ZTE mobile phone Well, its future can become a real giant terminal it? Lenovo Music Phone
challenges iPhone, the book challenges of electronic paper Hanwang iPad, a time of many terminal manufacturers Apple become the However, to some extent, from Apple was the recent Chinese manufacturers ZTE. According to market research firm iSuppli foreign survey, the first quarter of this year, ZTE terminal seventh largest global market share, second only to the sixth of iPhone. While Apple is
many goals, and even terminal manufacturers to catch up to it as a challenge, but ZTE has the closest Apple iPhone as not to catch up or learn from.
ZTE terminal head, He Shiyou, Executive Vice President of ZTE that although the iPhone has its own unique, but ZTE will not blindly copy the Apple model, because many of the world giants such as Nokia are as difficult to copy the terminal Apple's success. ZTE to do should be a combination of different stages of development their own business, He Shiyou admits to unfamiliar, or even possible because the mobile phone designs are not flashy enough and the nose of the domestic brands, but this did not affect the ZTE mobile phone market share jump up.
mobile phone shipments in 2009, 4th quarter, ZTE's handset shipments of 13.4 million, accounting for 4% of the global market share. Top 4 of Nokia, Samsung, LG and Sony Ericsson's market share was 38%, 21%, 10% and 4.4%. Although data show Sony Ericsson ZTE has a tendency to catch up, but the internal phone ZTE has agreed: the goal is full of pride. He Shiyou, ZTE terminal to the proposed target is clear ─ ─ then 5 years or so device market share in the top three, let the ZTE mobile phone business from the
self-knowledge
recently, 3G's profit model is gradually being discovered operators and handset manufacturers, have a variety of applications on-line store. However, do not intend to follow suit ZTE clear. He Shiyou that Apple is that it the most successful business model, but this business model to Apple's huge success, but also allows operators to love and hate. not pay the bill through the carrier. Carriers want to use iPhone to attract customers, but in fact value-added services operators in the revenue received but not much. , or in addition to Apple for all other terminal manufacturers, its brands are very difficult to support them to compete with the operator. ZTE has been involved in mobile phone handset manufacturers in 2003 or so white-hot competition, and finally decided to quit in 2005, domestic mobile phone market. Said He Shiyou, ZTE was the internal argued: customized cell phone, This proved to be a very pragmatic path: the influence on the brand, ZTE is far behind Nokia, Samsung and Sony Ericsson these traditional mobile phone manufacturers, but also other domestic handset makers face price competition.
name brands and fight channels are expensive, high risk roads, only with operators with their own combination of communications equipment is one of the most pragmatic way.
strategy followed in the mobile phone market, ZTE presents two ideas: in the device is relatively easy to enter the market, the phone is to follow the equipment into, providing operators with a full range of solutions; and in some ZTE equipment difficult to enter the high end market, spearheaded by the ZTE mobile phone as made some big-name international operators trust, then pull the ZTE equipment in this part of the market.
why high-end market, ZTE mobile phones more accessible than the ZTE device? He Shiyou, ZTE in the mobile phone seems to take the difference which is an important manifestation of the line: development process requires the terminal, the terminal also needs to provide differentiated services,UGGs, so in this case, ZTE and cooperation between operators is possible. We also noted that the big manufacturers, like Nokia, Motorola, Samsung , because they had relatively large, a point on the carrier's custom services also failing to appreciate, even if they do this kind of product costs are higher. while small firms do not have the technology that the operator is not enough trust, so we go the middle of the process of differentiation. Although the Chinese have quit the market, but the team instead of the terminal ZTE even stronger, ZTE employees within the terminal area has reached 8,000 people, including more than 4,000 R & D personnel. Because of this accumulation, as domestic 3G network construction, ZTE terminal pushing back the domestic market.
standards. attitude, so ZTE terminal shipments by leaps and bounds in recent 3 years. He Shiyou goals: inside the next few years, our compound annual growth must be more than 30%; if continuing to maintain this growth, in 5 years or so, ZTE's end there is hope to enter the global top 3.
now, Apple's way to be successful, however, it is difficult to replicate Apple's success. He Shiyou, ZTE to from the head of each of the terminal are clear: Apple's way is not suitable for ZTE, followed by operators with the equipment manufacturers is the origin of a terminal manufacturers to success.
take turns
ZTE terminal today largely due to rapid growth in that decision in 2005 in Sun City, baccarat accounts. Since 2002, the domestic handset market is one of prosperity: a large number of domestic brands such as Bird, TCL, Amoi ride the market, residents phone ownership soared.
everything looks so beautiful, and in prosperity, but hidden behind a huge crisis, Sun City agency accounts. Remember that time, He Shiyou with the Channels to terminal manufacturers, ground floor crazy, crazy in pursuit of sales, but the huge expenditure and significant sales channels in return is not profit.
ZTE also crazy, have sold a lot in that time mobile phone, but He Shiyou, ZTE has found that other high-level industrial chain has been extremely unusual: shipments, but in fact if we look at the economic effects, the risk is too high. that you do, the more risk the greater the odds more in the whole industry chain is the inequality between the upstream and downstream. Each an enterprise has its own risks, handset manufacturers, channel, manufacturers should have a risk, but these risks are then added to the mobile phone vendor. is not allowed, then in 2005 lead to the previously mentioned discussions within the ZTE phone: ZTE can do anything? ZTE phone can not do anything? What is ZTE's long-term?
ZTE was faced with two competing business models: one is the competition from leading manufacturers; second competition from other domestic manufacturers. In these circumstances, ZTE hopes to choose a not attack other domestic mobile phone manufacturers, while best-of-attention of the market temporarily, some adjustments,UGG boots, first of all to give up sources, these are not the expertise of ZTE. Beginning in 2006, very popular domestic mobile phone manufacturers have many die. ZTE 2005 mobile phone channels to give up and turn in the international market with operators looking for opportunities. After finishing the year 2006, beginning in 2007, ZTE ushered in the rapid development of the terminal 3 years. ZTE mobile phone sales in 2007 increased by 69.16% and 21.7% maintained a higher level of gross margin, He Shiyou: ZTE will not blindly copy the Apple model.
focus on new markets, ZTE said
terminal development, many people are more concerned about the ZTE mobile phones, but He Shiyou, ZTE terminal that the two businesses is also very important. One is the mobile broadband multimedia data (ie the original data card business) business, the other is the family of mobile broadband convergence products.
out of such data. With the 3G data card business in the global launch of ZTE data card stand out, and also the close cooperation between operators separated. According to He Shiyou
memory data card business is the first from Europe began to develop, In the first research and development, product launches in 2007. Compared to mobile phones, data cards are more likely to enter the European markets.
the first global cooperation between operators,UGG bailey button, ZTE and Huawei, have access to opportunities for cooperation and cost advantages in the data card will be Nokia and Samsung products, traditional mobile phone giant turned away. Finally, the Internet became tasteless compared to the business, but more data cards He Shiyou
in view, the data card is not a stage products, the future also have a wider space; the same time as a more value-added services can be implanted, Sun City web site, and do not like the Internet products that pay high subsidies, will certainly be welcomed by operators.
ZTE pay greater attention to the future products of the family of the second fusion products. With the development of mobile broadband, digital home will be gradually transformed from concept to application, , the market for the brand not ask for much, and the integration of a very complex products, but also to do networking and ZTE advantage of the overall solution. In the development of two new markets, ZTE will be the fulcrum of the rapid development of the future.
brand weakness
make a lot of people do not know, He Shiyou, ZTE terminal to the proposed objectives are: 5 years or so and then, terminal market share among the top three. Want to achieve this goal, to own this After all? Only mystery MTX Nao Sc awakened coat off line and line of crisp chopped Yen carry Yuk Master said mind to take the soft underbelly of their own where the traitor, and now have to do is catching brand this lesson?
ZTE terminal Currently the market is a firm requirement is not high on the brand's market. The close cooperation with operators to support the ZTE how far exactly? ZTE terminal operators,UGG boots cheap, whether we can take the boat downwind enjoys popular support? Or other terminal manufacturers to join with the depth of customization, the brand will be weak and eventually fade out the consumer line of sight?
Recently, ZTE to design the terminal on the hard efforts in order to avoid the ZTE internal staff in the BBS, it was criticized for ZTE cell phone has never been less than. ZTE phones have the
the past year, ZTE terminal proposed the Changed once do first research and development, the appearance of the final design process, first of all emphasize the design, such as the shape of mobile phones, technology, material; then is to design the user interface; and confirm low-level hardware and software. In addition, 10% of its annual revenue of more than R & D investment, in the traditional cell phone manufacturers is also rare.
ZTE is very clear early in the development of 3G network operators are required to support handset vendors, who first reached out this time and will be more custom orders. However, as the network matures, Sun City, baccarat, many manufacturers join consumer brand is still an important basis for final selection. ZTE to linger forever unless the low-end machines in Asia, Africa and other mature markets, otherwise the problem is the ZTE brand must be resolved.
ZTE has taken a step in the recognition of the availability of the market remains to be time to test, the most to He Shiyou, still worried about the influence of the brand is relatively small, but he believes that value, the premium brand is undervalued. Nevertheless, He Shiyou once again demonstrates the attitude of the pragmatic end ZTE: value of nature is manifested. . ZTE
seems now as when in 2005, is at a crossroads. Get the chance, perhaps it is tomorrow's mobile phone giant. Similarly, if the ZTE's all?? Strengthen the design, increase brand influence the practice failed to work, then the rise of ZTE terminals can only be short-lived. Three years into sales by the first 200 million ZTE 3G handset terminal off the assembly line strategy with remarkable results
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