A top official of ZTE Corp. said that ZTE Mobile Devices, a division of global telecommunications equipment and networks, will trim down their product listing to increase competitiveness in the fast-changing mobile industry.
Zeng Xuezhong, chief executive officer of ZTE Mobile Devices revealed that the company "will focus on developing two or three core devices and shed some products which have proved less competitive in the market."
Zeng explained that ZTE will give emphasis on the improvement of devices with core technologies especially those that can generate consumer experiences.
This announcement came after ZTE launched their newest product on Thursday in Guangzhou. The new product is ZTE's latest LTE flagship voice-control device, Star II.
With the latest product launch, it only shows ZTE's commitment to boost its competitiveness to increase market share with top-of-the-line products that will redefine consumer's smartphone experience, added Zeng.
He also mentioned that the main feature of Star II is its voice-control functionality and is supported by more than 1,000 patents. Out of these 1,000 patents, 158 are related to voice-control, which demonstrates ZTE's strength in the intelligent voice technology industry.
ZTE launched its first smartphone in 2003 and the company has since developed a wide variety of smart mobile devices running Android, WP and other mobile operating systems. Apparently, these products have not helped the company boost its fair share in the developing market.
The global leader in smartphones today is Apple, and Zeng cited the Cupertino-based firm as an example, stating that Chinese mobile phone producers need to focus more on their core and competitive products to boost brand value.
"We are committed to changing consumers' lives and how they interact with mobile devices in the era of a connected world via mobile broadband Internet," Zeng said, adding that launching the voice-controlled device would help boost ZTE's market share in the domestic industry.