VIDEO INTERVIEW: Zeeshan Qureshi, the chief of Haier Mobile across Pakistan and Afghanistan, believes tailoring mobile devices for specific markets creates “a lot of potential” and is one way the Chinese consumer electronics brand can strengthen its hand in the mobile space.

Noting that brands with a broader international play do not necessarily tailor for markets to the same degree, the executive said that “in an emerging market, if you can localise, and you can customise, and you can create something according to customer demand, there’s a lot of potential”.

This localisation has enabled Haier to get deals with operators such as Mobilink and Telenor, “because of this localisation and customisation approach”.

Qureshi noted that Haier has initiatives underway “to create some kind of confidence with the customer”, for example by offering theft and accidental damage coverage in what is a price-sensitive market. He also cited work with the government on healthcare initiatives.

Noting that the government of India also has initiatives in place to encourage local manufacturing, the chief added that Haier is already going down this route in Pakistan – “this is a kind of technology transfer from China to Pakistan,” he said.

To watch the full interview with Zeeshan Qureshi, CEO of Haier Mobile Pakistan and Afghanistan, click here.