ZTE celebrated the 15th anniversary of its terminals division with the production of the 500 millionth handset, becoming the first Chinese mobile device brand to achieve the landmark.
It plans to promote the Grand S quad-core smartphone and the Grand Memo phablet internationally in the near future, after the two flagship products scored impressive results since their introduction 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.
Efforts to strengthen ZTE’s brand and engage consumers will be a key part of ZTE’s strategy. The Times Square in New York, the Fukuoka Yahoo! Japan Dome, the London Olympics stadium, and the works of Chinese film director Zhao Baogang are now some of touch-points where ZTE plans to form increased affinity with consumers around the world.
ZTE is working with retailers and platforms including Wal-Mart, Taobao, Phones4U, eBay, 360buy, Media Markt, Best Buy, and Suning in a new distribution strategy combining partnerships with operators, e-commerce, and retail channels.
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. It has strategic partnerships with 47 out of the world’s top-50 operators, and is 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 terminals division in 1998, only five years were required for volumes to grow from 100 million to 500 million.
ZTE’s objective is to reach a global top-3 position within three years, and build a world top-5 brand.