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ZTE says it is on course to be among world’s top 3 handset makers

Jack Loo | Feb. 27, 2013
Chinese giant spells out its product development strategy that is based on 4S - slim, screen, speed and safe.

Chinese tech giant ZTE remains bullish about its longstanding target to be the world's top three handset manufacturers by 2015, according to one of its leading executives.

"This target has not changed," said ZTE EVP and Head of the Mobile Devices Division He Shiyou. "We know that our future success means we have to build the ZTE brand, and another target for us is to be a top five vendor in terms of brand awareness and reputation within the next three years."

"2013 is the final year of our three-year transformation into a high-end smartphone brand, but we have a lot of building still to do," he said. ZTE shipped 65 million handsets in 2012, making it one of the top four handset producers in the world, according to IDC.

Revenues from China, the US and Europe now account for more than 70 percent of ZTE's handset revenues, with the majority of those sales being smartphones.

The company aims to increase the smartphone share of its overall corporate handset sales volume by 60 percent in 2013, with Europe and North America accounting for 60 percent of ZTE's overall handset sales outside China.

"In 2013, we will target the high-end product market, build our brand, further enhance our hardware and software design capabilities, and rapidly build our routes to market through multiple channels, pursuing both the OEM/ODM and carrier/channel markets," He said.

"The main trends at the top end of the handset market are what we call the 4S trends - slim, screen, speed and safe. Slim means reducing device thickness and being stylish without affecting the battery capability; screen obviously means large, high-definition screens, which is one of the most important characteristics for consumers; speed means that as much as possible we will have dual-core, quad-core or even eight-core platforms in the future; and safe means that even with a large number of installed apps, consumers do not have to worry about the safety of their device. ZTE will focus on product development in these areas to satisfy consumer needs to the greatest extent possible," said He.

In 2013, ZTE will also launch four websites to further develop its consumer presence - for the global market, for China, for the US and for the UK. Over the next two to three years, ZTE expects to develop websites in a further 30 strategic countries around the world to provide product information and support, with all sites optimised for mobile device access.


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