ZTE is throwing down the gauntlet to the likes of Samsung and Apple, pledging to ramp up shipments of premium smartphones to 100 million by 2016.
The Chinese manufacturer’s ambitions will place increasing pressure on the likes of Apple, Samsung and Sony, as it joins forces with other Chinese manufacturers, including Huawei and Lenovo, to increasingly target the high end market.
ZTE's executive vice-president Zeng Xuezong said this week: ‘We will make more and more premium smartphones.’
ZTE is also hoping to tap into the rising demand for 4G services with at least 60% of its smartphones being 4G enabled next year, compared to 40% this year.
Speaking to Reuters this week, he said the Shenzen-based manufacturer will ship 60 million smartphones this year, up 20 million on last year and aims to reach the 100 million mark by 2016.
He said ZTE’s brand awareness rivaled that of Samsung and Apple in China, after a concerted drive in its home market over the past two years. Now it is turning its sights on the developed markets.
Zeng said shipments of ZTE’s Nubia, whose premium Z5 model was launched in the UK in December last year, will grow around 300% on last year.