ZTE Mobile Phones Europe and America breakout war

Shimu with a 19.9-dollar, plain-looking slider, a Chinese company quietly tapped the door of Verizon, America's first-class operator.　　According to the latest revenue ranking of global mobile operators, At&t is the world's first, Verizon third, China Mobile ranked seventh. The breakthrough occurred in the third quarter of 2010, the most sensitive and critical moment for China's telecommunications equipment and mobile phone companies.　　The key is that China's telecoms companies have broken out from developing countries to Europe in the process of overseas expansion, while the US market remains a hard nut to crack; the sensitivity is that the complexity of the US market may be far more than Chinese companies foresee.　　What kind of a mobile phone to bring such a breakthrough?　　What kind of cell phone?　　Zhao, who works in Europe and Latin America, is currently the deputy general manager of ZTE's mobile American operations department, and Zhao to the US market in an interview with the first financial daily. "How much does this phone cost?" asked the reporter. "19.9 dollars."　　Zhao answered. "So low price, can make money?" "Of course this is the operator to the consumer including the contract price, the operator to ZTE's purchase price higher than this."　　"Zhao explained. The salute handset, which was listed in the United States in August, is a deeply customized model of ZTE's handsets and Verizon, and it is the support team of the model that is known internally as the "F350 project." The 150-person support team has been developing tests since 2009, focusing on research and development, and other logistics, quality, and production processes are not counted in the 150-person team. "This is the largest team in the history of the company's CDMA handsets.　　Zhao to reporters. In spite of this devotion, it does not guarantee that the project will be profitable alone.　　Simple calculation can be seen, if the 30-dollar shipping price and the model shipped 1 million to calculate, then the mobile phone manufacturer's revenue in the scale of 30 million dollars, this can be profitable?　　In many projects, the United States market threshold is relatively high, only the mobile phone certification test costs, a single cell phone products in the United States a variety of different certification test costs as much as tens of millions of yuan.　　In the reporter asked about the project's input-output analysis, Zhao does not avoid this point. "The specificity of the United States makes our input and output will be divided into the current and strategic perspectives," Zhao explained, "from the current period, we expect this model and its extended models to have a better sales." Of course, more important is the strategic point of view, the United States is the most important market, through first-class operators to do the team and the market, do other projects are more logical.　　"American America! "We emphasize that in the next three years, the North American market strives to achieve 100% growth." We have seen the performance of Samsung and LG in the North American market, and we are gradually being accepted by customers in North America.　　Shiyou, vice president of ZTE, put forward specific targets for the North American market. "ZTE has been in the U.S. market since 2006, with major servicesTwo or three stream operators. At the earliest 2007 years or so for the U.S. operator MetroPCS to provide low-end CDMA mobile phones, we want to step up, 2008 ~2009 early in the beginning of the United States, we began to study large operators, mainly in its user research and product queues, while the main direction is still the low-end CDMA models.　　"Zhao said.　　Zhao's MetroPCS is a strange name for Chinese consumers because it is not a mainstream operator in the US, so ZTE's breakthrough in the US market is also cautiously starting with a second-rate operator. ZTE does not deny that there is still a gap in the U.S. market with big handset suppliers, Verizon's top two handset providers are Samsung and LG respectively, and ZTE believes its current ability to co-operate on all fronts is more like LG's last two years.　　The so-called comprehensive capabilities include research and development capabilities, innovation and delivery capacity. "Only in Europe, China and North America will we be able to guarantee a 30% per cent increase in composite growth," he said. If the high-end market cannot achieve such growth, we cannot guarantee it.　　"From the overall perspective, the North American market has become the focus of ZTE's global breakthrough." Revelation in Europe the European market appears to have experienced its initial opening period compared with the start of the US market, with Europe growing more than 150% in the first half of ZTE's 17 million overseas sales.　　Hand over the UK quarterly sales breakthrough 1 million, France's first half of the sales also breakthrough millions such transcripts, the European operations general manager Lin is still more pressure than joy.　　2010 and 2010 before the situation is completely different, this is the biggest feeling of Lin Qiang.　　2010 a ZTE high-end smartphone in the UK and posted, the phone, which contains a contract price of less than 100 pounds, has lowered the price of smartphones by Two-thirds, a time of intense feedback from the market, and the biggest good news for Lin is August 30, the UK and the 3 times-fold order for the phone. "2008, we went to France, Germany to do high-end smartphone promotion, customer understanding and recognition level and today completely different, at that time, customer positioning can only be low-end 2G mobile phones." "The client didn't believe you, but it was a process," he said.　　"Lin Qiang's this sentence precipitates 10 years of European market development bitterness and achievements." Finally survived to today, the European market from two or three stream operators to the mainstream operator breakthrough, from low-end to high-end product line breakthroughs, including Britain and France and other major countries breakthrough, ZTE's next round of war will be a breakthrough in bargaining power. "In Britain and France and other countries, we are through the supply of high-end products to upgrade the unit price, it is not low price will certainly sell well."　　"These breakthroughs are becoming a reality," Lin said. "You know, Europe is a mature market, in these years the number of users and mobile phone sales volume growth is flat, every point of access to market share is horns, from other vendors to win over."　　"Lin said. In addition to graduallyGain the trust of the operator, the brand investment in the European market is also very big. "At Christmas, ZTE made a lot of big body ads, ZTE Brand more and more influential."　　"A consumer in Britain told the newspaper.　　The expansion of the carrier strategy in the North American market is virtually the same as ZTE's in the European market in recent years. "Our goal is very clear, the market strategy is around the world's high-end operators, especially in developed areas of operators."　　"All along, the shiyou in charge of ZTE's mobile overseas road is in practice." Perhaps because of the two or three years of pioneering in the U.S. market, perhaps because of the brand's promotion, the company's cooperation with Verizon is very excited that ZTE is the front of the phone to the ZTE logo, the opposite is labeled Verizon.　　The details, which may not be important to consumers, are unusual in ZTE's view. "We were in Europe when the market, the mainstream operators are unwilling to play ZTE logo, and now, the mainstream operator's attitude has become not active or refused." "A senior ZTE insider who worked overseas for a year told reporters.　　This and ZTE mobile phone in recent years overseas market brand expansion is not unrelated.　　Carrier strategy has also made ZTE and other mobile phone giants differentiated. "Compared to Samsung and LG, our strategy is not the same, they are based on consumer brands to influence the operators, ZTE is now to meet the needs of operators, more investment or with operators."　　"Zhao said. The giant Nokia did not perform better in the North American market after the market was the home of Motorola and is now a strategic choice.　　Nokia strengths in the brand and channel, is not willing to put down their posture and operators close cooperation, the industry is analysis. "The operator-led market is an opportunity for ZTE. The first half of the year compared with the same period last year, the U.S. market almost doubled the rate of increase. I believe that with the fourth quarter of the product listing, will further improve the performance in the United States.　　"For Shiyou, a firm grasp of operator cooperation is the development of ZTE's overseas markets over the years." "We set up a mobile phone business unit in the United States, called the US operations department." The future can also be replicated in Europe to the United States. "In fact, in addition to the sales platform, ZTE's mobile phone set up a European through battalion and US operations at the end of last year, moving from research and marketing to service providers to see how the operator's strategy is being valued within ZTE's handsets," he said.