ZTE's mobile chief has stated that the company will join the top-tier of smartphone "very soon." ZTE has been pushing growth recently thanks to its popular Axon series, but now it appears the company has higher ambitions, with its mobile Chief, Lixing Cheng, stating that the company is now focusing solely on innovation and providing consumers with what they want in order to increase their presence worldwide. These factors, when combined together, should provide what Cheng is calling a "meaningful user experience."
Now, although the company is still quite a way behind its rivals when it comes to sales, it does seem to have a plan in order to close this gap, with it all revolving around 5G. The new technology is expected to launch into the mainstream within a few years, but Cheng believes ZTE will use this as an opportunity to grow. He goes on to say that the company "will be very fast" when it comes to making the transition. The company has claimed that it plans to focus on specific strategic markets in each continent in order to improve their market penetration. Recently the company saw its first quarter profits increase by 27.8 percent year-over-year so it's clear the company is certainly making progress, though it still has some way to go in order to take on Apple, Samsung, and Huawei on a global level. After all, these company's ship quite a few more devices than ZTE each year. Nonetheless, the Chinese company has certainly shown initiative over the past year, with its crowdfunded device gathering a lot of attention, though it is still a long way off from becoming as big as the previously mentioned companies.
With ZTE seemingly so sure about its growth opportunity when it comes to 5G, though, it'll remain to be seen if the company can actually adapt as quick as it claims it will. Showing the ability to adapt to the new technology and getting devices out early on is sure to impress not only carriers but also consumers, something that will certainly work in favor of the company's brand awareness and therefore sales numbers. Until 5G starts rolling out worldwide, though, ZTE is sure to have some products up its sleeves in order to keep profits and sales growing.