ZTE have recently hit two milestones and both are pretty impressive, making phones for fifteen years and also making 500 million devices. Somewhat strangely both milestones were hit at the same time.
ZTE entered the handset industry in 1998 and since then ZTE has become a mobile device partner for more than 230 telecommunications operators in over 160 countries, generating more than 60 percent of terminals revenue outside China. ZTE has strategic partnerships with 47 out of the world’s top-50 operators, and is firmly established as the world’s No. 4 handset manufacturer. ZTE are pretty big which might explain their current almost lazy approach to the UK. ZTE are about to start promoting the Grand S quad-core smartphone and the Grand Memo phablet.
ZTE said the following about the Grand S and Grand Memo.
Personally I feel ZTE really need to step up their current game. We keep getting supposed device announcements, yet we barely ever see any of these devices, barely any carriers/networks take the devices on and barely any retailers sell them SIM free. Call me mad but I would probably have bought the Intel powered Grand X IN last year and I would probably buy the Intel powered ZTE Geek that we covered the other week here.
ZTE Delivers 500 Millionth Handset to Mark 15th Anniversary of Terminals Division
First Chinese mobile device brand to achieve production landmark; ZTE to focus on boutique products and branding to sustain growth
18 April 2013, Shenzhen, China – ZTE today celebrated the 15th anniversary of its terminals division with the production of the company’s 500 millionth handset, becoming the first Chinese mobile device brand to achieve the production landmark.
During an anniversary event held in Beijing, ZTE Corporation Chairman Mr. Hou Weigui and Executive Vice President Mr. He Shiyou outlined the terminal division’s strategies to drive further growth and generate increased brand value, to more than 500 partners and guests from industries spanning telecommunications, semiconductor, retail, consulting, and media.
“ZTE’s objective is to reach a global top-3 position within three years, and build a world top-5 brand,” Mr. He said.
Leveraging boutique products to sustain growth and build brand equity
ZTE plans to promote the Grand S quad-core smartphone and the Grand Memo phablet internationally in the near future, following the successful introduction of the two flagship products in China this year. The Grand S and Grand Memo represent the state of the art in performance, specifications and industrial design in the global smart devices industry, epitomising ZTE’s uncompromising commitment to innovation and superior quality.
“Boutique devices will be the focus for ZTE,” Mr. Hou said. “The company will ensure the mobile device business will have all the resources and support needed to develop and grow. Efforts to strengthen ZTE’s brand and engage consumers will be a key part of ZTE’s strategy.”
“It is crucial for ZTE to upgrade our brand and build brand equity,” Mr. He said. “ZTE’s technology stands shoulder-to-shoulder with the world’s leading companies, but the value of our brand is still under-appreciated.”
ZTE is working with retailers and distributors including Wal-Mart, Taobao, Phones4U, eBay, 360buy, Media Markt, Best Buy, and Suning on a new distribution strategy combining partnerships with operators, e-commerce, and retail channels.
Three-pronged strategy: Products, Branding and Marketing
The three-pronged strategy, focused on boutique products, branding and marketing, will help drive the terminal division’s shift to higher-end markets. ZTE will also leverage its globally-leading position in LTE technology, and deepen its partnerships with the world’s top operators and retailers, devoting increased resources on high-end markets such as the United States and Europe, and embracing a multi-channel, multi-point approach.
Since entering the handset industry in 1998, ZTE has become a mobile device partner for more than 230 telecommunications operators in over 160 countries, generating more than 60 percent of terminals revenue outside China. ZTE has strategic partnerships with 47 out of the world’s top-50 operators, and is firmly established as the world’s No. 4 handset manufacturer.
Through partnerships with globally-leading technology companies including Qualcomm, Intel, Google, Microsoft, Baidu, Tencent, Mozilla and Dolby Laboratories, ZTE has derived valuable first-mover advantages in operating systems and mobile applications.
While it took ZTE 10 years to manufacture 100 million handsets after establishing the terminal division in 1998, only five years were required for volumes to grow from 100 million to 500 million.
