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 !