which "handset" it will be unleashing but it may well be the Ascend P2 - the "fastest smartphone in the world,"unveiled at Mobile World Congress in Barcelona earlier this year.
But its could also be the Chinese giant's Ascend Mate 'phablet' - a tablet/phone combo but still a "handset".
|Hauwei secret phone could be this....|
The big rivals who will gain ground in 2013 "isn't HTC, Sony or LG - it's a flood of cheap Chinese handsets" UK based analyst Benedict Evans, from Enders Analysis told SmartHouse this week, something which other analysts have also been predicting.
Huawei and fellow China brand ZTE, managed to scrape in to the top 5 global smartphone makers in Q4 last, nabbing No. 3 and No. 5 spots respectively.
"Our ambition is to be the No. 3 phone maker in the world in the next three years," Huawei Australia spokesperson Luke Coleman recently told SmartHouse
Huawei although still a relatively unheard of smartphone name in Oz where iPhones and Samsung Galaxys rule the roost, sell lower end pre-pay handsets only in the main telcos.
However, it hoping to change this and has big plans for the Aussie market including a massive marketing campaign, Raiders sponsorship and and hopes to expand its current chunk of retail partners beyond Dick Smith, JB HiFi, Woolworths, Coles, and Allphones - this year.
|"Huawei has brought its own software innovations, including Magic Touch, Guiding Wizard, Smart Reading, and Floating Windows" analysts IDC recently noted, and has expanded marketshare in Q4 2012 by 89% by attacking the mass market with 'simple and inexpensive' devices and high end with Ascend line. |
The telecoms giant got a bad rap from the Aussie federal government having been banned from supplying services to $38bn NBN project, over fears of spying by the Chinese government, so will have its work cut out to gain major traction over short timeframe.
And that's not to mention the fight it will have with smartphone kings Apple and Samsung.