March 2011 - ZTE

March 2011

March 2011

Chttp://www.zte.com.cn/magazine/EnglishontentsP8VIP Voice16Vodafone is one of the world's largest mobilecommunications companies with just under 360 millioncustomers across its global footprint. Dee Kaul, GeneralManager of Terminals, Greater China, Vodafone Group,explains Vodafone’s global terminal strategy and how thecompany copes with the advent of the smartphone andmobile data era.The Wisdom Behindthe Expansion ofVodafone TerminalsP10 News 03Showcase06Flair09Product SnapshotZTE Skate 12The New FlagshipZTE Amigo 14The Perfect Choice for the Young and TrendySuccess StoriesZTE Blade 20A Smartphone that is Sweeping the WorldZTE Light 22A Global HitDesign&ArtA Banquet of Colors 23Color and Pattern Trends at CES 2011March 2011

Chttp://www.zte.com.cn/magazine/EnglishontentsInspiration from Raindrops 26The Soul Never Changes 27Smart GadgetsThe Rise of the Post e-Trade Age 28A Brief Review of Mobile PaymentMobile MosaicUser Experience: Key to the Booming 30ZTE Handset BusinessFashionGoing Mini 32Mobile World Editorial BoardChairman: He ShiyouVice Chairmen: Jiang Hua, Gu YongchengMembers:Cai Xuefeng, Chen Jianjiang, ChenMin, Gao Feng, Gu Yongcheng, He Shiyou, HuangXinming, Hu Li, Jiang Hua, Li Yingfeng, Li Yuehua,Lin Qiang, Liu Guoqiang, Lv Qianhao, Wang Lei,Xiong Hui, Xu Weiqun, Zhang Xiaohong, ZhangYinzhongP12P14Sponsor: ZTE CorporationEdited by Shenzhen Editorial Office, SolutionMarketing DepartmentEditor-in-Chief: Jiang HuaDeputy Editors-in-Chief: Huang XinmingEditorial Director: Zhao LiliExecutive Editor: Liu YangEditor: Paul SleswickCirculation Manager: Wang PingpingAddress: NO. 55, Hi-tech Road South,Shenzhen, P.R.ChinaPostcode: 518057Tel: +86-755-26776663, 26775198Fax: +86-755-26775217Website: www.zte.com.cn/magazine/EnglishEmail: liu.yang2@zte.com.cnCooperation Partner: Mobile InformationMagazine Editorial OfficePublishing Date: March 31, 2011Vol. 4 No. 1 (lssue 12) March 2011

INFORMATION ROUNDUPFirst Batch of Mobiles for Seniors and Children Shipped to JapanThe first batch of handsets for seniors and children manufacturedby ZTE arrived in Japan on March 23. After the earthquake on March 11,ZTE tightened the production schedule in light of the logistical difficultiesthat might have arisen, and the shipments were delivered ahead of time.The handset, called “Mimamori Mobile SoftBank 005Z” , was jointlydeveloped by SoftBank and ZTE. It is a single button connectivitydevice, easy to use, and allows children and seniors stay in touchwith their families.It also has an alert system. When the cord is pulled, a loudbuzzer sounds and SMS messages with location are sent toemergency numbers.It has a waterproof rating equivalent to IPX5. (Source: ZTECorporation, March 23, 2011)Mimamori phones showcased in a Janpanese storeChavez shows S202 to the publicPresident Chavez AnnouncesZTE S202 for Blind People inVenezuelaPresident of Venezuela, Hugo Chavez, recentlyannounced the S202, X991, S265 phones madeby Venezolana de Telecomunicaciones (Vtelca)—asubsidiary of Movilnet and ZTE. S202 is the first handsetin Venezuela especially designed for the blind.During his speech on National Day ofDemocracy, he publicly showed ZTE S202 with braillekeyboard and large numbers for easier reading.Vtelca is located in the free industrial zone ofParaguana, Falcon state, northwest Venezuela.Current models are the result of a successfulpartnership between ZTE and Movilnet. (Source:ZTE Corporation, January 28, 2011)ZTE Launches World’s Fastest 3G USBModem in GreeceZTE, along with COSMOTE, has launched the world’sfastest 3G dual carrier HSPA+ USB modem in Greece.The MF680 is a super high-performance modem thatbrings the speed of 3G data communications closer to therequirements of 4G networks, with download and uploadspeeds of up to 42Mbps and 5.76Mbps respectively.The MF680 has been especially designed for HSPA+networks, providing users with an extremely powerful mobile broadband experience.This stylish device allows COSMOTE customers to enjoy high-speed mobile broadbandwherever the network is ready.MF680The modem is equipped with a USB slider connector that can be easily adjustedand plugged into any USB interface. (Source: ZTE Corporation, March 9, 2011)ZTE Sells 2 Million Phones in France in 2010ZTE sold 2 million handsets in France in 2010, doubling its year-earlier volume,and is expected to sell 3 million units this year, reports Les Echos. The companycurrently has a slightly over 5 percent share of the French mobile phone market.It sells the Link and Blade smartphones and 3G dongles through mobile operatorBouygues Telecom, while the two bigger mobile networks, Orange France andSFR, put their own brands on ZTE-manufactured devices. ZTE is set to launch newsmartphones in May and a "light" 3G tablet after the summer. Orange is also testinga new customer box from ZTE. (Source: technews, March 30, 2011)March 2011

INFORMATION ROUNDUPZTE held a news conference to launch the smartterminal strategyZTE Announces Smart Terminal StrategyAiming at the Middle-to-High-End MarketsZTE EVP He Shiyou speaking at a news conferenceZTE Chairman Hou Weigui (3rd L) and Zhu Jinyun, head of ZTE Sales Division IV(2nd R), have their photo taken with high-level managers from AT&TZTE announced its “Smart Terminal Strategy” at Mobile World Congress 2011 onFebruary 14, 2011, outlining the company’s product roadmap and new direction towardthe middle to high-end markets. Under the strategy, ZTE will accelerate its expansion ofthe smart devices portfolio with its latest smartphones, tablets, and Internet box devices,in order to build a comprehensive Smart Information Platform to cater individual, family andbusiness users.Smart Terminal StrategyThe smart terminal strategy signifies ZTE’s accelerated move to embrace the middleto-high-endmarkets, while demonstrating its commitment to offering an entire rangeof star products in the smart device market. The product portfolio will span from smartpersonal devices to smart home and business products. Currently very few companies inthe industry can offer smart products in all the three categories.Aiming Towards Middle-to-High-end MarketsThe latest IDC report shows that ZTE was the fourth largest manufacturer in the worldin terms of the sales volume of handsets in 2010. According to analysts, ZTE’s previousterminal strategy focusing on middle-to-low-end products obviously no longer fits with thecurrent competition landscape and the company’s own position in the industry.ZTE, with its dominant presence in the smart terminal arena and deep understandingof smart technologies trends, has been increasing its investment in this field. In the last twoyears, it has become a mainstream player in the global smart terminals markets with theintroduction of star products including the first WM6.5 smartphone, Bluebelt 2, the BladeAndroid smartphone, and the Light tablet PC.Visitors show strong interest in terminalsshowcased by ZTE March 2011

Customers being introduced to SkateZTE Skate, 4.3-inchAndroid Smartphone UnveiledZTE launched its flagship Android smartphone, Skate, at Mobile WorldCongress 2011 in Barcelona. The company also announced its new “LightYour Smart World” strategy, under which ZTE will promote its entire rangeof signature smart products, including tablet devices, internet TV boxes andsmartphones.Inspired by the skateboard, the ZTE Skate is fashionably thin andlightweight at only 120g, featuring a large 4.3-inch screen to provide an optimalweb surfing experience to consumers. It uses the Android 2.3 operatingsystem, an 800MHz processor and the Adreno 200 graphics processingunit (GPU) to support the widescreen, high-definition display. In addition, theZTE Skate also incorporates a 5MP camera, multimedia Bluetooth extension,A-GPS capability, hardware compass, and G-sensor. The ZTE Skate isexpected to be available from May 2011 in markets worldwide.Netphone Blade TV uFi MF50Smart terminals showcased at ZTE's boothTelefónica and ZTE to Strengthen Smartphone Offer inLatin America with Launch of Movistar PrimeTelefónica and ZTE announced they will commercially launch Movistar Primehandset in the twelve Latin American Movistar cellular operations from the secondquarter of this year.The handset is the latest result of the collaboration agreement for the developmentof Movistar brand mobile phones forged between handset manufacturer ZTE andTelefónica in Latin America since early 2010. The Movistar Prime model will be thefocus of the global marketing campaigns rolled out by Telefónica in Latin Americaduring 2011 to promote its services and strengthen its mobile brand.The new model has a modern, stylish design and offers advanced features suchas a 3.5-inch capacitive touch screen, a high capacity processor, multiple connectivityoptions (HSDPA, WiFi and Bluetooth) and a high performance rechargeable lithiumbattery to ensure greater autonomy.As a result of the agreement reached with ZTE in 2010, Telefónica has brought sixMovistar brand handsets onto the Latin American market, designed to attend to thepersonalised needs of customers in the region in different ranges. Four new handsetsare expected to be included in the Movistar portfolio over the next few months, inaddition to the Movistar Prime model.March 2011

SHOWCASEA Stylish 3GAdapterZTE MF10With a fashionable white shelland exquisite design, the MF10 isimmediately attractive. Besides astylish look, it also has comprehensivefunctions. It can connect withmultistandard USB modems and canshare a 3G connection over Wi-Fi. Italso has two ethernet ports, one ofwhich can work as a WAN port. TheMF10 has been successfully used byVodafone and Telefonica.The BlackWireless RouterZTE MF60ZTE MF60 comes in black and hasan impressive industrial design. It isan ultra-portable Wi-Fi wireless routerthat allows Wi-Fi-enabled mobile devicessuch as iPad and iTouch to share wirelessInternet connections over Wi-Fi. It allows upto 21Mbps 3G connection and supportscontinuous packet connectivity (CPC)technology used on the HSPA+ network.This gives users a super fast Internetexperience. It runs on battery and hasa mini USB port and a built-in OLEDA EconomicIntegratedHome GatewayZTE MF23ZTE MF23 seamlessly combinesdesign and functionality. Compact andstylish, it supports 3G wireless dataand can extend Internet access toseveral Wi-Fi-enabled devices. It alsosupports voice communication overtelephone. The MF23 is easy to deploy,provides a convenient way to solveindoor coverage and saves on networkconstruction costs.LiveBroadcastingToolZTE MF645 Data CardThe MF645 is capable of fast wirelessbroadband connection, and supports2G and 3G. Moreover, MF645 deliversunlimited access to digital TV. Openingthe antenna next to the data card andplugging it into the computer, highquality live broadcast can be enjoyed.MF645—a perfect combination ofdata card and TV stick—offers anotheroption for watching digital TV.display on the top.MF60MF10MF23MF645 March 2011

Care in EveryDetailZTE T203In addition to a large keypad and largefonts, the ZTE T203 also has a uniqueSOS button that activates a loud alarmand automatically dials a preset number.On the sides of the phone, there are othersenior-friendly features such as a torch,an FM radio, and keytone control. It alsosupports a cellular text telephone modemdevice for people who are speech orhearing impaired.•Standard GSM/GPRS/EDGE/UMTS •Screen1.8 inches, 128 × 160 pixels, TFT •Dimensions108.8mm × 50.8mm × 13.5mm •Weight 86.1gDustproof,Shockproof andWaterproofRugged BladeIn the bathroom where water is splashedaround or in the bus station surrounded bysmoke and dust, the Rugged Blade performsunaffected. Even if it is put into a briefcase filledwith hard things, it can still keep its shininglook. The Rugged Blade is your best mobilecompanion for life.T203An EnhancedExperienceZTE Light TabZTE now boasts the ZTE Light upgraded version. Enhancedwith DOLBY® Surround3.0, the tablet is specificallydesigned to unlock the full potential of mobile HD video.Other upgrades include the Android 2.2 operating system,which enables access to over one hundred thousandAndroid Apps as well as a front facing camera for video calls.•Standard GSM/UMTS • Operating System Android 2.2 •RearCamera 3 megapixels; front camera, 0.3 megapixels •Display 7 inches, 800×480 pixels, capacitive touchscreen •Weight 389g •Dimensions 192 mm×110mm×12.6mm •Memory 512MB ROM +512 MB RAM •StandbyTime 500 hours •GPS-capableRuggedBladeLightTabMarch 2011

SHOWCASEThe Cute“Snow White”ZTE F111The F111 is designed for childrenas well as the elderly and mentallydisabled. It has a glossy exterior inpearl white piano lacquer and is aspretty as Snow White. It providescomplete functions needed forwatching children. Kids are able toreceive calls from or send messagesto preset numbers. In case of anemergency, they can pull the strapunderneath the phone, whichsounds an alarm and sends an SMSwith their location to designatedcontacts. It is also resistant to waterand dust and can be charged in adock.•Standard UMTS •Screen 1.2 inches, 96 ×AssistingYou in EveryAspect of LifeZTE LibraZTE Libra, customized forPortuguese operator TMN, has avariety of applications and is a goodchoice for the youth and smartphoneenthusiasts. It integrates resources ofSAPO, the largest Portuguese onlineplatform, and combines elementsconcerning daily life: newspapers,banking, cinema, football league,navigation, the operator’s applicationstore, and contact management. Inaddition, the Libra features Twitterand Facebook and delivers nicemultimedia entertainment options.•Standard GSM/GPRS/EDGE/UMTS/An InnovativeKeyboardVodafone WebboxThe Webbox is a little keyboard thathas all the features of a netbookor tablet. It has Android OS v2.1,Internet, online video, SMS and emailmessaging, online photo album,music and video players, FM radio,television, support for local storage,and online upgrade. Equipped witha SIM card and inbuilt modem, itallows you to browse the Internetvia TV. This innovative device,manufactured by ZTE for Vodafone,was firstly launched in South Africa.An Entry Level3G HandsetZTE F116Riding on the low-cost 3G handsetwave, ZTE has released an entry-level3G phone called F116. It has a slimand light form and is rich in functions.With high performance at a reasonableprice, it is attractive in the mainstreamhandset market. It can be used ineither single-card or dual-card mode.•Standard GSM/GPRS/UMTS •Camera 0.3megapixels •Screen 2 inches, 176 × 220 pixels (QCIF),LCD •Dimensions 110 mm × 47.5 mm × 13.8 mm•Weight 80 g64 pixels, mono FSTN •Dimensions 76.6 mmHSDPA •OS Android 2.1 •Screen 3.5 inches,× 46.6 mm × 16.3 mm •Weight 63 g480 × 800 pixels (WVGA) •Dimensions 114mm × 56 mm × 11.9 mm •Weight 130gLibraF111F116Webbox March 2011

FlairAs people bustle throughthe station, the light and slimS k a t e h a n d s e t a l l o w s m eto communicate easily andcomfortably. To kill the boredomof waiting, I like to chit-chat andbanter. The jarring sounds of traincars dwindle into oblivion.Skate: Large 4.3-inch screen,120g, 11.3 mm thick; a combinationof style and portability.EnjoyingYour Lifeon the Movewith SkateBy Tang QiaoMarch 2011

FlairLit cinema, bustling audience, even inthe moment of waiting, I would not forget“Angry Bird”, “Tiny Wings” and “TalkingTom Cat”—a selection of Skate’s builtingames. A slide, a click, a flip or a turnand I am part of the “Thumb Generation”. Ilove PSP, I love Nintendo DS, but I love theSkate more. It can replace them all.Skate is powered by an 800MHzp r o c e s s o r w h i c h b r i n g s s m o o t hoperation feelings; running on AndroidOS v2.3, it offers user a wealth ofsoftware downloads.10 March 2011

The Super Mall is a feast for thesenses. Why not record your experienceso you can look back on it fondly in thefuture? Throw away the complicatedSLR and keep your experience withSkate—a camera that frames not onlythe meaningful scenes but also a newquality of life.Skate: Larger view frame of alarger screen, 5 megapixel camerawith flash and auto focus, Adreno 200graphics processor for HD pictures.March 201111

PRODUCT SNAPSHOTThe New FlagshipZTE SkateBy Liu ChaoBy Jesse12 March 2011

At the Mobile World Congress 2011 inBarcelona ZTE unveiled its flagshipmobile device, called Skate. Skate comeswith a big 4.3-inch screen and runs on Android OSv2.3. It is the supporting product behind ZTE’s new“Light Your Smart World” marketing campaign.So what are the unique aspects of this new flagshipsmartphone?Appearance13ZTE Skate was inspired by a skateboard. Although it packs in a big 4.3-inchscreen, it is a slimline phone that weighs only 120g and is only 11.3mm thick. Incontrast to the majority of flagship with a smooth, rounded shape, Skate showsoff sharp and masculine lines, making it look like a “tough guy”. The back coveris made from plastic processed by atomization and features the Android mascot.With edges and corners and a matte back cover, Skate can be comfortablygripped and will not slip from the hand.Standard Android phones have four touch keys, but Skate has threephysical keys. Although it may feel a little uncomfortable at first, you can feelits convenience when you get familiar with it. The device is equipped with a 5megapixel camera that sports a flash and auto-focus. While it may not have thehigher 8 megapixel or even 10 megapixel camera of other flagship phones, forthe relatively lower price, Skate’s camera still more than caters for the shootingneeds of the average user.241 The large Androidmascot drawing at theback highlights thehandset’s Androidorigin2 Ultra-slim 11.3mmthickness3 F i v e m e g a p i x e lc a m e r a w i t h f l a s henables handset totake photos in lessthan perfect situations4 With corners andedges, the handset canbe gripped comfortablyFeaturesSkate is powered by an 800 MHz processorwith a Qualcomm MSM7227T chipset and anAdreno 200 graphics processor (41 million triangles/sec). With these features, it can easily “eat thegingerbread” (Android OS v2.3) and make full useof its 4.3-inch screen. The 4.3-inch screen hasa resolution of 480 × 800 pixels, and the displayperformance is good.The handset also supports multitouch gestures.As flagship phone, its hardware configuration isoptimal for smoothly playing mobile games like“Angry Birds” or “Tiny Wings”.The open Android operating system ensuresthat Skate can run an extensive range of apps,meeting not only the in-depth customization needsof operators, but also providing a user-friendly UI.A light sensor, proximity sensor, digital compass,GPS (A-GPS), Bluetooth, Wi-Fi are also present inthe handset. Skate supports GSM/GPRS/EDGEat 900/1800/1900MHz and HSDPA/UMTS at900/2100MHz and can be customized according tothe requirements of the operators.For most users, a handset with a fashionableappearance, high-end configuration, and reasonableprice is a great attraction. The big-screen Skateoffers amazing features at a reasonable price.March 201113

PRODUCT SNAPSHOTZTEAmigoThe Perfect Choice for theYoung and Trendy By Luo Shi14 March 2011

Mobile World Congress 2011 saw a host ofnew mobile devices launched by mobilephone manufacturers, and ZTE followed thetrend with Amigo. As one of the two new eye-catchingmodels displayed by ZTE, it has some distinctivefeatures.A Fashion ModelAmigo gives a good first impression with apopular combination of slideout Qwerty keypadand touchscreen. Each key protrudes from thekeypad, making it easier to find the keys youwant. Under the touchscreen is an oval-shapedthree key combo that adds fashion to thisalready stylish handset. The white metal glossframe and black lacquered cover also gives thephone a special look. Its 3.2-inch display with320 × 480 pixel resolution and 262,000 colorscreates a perfect visual experience. There is avariety of widgets that can decorate the screen.All these make the Amigo a fashionable handset.Rich ApplicationsCustomized for French operator SFR,Amigo is not only stylish but also provides greatentertainment. Aiming at the young and trendy, itruns on Android OS v2.2 (Froyo) with abundantapplications. It also integrate well with socialnetworks such as Facebook and Twitter. It ispre-loaded with YouTube and SFR TV, whichmakes killing downtime pleasurable. As for thebuilt-in customized applications, Amigo offersSFR Jeux, SFR Music, and SFR Wi-Fi.The handset also incorporates a variety ofbusiness functions, from Docs To Go to Gmailand Notepad, making mobile office possible.Even if the Amigo didn’t come pre-loaded withstock software, it wouldn’t matter because theAndroid Market has many similar applications foryou to download.1 The Android mascot underneath the screen indicatesits Android operating system and the oval-shaped threekey combo is both practical and stylish2 The 3.2 megapixel camera with the black pianolacquer shows taste3 Rich applications with great expandability4 Practical widgetsConfigurationAmigo is equipped with GPS/AGPS andsupports Google Maps and digital compass,which are really handy for determining locationor direction. GPS can be used not only forsearching locations but also to embed locationinformation in pictures taken with the 3.2megapixel camera. With Amigo, you can alsoget the support of Wi-Fi, GSM, GPRS, EDGEand HSDPA.The Amigo has a 600 MHz ARM11processor, 512 MB flash memory and 256MB RAM—ample support for multitasking.Amigo supports Micro SD cards up to 16 GB.Overall, the Amigo is a perfect-fit Androidhandset for both work and life. ZTE is known forproducing handsets with excellent functionalityat a more affordable price than its competitors.Amigo is no different in this respect and is agood choice for price-conscious and fashionconscioususers.March 201115

VIP VOICEThe Wisdom Behindthe Expansion of Vodafone TerminalsInterviewed by Zhao LiliVodafone is one of the world's largest mobile communications companies with just under 360million customers across its global footprint. Here, Dee Kaul, General Manager of Terminals,Greater China, Vodafone Group, explains Vodafone's global terminal strategy and how thecompany copes with the advent of the smartphone and mobile data era.Dee Kaul, General Manager of Terminals, Greater China, Vodafone Group16 March 2011

An interviewJournalist: First of all, could you please tell us how Vodafone’sterminals are distributed globally?Dee Kaul: Vodafone’s distribution system for terminals spreadsacross a global footprint including Western and Eastern Europe, Africa,South East Asia (India), and the USA.In some countries, we buy handsets directly from themanufacturers, as we do for example from ZTE, and distribute them tothe end users via our own retail stores or our 3rd party retail stores. Inother countries where we do not have a direct purchasing model, wepurchase handsets from distributors. In these markets the distributorsassume the end-to-end responsibility for the distribution, including forlogistics, after-sales, retail support etc..We predominantly sell to our end customers via online channelsand our own retail stores. We also have good partnerships with wellknown 3rd party retailers, and work very closely with all our customertouch points to ensure that we deliver everywhere the best Vodafonecustomer experience.Journalist: Vodafone is well known for offering particularlyaffordable handsets in emerging markets. What is the reasonbehind this strategy?Dee Kaul: Over recent years, Vodafone has grown by acquisitionsand partnerships not only in Western Europe but also in other partsof Europe (Turkey and Easter European markets) and beyond, forinstance in Africa (South Africa, Congo, Tanzania, Ghana, Kenya andEgypt) and in India. Supporting customer acquisition and retention inthese new markets is key to our strategy, and affordability is a criticalelement, as most consumers dispose only of a low income. Therefore,when in 2007 we defined a strategy to attract these consumers to theVodafone network, we put low-cost value terminals at the core of ourproposition.In India for example, around 60% of the population disposes of arelatively low income. To attract these customers to our network welaunched the very affordable Vodafone 125 and Vodafone 225 togetherwith ZTE, and strongly pushed them into the rural regions (by rural,we mean villages far from the main large cities like Mumbai, Delhi andBangalore). Thanks to the strong logistics infrastructure deployed byVodafone India we were successful in acquiring new customers and so“connecting the unconnected”.Today, this strategy is still essential. But now we also try to drivehigher value—affordable does not stand only for black and white!For us an affordable handset can offer much more, including internetservices. We will in fact launch very soon a great value internet devicewith ZTE. This will be key to driving value and mobile data, the next keychallenge for us.Our key objective is to offer “value for money” to our customers:the most advanced features combined with the best possible qualityat the best possible price, without compromising on internationallyrecognized security standards. Back in 2007, a good ultra low costhandset supported a good SMS and voice experience. Today, basicfeatures also include a torch, a color screen and a radio. These areMarch 201117

VIP VOICEwhat we call the hygiene factors that every basic phone shouldsupport. Customers have become more savvy, even in the mostremote parts of the world. Our handset portfolio responds to theirchanged needs. When you look at today’s global mobile population,you see that the next billion of new mobile customers will mainlycomprise of low income earners, since everyone else already owns atleast one handset. This is why offering affordable handsets plays a keyrole in our customer acquisition strategy.Journalist: Smartphones offer a great growth opportunity. How dooperators and handset manufacturers intend to seize it?Dee Kaul: I think I can sum this up quite simply by saying that is all aboutlong term planning and integration with partners in the value chain. All keyparties need to work closely together. This includes operators like Vodafone,manufacturers like ZTE, operating system providers like Google, Limo andMicrosoft and key software providers. By starting early to work together wecan produce a fantastic device with the best possible user experience andso bring real value to the customer. As you know at first hand, we have along and good relationship with many of the parties I have mentioned.Journalist: With the emergence of the smartphone era, mobile dataservices are booming. How do you think will they develop?Dee Kaul: Mobile data demand is being accelerated by devices,network and service improvements. For example, in 2011 globalhandsets volume is expected to increase by 7% to 1.4bn units.The share of smartphones will increase to 22%, also includingother innovative mobile connectivity devices. The network speed isbecoming faster, peak speeds have increased from 1.8Mbps in 2006to 43.2Mbps in 2010 to meet the growing demand for multiple dataservices. Now, more and more data services are being launched, suchas browsing, games, email, social network, maps, and video andmusic which are growing particularly fast.Mobile data has growth opportunities worldwide. The dataservice penetration is 30% in the USA, 26% in Africa, and 6% in India.Vodafone believes that data services have great development potentialand we will drive data penetration in our footprint. Vodafone is gettingready with technology advantages including reliable data billing, highnetwork speed, ample capacity, quality traffic management, and costefficient site build. Our CEO and leadership team are gearing up theentire global organization at all levels to practice the belief that thefuture is very much dependant on driving value from an outstandingdata experience for our customers, present and new.Journalist: The likes of Apple and Google are seeking to entertelecom services, especially the smartphone area. How can operatorsavoid being dead pipes for services or applications?Dee Kaul making a speechDee Kaul: This question is on the minds of all major operatorsacross the world today. Vodafone drives value for its customers withthe ambition to be a total telecommunications provider—and does itsuccessfully.Let us talk about the Android experience from Google, an excellentproposition that can be driven across multiple platforms and handsetvendors. We work with Google to develop a “Vodafone experience”, whichcomes with our look and feel and even comprises some of our contentand services. This enables our customers to distinguish our terminals frommass market devices and helps us to ensure that we do not just offer the“pipe”. Additionally, our “total value proposition” approach means thatour customers come back to us as the first and natural port of call. Putsimply, we know our customers and understand what they want thanks tocustomer relationship management initiatives, and this allows us to focus onservices and propositions specifically tailored for them.Journalist: Could you give us examples?Dee Kaul: A good example is the deployment of the Opera MiniBrowser on low-end terminals. This has allowed us to offer greatMobile Internet experience and successfully drive data in mass marketsegments. Some of our affordable handsets also incorporate M-PESA,our innovative money transfer service allowing customers to instantlydeposit and withdraw money via an international network of airtimeresellers and retail outlets acting as banking agents.18 March 2011

Journalist: Various cooperation models between operators andmanufacturers have recently emerged with the aim to provide betterservices to consumers. Could you tell us what kind of cooperationmodels Vodafone will adopt in the highly competitive Asia-Pacific area,especially in the Chinese market?Dee Kaul: Vodafone constantly looks for ways to improve, and oneway is to invest in the future by focusing on research and development.Companies willing to innovate and lead need to invest in R&D, as ZTEalready heavily does, as I know.Vodafone will continue to seek or even initiate innovation from the Asia-Pacific region, as it is now a key production hub for the world. We were one ofthe first operators to establish ourselves in the region where we now have a fullyfledged end-to-end terminal operation. Our strong relationships with the region’smanufacturers will help us to get the best propositions first and be faster than ourcompetitors.Another challenge is to introduce differentiated and compelling products.It is about leveraging the long-term strategic collaboration and planning with amanufacturer to launch truly innovative products. An excellent example is theVodafone Webbox developed in collaboration with ZTE and just presented atthe Mobile World Congress in Barcelona. With this kind of innovation, Vodafonedemonstrates its willingness to create new ways to bring the best mobileexperience to our customers across all segments.We will also keep a close eye on how the vendor landscape developsover the coming years. Today, ZTE is a supplier of Vodafone-branded devicesbut it also supplies own-branded devices to many other operators. In addition,ZTE has recently successfully embarked on their own ZTE-branded terminals.So, should we continue to consider you an ODM or start working with you asan OEM? To stay ahead of the competition we need to continue to engageas trusted partners and put a particular emphasis on R&D, innovation andcommercial planning. We are absolutely customer-obsessed and will give ourcustomers whatever meets their needs best!Vodafone 945 manufactured by ZTESome key milestones in the cooperation between Vodafone and ZTE20072008200920102011Vodafone launched first two affordable handsets with ZTE: Vodafone 125 andVodafone 225.Over 12 million shipments of Vodafone 125 and Vodafone 225 across more than40 countries.Vodafone launched higher-end handsets with ZTE, feature phones, and firstmobile connect devices.Vodafone launched its first own-branded solar phone, the Vodafone 247 and theQwerty slider Vodafone 553,Vodafone embarks on affordable mobile internet and a totally new innovation.Launch of Vodafone Webbox, a device allowing users to surf the Internet andaccess e-mails on their TV.Journalist: ZTE began its cooperation with Vodafone in 2007.Since then the product focus has moved from affordable handsets tosmartphones. On which criteria did you select ZTE? And how do yousee this cooperation evolving in the future?Dee Kaul: In 2007 we selected ZTE because at that time none of ourother partners could deliver on the very specific requirements we hadin terms of target market. ZTE was selected because of its flexibilityand interest in working with Vodafone to produce new handsets. Wetrusted your quality and ability to invest in the Vodafone relationship,which has always been excellent.Since 2007, ZTE has gradually entered more segments of ourportfolio: After having first delivered exclusively affordable devices(black and white, and color), they entered the feature phone segment.Together we have developed QWERTY and touch devices and mostrecently also smartphones. We have seen ZTE becoming a qualitysupplier, now delivering terminals with a strong appeal both from ahardware and a software perspective.To date, Vodafone has sold around 20 million handsets and fourmillion mobile connect devices from ZTE. An impressive amount,realized in just four years—and a journey marked by significantmilestones in respect to volume, product launches, extension to newsegments and innovation.Both organizations have grown, and this is the challenge ourrelationship faces now: maintaining a very strong relationship despiteour continued growth and the increasingly competitive environment.For Vodafone, this means getting the best quality, the best price, andthe best support from ZTE, and for ZTE this means getting accuracy,consistency and speed from Vodafone.Lastly, I would like to reiterate that Vodafone is a customerobsessed company, as long as we can partner with ZTE to deliverthe best products for our customers, then we will continue to besuccessful together.March 201119

Success StoriesA news conference for ZTE Blade in HungaryZTE BladeA Smartphonethat is Sweepingthe WorldBy Zhou Zhoueditor’s choice award by the Geek edition of PCWorld.The strong market performance of ZTE Bladehas enabled ZTE to become a worthy counterpartof established mobile phone manufacturers such asApple and Nokia. ZTE Blade was released in Finlandin Q4, 2010. In the first week of release, its salesexceeded those of the Nokia N8; and during thesecond week, exceeded those of iPhone. ZTEBlade has held the number one spot in Finnishtelco Elisa’s bestselling list for eight consecutiveweeks. This has not escaped the attention of theworld’s major media outlets and has had a greatimpact on Nokia.ZTE Blade, rated by TechRadar Website as atop budget device, has sold well in the U.K.In Sweden, ZTE Blade sold out after only oneweek and ranks second behind iPhone 4 in Swedishoperator Telia’s weekly bestseller list.In Greece, ZTE Blade has been in demand sinceits release and has sold out several times. Its salesvolume has far exceeded star phone models fromZTE Blade released in JapanIn the past few months, ZTE Blade has received widespreadacclaim from media outlets. At the recently held MWC 2011in Barcelona, ZTE Blade was showcased together with RuggedBlade—a dustproof, waterproof, and shockproof version. With rapidgrowth in the global smartphone market, ZTE is intensifying its effortsto develop its smartphone portfolio. ZTE Blade is a signature smartproduct and has become a bestseller in different markets.ZTE Blade was launched in the U.K. by Orange in September 2010.Customized versions are now available in other countries. Since its launchoverseas, ZTE Blade has sold well in more than 30 countries including Finland, U.K.,Germany, and Japan. In Europe, ZTE Blade was awarded best value smartphoneby Smartphone Essential magazine, best buy by the U.K’s Sunday Times, and20 March 2011

ZTE Blade (called Libero in Japan) featured in aproduct catalogueZTE staff and journalists pose for a photo after a news conference in HungarySamsung and Sony Ericsson during the same period.Bulgarian operator Globul realized the potential of ZTE Blade and placed full-pageadvertisements on the first and last pages of its product catalogue.ZTE Blade has also won favor in China’s domestic markets. It attracted much attention fromthe Chinese media before its release and has won awards for best market performance and bestChinese-made 3G phone.News about ZTE Blade on a Finnish websiteAn ad for ZTE Blade in FinlandAccording to IDC, smartphonesoutsold personal computers for the firsttime in Q4, 2010. During this period, 100.9million smartphones were sold. For handsetmanufacturers, being the first to seize uponnew opportunities in the smartphone marketwill determine who dominates. ZTE Bladeis central to ZTE’s smartphone strategyand after proper deployment in marketsworldwide has become a star phone. This hasgreatly bolstered ZTE’s position in the globalsmartphone market.March 201121

Success StoriesLight TabA Global hitBy Zhang JianZTE Light Tab poster in MalaysiaZTE Light tab ad in AustraliaSales of Light Tab have increased rapidly since itsrelease in December 2010. Orders have flooded infrom Russia, Australia, Malaysia, Japan, Korea,Portugal, Spain, Italy, Sweden, Finland, Denmark, Brazil,Taiwan, and Hong Kong. Two months after its release, LightTab has sold over 300,000 sets, making it one of the top threemost widely sold tablets.The Light Tab screen is 7 inches and has a resolution of 480x800 pixels,which strikes a perfect balance between mobility and optimum visual effects.Unlike other tablets that only provide Internet access, Light Tab also supportsvoice calls, making it more practical. It also has better mobile audio and videoperformance than other similar products. Light Tab is the first tablet with DolbyMobile technology, allowing users to experience a mini theatre anywhere.Other features include 1GB memory a high capacity 3400mAh battery, arear-facing 3 megapixel camera, Bluetooth, gravity sensing, and support forSD cards. These ensures a more human operation experience and greatexpandability. Light Tab has received a higher Quadrant Standard score thanMotorola Droid and HTC Magic G2, winning the favor of users who careabout product performance.Light Tab has attracted the attention of operators across the worldbecause of its extraordinary design and usefulness in different scenarios.Light Tab was introduced to the Japanese market on March 4, 2011.It is sold by three of Japan’s biggest online shopping websites as well as inretail stores.Russian operator Beeline launched M2 (ZTE Light) during a newsconference on December 22, 2010. Beeline’s terminal manager talkedabout the development strategies and achievements of Beeline’scustomized terminal products as well as the company’s cooperation withZTE: “In 2010, low-end multimedia phones customized by ZTE accountedfor 7% of sales in the Russian handset market. Light Tab is the first highlycustomized high-end smart product, and products in this category havegreat market potential as operators upgrade their 3G networks.” The eventattracted more than 70 journalists from Russian media outlets. Reportingby these outlets has helped shape a high-end brand image of ZTE’sterminal products.Leading Malaysian terminal distributor RCG officially launchedLight Tab on December 20, 2010 at Low Yat Plaza. A specialLight Tab promotion ran until December 26, 2010. This was thefirst time a ZTE terminal was marketed in Malaysia under the ZTEbrand.Taiwan Mobile launched MyPad P1 (ZTE Light) on December 23,2010 and ran a TV commercial for it.Australian mobile operator Optus launched the Optus My Tab(Light Tab) in December, 2010. It is available in both prepaid andpostpaid plans and costs only $279 AUD. Optus My Tab givesAustralian users a high performance-to-price tablet option, allowingthem to have an Android-like tablet experience at a lower price.As competition in the tablet market heats up, ZTE will launch itsnext generation Light Tab products, including the Light 2 with 1024 x600 Pixel Qi display, 1 GHz processor, Flash 10.1 support, and highdefinition video playback and video talk. ZTE also plans to releasethe Light 10-inch with 1280 x 800 pixel display, a 1.2 GHz CPU, andHDMI video output.22 March 2011

DESIGN&ARTA Banquet of ColorsColor and Pattern Trends at CES 2011By Qiu YuanAt the beginning of the year, manufacturers and enthusiasts flocked to the 2011 International Consumer Electronics Show.A variety of innovative electronic products were on display that will set industry trends for years to come. The showhighlighted two trends: improvement in function and performance, and maturing industrial design. As more thoughtis given to industrial design, electronic products are becoming more trendy and artistic. Colors and textures are playing a moreimportant role in overall phone design.Purple and PlumIn recent years, purple hasbecome more fashionable in electronicproducts. In 2011, dark purples, richplums, and light purples will be morecommonplace. Deeper tones can beapplied to products with a relativelylarge surface area and simple shapes.This adds a feeling of sophistication1 2Apple GreenGreen, eco-driven design is a focus forhigh-tech enterprises, and a low-carbonlifestyle is often used as a selling point inproduct campaigns. Green represents ecofriendlinessand in 2011, assumes a fresherlook. Apple green is particularly vivid whencontrasted with black and dark colors.Products featuring with a rubbery, mattapple-green were a highlight at CES 2011.and seriousness to the phone, whichis useful in marketing the phone tocertain types of users. Plum purple cangive a sense of femininity while pinkishpurple can convey freshness. Lilacsand lavenders are also becomingpopular, especially when used to givea soft, dusty appearance.Moss GreenElements of military style have gainedpopularity in recent years. Moss greens andgray-greens are reminiscent of wildernessand convey the feeling of durability,ruggedness, and quality. Often low-shineand muted, these greens can be applied onlarge surface areas of electronic products.They are particularly suited to shock, water,and dust-resistant devices as a way ofadding to their durable appeal.March 201123

DESIGN&ARTCoral PinkPinks have become more coraltonedin recent years. Coral pinks arerendered in with a touch of orange toproduce a softer and warmer look.Rubber-textured coral pink in productdesign gives an adorable feel, like theskin of a baby.Raspberry PinkPinks have increased in popularity.The pinks presented at this year’s CESwere rather different from the bubblegumcolor of previous years. Pinks in 2011are deeper and more saturated, therichness of raspberry. Raspberry shadesare patterned and combined with certaintextures for fruity inspiration. Take theMaxell mouse for example; the simpleproduct has a raspberry-coloredsnakeskin pattern that is visuallystriking.OrangeIn recent years, orange hasbeen used to bring visual attentionto electronic products. At CES 2011,orange colors are both transparent andopaque and used with hard and softtextures. But they are always bright.Black and YellowThe bold combination of blackand yellow is a perfect match. Vibrantyellow offset against black is notoverly sober. The combination is keyto shock, water, and dust-resistantproducts, providing an unusual userexperience.24 March 2011

Fantasy IllustrationsCES 2011 had design options for womenand girls. Often, products are illustrated withsimple drawings and graphics. Sloganssuch as “think”, “love”, “peace”, “hope”and “daydream” create a sense of spiritualmeaning.Animal PrintLeopard, snake, zebra, and crocodileskin prints continue to be trendy and werewidely used in electronic and digital productsat CES 2011. Animal prints convey a wild,exotic image and having been so successful infashion, have been introduced into electronics.For products with large curved surfaces,manufacturers are focusing on how to applyhigh quality animal prints using printing andother processes.Simple patternsIn 2011, geometric patterns will be boldand bright. Repeated lines, spots, cubes,and diamonds can be used to create differentpatterns. Geometric design is simple but richin forms. Concise geometric patterns canbreak up dullness over a large surface area.They can also be contrasted with backgroundcolors to increase visual effect.More than ever, fashiontrends are influencingthe design of electronicproducts. Industrialdesign long referred tofashion elements but nowthese color and textureelements are actually beingincorporated into productdesign. And electronicproducts are undoubtedlybecoming part of fashion.Colors and patternsabound at CES 2011. Thisyear, industrial designers willincorporate more innovativeideas into the appearanceof mobile phones andaccessories.March 201125

DESIGN&ARTEditor’s NotesConsumers are changing handsets more frequently, and handset design has become increasingly important. A goodhandset reveals much about the thoughts of the designer. ZTE pays careful attention to handset design. In thisissue, designers of Mars Mini and SmileQ share the stories behind their products. SmileQ has already achievedgood market results, and Mars Mini is a new product recently showcased at MWC 2011.Inspiration from RaindropsBy Xiao YanlinThe inspiration for the Mars Mini design comes from mychildhood memories of raindrops.Upon seeing raindrops for the first time, a child wonders:What is contained within the bright, smooth appearance?I was enchanted by this mystery as a child, and in thephone’s design I have tried to capture the form and mystery of araindrop.I found the closest thing to a perfect raindrop—a smooth,pure white, rounded pebble. Then I had the pebble cut along oneside. What I observed was a dazzling world: an intricate marbledtexture with delicate veins that glistened when I put water on thecut surface.The cutaway stone was the prototype for Mars Mini. Butturning inspiration into reality was difficult. The first problem wasrealizing the smooth arc-shaped curve of the rear surface. Thisput certain constraints on hardware stack up. Pursuing a perfectshape sometimes reduces the effective space inside the device,and this can undermine overall performance. So the outer curvehad to be adjusted to maximize space.Tough decisions call for genuine wisdom, and a bold choicewas made: to use extreme techniques related to hardware stackand reduce marginal functions like the 3.5 mm headphone jack.The ultra-simplified shape also posed new challenges.For example, material used to make the body has to beflawless when there are no additional decorations. Afterresearching the processing technologies of other high-endhandset models, we used a special kind of polycarbonate togive the handset a good look.With keen competition in the marketplace, people areseeking products with life, products that strike a chord withthem. Where there is life, there is a story. Mars Mini is an elegantinterpretation of a common story.26 March 2011

The Soul NeverChangesBy Luo WeiIt took a whole year to complete the SmileQ project, and from initialdesign to market release, the project team poured much energy into it.SmileQ was only a concept project in the beginning; in fact it issuccessful precisely because it was a concept project. The biggestdifference between a concept and actual project is that the former is freeof outside interference, and designers can demonstrate their talents freely.My intention for SmileQ was to make it a music phone that couldbe tinkered with. I hope SmileQ can bring joy to users and make thembecome attached to it. I came up with a solution: A slide phone withshort sliding distance and hidden music shortcuts. After I defined howthe phone would be physically used, I started to design the wholeframework. To make it more user-friendly, I gave it cute rounded edges.Keys in the front are asymmetric, and the streamlined design makes itfeel comfortable in hand. Overall, the phone is like a smiley face and isnicknamed “SmileQ.”As the name indicates, the essence of SmileQ is the lively andpleasant feelings brought by such elements as the rounded smoothshape and the asymmetric design on the front. Although the currentSmileQ has some modifications on my original ideals, feelings broughtby the overall design never changes.Good design must have a good concept because the concept isthe soul of the design. When the concept is converted into an actualproduct, the designer has to make choice: rejecting or accepting theinspirational ideals, but its soul never changes. What makes me proudis that SmileQ never steered away from its original taste after it waslaunched to the market.TIPSSmileQ is a touchscreen GPRS-enabled device with a slide-out QWERTY keyboard. It is equipped with a 2.8-inch touchscreen and a 2 megapixel cameraand supports many social networking services. To appeal to young users, it comes in black, pink and white, and is available at a favorable price.Since December, 2010, SmileQ has been launched in high-end markets including the U.K., France, Portugal, Germany, Italy, Ireland, and Hungary.Meanwhile, promotional activities have been carried out. In the U.K., ads have appeared in The Sun, The Mirror and The Daily Star. In Italy, Vodafone and ZTEhave held a media cocktail reception to launch SmileQ, and more than 30 media outlets have taken part in this event.March 201127

SMART GADGETSThe Rise of thePost e-Trade AgeA Brief Review of Mobile PaymentBy Wu Fang, Li QiujingMost of us carry around keys, a purse, and a mobile phone. Mobile phones are similar toelectronic currency in that they both cater to the needs of modern citizens in the mostfashionable and convenient way. Mobile payment, a powerful combination of electronicpayment and handsets, is a great incentive for large enterprises that are eager to get a share of thisgiant cake. The estimated number of mobile phone users worldwide was 5.28 billion at the end of2010. Isn’t it a huge market when 5 billion handsets turned into 5 billion wallets?Basic Concepts of Mobile PaymentMobile payment is a way of paying for goods or services with a mobile device. It can be divided intoremote payment and near field payment. In remote payment, handsets connect to the internet and makepayments through SMS, Web platforms, or mobile payment clients. In near field payment, handsets areembedded with a RFID, NFC, FeliCa chip or a SIMpass card, and the transaction is made by sweepingthe mobile phone near a contactless payment terminal. With benefits such as efficiency and convenience,contactless payment enjoys an advantage in consumer payment and the derived applications.Nokia has announced that NFC will be in all Nokia smartphones from 2011. Google and NXPrecently joined hands to provide a complete open source software stack for NFC, which will be integratedon Android 2.3. This lowers the threshold for handsets to support NFC and paves the way for its largescaleapplication. Reports say that Apple is to adopt NFC in its future mobile products. All the evidenceindicates that the contactless payment service will boom in 2011.28 March 2011

Mobile Payments in Japan, South Korea andChinaMobile payment is a mature service in Japan and Korea and largescalemobile payment trials are underway in China. Mobile payment, moneytransfer, and remittance via SMS and GPRS have achieved considerablesuccess in Kenya and Philippines. Banking services in these countries arerelatively less developed. Below is a brief description of contactless paymentsin Japan, Korea, and China.In Japan, handsets are embedded with the FeliCa IC chip for mobilepayment. When passing a handset near a scanning device, payment and IDinformation is sent to the card reader to process payment. Using this method,transactions can be completed even if the mobile phone is shut off. In 2004,NTT DoCoMo launched a FeliCa mobile wallet service. In 2006, NTT DoCoMoprovided a mobile phone-based credit card payment service. As of March2009, NTT DoCoMo reported 10 million mobile credit card customers andover 400,000 readers across Japan. The booming development ofmobile payment in Japan can be attributed to the large-scale useof FeliCa handsets, a large number of processing terminals, anda mature business model.In South Korea, mobile payment systems initially used infraredtechnology and then moved to RFID. As early as 2001, SK Telecom joinedhands with Visa International to launch a mobile payment service called“Moneta”. Mobile users can settle their payment instore, withdraw cash fromHow Does ZTE Face the Competition?Mobile payment is an open market incorporating mobileoperators, commercial banks, third-party payment service providers,chip manufacturers, mobile phone manufacturers, equipmentproviders, merchants and mobile users. How will ZTE gain afavorable place in this value chain?ZTE has two inherent advantages. As a mobile phonemanufacturer and a system equipment provider, it is capableof providing end-to-end solutions for payment platform, POSmachines, mobile phones, and chips. This gives it a favorableposition in the marketplace. ZTE supports mainstream technologiessuch as RF-SIM and NFC in its terminals, and holds core patents forRF-SIM technology.The main body in the value chain of mobile payment is mobileoperators, commercial banks, and third-party payment serviceproviders. Can ZTE become a dominant player in the mobilepayment value chain? Even if ZTE does not, it can still cooperatewith main players by providing solutions and building a powerfultechnological platform to connect the mobile operators, banks, andthird-party service providers.At the end of the industry chain are merchants and the mobileusers. ZTE can adopt various business approaches to cooperatewith merchants and extend its service to content providers whohave more room for profit. ZTE can also provide users withconvenient and secure mobile payment experience.an ATM, buy drinks from vending machines, or buy subway tickets usingtheir mobile phones. KTF also launched a similar service. In South Korea,mobile payment is operator-dominated, bank-dominated, or involves thecooperation of several parties.In China, mobile payment has great potential. Major operators in China areconducting trials of contactless mobile payment services. NFC, SIMpass, andRF-SIM are three existing standards and RF-SIM is the most widely implemented.China Mobile has nearly 3 million RF-SIM subscribers and 200,000 POSmachines for its nationwide RF-SIM commercial trial. Because of financialpolicies, operators in China are paying special attention to card applications suchas VIP membership, electronic ticketing, coupons, and door access.SummaryFrom a global perspective, contactless payment is still undeveloped,except in Japan and South Korea. At present, operators aren’t at a greatadvantage when competing with banks for mobile payment, especiallycontactless payment. Major problems include industry barriers, policy risks,and the huge amount of investment needed for developing networks andterminals. The solution to this problem lies in multiparty cooperation and thecreation of a win-win business models. Perhaps the situation will be turnedaround with the emergence of new players such as Google and Apple.March 201129

MOBILE MOSAICConsumers are becoming increasingly demanding. Be it mobile phones, microwave ovens or otherUsers select handset models and colorsUser Experience:Key to the Booming ZTE Handset BusinessBy Dai Qidigital products, they are paying greater attention to user experience. The success of a mobile phonemanufacturer is more than ever dependent on an understanding of changing consumer needs and userexperience. ZTE is focused on user experience, and this has allowed it to become a major player in the mobilephone industry. According to IDC, sales of ZTE handsets in 2010 increased more than any other major brand, andZTE became the fourth largest manufacturer worldwide.Understanding User Needs BeforeMaking PlansTo create a star product, the designer should first identify who thetarget users are, where they are located, and what needs they have.Buyers’ purchasing tendencies and focus points must be determined.Mobile phone manufacturers find good market opportunities onlywhen they have a deep understanding of buyers’ psychological needsand habits of consumption.ZTE’s user-oriented R&D process incorporates strategic productdevelopment and single product development. The former focuseson general human needs and therefore continues even after specificproduct models have been released. The later focuses on specificproducts with the aim of finalizing product specifications and creatingthe functions and priorities that meet the needs of target users. Theformer allows the enterprises to define their core competitivenesswhereas the latter requires rapid development.Turning technology into real products requires studying userneeds in depth. ZTE precisely identifies customer focus of attention30 March 2011

and determines the price they are willing to pay. For example,3G smartphones were once regarded as a product for high-endbusiness people. However, ZTE has released high-quality 3Gsmartphones at a low price, and this provides a crucial way forwardfor 3G development. Only after this popularization strategy wasimplemented could the number of users grow in leaps and bounds.The prevalence of ZTE 3G smartphones in the Chinese domesticmarket and internationally shows that only by focusing user needscan manufacturers create greater room for development.In the product conceptualization phase, qualitative researchis required to identify the in-depth needs of consumers. Designersmay use the fidelity models (mobile phone models and designschemes) to carry out research with target users. Field studies, userinterviews, focus groups and diaries, and other novel means are alsoused to obtain information. Based on this information, designerscan determine a product’s selling points, imperfections, areas to beearmarked for improvement, and whether consumers are likely toaccept the end product. Qualitative research is exploratory in natureand helpful in creating novel ideas. Of course, further quantitativeresearch is necessary for verification and confirmation.Collaborating with Users on Product DesignActive participation of users is key for a successful product.Single product development is aimed at specific products and targetsone or several groups of users. Take a campus phone for example.Understanding the life, values, and style preferences of studentsis critical. Also critical is an understanding of the typical applicationscenarios on campus, possible confusion in specific circumstances,the habitual and psychological profiles of typical users, and theirreactions to prototypes. Designers may invite students to the studioto talk about their dream phones or go to schools and universities toconduct field studies. Allowing users to participate in product designprovides unlimited inspiration.Quantitative research includes questionnaires. By analyzingcollected quantitative data, designers can predict future trends ofstatistical significance and verify new ideas yielded by qualitativeresearch. Information provided by local operators can also be usedonce the location of the markets has been determined.Research results thus obtained can be applied to product design,and then high fidelity models can be tested. Allowing people to usemobile phone animations or mockups is straightforward. Eye trackingcan also be applied in this phase to optimize the design solution afterrepeated evaluations.ZTE has a deep understanding of target markets and user reactionand has created many star products. ZTE’s Blade, for example, hasachieved outstanding sales record in more than 30 countries. The Salutephone model helped ZTE initiate cooperation with Verizon Wireless.Let Friendly Users Check theA tradition of ZTE has been to invite users to participate in trialsbefore product release so that product quality can be ensured inthe final stage of production. In this phase, designers measure userexperience using specialized methods. These tests are carried out topredict what problems might occur after a product has been releasedand to determine what countermeasures might be necessary. Afterthe product has been released, attention is paid to initial user reaction,and user interviews can be conducted. Telephone interviews may becarried out three months after product release to analyze issues andto further optimize the product. User comments are often collectedfrom the after-sales department, and these are helpful in evaluatinguser experience.ZTE’s handset business is enjoying significant growth. ZTE’sstrategies are different to manufacturers such as Samsung and LG.ZTE emphasizes the customized needs of operators and end-userexperience. User experience runs through the entire production cycleof a ZTE handset. This has been the key to gaining greater marketshare.Product in the Final StageEye tracking results. Eye tracking uses a gradedcolor scheme (red, orange, yellow and green) toshow how much time users look at each area. Redorangeareas indicate a high degree of attention.Testing withan eye trackerMarch 201131

FASHIONGoingMBy BEEiniFrom BMW Mini Coopers to mini handsets;From 25-minute minimovies to 140-character narratives;From colorful miniskirts to SLRs the sizes of card cameras;We have fallen in love with all things mini; the smaller thebetter. Living in a mini culture, everything is tagged as “mini.”32 March 2011

Versatile Mini StylesLife has different tempos and styles. Things can assume different shapes—small or huge. Weare now accustomed to viewing minimovies on the small screens of handsets, replying to SMSquestionnaires and participating in small charity actions. We have become microorganisms on this planet,and more and more mini things are occupying every corner of our life.Fans of mini digital productsIn the digital realm, themini-SLR is an absolute “minichampion”. Normally, an SLRis the size of two bricks, buta mini-SLR is not a great deallarger than a pack of cigarettes.To make space for adigital camera in your pocket,cell phones must also beminimized. From the size ofa brick to that of a Blade, cellphones are getting smaller. ZTEis ready to release a new “miniRacer” smartphone. The “miniRacer” is 94 mm x 55 mm x14 mm, making it particularlysmall and short. Powered byAndroid 2.2, it has a capacitivetouchscreen and has differentcolors options.1 2 3The mini fashion trendThe mini trend is sweepingnot only the IT industry but alsofashion circles. From shorterhair to shorter dresses, ministyle is in fashion.Short mini movies complywith the mainstream audience’spursuit of spiritual freedom andallow them to make good use ofsmall segments of time. It returnsthe art of movie making to itsfundamental roots.In Imminent Crisis featuringDaniel Wu and Cadillac, the minimovie approach was employedto replace the traditionaladvertisement productionmethods, creating a completeplot within 90 seconds.Obsession with the InternetminiMicroblogging, an emerginginternet communication toolallows users to write shortblogs—in 140 characters orless—to share their commentson tiny, insignificant topics to killtime, calm emotions, and beatfatigue from work and pressurefrom life.A microblog plug-in called9-square diary, allows users tofind topics for chatting in theirboredom. Just do it as if you werea primary kid completing yourhome assignment by answeringsome questions about your dailylife, and then an attractive 9-squarediary will come into being. You canalso select the background colorsof the squares based on what youhave written down.It is More Fun in a MiniThis is the slogan for Mini Cooper.Now, mini style is subtly changingour daily life.In The Italian Job, a Mini Cooperthe size of steamed bread frantically ranthrough the Hollywood walk of fameand the entrance of the subway tunnel.All of a sudden, we were brought backto the joys of playing with model cars inthe childhood.Mini originally referred to “littleplain minidresses” and can be tracedback to the slogan of “cut your skirtshort” proposed by the designer MaryQuant in 1955. Today, mini representsa culture of life rather than merelydescribing the sizes of objects. Minirepresents a way of living, the pursuit ofan elegant life, and a flavoring additiveto the macro events.Mini culture, from microblogs tomini-SLRs and minimovies is pervadingall aspects of our lives and changingour way of thinking. It allows us torelease our pressure and the burdensof life through a simplistic lifestyle.March 201133

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