27 Innovation and digitalisation strategies: The Innovation Matrix If you look at the Innovation Matrix, Huawei and their product Innovation in the area of mobile devices is very sustaining. This strategy is very affected by the fast moving market of mobile devices. When you take a closer view, you have to distinguish between the business strategy in the past, when they tried to enter European Market and the current Strategy. In the past, Huawei was not known for technical innovation leadership in this context. The strategy was to follow the trends of major competitors such as Apple, Samsung and LG by adapting new technologies and building cheaper products to reach a wider audience. At present, Huawei is trying to develop new technologies and differentiate its products from its competitors. A current example is the AI technology in the latest high-quality smartphone Huawei Mate 10 Pro (Jiao, 2018). Nevertheless, the innovation strategy is relatively sustainable compared to other industries. All companies in this sector improve their products slightly once a year in order to achieve a continuous profit. Although Huawei is already investing large sums in research and development, we believe that more money will have to be spent to keep up with the competition in the market. Although this strategy is risky, this change could potentially improve the company´s image from imitator to first mover.