ZTE is riding high on Mobility, Cloud and Social Media

 Yuan Kang
CEO – Mobile Business
ZTE India

"Our go-to-market strategy is simple and straight forward – to introduce best-in-class products to meet the growing needs of our customers, our products have been customized with India- specific innovations."

2013 was a breakthrough year for ZTE India as it marked the company’s foray into the open handset market. On July 19, 2013, ZTE launched six new smartphones designed for the unique needs of Indian customers. With that launch, ZTE has sought to build upon the trust of their existing 35 million highly-satisfied mobile users in the country. Apart from this, ZTE also plans to invest in the marketing activities to generate high recall for their brand among the Indian consumers. With all these unified efforts and most essentially their rich smartphone and data card portfolio, ZTE aims to emerge as a leading player amongst others in the Indian market by 2015. Foreseeing tremendous opportunities in the Indian smartphone market, Yuan Kang, CEO – Mobile Business, ZTE India, exerts, “Various growth propellers like rapid development in information, the need to stay connected and informed at all times have fuelled the need for mobile devices like smartphones, tablets, phablets, and hybrids in the Indian market.”
 

Plans for low-cost Tablet market in India
With blurring boundaries between work and life, consumers are looking for mobility and flexibility in their computing needs for effortless access to their content anytime, anywhere, from any device, so ZTE foresees a huge opportunity in the mobility space.
Tablets provide customers a ready option for working “on-the-go”. Also, the wider screen provides them with a better option for gaming and videos. With the rise of applications, it is becoming more and more important to have a faster processor which can handle them all. Moreover, tablets provide a less-expensive option when it comes to PCs. ZTE is riding high on consumer trends (mobility, cloud and social media) and they are all set to launch tablets for the Indian customers soon.

Channel and Retail Strategy
Having a rich portfolio of smartphones – from entry to mid and high level, ZTE has collaborated with five regional partners as their national distributors and service partner.
ZTE strongly believes that channel partners are an extended part of the ZTE family and the company has plans to further invest and expand the partner base and introduce schemes which will help them reap profitable growth.

Strategy around Support
After-sales is a key factor which assists ZTE in strengthening and sustaining its brand. Presently, the company has its own service centres across India.  Even before any smartphone launch, ZTE promised “At-your-doorstep” after-sales service for customers who do not want to visit the service centre.

Plans ahead for Indian mobile device market
The future of smartphones is glaringly obvious today – it will be how the smart devices will further embrace the cloud, mobility and security trends and other upcoming form factors. Yuan Kang adds, “Smartphones are one of our key focusses for now. However, we will continue to innovate with newer devices for the Indian customers and expand our portfolio.”
In the near future (or very soon), Indian consumers are likely to see the smartphone from ZTE, which will support 4G at an amazing price.
                                                                                                                                                      satinder@varindia.com