ZTE to target high-end market in bid for top-three position

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Manufacturer aiming to become a global top-three smartphone player in the next three years by making “boutique” devices for high-end markets

Chinese manufacturer ZTE has said it will focus on “boutique” mobile devices to increase the value of its brand as it aims to reach a global top three position within three years.

ZTE, which today became the first Chinese mobile phone brand to reach the 500 million – production landmark, said it is working on a new distribution strategy with retailers and distributors including Phones4U and eBay to achieve its aim.

Its ‘three-pronged strategy’ will focus on products, branding and marketing and is designed to help drove ZTE’s shift to higher-end markets, the manufacturer said.

ZTE said it will also “leverage its globally-leading position in LTE technology” and deepen its partnerships with the world’s top operators and retailers.

It will devote “increased resources” on high-end markets such as the United States and Europe, it said.

ZTE executive vice president Shiyou He said: “ZTE’s objective is to reach a global top-3 position within three years, and build a world top-5 brand.

“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.

“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.”

Figures from analytics firm IDC show that in the fourth quarter of 2012, ZTE was in fifth place having shipped 9.5 million smartphones – an increase of 48 per cent year-on-year.

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