At GITEX Global 2024, ZTE has positioned itself as a frontrunner in driving digital transformation across the Middle East and Africa. In an exclusive interview, Philip Liu, President of ZTE’s MEA Consumer Business Unit, shared the company’s strategies, deployment plans, and upcoming innovations for the region. ZTE’s new vision, “Better for All,” focuses on delivering high-quality, affordable products while enhancing user experience and design, underpinning their expansion into these rapidly evolving markets.
ZTE’s approach in Africa and the Middle East is built on two core pillars: scale leadership and differentiated innovation. In Africa, where smartphone penetration is around 60%, ZTE is tackling the challenges of high device costs and unreliable infrastructure by offering a wide range of affordable smartphones, priced between $30 and $800. Liu emphasized that ZTE’s collaboration with local operators and efforts to build a diverse product ecosystem will make technology more accessible to underserved communities. In the Middle East, where demand for cutting-edge tech is growing, ZTE is leading with innovations like under-display camera (UDC) full-screen technology and AI-powered, eyewear-free 3D tablets for premium and mass-market consumers.
ZTE’s progress is evident, with significant success in both regions. The introduction of the ZTE and nubia brands has seen overwhelming consumer interest, with products like the nubia Neo, Focus, and Flip 5G smartphones receiving strong feedback across social media platforms. One of the company’s standout products, the nubia Pad 3D II, was selected as an official gift at the 2024 FOCAC Summit, marking a milestone for ZTE’s leadership in global tech innovation.
ZTE has also maintained its leadership in the global 5G Fixed Wireless Access (FWA) and Mobile Broadband (MBB) markets, holding the top spot for three consecutive years, with over 5 million units shipped. The company’s focus on Green, Intelligent, and Secure (GIS) technologies highlights its commitment to expanding high-speed internet across the Middle East and Africa, regions at the forefront of the global 5G revolution.
The company is committed to furthering its “AI for All” strategy, focusing on areas like sports & health, entertainment, and smart driving. The company plans to introduce AI-powered devices and gaming products under its Full-Scenario Intelligent Ecosystem 3.0 initiative, ensuring its continued impact on digital transformation across Africa and the Middle East.
