ZTE – Coming Soon to a Network near You
ZTE Technologies' major presence at this week's Broadband World Forum in Berlin is sending out a bold message to the international market place – namely that Europe remains a key focus of a company set to show international sales outgrowing China market success for the first time in its history.
At the show, Mr Lin Cheng, President of ZTE Western Europe, advised that the company had established a presence in most European countries within the last few years and already this year successes in places like Bulgaria, Spain, the United Kingdom, Estonia, Poland, Georgia and the Czech Republic has seen the ZTE phenomenon getting ever closer to a more prominent European profile.
Backed by a huge range of solutions, phenomenal R&D resource and a real commitment to new issues like sustainability and lower power output, ZTE was making ground quickly.
"We are overcoming all our challenges, one by one, and I am very confident about the European market going forward", said Mr Cheng.
"We have a very large customer base – for example 20 million lines of DSL in China alone – and the scale of these markets give us a price advantage.
"We also have lower costs for R&D and you must remember that the Chinese market is not that radically different from the international market in that areas like GSM and Broadband all conform to global standardisation - our products can be easily customised and we can add so much more, in terms of applications and network management."
Mr Cheng added that ZTE were also looking to improve the environmental acceptance of their solutions. Lower power usage and smaller products situated closer to the customer premises were of great interest to operators needing to show sustainability.
The only factor that might bring revenue back in favour of ZTE's domestic market, at least in the short term, might be the company's dominance in the China 3G market and the imminent boom of that market in the run up to next year's Beijing Olympics.
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