LIVE FROM CES 2014: Huawei has updated its Ascend Mate phablet, bringing 4G technology to the device and talking up its speed and efficiency compared to rival products in the booming sector.

The Ascend Mate 2 4G, like its predecessor, has a 6.1-inch HD screen. Other features include a 5-MP front-facing camera, quad-core 1.6GHz processor, and a thickness of 9.5mm.

Impressive new features include reverse charging, allowing users to charge other devices from the Mate 2 direct from a charging lead, as well as support for all global mobile network technology (FDD/TD-LTE, WCDMA, GSM, TD-SCDMA, CDMA EVDO, CDMA 1X). The battery is claimed to be 30 per cent more efficient, supporting more than two days of uninterrupted LTE performance.

Meanwhile the Chinese vendor used the event to tout its progress in the smartphone space over the last twelve months. Former Nokia exec Colin Giles, now EVP at Huawei’s Consumer Business Group, revealed that 95 per cent of its devices are now Huawei-branded (up from 80 per cent in 2012), reflecting its move away from a company that used to develop operator-branded handsets.

Last year 87 per cent of its total handset shipments were smartphones, giving it the global number three spot in smartphone sales. And in 2014 its target for smartphone shipments is 80 million devices.

Giles also accepted the need for Huawei to continue improving its brand perception among consumers, and hinted at plans to develop products for the connected car market.