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.