4/18/2013 4:45:17 PM
ZTE looks to high-end boutique handsets
ZTE is shifting to the high-end smartphone market by focusing on 'boutique' devices but said work needs to be done in sharpening its branding.
The Chinese phone maker recently produced its 500 millionth handset and marked the 15th birthday of its terminals division. It is aiming at become the third biggest phone maker within three years. It said it is working with retailers including Phones 4u on a new distribution strategy and said it would try and take advantage of its partnerships in producing LTE technology. It said it wants to devote more money on trying to grow share in the European and American markets.#
Speaking at its anniversary event in Beijing, ZTE chairman Hou Weigui said: 'Boutique devices will be the focus for ZTE. The company will ensure the mobile device business will have all the resources and support needed to develop and grow. Efforts to strengthen ZTE’s brand and engage consumers will be a key part of ZTE’s strategy.'
Executive vice-president He Shiyou added: 'It is crucial for ZTE to upgrade our brand and build brand equity. ZTE’s technology stands shoulder-to-shoulder with the world’s leading companies, but the value of our brand is still under-appreciated.'
Author: Graeme Neill