MEGATech Videos: Interview with ZTE Canada Chairman Lixin Cheng (CES 2015)

For a lot of us, ZTE isn’t exactly a household name. The Chinese telecommunications company isn’t exactly “in your face” with its marketing and brand messaging and yet it has managed to become the fourth largest smartphone maker in the world and the 2nd most popular in the American prepaid segment. How did it do this and what is ZTE’s vision for the United States and Canada moving forward? I had the opportunity to speak with Lixin Cheng, Chairman of ZTE Canada and President of ZTE’s North America Business Unit, at CES 2015 about precisely this topic.

In Canada, ZTE made its formal entry into the smartphone market with the ZTE Grand X through Bell Mobility in mid-2014, followed by the Grand X Plus with Fido last month. In the United States, ZTE has already established itself with just about every carrier and they are prepared to leverage that experience and expertise with further expansion in the Canadian market.

There are a few key takeaways from my conversation with Lixin Cheng, which you can watch through the embedded video below. First, the company really aims to put the consumer first with its “affordable premium” approach to the market. The devices are budget-friendly, while still offering the premium experience that consumers desire. Rather than paying for expensive advertising campaigns, ZTE works on creating better products with a better value.

And perhaps the greatest testament to the success of ZTE comes from the fact that retailers have been selling ZTE smartphones like hotcakes and they’re not seeing them coming back. People are genuinely happy with their purchase and this speaks volumes to how far ZTE brand awareness will continue to grow in the years to follow.


Expect more coverage from CES 2015 very soon.

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