Honor has revealed its ‘Alpha Plan‘, the company’s new corporate strategy, at a launch event as part of Mobile World Congress in Barcelona, Spain. The new direction for Honor essentially amounts to its transition from a smartphone maker into an “AI device ecosystem company”. At least, that’s how Honor’s new CEO James Li tells it.

“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 Li.

Along with the new strategy and logo (pictured below), Honor announced it would support its flagship Magic series of smartphones with seven years of Android OS and security updates, starting with the Magic 7 Pro and Magic V3.

Honor’s Alpha Plan ambitions

Alpha, as the first letter in the Greek alphabet, symbolizes HONOR’s relentless pursuit of technological excellence. Additionally, the Chinese word for humans (人) can be found where the stroke connects in the lowercase letter “α,” echoing HONOR’s commitment to human-centric innovation.

Honor’s Alpha Plan comprises three steps:

“The first step begins with the development of an intelligent phone. Honor will work with partners to open technology boundaries to co-create a new paradigm for AI devices in the agentic AI era. Next, Honor will open industry boundaries and co-create a new paradigm for AI ecosystem in the physical AI era. Finally, in the AGI era, Honor will open human potential boundaries and co-create a new paradigm for civilization,” said Honor.

While an ‘intelligent phone’ sounds like a trip down the Humane AI Pin and Rabbit R1 road, we reckon Honor is taking creative liberties to mean a device designed with AI at its core instead of a few semi-useful features added through a software update.

Honor didn’t exactly detail how every step would pan out to achieve its grand ambitions, but it did announce it was throwing money at the problem – an investment of $10 billion over the next five years.

The company also proudly announced that, like Google and Samsung, it would now offer Android OS and security updates for its Magic series of smartphones for seven years. That makes sense as folks from Qualcomm and Google also shared a few words on Honor’s stage.

“Collaboration is the fabric that weaves together the open ecosystem for AI. We’re thrilled to join hands with Honor and other industry partners to ride this disruptive wave,” said Matt Waldbusser, managing director of global solutions and consumer AI at Google Cloud.