14 DAY TRIAL // ZTE is a leading telecommunications equipment maker from China, yet it also has a strong position on the mobile phone market, and it is expected to grow even more in the future, so as to become one of the top five phone vendors in the world during the ongoing year. Putting the company's name beside other ones in the industry, such as Nokia, Samsung, LG, Motorola or Sony Ericsson, one would think that there are little chances of success in ZTE's attempt, yet things are not always what they seem.
We recently had the chance to exchange a few words with Sheila Xiaolan Wang from ZTE (UK) Ltd, and we learned a few more details on the company's plans for the near future. At the same time, we got a picture of the mechanism that lies behind the manufacturer's impressive success, thanks to Mr. Xiong Hui, vice president of ZTE’s handset division: “ZTE can provide customized handsets for any market segment and technology, from entry-level to high-end smartphones.”
“ZTE is aiming at the title “The Best Customized Mobile Phone Supplier in the World”. Our mobile phones have successfully entered the three top-end markets in Europe, North America and Japan. We have customized handsets to over 100 countries and regions by cooperating with leading MTOs globally, such as, Vodafone, Hutchison, Telefonica and other leading multinational telecom operators throughout the globe.” Mr. Xiong Hui further stated.
To get into details, we should note the fact that the company is focused not only on the entry-level market segment, as it also has a wide range of handsets that are customized to meet the specific requirements from GSM, CDMA, EVDO to WCDMA, WiMAX, TD-SCDMA and HSPA+ service providers around the world. In addition, the giant manufacturer also launched innovative solar-powered handsets, has a range of smartphones that include the latest and world’s popular operating systems, and is focused on the development of touchscreen devices as well.
When it comes to the high-end segment of the market, “ZTE has invested heavily in the research and development of smartphones during the last 5 years; handsets using Linux and Microsoft Windows Mobile OS are already available and are also capable of satisfying demands about Android and LIMO operating systems,” according to Mr. Xiong Hui. At the same time, the company also plans to reinforce its position on the market by delivering innovative, custom-made products and services.
In addition, we should also be able to see it launch next-generation smartphones that would be able to offer users the best experience that future Windows Mobile operating systems could deliver. ZTE's handsets will offer customizations with a more consistent, convenient and user-friendly experience while providing full support for the latest operating systems from Microsoft.
When it comes to touchscreen-capable mobile phones, ZTE has been expanding its business since 2003, while also placing a great focus on customization. The company works closely with major domestic and overseas operators for the development of its products, and considers developed countries and emerging markets as key regions for the deployment of its handsets. “With years of experience and accumulation, ZTE has gained favorable competitive advantages in the new competition patterns and maintained its rapid and sustainable development by concentrating on major existing markets, exploring potential markets and investing more in new products and technologies.”
If we were to list some of the devices that showed the company's partnership with different wireless operators around the world, we would mention the VF 1231, especially developed for Vodafone, the GSM-based handset e760, custom-made for China Mobile, or the CDMA-based D820/D810, especially designed for China Telecom. In addition, there are also devices such as the U981, a smartphone deployed by China Mobile, the CDMA EVDO-based D90, which received the German “red dot” design award, or the TD-SCDMA/GSM dual-model dual-stand-by U80.
When talking about the company's future strategy Mr. Xiong Hui says the following:
“The key for ZTE’s phenomenal growth is based on the implementation of its five core competitive qualities over other vendors. - Over the years, ZTE has developed stronger “R&D capabilities”, possesses profound understanding of telecommunication industry and (In 2008) signed 2040 patent applications, including 164 international patents, ranking it first among Chinese telecom equipment manufacturers. - The “quality” of the products including handsets, terminals and other telecom equipment are among one of the best in the world. ZTE was highly accredited by different operators with its extremely low return rate percentage during its various handset co-operation. - ZTE has globally distributed network of marketing teams with “localized” knowledge of specific market who are fully capable of exploring the market further and meeting consumer requirements. - ZTE has a complete product portfolio significantly to provide better “Customized” personal services to individual operators. ZTE can easily develop dual-band mobile phones with simultaneous network support compared with other handset manufacturers; - Finally, ZTE has clear competitive edge as far as prices are concerned, providing, identical qualities and functions with more favorable prices.”
As one can easily see, ZTE is working hard to become one of the leading mobile phone makers in the world. The fact that it can provide customized mobile phones to different wireless carriers around the globe, so as to be able to offer specific devices for each country, region and even individual markets, should prove to be a great advantage for the company over other vendors in the market. During the ongoing year, we should be able to see its name make headlines more often, especially if it ends up being one of the top five vendors in the world.