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ZTE growing in popularity amongst European users

ZTE growing in popularity amongst European users
ZTE growing in popularity amongst European users
The Chinese manufacturer is now the 5th largest smartphone manufacturer in Europe by market share as of Q1 2016.

A recent study by analytics firm Counterpoint Technology Market Research shows that ZTE has made its way onto the list of the top 5 largest smartphone manufacturers in Europe in terms of market share.

ZTE CEO of EMEA and APAC Jacky Zhang is, of course, very pleased with the results considering that the European market is very competitive and subsequently difficult for international manufacturers to crack. As such, Zhang is convinced that ZTE's premium offerings at affordable prices have been very well received in European territories. He expressed confidence in moving up to 4th place in response to the recent study.

Axon and Blade smartphones are growing in sales

ZTE is known across most regions in Europe for its mainstream hardware at inexpensive prices. The Chinese company is claiming that its Axon and Blade series of smartphones have been selling very well, especially the recently revealed Axon 7. According to the manufacturer's own numbers, ZTE has sold more than 30 million smartphones worldwide by the end of 2015 with demand being particularly high in France, Spain, and the UK.

Success in Europe through commitment and localization

For ZTE to continue its rapid growth, it must cooperate with major retailers to increase brand awareness. Germany in particular is a key market for ZTE as the manufacturer has been operating in the region for more than 10 years. Its target is to achieve a market share of 4 percent in Germany over the next 12 to 18 months. As such, the manufacturer is sponsoring the Borussia Mönchengladbach football team and has created relationships with other brick-and-mortar locations around Munich.

Outside of Germany, ZTE is also focusing its efforts in Spain where its market share has jumped from 3 percent to 4.4 percent as of Q1 2016. Its strategies in the region will be similar in that the manufacturer will be finalizing contracts with the Sevilla FC football team for sponsorship deals and other sports-related marketing.


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Ronald Tiefenthäler/ Allen Ngo, 2016-06-23 (Update: 2016-06-23)