ZTE has sold more than one million of its series of mobile phones for children in Japan by end 2012.
Customised for primary school students, these phones operate on the basis of a buzzer where children can enter phone numbers in advance and press the centre button to dial and send messages showing their location. This simple functionality makes the handsets suitable for a variety of age groups from children to the elderly.
The first ZTE mobile phone for children— 005Z — was well received following its release in Japan in March 2011 in collaboration with Japanese carrier SoftBank. In April 2012, ZTE launched the 101Z series, which offered a simpler user experience.
As a part of its growth strategy for the Japanese market, ZTE plans to launch a series of high-end mobile devices, in addition to the current handsets. ZTE is now the 4th biggest smartphone manufacturer in the world according to IDC.