ZTE drafts in Professor Green for UK push

Chinese mobile company ZTE, the world’s fourth biggest handset maker by volume, is to launch a major UK push as it looks to grab a share of the fiercely competitive handset market.

/b/n/w/professorgreen160.jpg

The company, which has switched from making white label phones by launching several own-branded Android smartphones this year, is targeting the UK youth market by becoming the headline sponsor of rapper Professor Green’s UK tour.

Wu Sa, director of mobile device operations for ZTE in the UK, says the rapper’s “vibrant and energetic” style matches its own brand values.

He adds: “Ultimately, though, the relationship is symbiotic. ZTE is supporting an artist with one of the most anticipated albums and tours of the year, whilst Professor Green is attaching kudos and relevance to ZTE as we drive our brand to a social networking driven youth market looking for choice in the handset market.”

ZTE, which has a 40% market share in China, surpassed Apple to become the world’s fourth biggest handset company by sales volume in the third quarter, according to Strategy Analytics. The company increased handset shipments by 57.9% in the three months to 30 September to take a 4.9% global market share.

ZTE’s push follows the unveiling of Nokia’s youth-focussed strategy earlier this week. The Finnish company – still the world’s biggest handset marker, according to Strategy Analytics – will release the Lumia 800 and 710 Windows smartphones later this year backed by a global campaign.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here