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ZTE Announced to Penetrate into Thailand Market by BCG

ZTE announced to penetrate into Thailand market with full product range smartphones, starting with 5 entry and mid tier affordable smartphones. 

ZTE Corporation (ZTE), a world leading service provider in communication and integrated information solutions delivering innovative technology and product solutions to telecom operators, governments and corporate customers in more than 160 countries, recently set up ZTE offices and teams in Thailand, announcing the introduction of innovations and technologies that ZTE specializes in, especially 5G, into ZTE smartphones to consumers in Thailand in all smartphone market segments.  The company joins forces with 2 leading distributors, both VST ECS (Thailand) Co., Ltd. and YA Sales and Services Co., Ltd. in the Benchachinda Group to distribute ZTE smartphones covering all channels nationwide.  ZTE aims to capture 5% of the smartphone market share within 3 years with smartphones from ZTE, Nubia, and Redmagic. Five new smartphones were launched — ZTE Blade A31plus, ZTE. Blade A51, ZTE Blade V30 Vita, Axon 30 5G, and Redmagic 7 starting only from 2,599 baht.

“Thailand is an interesting market and ZTE has focused on entering the market this time. The situation of the epidemic of the covid-19 virus from past until now has impacted to the change of consumer behaviors in Thailand. There has been an increasing use of smartphones in daily life, especially ordering products through e-commerce platforms which has been increasing. This is clearly reflected in the number of e-commerce users in Thailand that grow at an average of 15% every year and the proportion of online shopping users via mobile phones was increased up to 70%. Marketing campaigns to attract consumers to use the service on 5G networks from mobile operators has made good quality 5G smartphones at an affordable price is now in demand. Moreover, new smartphone users are also a segment that is still in high demand as the entry-level smartphones available in the market still lack quality products,” said Mr.Shawn.

The direction of ZTE’s smartphone business in Thailand comes with a product strategy that will join forces with the company’s smartphone brands, including ZTE, Nubia, and Redmagic,  to offer a wide range of quality products as well as other products in the ZTE eco-system to the market. With strategic marketing plans to build brands through offline and online marketing communications and public relations, ZTE also attaches great importance to distribution channels, which will the Omni-Channel channel.  The company has distribution partners from 2 leading distributors, namely VST ECS (Thailand) Co., Ltd. and YA Sales, and Services Co., Ltd. in the Benchachinda Group to help distributing ZTE smartphones across all channels nationwide. ZTE aims to capture 2% smartphone market share in 2022 and increase to 5% within three years.

Mr.Prapaprot Puprasert, Managing Director, YA Sales & Services Co., Ltd. in Benchachinda Group said that YAS is a distributor and shipper of smartphones with long experience and covering all distribution channels in Thailand. Importantly, YAS has vision and goals that are consistent with ZTE’s market in Thailand. YAS has been appointed as the distributor of smartphones for ZTE in the Northeast, Eastern Region, Bangkok and metropolitan provinces for both distributing mobile phone stores and online channels in those areas in total number of distribution channel partners in the aforementioned area are more than 3,500 partners. With the readiness of standardized and modern management systems, experienced and quality team, good relationship with local partners and the market that still lacks a quality smartphone in entry level, the company is confident that smartphones from ZTE will be well received by the market, especially 5G and entry-level smartphones.

ZTE Corporation has expertise and leading in innovation and transform 5G globally.  This lays the foundation for to digital transformation both economically and socially in order to promote and encourage new innovations in the overall country and the world. While such networked devices like smartphones are the key factor in making it easier for consumers to access the technology and connect online for their daily live. Since 1998 when ZTE Mobile Phone Research and Development Team has set up until now, the company has continuously applied innovations and technologies to product development. With a vision “To enable connectivity and trust everywhere”, and a mission “To connect the world with continuous innovation for a better future” to enable users around the world to enjoy all-around communication, including voice, data, multimedia, and wireless broadband.

If you are interested in and would like to know more about ZTE lastest 5 new smartphones visit 5 entry and mid tier affordable smartphones. Our corporate member, Benchachinda Holding is a leading digital service provider who support the rapid growth of the telecommunication industry in Thailand.

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