ZTE Corporation names Ni Fei, the Co-founder and President of Nubia Technology as the company’s new President of Mobile Devices. Ni Fei will continue to serve both positions according to the company. He will be taking over this post from Xu Feng, who is also the Senior Vice President (SVP) of ZTE.
Ni Fei joined ZTE in 2001 and worked in the company’s consumer product operation from 2004 till 2012 when he established Nubia. It started off as a wholly-owned subsidiary of ZTE. But the brand split off from the parent company and became an independent entity in 2015. Since its inception back in 2012, Ni Fei acted as the General Manager. In May 2019 he was named President of Nubia Technology.
His leadership gave birth to Nubia Z5, which was China’s first smartphone to support all the network bands in the year 2012. Other popular devices during his reign include Nubia Z9 (2015) and Nubia Z17S (2017) – bezel-less smartphones in their times. Above all, Ni Fei is well-known for launching Redmagic, a lineup of gaming smartphones for a niche audience.
Under his leadership, the parent company is likely hoping to expand this division, which hasn’t seen success as its rivals. ZTE also adds Ni Fei will fulfill the medium and long-term goals of the company’s 5G and IoT technologies.
As per the press release, ZTE has been committed to developing a series of diversified 5G terminal devices portfolio. It will try to satisfy the diverse requirements of operators, enterprise users, and consumers in multiple service scenarios. As for the consumer market, it will bring new mobile phones to its home country China by exploring the market requirements brought by new technologies and experiences.
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