Analysts recognize ZTE as the world’s fourth largest handset vendor

15 November 2011, Shenzhen, China – ZTE Corporation (“ZTE”) (H share stock code: 0763.HK / A share stock code: 000063.SZ), a publicly-listed global provider of telecommunications equipment and network solutions, became the fourth largest handset vendor by market share in 2011, setting out its ambitions for further growth with a series of high profile celebrity sponsorship deals.

According to the 3Q11 report by telecoms industry analysts ABI research, IDC and Strategy Analytics, ZTE overtook Apple to become the fourth largest handset manufacturer in the world. According to the 3Q11 report by IDC, ZTE’s handset shipment reached 19.1 million, shot up by a whopping 57.9 percent and the market share increased to 4.9 percent, closing to the 3rd place LG Electronics. Meanwhile, in the first three quarters of 2011, ZTE’s revenue from terminal sales increased 53.4 percent year-on-year.

ZTE is not resting on its laurels as it looks forward to 2012. Backed by strong financial and business performance, ZTE will invest greater spend on marketing initiatives next year to build its brand recognition in line with its market share position globally.

In April, ZTE announced its smart terminal strategy in Beijing part of which included partnering with the Singaporean singer/song writer Huang Yida to create the new brand song “Light Your Smart World”, which is also ZTE’s smart terminal slogan.

In May, ZTE unveiled the new Light Pro tablet at the Mutua Madrid Open, an ATP World Tour Masters 1000 event with support from Spanish PR Agency Perception & Image. The device included an application specifically developed for the tournament which provided official statistics, player information and match schedules in real time. World's top tennis player Carles Moyà Llompart was also invited to experience ZTE’s smart terminal products.

In September, ZTE launched its flagship smartphone, the Skate, during the Cibeles Madrid Fashion Week. Spanish supermodel Jon Kortajarena presented ZTE products at the event, further strengthening the company’s brand. While in Hong Kong, the Skate launch event was endorsed by local pop star Kandy Wong with support from Edelman Hong Kong.

In October, ZTE announced an exclusive tour sponsorship deal with EMI Music/Virgin Records to sponsor leading UK rapper Professor Green on his 18 date UK tour with support from European PR agency AxiCom. The campaign includes an on-going Twitter competition via @ZTE_UK for SIM-free Skate terminals, a regionalized concert ticket give-away, supported by local media, and an integrated Facebook campaign, on facebook.com/ZTEUK, to present Professor Green fans with the opportunity to win free tickets to an exclusive London gig and for some very lucky fans to meet the performer face-to-face.

Also in October, ZTE announced the exclusive sponsorship of the tour ‘Acustico’ which Spanish artist David Bisbal will perform in Spain over the coming months. The tour started on 1st November with a special concert in the Teatro Real in Madrid. This sponsorship package is part of ZTE’s marketing strategy for the launch of ZTE Skate.

Finally, on home turf in October, ZTE secured exclusive sponsorship of all the handsets in China’s top rated TV series ‘Man's Gang’. ZTE presents its full series of smartphones and tablets in the TV series, strengthening ZTE’s smart terminal brand among the youthful, fashion conscious, target audience demographic.

“ZTE has enjoyed a wide range of celebrity and entertainment marketing campaigns during the last 12 months marking 2011 as a watershed year in the company’s transition from white label ODM to a fledged own-brand player,” said Mr He Shiyou, head of ZTE’s mobile-terminals business. “Next year looks set to be even bigger and brighter, as we’ve continue on our roadmap to become a top three handset player by the year 2015.”