ZTE’s recent efforts have been to strengthen the audio on its smartphones and the ZTE Axon 7 made sure that the company’s flagship device featured top-notch audio support. For some, audio is just another feature in a smartphone, but for others, it is one of the most used as well as important features on their phone.

ZTE has now confirmed that we will meet another audio-centric smartphone at the famous IFA Berlin in 2016. The event will be held on September 1, the same day that Huawei unveils its brand new device. From the press release sent to us, it is confirmed that the phone will be a premium device, coming with superior audio quality.

“We’re delighted to be debuting our latest products to the world in Berlin,” says Adam Zeng, CEO of ZTE Mobile Devices. “Our fan community played a huge role in the development of our new smartphones, delivering valuable input that helped inspire and motivate our team. The result is a suite of devices that pack cutting-edge, innovative features and the latest technology.”

The company claims that audio has been a shortcoming on many of the flagship smartphones in recent times and with their advanced research and development, ZTE’s recent phones like the Axon 7 aims to fill these special needs of customers.

Hopefully, we will get to hear more about this audio-centric ZTE smartphone in the coming days.

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Although ZTE has a few products in the mid-range market, the company hasn’t really managed to make a mark in the low cost budget segment. However, the company is still devoted to release products in this price segment, as ZTE just announced a brand new ZTE Little Fresh 4 smartphone in China.

Going with the trend, the ZTE Little Fresh 4 (the name is a direct translation from its Chinese name) features an all metal design. The phone is quite slim, measuring just 7.5mm which is great for a device in its price segment. Unlike other budget handsets which either feature 5.5-inch or 5-inch displays, ZTE has used a 5.2-inch FHD 2.5D display on board, following the likes other flagships with the same size display.

Under the hood, the phone features the tried and tested MT6753 octa-core processor with 2GB RAM and 16GB of expandable internal storage. At the back, there is a 13MP camera while up front, you get a 5MP shooter. As for software, the ZTE Little Fresh 4 runs on android Marshmallow with the company’s UI on top. You also get a fingerprint sensor at the back. Finally, the phone is being offered in three color options, gold, rose gold and silver.

Pricing is pretty decent. The phone will go on sale for 1090 Yuan ~ $163. We don’t expect the phone to hit the international markets.

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In a suprising move, the US department of commerce decided to ban exports to China’s ZTE. This reportedly comes as a result of ZTE’s decision to sell products using components from US companies to Iran. The Commerce Department retaliated to this by forcing US companies to apply for export licenses to sell to ZTE. With such  restrcitions enforced by the department, these export licenses will most likely be denied.

While this will affect ZTE greatly, who relies on US suppliers for up to 43 percent of its components, US chipmakers will also be affected adversely. Qualcomm and Intel will no longer be able to sell its chipsets to the Chinese smartphone maker, possibly affecting its sales and revenue in the coming quarters.

Ban on sales to ZTE may not just result into short terms losses for these companies. Chinese Government has always stressed on being independent, and this might present as a good opportunity for ZTE to invest in component manufacturers in its home country. So, even if the ban is lifted in the coming months, not all of the company’s previous business might return back to US. So, it looks like companies like Qualcomm, Intel and even Broadcom could lose some business as a result of this ban.

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ZTE, which is currently the sixth largest smartphone maker is reportedly aiming to sell about 60 million to 70 million smartphones in 2016.

The company has totally changed its image for better last year, releasing pretty impressive smartphones in the Axon and Blade lineup. In fact, the company unveiled two new devices this year at MWC, namely the ZTE Blade V7 and the V7 lite. Both are mid-range offerings aimed at budget customers who want a decent smartphone experience.

Apart from releasing value for money smartphones like the Axon Pro, the company is also investing in marketing. Recently, ZTE announced a sports marketing partnership with the Spanish football club Seville. This is not the first time the company is associating itself with sports, as the company has tie-ups with five different pro basketball teams.

Association with sports teams can be a good way to improve brand image, and this strategy has helped the company to push itself as the fourth largest smartphone maker in the United States. After establishing a strong presence in China and US, the company is now looking out to Europe to improve and expand its brand name in the region.

To build its brand in Europe, the company has started the ZTE Europe Tour. After the US, ZTE is now bringing its “Experience Buses” loaded with its devices in countries like Spain, Germany, Poland, Italy and France.

Aggressive marketing along with value for money smartphones will help the company to achieve its yearly target of 60 million units. We have seen a lot of Chinese smartphone lovers from Europe and it might be a good idea to leverage this interest to offer them better smartphone choices and experiences by focusing in the region.

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As mobile phone manufacturers are trying their best to drop their prices, ZTE wants to focus on ‘value for money’. The Chinese Manufacturer has said that they want to focus on devices priced in the range of $100 – 200 which is equivalent to INR 6000-12000. They would use phones priced in the above mentioned range to drive their sales in India and form a place for them in the Indian smartphone market.

CEO of ZTE India, Mr Yuan Kang also said that India was a huge market and they were confident that their range of phones would definitely suit the Indian customer mind set. He added that they were planning to launch around 5 handsets online and 3-4 models offline.

ZTE has recently launched their new model, the V5 to be sold online on Snapdeal.com. This phone is priced at INR 10,999. The ZTE V5 has a 5 inch screen and is powered by a 1.2 Ghz quad core processor. They prime feature of this handset is the 13 mega pixel rear camera and the 5 mega pixel front camera. Other features include 4 GB internal storage (expandable upto 32 GB) and a 2,400 mAh battery.

Sale of smartphones in India has grown by almost three-fold to reach around 44 million in 2013 due to the availability of pocket friendly devices brought out by firms like Micromax and Karbonn. India’s market is led by Samsung and companies like Micromax, Karbon and LAVA also have significant shares. Google is also going to launch its budget handset in India soo which will further intensify the competition.

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