ZTE plans to lord over PH smartphone market in 3 years


MANILA, Philippines — Chinese telecommunications firm ZTE launched four new smartphones as it bared its goal to grab market leadership of the hotly contested mobile phone market in the Philippines.

“Our aim is to capture as much (of our target market) as we can,” siad Jeff Zhou Fang, regional director of ZTE for Southeast Asia, during a press conference at the Intercon in Makati City. “We want to be the number one in terms of market share but we know we have a long way to go.”

Similar to the worldwide trend, the local smartphone market is being lorded over by brands such as Apple and Samsung with ZTE, being a relatively new entrant, far behind. Globally, ZTE holds 5 percent of total market share.

“Within three years we want that (industry leadership) target to be achieved,” Zhou Fang said.

He added that they see a huge growth opportunity in the local market, as they aim to increase ownership of smartphones to at least a half of the total population.

“We have a very big potential in the Philippines. We want to improve our brand name and expand our position. We will find more opportunity to serve the market,” Zhou Fang said.

The new smartphones are the Kis II-V795 and V829, both entry-level smartphones, and the more advanced V967S and V969.

Jimmy Go, president of local ZTE distributor MSI-ECS said “they will be aggressive in marketing the new models.”

Aside from the price competitiveness of the new models, with the entry-level model retailing at less than P5,000, the company said that they will also leverage the growing number of their service centers in the country, which now stands at about 160.