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.

Recommended

/r/y/j/inewspaper160.jpg

i newspaper has reason to celebrate on its first anniversary

Lara O'Reilly

As the i newspaper slices into its first birthday cake today, its doubters may well be eating humble pie as they look back on its overwhelmingly successful year in one of the toughest ever periods for print media. The 20p i was launched last October by the marketing, sales and editorial teams at the Independent […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

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

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now