HONOR, the global specialist in devices powered by artificial intelligence, revealed its new brand strategy, “Dare to Be,” in a move that represents a new stage in the company’s journey, which is moving from its traditional presence in the smartphone market to building a broader system of devices and experiences powered by artificial intelligence.
The new strategy brings together HONOR's technologies, products, partnerships and future ambitions within a unified direction that focuses on developing the way devices, services and artificial intelligence work together, with the aim of providing smarter, more connected and easier experiences, centered around human needs.
From phones to smart devices
HONOR is entering a new phase in which it goes beyond the traditional smartphone sector, to develop new forms of devices and smart experiences. The HONOR Robot Phone is a prime example of this transformation, as it combines embodied artificial intelligence with an integrated robotic camera system, to present a new generation of devices capable of moving, responding, and interacting with the user and the environment around him.
The device reflects the company's approach towards transferring artificial intelligence from a set of features and functions to an essential element in the way devices work and interact with users.
At the same time, HONOR continues to expand its ecosystem to include smartphones, computers, tablets, wearables, and other smart devices, with the aim of providing more connected and integrated experiences.
“Alpha Plan” leads the transformation
The “ALPHA PLAN: From Vision to Reality” forms the strategic basis for HONOR’s transformation, and the company reviewed this vision during the LEAP 2026 conference in Riyadh.
The plan aims to build an open and interconnected system of devices supported by artificial intelligence, combining smart devices, robots, and new generation software.
The Agentic OS operating system is at the heart of this vision, as it was designed to better understand user needs and help carry out the most complex tasks, making interaction with technology more natural, easy, and proactive, while connecting experiences between various devices.
Artificial intelligence and imaging
Imaging represents one of HONOR's main areas of innovation, as the company, through AiMAGE, continues to develop smartphone photography, relying on artificial intelligence and computer photography.
HONOR also cooperates with ARRI, one of the most prominent international companies in filmmaking and professional photography. By combining ARRI's expertise in image processing science and HONOR's capabilities in artificial intelligence and hardware engineering, the partnership aims to bring professional cinematography techniques closer to smartphone users.
Strong growth in the Middle East
HONOR enters this stage supported by strong performance in the Middle East region. According to the latest report issued by “Omdia”, the company achieved a growth of 35 percent during the first half of 2026, becoming the second largest smartphone brand in the region, and the only one among the leading brands that achieved growth during a period in which smartphone shipments in the region declined by 13 percent.
This performance reflects the growing strength of the brand, its product portfolio, and its presence in the markets, and provides the basis for a new phase of growth, as HONOR expands from smartphones to a broader system of devices supported by artificial intelligence.
From the “Dare to Be” kautta, “HONOR” confirms its ambition to push the boundaries of innovation and develop new experiences that allow humans and artificial intelligence to work together to achieve more.
stc Group, the enabler of digital transformation, in cooperation with the Red Sea International Company, is showcasing an intelligent virtual system for managing operations in three leading destinations in the Red Sea, during its participation in the “LEAP 2026” conference held during the period between August 31 and September 3 at the Riyadh Exhibition and Convention Center.
The system, developed by the group's subsidiary "iot squared", provides a live, high-resolution virtual display that includes three main destinations spanning an area of 10 square kilometers, including both Shura Island and Turtle Bay, by combining virtual imaging of the sites with direct information from the actual environments, in an amazing demonstration of the ability of advanced technologies to support the operational efforts of tourist destinations and improve the experience of visitors.
This system, which relies on digital twin solutions, is a virtual copy of a real place, reflecting current events in real time. The system combines high-resolution satellite images, 3D modeling data and real-time data collected directly from sensors and operational systems located in buildings, vehicles and natural environments. This advanced model features a self-updating feature when new data or images are available, which reduces the need to conduct repeated aerial surveys and ensures the provision of an actual simulation of land, sea and air conditions at the destination.
The system relies on the smart operations platform “Nucleus” from “iot squared”, which includes specialized systems that give each team a vision commensurate with its responsibilities, including the guest experience management system to conduct comprehensive monitoring of the guests’ journey, the mobility management system to supervise movement and traffic, the environmental management system to monitor various indicators in buildings, facilities and surrounding environments, and the marine operations management system to monitor conditions in the marine environment, while the visitor experience system supports various aspects of the tourist experience at the destination.
Each team continues to manage its tasks independently, while the platform connects various processes within a unified operating environment instead of relying on separate systems. The platform also allows teams to simulate multiple scenarios and proactively determine their potential impacts, such as weather changes, visitor numbers, and vehicle movement.
The true value of this system is clearly demonstrated through live operational scenarios. For example, when a large event concludes and thousands of guests leave simultaneously, the mobility management system allows you to study the available options, whether increasing transportation capacity, adjusting the frequency of bus operation, or redistributing field teams, while simulating the potential impacts of those options and making informed decisions about them.
In emergency situations, teams can assess the impacts of decommissioning an area and proactively plan the appropriate response. Instead of simply monitoring events, the platform analyzes data and provides insights that support proactive decisions and enhance response speed.
The monitoring scope covers terrestrial and marine environments, and extends under the surface of the water, allowing the monitoring of indicators associated with various natural habitats. The operational landscape shown to operators is based on live data collected directly by sensors rather than just visual simulation, with automatic alerts when any indicator exceeds the expected range, including wind speed, sea state, temperature and air quality.
The Red Sea International Company intends to integrate the visitor experience system into its website, allowing visitors to conduct a virtual visit to the destination, plan their activities, and obtain a proposed plan for the visit according to the real-time conditions in the destination, with the possibility of booking directly through the website.
Othman Al-Dahsh, CEO of IoT Squared, said: “We started developing this technology from a deep understanding of the destination’s needs, and we designed it to provide practical solutions that meet its requirements and enable every operational department to improve its operations. The platform combines all operations into one operating environment, enabling Red Sea International to improve destination management and improve visitor experience. This practical approach contributed to accelerating the project’s development and completion in record time.”
This cooperation comes within the framework of stc Group’s participation in the LEAP 2026 conference, where it showcases its advanced solutions and technologies for the sectors of tourism, sports, logistics, construction and real estate development. The group, the strategic partner of the conference for the fifth year in a row, will review the pivotal role of digital infrastructure in developing destinations and facilities, improving their operations, and providing exceptional experiences for visitors and users.
STC Group, the enabler of digital transformation, announced the launch of “COLAB”, its arm specialized in innovation and building startup companies, in a step that contributes to strengthening the group’s investment system and expanding its capabilities to develop innovative business models in local and regional markets.
The launch of “COLAB”, which came on the sidelines of the most prominent global technology event “LEAP 26”, represents an important step in the group’s journey to discover, develop and enhance digital projects, by taking advantage of STC’s assets, capabilities and expertise, to study the opportunities available in the market, test new technologies and business models, and transform them into innovative businesses capable of expansion and growth.
The launch of “COLAB” adds a new dimension to the investment system of the “STC” group, which combines accelerating the growth of emerging companies through “InspireU”, strategic investment in promising projects through “Tali Ventures”, and building projects through “COLAB”.
Moataz Al-Anqari, Chief Investment Officer of STC Group, said: “Over the past years, we have succeeded in building solid foundations for an integrated investment system for emerging companies within the group, combining investment in projects, accelerating the growth of emerging companies, and building new pioneering projects. This integrated model allows us to develop, enable and accelerate new businesses. This step reflects our commitment to creating new growth engines that support the Kingdom’s ambitions, and enhances our ability to transform strategic opportunities into sustainable and innovative businesses.”
The launch of “Colab” comes as an extension of the venture investment system built by the “STC” group, where “inspireU” has contributed to accelerating the growth of more than 150 startup companies, and connecting entrepreneurs with the capabilities and opportunities available in the market, and “tali Ventures” supports these efforts by investing in promising technology companies, and benefiting from the group’s system to achieve strategic value that goes beyond financing.
By launching “COLAB”, the STC Group provides a specialized platform for building new digital projects and expanding their scope according to an integrated methodology, starting from their early stages, thus enhancing the group’s role in stimulating innovation and achieving sustainable value in the long term.
The group also demonstrated the capabilities of building emerging projects through “STC Bank”, which was launched as a digital wallet under the name “STC Pay” to take advantage of emerging opportunities in the market, before it developed into a billion-dollar company in the financial technology sector, and then into a fully licensed digital bank.
Today, STC Bank provides its services to more than 8 million customers, and achieved revenues exceeding one billion riyals in 2025, which confirms the group’s ability to benefit from its assets and capabilities, develop ideas, expand their scope, and transform them into pioneering digital businesses.
