ZTE is to enter the UK mobile market with handsets sold under its own name, in a move that copies that of HTC and Huawei.
A deal between ZTE and distributor Brightpoint will result in both smartphones and tablets entering the UK marketplace with the ZTE name on the devices, instead of the previous use of network operator branding.
One example of a highly-successful device made by ZTE was the Orange San Francisco, a rebadged version of the ZTE Blade. Earlier this year, the company announced the ZTE Skate, a more premium device running the latest version of Android OS and the first handset to be sold under the ZTE brand.
It was back in February that ZTE stated its intention to trade using its own name, offering more premium devices than the ZTE-built devices from before, copying similar moves by its Chinese rival, Huawei.
Both ZTE and Huawei will be looking to achieve the same success as Taiwanese rival HTC, which made the transition from producing handsets for all of the network operators to selling direct, building up significant brand recognition with Windows Mobile and Android devices.
ZTE expects to ship more than 80 million handsets (worldwide) in 2011, up from 60 million in 2010. A range of new smartphones and tablets are expected to be announced before the end of 2011.
ZTE Skate key features
- 125.9×67.8×10.4mm / 120g
- Tri-Band 2G / Dual-Band 3G with HSPA
- Android 2.3
- 4.3-inch 480×800 pixel capacitive touchscreen
- 800MHz processor
- 512MB RAM
- microSDHC card slot
- 5-megapixel autofocus camera with LED flash