Skate Series
In pursuit of Passion
—— www.zte.com.cn ——
1
ZTE Terminal Branding Strategy
内部公开▲
Brief Overview
•ZTE Corporation is a publicly-listed global provider of
telecommunications equipment and network solutions
•operating in more than 150 countries.
•No. 1 mobile phone manufacturer in China.
•5th largest mobile phone manufacturer in the world.
•ODM-OEM for big brands like T-mobile，Vodafone, Telenor,
etc.
Contribute to EU
Community
内部公开▲
Brand Attribution
Brand Attributes of ZTE for retail customers:
•Innovative, Reliable, High Quality
•Top five mobile phone manufacturers in the world (IDC &
Gartner)
Brand Attributes for ZTE’s smart terminals:
•Young, innovative, affordable, high quality
秘密▲
WHAT? - ZTE Brand Pyramid
Who is ZTE?WHAT
Why is ZTE?
Popularizer of Advanced Technology – ZTE For All
Innovation (World leading technology, Outstanding Design)
Not the first invention, but the first affordable top technology for the mass
Simple & Chic in Design, Practical & Convenient for Usage
Consumers Worldwide with appreciation of experience
Innovation
Reliable
Affordable
5
Integrated Brand Positioning and Strategic Goal of ZTE Handset
Overall
Goal
Awareness of
Smart
Terminal
become Top.5
worldwide
and NO.1
China within
three years
“Light
your smart
world”
• B-B : Joint promotion
with industry and
operators to raise industry
influence.

2011 1H Blade/Light • B-C : To forge smart
Tab
terminal flagship products
2011 2H Skate
with Blade & Skate taking
the lead.
Brand
the Popularizer of Advanced Technology
Positioning
Slogan
Main
Region
秘密▲
US, Europe, China, Brazil
秘密▲
HOW: Build New Brand Image via Smart Terminals

Target: shipment to reach 12 million in 2012; to become the Top-Five smart terminal brand with 3-5 years

Strategy: After the Smart Terminal Strategy announced, take the differentiation image as “the popularizer
of advanced technology”
Strategy Markets: China, US, Europe and Brazil

In MWC2011, ZTE announced the Smart Terminal Strategy ; In Beijing on April 26th, ZTE released the
strategy structure and plan.
4 key directions in practice
•
秘密▲
Windows Phone, Key Differentiation and Strategic Drive
•
Multiple Chipset Platforms for Android
•
NFC, Supporting Mobile Payment Trends
•
User Experience improved via Mifavor UI, rich 3rd apps and
latest software & service
—— www.zte.com.cn ——
8
秘密▲
Design language
Mimosa
Nature at ease
—— www.zte.com.cn ——
Skate
In pursuit of Passion
Blade
Sharp elegance
9
秘密▲
UI Solution for Android Phone
Philosophy--- Intuitive , Personal and Amazing
• Ease the operation of commonly used modules, such as Contacts, Message, Alarm, Email etc.
• Add or reinforce important functions, such as File manager, Stop watch, World time, FM,
manager.
—— www.zte.com.cn ——
Note Pad, Task
10
Eco design
秘密▲
Philosophy------- Nature , Simple，Delicacy
• Show product self, limited decorating for
package
• Nature material, less craft or process; less
printing ink
• More duty for environmental protection
• Highlight the quality of the design
• Dimension: 13.5*7.6*8.3
• Only 60g, half of general package
• Material: 350g uncoated paper + 112gflute +
126g yellow Kraft paper；All recycle !
—— www.zte.com.cn ——
11
秘密▲
Hero Product Strategy Blade, Light, Skate
Sweden
Press Conference：
Finland
UK
of Light in East Europe
France
Spain
Press conference of
Blade in Mexico
TV ads：Special TV ads
Beijing
PR：Interviews by
Japanese media and web
Japan
promotions of Light
Hungary
Entertainment
Marketing：
Mexico
Vietnam
Tennis star in
Spain Masters
Co-marketing：
Cooperation with
Malaysian operators
to promote Light
Indonesia
Malaysia
Brazil
Print ads：
Famous magazine
ads in Indonesia to
promote Light
Net Forum：
Channel Marketing：
Offline activities in Brazil
Light net forums
in Indonesia
SNS：SNS
activities after
Spain Masters
Awards：Editors’ choice of Best Smartphone and Best Value Smartphone etc by GTB\PC magzine\connect\XDA
Thank you !