ZTE is still gunning to be one of the top three handset manufacturers by 2015, forecasting a 30% increase in smartphone revenues in 2013 as it increases its focus on high end smartphones.
Reporting from MWC, the manufacturer said its handset business has seen steady development and profit growth during 2012. It pointed to a report from industry analyst IDC as evidence. The report shows ZTE had shipped 65 million handsets in 2012, accounting for 3.8 percent of the global handset market and confirming ZTE as one of the top 4 handset producers.
‘We know that our future success means we have to build the ZTE brand, and another target for us is to be a top 5 vendor in terms of brand awareness and reputation within the next three years,’ said ZTE EVP and head of the mobile devices division He Shiyou. ‘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.
‘As I have said before, we aim to be a top 3 handset manufacturer by 2015. This target has not changed.’
Revenues from China, the US and Europe now account for more than 70% of ZTE’s handset revenues, with the majority of those sales being smartphones. ZTE has strategic partnerships with 47 of the global top 50 carriers and is building a worldwide distribution channel for sales of ZTE-branded phones through online and high street retailers.
The manufacturer said revenues from distribution channels continue to grow and recently passed the mark of making up more than 15% of total ZTE handset revenues for the first time.
ZTE said its transformation into an own-brand smartphone market player has shown strong results, with 2012 smartphones sales up 100% on 2011 and with smartphone revenues accounting for 70% of total handset revenues.
The company aims to increase the smartphone share of its overall corporate handset sales volume by 60% in 2013, with Europe and North America accounting for 60% 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 obvious 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.’