x PhoneArena is hiring! Reviewer in the USA
  • Hidden picShow menu
  • Home
  • News
  • ZTE hopes that its high-end smartphones will rival Apple and Samsung when it comes to brand awareness

ZTE hopes that its high-end smartphones will rival Apple and Samsung when it comes to brand awareness

Posted: , by Florin T.

Tags :

ZTE hopes that its high-end smartphones will rival Apple and Samsung when it comes to brand awareness

In a move to boost its global smartphone sales, China’s ZTE will be betting on releasing “more and more” high-end devices - like the upcoming Nubia Z7. According to Reuters, the company expects shipments of its premium Nubia handsets to grow at least 300% this year. Overall, ZTE aims to sell over 60 million smartphones throughout 2014, and 80 million in 2015 (up from 40 million in 2013).

ZTE's executive vice-president Zeng Xuezong told Reuters that he admits there is “a gap between the brand awareness of Chinese companies and those top global brands.” Launching a higher number of premium handsets should help bridging that gap. "After our efforts in the past two years, I believe our brand awareness and approval rating from customers could rival those of Apple and Samsung in China," said the ZTE exec.

While that may work in China, it will be harder for ZTE to do the same in the US - not just because Apple and Samsung are well-established brands, but also because of numerous security concerns raised by government officials when it comes to all Chinese telecoms equipment.

Still, ZTE hopes to raise its US smartphone market share from 6% to 10% by 2017, and, for that to happen, it intends to spend more on marketing. The company is already selling its Nubia Z5S (pictured above) and Nubia Z5S mini in the US, but only unlocked, via Amazon - thus not reaching customers who usually buy handsets subsidized by carriers.

source: Reuters

  • Options

posted on 09 Jun 2014, 22:55

1. Furbal (Posts: 1054; Member since: 22 Sep 2012)

Good support chain+ good marketing + good prices = gain market

posted on 10 Jun 2014, 01:33

5. techperson211 (Posts: 1280; Member since: 27 Feb 2014)

It's not only Samsung and apple that they should deal with. Sony htc lg are well established phone maker. After sales is one of the key. Price is nothing if there's no after sales service just like one plus.

posted on 09 Jun 2014, 22:57 1

2. AfterShock (Posts: 3698; Member since: 02 Nov 2012)

Them are high hopes.
Good luck.

posted on 09 Jun 2014, 23:27

3. ihavenoname (Posts: 1693; Member since: 18 Aug 2013)

Good luck, first you have to achieve Huawei, LG, HTC, Sony, Nokia and even Oppo, then we can talk.

posted on 09 Jun 2014, 23:31

4. ajac09 (Posts: 1482; Member since: 30 Sep 2009)

Hope it happens but needs to price them right

posted on 10 Jun 2014, 02:36 1

6. fzacek (Posts: 2486; Member since: 26 Jan 2014)

They need to support their devices. The lack of software updates is the biggest weakness of these unestablished Chinese companies...

posted on 10 Jun 2014, 05:02

7. fireblade (Posts: 717; Member since: 27 Dec 2013)

Too bad for you ZTE. Nobody in my country knows that ZTE still sells phones.

posted on 10 Jun 2014, 10:33

8. miggymini (Posts: 15; Member since: 29 Nov 2011)

Looks like a White Droid RAZR HD and a Nexus 7 2013 had BAAAABIEESS!!!!!!

Want to comment? Please login or register.

Latest stories