Remember our earlier story on how ZTE has overtaken Apple globally in terms of handset shipments? Well, ZTE currently stands fourth in terms of world rankings where handset manufacturers are concerned, but the bulk of their orders come in the form of budget handsets. ZTE has plans to strengthen their position globally by targeting China as well as US markets, and intend to make a splash not by flooding two of the most mobile hungry countries at this moment with common featurephones, but rather, will float on the smartphone boat instead.
ZTE had already begun to roll out Windows Phone-powered handsets in 2011, but in the case of China, ZTE intends to steamroll into the market sometime in Q3 this year, with the company’s emphasis on high-end models compared to budget-friendly featurephones – at least according to Reuters. Head of handset strategy Lv Qianhao says, “The United States and China will be key engines driving our smartphone sales. If we say ZTE started out as a contractor, like those building mass housing that are value for money, then we want to be a developer of luxury high-end estates.”