The Pak Banker - - COMPANIES/BOSS -

"In­no­va­tion rep­re­sents the key value for Chi­nese tech­nol­ogy com­pa­nies who are ea­ger to com­pete in the global mar­ket," said Zeng Xuezhong, ex­ec­u­tive vice pres­i­dent of ZTE Cor­po­ra­tion and CEO of ZTE Mo­bile Devices. Zeng sat down with chi­ dur­ing the on­go­ing Mo­bile World Congress (MWC), and shared his views on ZTE's in­no­va­tion gene and strate­gies for go­ing global. All-in­one pro­jec­tor Spro Plus, smart­phones Blade V7 and V7 Lite, launched on Feb 21 in Barcelona, are the new ex­am­ples for the com­pany to show­case its in­no­va­tion cul­ture on the MWC. "ZTE has two core com­pet­i­tive­ness in both do­mes­tic and over­seas mar­ket -- in­no­va­tion and lo­cal­iza­tion," said Zeng. He claimed that the in­no­va­tion be­hind ZTE's prod­ucts has re­ceived pos­i­tive feed­back and re­spect and built brand-aware­ness from the main­stream for­eign in­dus­trial me­dia. Ac­cord­ing to Zeng, with lo­cal­iza­tion strate­gies, such as the spon­sor­ship agree­ment made with the Na­tional Bas­ket­ball As­so­ci­a­tion (NBA) in the US, ZTE's prod­ucts are able to reach the lo­cal com­mu­nity and win the loy­alty of cus­tomers. "In the eyes of our for­eign con­sumers, ZTE stands for in­no­va­tion rather than copy­cats or du­pli­cates," said Zeng. ZTE has been em­bark­ing on a brand-aware­ness cam­paign through the part­ner­ship with the NBA as an of­fi­cial spon­sor of five NBA teams: the Hous­ton Rock­ets, the Golden State War­riors, the New York Knicks, the Cleve­land Cava­liers and the Chicago Bulls.

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