PDF - ZTE Corporation

PDF - ZTE Corporation
APRIL 2012
Information Roundup
Cover Show
Create a Unique Lifestyle with ZTE Optik
Product Snapshot
ZTE Mimosa Mini: A Cute Entry-level Android
STAR 7 009Z: A Carnival of Colors
Innovation Is
VIP Voice
Part of Our DNA
On February 14, Mobile World interviewed Luis
Avelar, chief marketing officer of TMN—Portugal
Telecom's mobile business. Avelar talks about
innovation, LTE and cloud services strategies, and
how he thinks the partnership with ZTE will develop in
the future.
April 2012
APRIL 2012
ZTE X500: A Great Success in the U.S.
ZTE Launches Its First Own-branded Smartphone
in Germany
Smart Gadgets
Ultrabooks Take Center Stage
Are You Ready for the Multicore Era?
Trends in Mobile Apps
Design Based on
“Caring, Creative, Simple, Smart”
Trends to Watch at MWC 2012
Mobile World Editorial Board
Chairman: He Shiyou
Vice Chairmen: Jiang Hua
Members:Chen Jianjiang, Chen Min, Gao Feng,
Cui Li, He Shiyou, Huang Xinming, Hu Li, Jiang
Hua, Li Yingfeng, Li Yuehua, Liu Guoqiang, Lv
Qianhao, Ma Wenlong, Wang Lei, Xiong Hui, Xu
Weiqun, Zhang Yinzhong
Sponsor: ZTE Corporation
Edited by Shenzhen Editorial Office, Technology
Strategy Department
Editor-in-Chief: Jiang Hua
Deputy Editor-in-Chief: Huang Xinming
Executive Editor: Liu Yang
Circulation Manager: Wang Pingping
Address: NO. 55, Hi-tech Road South,
Shenzhen, P.R.China
Postcode: 518057
Tel: +86-755-26776663
Fax: +86-755-26775217
Website: wwwen.zte.com.cn/endata/magazine
Email: [email protected]
Cooperation Partner: Mobile Information
Magazine Editorial Office
Publishing Date: April 30, 2012
Vol. 5 No. 2 (lssue 18)
April 2012
ZTE to Challenge Global Handset
Leaders with New Handset
to Europe more than tripled, and shipments of
ZTE has put out the challenge to mobile
ZTE terminals to the US doubled. Revenue from
manufacturers at MWC 2012 by announcing a new
international business now constitutes more than
range of high-specification handsets and tablets. The
60 percent of ZTE’s terminal revenues.”
new devices are aimed at the high-volume, highvalue markets of Europe, Japan, U.S., and China.
First among these new products is ZTE Era,
than 40 percent between 2010 and 2015. We are
one of the thinnest quad-core smartphones on the
striving to become one of the top three vendors in
market. Android phones headed for Europe include
the global handset market by 2015. The extensive
Skate Acqua, Kis, Blade II, and Mimosa X. Also
new range of handsets, tablets, data cards and
announced at MWC 2012 were Mifavor smartphone
user features we are announcing at MWC 2012
user interface, and ZTE Touch and Share near-field
will help us drive this momentum through 2012
communications applications.
and beyond. This is a new era for ZTE-branded
“Last year, the number of shipments of ZTE
1.ZTE's booth at MWC 2012
2.A choice of handsets
3.Tablets including the quad-core PF100
4.ZTE CEO Shi Lirong (2nd R) and ZTE SVP Xu
Huijun (2nd L) with high level managers from AT&T
5.ZTE cocktail party held on February 28
“Our long-term goal for the terminals division
is to achieve compounding annual growth of more
devices,” said He Shiyou.
terminals grew by 50 percent, exceeding our
According to the analyst firm, Gartner, ZTE
expectations. We achieved a 400 percent increase in
was ranked No.4 in terms of handset shipments in
shipments of smartphones,” said ZTE EVP and head
Q4 2011, and ZTE smartphone sales are growing
of terminals division, He Shiyou. “This growth has
faster than any other vendor except Apple.
been worldwide; shipments of ZTE smartphones
(Source: ZTE Corporation, Feb. 27)
April 2012
ZTE Uses a Quad-Core
Processor in Its Era
ZTE Announces Two
New LTE Handsets
Z T E a n n o u n c e d t w o n e w LT E
handsets running Android 4.0 and sporting
1.2 GHz and 1.5 GHz chipsets.
The PF200 smartphone has a
4.3-inch QHD capacitive touchscreen,
ZTE Era is one of the thinnest quad-core devices on the market.
ZTE Era has a NVIDIA Tegra 3 quad-core mobile processor and a NVIDIA Icera 450
HSPA+ modem. It is capable of high-definition multimedia and is only 7.8 mm thick. ZTE
Era has a 4.3-inch 960 × 540 pixel QHD screen, 8 GB MicroSD card, HD voice, and Dolby
sound. Running the Android 4.0 (Ice Cream Sandwich), Era is the most powerful Android
smartphone from ZTE. The Tegra 3 has a unique 4-PLUS-1TM quad-core architecture with
a fifth battery-saver core.
ZTE Era will be launched in Europe and China in the second half of 2012.
with an 8 megapixel camera and 1080
pixel front-facing camera for video calling.
The handset works across all the main
LTE, UMTS and GSM spectrums and is
Bluetooth 2.1, GPS, Wi-Fi, and A-GPS
enabled. It is compatible with digital living
network alliance (DLNA), mobile highdefinition link (MHL) for connecting to
home audio and video, and near-field
communications (NFC). The N91 handset works across
LTE FDD, CDMA and EVDO spectrums.
It has a WVGA (800 × 480) capacitive
touchscreen with 5 megapixel autofocus
and flash camera with a 1080 pixel frontfacing camera for video calling.
ZTE launches new devices led by ZTE Era
ZTE Goes High Definition with the PF112 Smartphone
ZTE PF112 is a high-definition smartphone with clear image quality.
It has a 4.5-inch 1280 × 720 pixel capacitive touchscreen with 16M colors and is the
latest in a new portfolio of ZTE Android 4.0 smartphones. It has exceptional video, audio
and comms capabilities in a high-end metallic 130 mm × 66 mm × 8.5 mm candy bar form.
ZTE PF112 has an 8 megapixel autofocus and LED flash camera as well as a frontfacing 720 pixel camera for video calls, face recognition, touch focus and HDR exposure
bracketing. It is aimed at anyone who demands a high-quality screen experience from
their smartphone. Also included is HD voice, Dolby audio, HSPA+ and Wi-Fi connectivity
with UMA, 8 GB eMMC, and 1 GB RAM.
April 2012
ZTE Unveils Mimosa X with Tegra 2
and Icera Modem
ZTE launched the ZTE Mimosa X at MWC 2012 in Barcelona. The phone
has a NVIDIA Tegra 2 mobile processor and NVIDIA Icera 450 HSPA+ modem.
ZTE Mimosa X runs on Android 4.0 and has a high-quality QHD 960 × 540
pixel capacitive TFT touchscreen. It also has a 5-megapixel autofocus flash
camera and a 0.3 megapixel front-facing camera.
It has advanced
audio distribution
profile (A2DP),
Dolby sound, DLNA
c o m p a t i b i l i t y, H D
video recording
and playback, dual
m i c ro p h o n e s , a n d
built-in gyroscope.
New User
ZTE Delivers Near-Field
Communication with
Touch and Share
ZTE has launched Touch and Share, a near field
communications (NFC) technology that enables users to
share data quickly and easily by automating Bluetooth
and/or Wi-Fi connectivity between devices.
ZTE Touch and Share enables users in close
proximity to connect instantly without the need to scan
for terminals and input a password. There is no manual
intervention. With Touch and Share, you simply choose
content you want to share and touch the device of the
intended receiver. This initiates the sharing.
Touch and Share has much potential in social
networking or mobile gaming.
It also has an Icera
baseband processor,
and Mimosa X
is the first phone
to incorporate
this cutting-edge
technology acquired
by NVIDIA last year.
ZTE Expands Its Windows Phone
ZTE has expanded its commitment to the Windows Phone platform with
the new ZTE Orbit smartphone.
ZTE Orbit joins ZTE Tania in the company’s portfolio of Windows phones.
ZTE Tania is commercially available in
ZTE Mifavor User
Interface Comes to
the U.K., Sweden, and other countries.
ZTE has launched an intuitive new user interface,
ZTE Orbit is based on the latest
called Mifavor, that provides clear Android handset
version of Windows Phone and comes
differentiation for ZTE smartphones.
with 4 GB memory, HD voice, and a 5
Mifavor will deliver an entirely new user experience in
megapixel autofocus camera with LED
ZTE’s forthcoming range of Android smartphones. The
flash. It will be available in the second
new user interface is more than an aesthetic overhaul—
quarter of this year.
the entire user experience has been re-engineered,
At the same time, ZTE announced
streamlining device interaction by reducing the number
the MF668A data card, which uses
of steps in the most common functions. Intuitive
Microsoft’s mobile broadband class
new functionality has also been added to make the
driver in Windows 8.
smartphone experience even more enjoyable.
April 2012
World Premiere of ZTE Blade II
Smartphone in Scandinavia
On March 29, ZTE launched its Blade II smartphone, the sequel to
and functional design, which is, of course, important to modern mobile
its bestselling Blade I smartphone. The turbo 3G Blade II was premiered
users,” said Fan Jiongyi, vice president of handsets, ZTE Europe and
in Scandinavia. ZTE Blade II has a smooth candy-bar design and is
North America.
faster, smarter, and thinner than its predecessor. It is equipped with a 1
GHz processor and Android 2.3 and is only 10.5 mm thick.
“Compared with its predecessor, Blade II has improvements in
ZTE Blade II is a turbo 3G-smartphone that has Wi-Fi, a 3.5-inch
WVGA touchscreen, 5-megapixel camera, and supports MPEG4 and
MP3. (Source: ZTE Corporation, March 29)
almost all areas. Consumers get a bigger engine for around the same
price. This will encourage people, regardless of their budget, to take up
a smartphone and explore smartphone capabilities and applications.
Young people will be particularly attracted to Blade II. It has a stylish
A booth in a shopping mall where customers could relax and experience the new Blade II
Pictures provided by Nicklas Sivander
Journalists at the press conference
ZTE and MetroPCS Launch Score M
Android Phone
ZTE No. 4 in Smartphone
Patent Applications
On March 19, ZTE announced ZTE
robust features that users demand. It is
With 972 smartphone patent applications
Score M, the first ZTE Android smartphone
affordable for people who want to trial or
in total, ZTE has applied for the fourth-highest
for MetroPCS Communications Inc.
upgrade to a smartphone and is available
number of smartphone patents of any company
on MetroPCS service plans. (Source:
T h e f u l l - f e a t u re d A n d ro i d 2 . 3
(Gingerbread) Score M has a 3.5-inch
ZTE Corporation, March 19)
A report by the State Intellectual Property
HVGA TFT display and weighs
Office of China published the global rankings. The
only 136 g. It also has a 3.2
report also states that ZTE is ranked first in China
megapixel camera — photos
in terms of the number of smartphone patent
and videos can be shared on
applications. To date, ZTE has acquired more
social networks. With more than
than 8,000 total cell phone patents at home and
450,000 Android applications
abroad. Of those, over 6,000 are Chinese patents.
and games, Google Play gives
It also holds more than 2,000 international PCT
people new ways to learn and be
patents, with more than 70 percent of those related
to 3G and cellular. (Source:ZTE Corporation,
The ZTE Score M has
April 2012
March 8)
Top-Notch Tablets
Only by constantly innovating can you set the trend. At a time
when dual-core processors are the norm, ZTE showcased two
quad-core tablets—T98 and PF100—at MWC 2012. These are
both powered by Tegra 3 chips and run on Android 4.0 Ice
Cream Sandwich.
ZTE PF100 has a 1.5 GHz quad-core Tegra
3 processor and a larger screen than the
T98. It has a 10.1-inch 1280 × 800 capacitive
touchscreen and is only 9.6 mm thick. The
tablet is eye-catching with a slim design and
high-resolution display. It has excellent audio
and video capabilities, and is suitable for 1080
pixel HD video and high-end games. It has
Android 4.0, 16 GB internal storage, and 1
GB RAM, which make it a high-end tablet. It
also supports HSPA+, DLNA, GPS, Wi-Fi and
Bluetooth. The back cover is made of metal.
•Standard UMTS/GSM •OS Android 4.0 •Display
10-inch 1280 × 800 WXGA TFT
megapixel front
•Camera 5 megapixel rear, 2
•CPU 1.5 GHz •Dimensions 259 mm ×
188 mm × 9.6 mm
T98 is a seven-inch multipoint touch tablet
that is only 11.5 mm thick. It runs Android
4.0 and is powered by the fast quadcore NVIDIA Tegra 3 clocked at 1.3 GHz.
The device is capable of 1080P HD video
playback, and it has a 5-megapixel rear
camera and 2-megapixel front camera.
•Standard TD-SCDMA/GSM •OS Android 4.0 •
Display 7-inch 1280 × 800 WXGA TFT •Camera
5-megapixel rear, 2-megapixel front •CPU 1.3 GHz •
Capacity 1GB RAM + 16 GB ROM •Dimensions
194 mm × 120 mm × 11.5 mm
April 2012
A Powerful Tool for
Wireless Internet
The ZTE AR910 mobile hotspot has a seamless
mirror-like surface; the panel and buttons have
a minimalist design. The device lets you share a
single 3G connection among five devices, which
may include PSPs, laptops, cell phones and
MP3s. When used as a USB modem, it enables
a computer to quickly access the 3G network.
The AR910 can be charged from the USB port
on a PC. It supports a 32G MicroSD card and a
micro USB port for convenient data sharing. The
built-in 2700 mA battery doubles working and
standby time.
• OS Windows2000/XP/Vista/Win7,
Mac OS and Linux
Standard CDMA 2000 1X/EVDO Rev. A •Size 107.2 mm ×
61.5 mm × 16.3 mm •Weight 200 g
Best Choice for
Entry-level Users
ZTE Fury
ZTE Fury is a new Android smartphone
released by Sprint. It has a 3.5-inch
A Practical
capacitive touchscreen, a Qualcomm
T28 is a black Android 2.3 phone made for Telstra.
M S M 8 6 5 5 1 G H z p r o c e s s o r, a
It has a Qualcomm MSM7227-1 Turbo chip, 512
5-megapixel camera, and 3G hotspot
MB + 512 MB capacity, and a 3.5-inch capacitive
capability. ZTE Fury costs only $20 on a
touchscreen with 800 × 480 pixel resolution. It has
two-year contract with Sprint. It is also
Telstra’s Bluetick rating, which means it provides
family-friendly, and is compatible with
better coverage in rural and regional areas. It has
Sprint Family Locator and Sprint Mobile
an external RF connection port, which is useful in
weak signal areas. It can also be used with a carkit.
•OS Android 2.3 •Standard CDMA 2000 1X/EVDO Rev.A
capacitive touchscreen
1 GHz
•Capacity 4 GB ROM + 512
MB RAM •Camera 5-megapixel
April 2012
•Standard Android 2.3 •CPU 800 MHz •Capacity 512 MB
RAM + 512 MB ROM •Camera 5 megapixel •Display 3.5-inch
800 × 480 capacitive touchscreen •Size 115 mm × 58 mm × 12 mm •
Weight 120 g
Simple and Elegant
ZTE Atlas 3.5
Atlas 3.5 is a simple and elegant candybar with a 10.4 mm thin body. It is available in
black or white; the white version has a silver metal frame and white touchscreen, and the
black version also has a silver frame, which makes the phone look even thinner. Atlas 3.5
also has a slightly curved back. It has a primary 5 megapixel camera with back illuminated
sensor which gathers more light and enables better picture quality even in low light
condition, and a secondary 0.3 megapixel camera for video calling and chat. The phone
runs on Android Gingerbread and has a gyroscope sensor for richer gaming experience.
•OS Android 2.3 •Standard GSM/GPRS/EDGE/UMTS/HSDPA •CPU 800 MHz •Display 3.5-inch 800 ×
•Capacity 512 MB ROM + 512 MB RAM •Camera 5-megapixel rear, 0.3-megapixel front •
Size 115 mm × 58 mm × 10.4 mm •Weight 130 g
An Affordable Phone
with a Large Screen
ZTE Acqua
ZTE Acqua is a continuation of ZTE’s Skate
series. It has a 4-inch screen and Android 2.3
(An upgrade to Android 4.0 will come in June). It
also supports HD voice and dual microphones
for noise cancellation. The phone is powered by
a Qualcomm MSM7227A CPU, which when
combined with the phone’s 4GB ROM enables
smooth video playback. The outstanding Acqua
also comes at an affordable price.
1GHz •OS Android 2.3 •Display 4-inch 800 × 480 (WVGA)
5-megapixel rear + 0.3 megapixel front
Capacity 4GB ROM + 512MB RAM •Size 120.5 mm × 63.6
mm × 10.9 mm •Weight 130 g
The Star of USB Modems
ZTE MF821 is a 4G USB modem made of glossy plastic material and has a
stylish look. It has a 210 degree rotary connector for signal reception, and it can
be folded away when not in use. It supports 4G (LTE-FDD) wireless network
with download speeds of up to 100 Mbps and upload speeds of up to 50
Mbps. It also supports dual-carrier HSPA+ with download speeds of up to 40
Mbps and upload speeds up to 5.76 Mbps.
•Standard LTE-FDD/HSPA/UMTS •Speed Upstream: up to 50 Mbps, downstream: up to 100
Mbps •OS Windows XP/Vista/Win7; Mac OS •Size 87.3 mm × 29.5 mm × 14 mm
April 2012
Innovation Is
April 2012
Part of Our DNA
By Li Jiagui
ortugal Telecom is the largest operator in Portugal,
and its business covers almost every area of
telecommunications. In a market where mobile
penetration is above that of the EU, Portugal Telecom keeps on
innovating. ZTE started cooperating with Portugal Telecom ten
years ago, and in 2009, launched the BlueBelt smartphone with
TMN—PT's mobile business. This partnership has redefined
the local smartphone market. On February 14, Mobile World
interviewed Luis Avelar, chief marketing officer of TMN. Avelar
talks about innovation, LTE and cloud services strategies, and
how he thinks the partnership with ZTE will develop in the
Q: Could you briefly introduce Portugal Telecom?
Luis Avelar: Portugal Telecom is the biggest company in Portugal that
specializes in telecommunications services such as mobile, fixed line, TV,
and Internet. We are a multinational company and have a presence in four
continents. We have strong operations in Brazil, and we also have operations
in Europe and in Asia. Our customer base is around 90 million.
We have strong R&D and a long history of innovating. Because we have
knowledge of different markets and can understand different cultures, we are
uniquely experienced in connecting with other people and transforming their
needs into telecommunication services. We develop services according to
customer needs. The prepaid system was invented by TMN, and we are very
proud of that. But now we are looking into other areas.
Now we are very strong in integrated services, specifically, IPTV. We
completely transformed our fixed-line business, and we are now the fastestgrowing IPTV operator in the world. We are moving forward in that direction,
combining capabilities in IPTV with advances in optical fiber networks.
So we have mobile capabilities, and we are strong in building optical
Luis Avelar, chief marketing officer of TMN
fiber and 4G infrastructure. We are going to be one of the first 4G operators
April 2012
in the world. Our focus is to develop the digital
world for people. If a corporate customer wants
to become a truly digital player, they should
come to us; if an individual customer wants
to experience digital life, they should come to
us. Our vision is to deliver any digital service
in a cost-effective way, regardless of whether
infrastructure is fixed, mobile or cloud.
Q: TMN is the largest mobile operator in
The new challenge is how to develop
devices, platforms, services and customer
support so that customers can benefit from
mobile Internet and use services to make
their lives better.
Portugal. What challenges does it face?
Luis Avelar: TMN is the leading mobile
operator in Portugal. We also have a lot of
These are the challenges we are facing today.
mobile operations in other parts of the world. We
Q: Operators are developing VAS to beat
Of course, they are very strong. People
invested in prepaid; we were the first to launch
over-the-top players like Google and Apple. What
want to buy their services, specifically hardware
3G; and we have an in-depth knowledge of
is TMN’s strategy?
from Apple. But we are working with them, with
mobile. Mobile has now moved into another
Luis Avelar: Google and Apple are trying
everybody, including ZTE. So we have a range
stage; now it’s not about voice, SMS or MMS
to move in on our space, but we have our own
of things people can choose from. Most of the
but about mobile internet and mobile content for
competitive advantages. We know who our
products we are talking about are high-end
smartphones and tablets. So the new challenge
customers are, where they live, where they
products with high prices. Some of consumers
is how to develop devices, platforms, services,
move, and what they like. We are trying to build
have a lot of money, some have little money. We
and customer support so people can benefit
this kind of database to work specifically for
develop packages for these customers, and that
from mobile internet and use these services to
every consumer. Google and Apple may try to
can be very profitable.
make their lives better.
do the same thing, but it’s much more difficult
We have a number of platforms for delivering
We are here to provide whatever digital
for them. We also have localized content and
services. We have the IPTV platform, which is
things people need in terms of mobility. The
services. We are much closer to our consumers
more developed than Apple TV, and we have
major challenge is to understand what people
than other companies are. We have a direct
the IMS platform, which provides customized
want and what they may not want now but
relationship, that’s why I talk about customer
services in a way that I don’t think Apple and
will need in the future. We have consumer labs
support. It’s very important. We not only provide
Google can actually do. We have also developed
where we examine trends. We also have a
methods, platforms, devices and services, but
a music offer, called musical box. Apple can only
terminal equipment lab where, together with the
also customer support. By having all these things,
beat this if they provide their iTunes for free. To
manufacturers, we test every type of device. By
I think we are in a better position than Google and
us, the important thing to us is not about the
knowing what the feature will bring and what
customers are expecting, we have a vision of
where we should go.
Of course, we sometimes do not have
everything to immediately satisfy customer
needs, so we build a network of partnerships
with other companies. For example, we
have partnerships with ZTE and Samsung
for terminals, and we have a partnership with
Microsoft for IPTV. We have these partnerships
so that we can have best things to offer.
The main challenges TMN has now are how
to transform this into a compatibility advantage,
how to develop services that customers will
benefit from, and how to merge mobile and
fixed-line services into an integrated global offer.
April 2012
TMN's headquarters in Lisbon, Portugal
expertise and platform to give something to your
customers that they are eager to use and that is
easy to use.
Another innovation is combining mobile
with TV. This is called TV on the road. All the
services you subscribe to on your IPTV platform
you can take outside on your smartphone,
tablet, or PC and have a similar experience. It is
available wherever you go. We provide content
services regardless of the operator. But if you are
our customer, you don’t pay the price.
We are not afraid of competition.
Competition makes imagination and innovation
thrive. We will go down the road of innovation.
Innovation is a major part of our DNA.
Q: What do you think of LTE and clouddirect revenue. The benefit of this service is to
the first keyboard touchscreen phone. We
make the customer happy with us, stay with us
designed the BlueBelt phone with you, and it
Luis Avelar: We think 4G is a way to
and reduce the churn rate. This leads to bigger
has very good specifications at a very affordable
improve customer experience. Together with
price. We cut the price of a smartphone by
our IPTV division, we are developing 4G services
based services?
Q: TMN positions itself as an innovative
half, and at the same time, we develop the
that people can benefit from. LTE not only
operator. How does it push innovation? Could
market. After one year of selling BlueBelt, the
provides better throughput for Internet access,
you give an example of TMN's innovation?
smartphone market in Portugal almost doubled.
it also makes services and content available
Luis Avelar: We have a program called
The end result is that by introducing innovation
on every screen. Our LTE strategy must be
“open” that is designed to help develop a vision
into the market, you developed something that
complemented with a Wi-Fi strategy. We have
for every segment for the next three to five years.
was not there in the past. Smartphones used to
2000 hotpots throughout Portugal. On top of
At the same time, we run a trainee program in
be very expensive and only for a small part of the
that, we have one million IPTV customers; they
conjunction with universities in Portugal to bring
market. Today, half of all people buying mobile
all have Wi-Fi in their house. So we are counting
talent into our company when they are very
phones buy smartphones.
on people to offload the traffic from the mobile
young. They can breathe the PT culture very
Another recent example is personalized TV
network onto the Wi-Fi network to lower the
early on. We have always focused on creating
channels that are a combination of Facebook,
traffic pressure on the public infrastructure. We
a clear strategy for the future. There is nothing
YouTube and iCloud. We are talking about
believe that LTE is much more cost-effective. It is
better than using young talent to make sure we
moving the social network into the TV space
five to six times cheaper to transmit information
deliver the five things that will be our strength in
by using IPTV. People can make their own
on a LTE network than on a 3G network.
the future.
channels on their TVs at home. They can open
We are now building the cloud-based
We are experimenting with a number of
these channels to anyone or for their family
services. We are doing this from two different
new ideas. In mobile, fixed, and combined, we
only. Sometimes you don’t really have to invent
angles. One is personalized channels; you can
have the strongest offers in Portugal. In the last
something totally different; you can use your
create your own TV, and you can put all your
few years, PT has completely changed people’s
perception of our company. We are considered
not only a solid company but also the most
innovative company in the country. It’s not easy
for a traditional company to move into the ranks
of the most innovative companies. We have
managed to do that.
An example of innovation is the pre-paid
card. Another is that we have locally developed
We are not afraid of competition. Competition
makes imagination and innovation thrive. We
will go down the road of innovation.
April 2012
China many years ago. I remember when I was
in VIVO, we bought 1 million handsets from ZTE,
which was the first overseas order you had. We
Mid-priced phones are disappearing,
but the high-end market remains.
Everybody is going to entry-level
smartphones and feature phones with
have worked together closely for years. BlueBelt
is the result of this partnership. It’s designed and
developed by our two engineering teams.
We are now working with ZTE on our
IPTV platform. We are giving you our input to
make that platform better. We are also going to
develop phones together. The future is about
cooperation. Because of the group work we
have done together in the last ten years, I think
photos and videos on our unlimited cloud.
of terminals in the global market has decreased
our partnership will remain forever. We like you;
That’s for personal customers. For enterprise
about 15 to 20 percent, but the number of
you like us. It’s a way to move forward.
customers, we are developing our cloud-based
smartphones has gone up. The average value
telecom services. At present, we are building
of a purchase is going up.
the biggest cloud infrastructure in Portugal. It is
in the middle of the country, and it is supposed
Q: What benefits has ZTE's partnership
brought to PT?
The Portuguese market is very well-suited
for testing new products. It’s a small market.
If you make mistake, it’s a small mistake. The
Portuguese people are very keen on technology.
to be connected in a year or so. With that
Luis Avelar: We started our relationship
They are open to using new kinds of devices.
infrastructure, we will be able to provide services
more than ten years ago. You’ve been
It’s a very good testbed. ZTE understood that
for the Portuguese market, and other European
instrumental in regulating the price for us. You
and helped us because we helped ZTE develop
countries will also be able to use our cloud
provide cheaper phones and adapt your phones
their products also. We are similar to the rest
resources. With clouds services, you can have
to our markets. That is very important. You bring
of Europe. By testing your products here, you
whatever you want wherever you want it. You
new things, such as BlueBelt, to this market.
can then move into Europe. So these are the
just have to get people connected to the cloud.
You shape this market, and this makes other
success factors in our good relationship.
Q: What is your plan for terminal
brands focus their R&D efforts also. Without the
help of ZTE, we might not have
Luis Avelar: The low-end segment is going
been able to bring customers
down. We are thinking that people are moving to
into the data market. So it’s not
phones that are not yet smartphones but which
only about cost effectiveness;
have full screen and SNS capability. They are
the capabilities of phones create
2G handsets with Facebook capabilities and a
new markets.
reasonable camera. People are moving from lowend phones to phones that cost 50 to 70 euros.
Together we are developing
different ways to create data
We also see that there is an explosion in the
services. At the same time,
number of purchases of 80 to 90 euro entry-level
we can work together on a
smartphones. The take-up of these touchscreen
roadmap of new services. The
phones has been very intensive. ZTE’s
benefit is not only in cost; you
touchscreen and Qwerty phone have been
help us develop capabilities,
doing well in Portugal. Mid-priced phones are
knowledge, and ways to
disappearing, but the high-end market remains.
develop services.
Everybody is going to entry-level smartphones
Q: ZTE is now the strategic
and feature phones with SNS. These are the
partner of PT. How will this
three main segments.
relationship evolve in the future?
Now one third of phones that we are
Luis Avelar: I think we are
buying are smartphones, but we think we will
the first major operator to have
get to 50 percent very soon. The average price
purchased terminals out of
April 2012
The feeling is contagious—
A product born from brilliance
Inspires brilliance within us,
Gives us the tools to shine brightly
In this world
Like a shard of light through a
dusty room.
ZTE Optik has a 7-inch capacitive touchscreen with 1280 ×
800 pixel resolution. It runs on Android Honeycomb.
Create a
Lifestyle with
ZTE Optik
Model: Anna
Photographer: Yanjun (Anno vision)
Make up: Huaqi (Yangqian vision)
April 2012
Style means taking a risk,
Stepping over the line
To make a break from mediocrity.
With its gracious curves and
elegant silver casing,
Optik ensures your step into style
Will never be taken in vain.
Optik features a 1.2 GHz dual-core Qualcomm Snapdragon
processor, 1 GB RAM and 16 GB storage
April 2012
Without the fine touch of leisure
Memory locks into monochrome
Blocks of time—
Optik video and games
Leak color into the fissures
Of endless days
And break apart the staleness,
With pure joy.
Optik has a five megapixel rear-facing camera and a two
megapixel front-facing camera. It also includes SNS
integration and access to apps like Sprint TV and Sprint
Music Plus.
April 2012
ZTE Mimosa Mini:
A Cute Entry-level Android
By He Liu
Just like an elf, it is
an d cu te . It is st
ro ng ev en th ou gh
the body looks de
licate. With a m
to uc h of yo ur fin
ge rti ps , yo u ca n
communicate with
the world.
April 2012
The handset was unveiled at MWC 2012.
The four keys are responsive, and the two-row
Mimosa Mini works on GSM/GPRS/EDGE
It is a 3G Android smartphone aimed at Android
design prevents incorrect operation because of a
850/900/1800/1900MHz and UMTS/HSDPA
beginners. Simple and practical, it provides a
narrow space.
900/2100MHz networks, offering very good call
new choice to consumers who want a high-
Mimosa Mini has a 3.5 mm audio jack
quality without any noise interference. It supports
value smartphone. Mimosa Mini proves that
and is compatible with any audio device with
Wi-Fi 802.11 b/g/n and Bluetooth 3.0 with EDR
low cost means good value for money, not low
a 3.5 mm jack. If a headphone is plugged in,
for fast data transfer services.
the phone can be turned into a portable radio.
Mimosa Mini also supports SD cards up to 32
Exquisite Design
GB, which is convenient for storing movies,
The handset has no excess decoration and
seems unpretentious; however, when you take a
closer look, it is unique. The sides of the handset
music, or large files.
Strength Within
have the appearance of a new moon in the
Apart from its exquisite appearance,
midnight sky that creates a shinning silver arc. Its
Mimosa Mini also has the inner beauty to attract
dimensions are 105 mm × 56 mm × 13.3 mm,
attention. It is powered by mainstream Android
so it is small enough to fit into your palm and is
2.3 and it comes with mobile hotspot capabilities
particularly suitable for women to carry around
and GPS.
in their bags. It has a piano lacquer finish, and
Like other Android phones, Mimosa Mini
the 2.8-inch capacitive touchscreen is flanked
allows you to download apps through the built-
by a sleek curved outline. The usual four Android
in Android market, and the handset can be
buttons are divided into two rows, with the home
used for either business purposes or recreation.
button placed at the bottom and the remaining
Mimosa Mini has a 2-megapixel main camera
three buttons in a row underneath the screen.
and 0.3-megapixel front-facing camera for video
Cell phone hardware is becoming highend, and this may not suit everyone’s budget.
For many people, cell phones with the most
basic functions meet the needs of daily life. As
well as having basic communication features,
Mimosa Mini also makes your spare time more
pleasurable and your work more convenient.
Complete functions are packed into in a small
body, and Mimosa Mini is a great entry-level
rows to
ed in
as a
ack h
The b a i n t h e
left co
T he b
ilt-in A
April 2012
STAR 7 009Z:
A Carnival of Colors
By He Liu
STAR 7 009Z is the ninth product launched
by ZTE and SoftBank. It is inspired by the solar
system and is available in Neptune green, Venus
yellow, Mars red, Jupiter pink, white Moon, black
Saturn, and blue-green Earth.
April 2012
Hunter II. The handset easily ran Fruit Ninja,
STAR 7 009Z has a glossy piano finish,
which can be found in all smartphones.
and there are three buttons on the phone.
Dungeon Hunter II is a 3D game recently
The 3.5 mm headphone jack and mini USB
released by GameLoft. The file size is over
port are located at the top of the handset and
900 MB, which should be a big challenge
are covered by rubber plugs so that they are
for STAR 7 009Z; however, the game ran
waterproof. STAR 7 009Z is waterproof to
very smoothly on the phone. Over one-hour
IPX7. There is a small antenna on the back
of game play, there was almost no jamming,
for receiving mobile television signals and
and the handset didn’t give off much heat.
strengthening Wi-Fi signals.
STAR 7 009Z also has very good
There is a virtual slide unlock for the
video playback. The 720 pixel Diablo III:
screen, and the phone does not have the
Black Soulstone with computer-generated
original Android 2.3.4 interface. Click the AllApp
animation runs fluently on the device, and
button in the bottom and 12 cute app icons
you can go forward or back freely. The
appear. The handset runs smoothly and quickly
animation’s outstanding audio and visual
when switching between.
effects are fully displayed.
Battery Life
Although the phone is targeted at the
Battery life is another important criterion
low-to medium end market in Japan, STAR
when consumers choose a smartphone. After
7 009Z still has powerful hardware. It has a
being fully charged, the battery still has 91%
1 GHz Qualcomm processor and a 3.8-inch
power left after 16 hours of standby. We used
multitouch screen. It is pre-loaded with
the phone intensively: half an hour of HD video
Bluetooth, GPS, and Wi-Fi, and it supports
playback, one hour of Wi-Fi connection, more
than two hours of gaming, and two hours of
On AnTutu, an Android system
music playback. The STAR 7 009Z still had
performance program, STAR 7 009Z scored
11% power left. So the phone has good
3278 points, which is good for its class. It
battery life and can be used normally for about
is more than adequate for daily use. The
two days without recharging.
smoothness of game play is an important
indicator of smartphone performance. To
test the gaming performance of 009Z, we
choose two games with different hardware
requirements: Fruit Ninja and Dungeon
STAR 7 009Z has sophisticated design,
hardware, and interface.
1.The antenna design enables mobile
TV and stronger Wi-Fi reception
2.The device easily handles Fruit Ninja
3.Dungeon Hunter II runs smoothly
4.The AllApp interface has a cute
cartoon style
5.STAR 7 009Z looks stylish with a
glassy piano finish and streamlined
April 2012
ZTE X500:
A Great Success in the U.S.
On 5 March 2012, ZTE Mobile Telecom (ZTEMT), a majority-owned
September 2011. The phone is based on Android 2.3 Gingerbread
subsidiary of ZTE Corporation, celebrated the success of ZTE X500 in the
and features a 3.5-inch HVGA capacitive touchscreen and a 3.2
U.S. by throwing a party at the Shenzhen Intercontinental Hotel. ZTE X500
megapixel camera. It includes the innovative Muve Music service, and
is a music smartphone that incorporates an operator’s value-added music
with Cricket’s $55 Muve plan, users get unlimited song downloads,
ringtones, and ringback tones. They also get unlimited text, picture,
Guests from Cricket, ZTE, and ZTEMT were present to give their
and video messaging; 3G mobile data; mobile video; data back-
insights into the success of ZTE X500 in the U.S. They declared closer
up; and 411 assistance. ZTE Score incorporates SRS WOW HD
co-operation in the future to tap into the music smartphone market.
technology for high audio quality and dynamic 3D with deep bass and
ZTE X500 (ZTE Score) was launched in the U.S. at the end of
April 2012
clear treble.
Matt Stoiber, senior vice president
of devices, Cricket Communications
“You envisioned this product a year ago at Mobile World
Congress, and we agreed to develop it together. The X500
would not have been as successful for Cricket as it has been
if ZTE hadn’t partnered with Cricket from the beginning. Our
partnership is valuable because we listen to what the customer
wants, and it’s successful because together we work together
to develop devices that meet customer needs. Thank you very
much for being good partners and listening to our customers’
needs. The phone design is as important as the partnership
and how you understand what Cricket customers want. Once
customers see the great quality of X500, they look forward to
seeing the next gadget from ZTE.”
ZTE USA CEO, Cheng Lixin
“X500 was ZTE’s first smartphone in the U.S., and it was an
instant hit. The fundamental reasons for our success are mutual
trust between ZTE and the operator, consistent goals, and
continuous investment. This achievement is not only a milestone,
it’s another step towards long-term partnership with Cricket. We
all agree on the necessity of having strong partners like Cricket to
help us introduce new products and services.”
General Manager of ZTEMT, Hou
“X500 has quickly won the favor of consumers since it
debuted in September last year. It’s a smartphone customized
for Cricket’s value-added music services, and it’s designed to
increase their ARPU and reduce churn rate. We are committed
to creating mobile products with added value and content
so that people can enjoy the convenience of mobile services
anytime and anywhere.”
Handset General Manager of
“After six months of R&D, ZTE X500 was launched in U.S.
last September. It has sold really well in such a short time, which
is pleasing and is proof of ZTE strength in handsets. Largescreen smartphones are becoming the norm, and it has become
harder to stand out in the competition. ZTE X500 differentiates
itself with its enhanced audio features and affordable price.
Feature smartphones is one of our strategies, and in the future,
we intend to develop waterproof sport smartphones and
business smartphones.”
April 2012
ZTE Launches Its First Ownbranded Smartphone in
Pictures provided by Susanne Baumann
On 16 February 2012, ZTE launched its Skate smartphone at the
Eight Seasons club in Munich. The handset was launched with Telefónica
Germany and is the first in Germany to be branded with the ZTE logo. The
same ZTE-branded device is sold in Spain in conjunction with Telefónica S.A.
Thirty-nine journalists attended the launch along with more than
150 guests from O2 and partner companies. Three actual skaters were
a highlight of the launch, and keynote speeches were given by Peter
Rampling, CMO at Telefónica O2 Germany; Wang Shunqing, Chinese
consul-general; and John Lee, general manager of ZTE Germany. ZTE
Skate phones were given out as prizes.
John Lee presented the handset to the public and highlighted
ZTE's goal of establishing its own brand. ZTE plans to further enhance its
smartphone market strategy.
“ZTE Skate is the first in a series of smartphones that are to be
launched under ZTE’s own brand in Germany this year. Having already
achieved global sales of more than 2 million units, the device is one of the
flagship products of ZTE and has helped the company establish its own
label in Spain, UK, France and other regions,” he said.
ZTE Skate is available through the O2 My Handy payment scheme,
which requires a first installment of €1 and 24 monthly installments of €10.
Combined with the O2 Blue XS tariff of only €9,99 per month, Skate is an
ideal smartphone for beginners.
April 2012
1.(L-R) Wang Shunqing,
Chinese consul-general; Peter
Rampling, CMO at Telefónica O2
Germany; and John Lee, general
manager of ZTE Germany
2.Terminal exhibition
3.Skating demonstration
4.John Lee gives a speech
Ultrabooks Take
Center Stage
By Wu Dan
ltrabooks were in the spotlight at the Consumer Electronics Show 2012. If 2011 was
the year of tablets, 2012 is the year of ultrabooks.
The concept of an ultrabook was first proposed by Intel in 2011,
4.An ultrabook has greater room for unique
when conventional laptops were being usurped by sleek tablets and
design. People are tired of the stock-
Apple’s Macbook Air. Ultrabooks have an ultraslim body and extra
standard designs of desktops and laptops.
long battery life. Samsung, Lenovo, Dell, Acer and Toshiba all have a
The ultrabooks already unveiled all have
lineup of ultrabook models that offer rich user interaction, advanced
unique designs. One ultrabook manufactured
technology, and stylish design.
by ASUS is wedge-shaped and has a
Compared with traditional laptops and tablets, ultrabooks
concentric design on the lid.
improve user experience in four ways:
The greatest obstacle to promoting the ultrabook is its price
of around US$1000. This has meant that sales have been relatively
1.They mostly use solid-state drives for minimum
startup time. Users can feel this increased speed
when applications are running or during start-up
and shut-down. Solid-state drives increase cost,
and this affects how ultrabooks are marketed,
particularly at the introductory stage.
sluggish after debuted in the second half of last year. However,
the ultrabook market is expected to grow. iSuppli predicts that
ultrabooks will account for 13 percent of global shipments in 2012,
and this figure will increase to 43 percent over the next three years.
Manufacturers are hoping to reinvigorate the slumping PC market
through ultrabooks.
When the present 32 nm process transitions to 22 nm, new
processor platforms will be released that will give rise to products
2.The ultraslim body of an
ultrabook makes it extremely
portable. Most ultrabooks weigh
a mere 1.3 kg, with the heaviest
weighing in at 1.5 kg.
that are more slender and perform better. Some manufacturers are
considering using touchscreens on their ultrabooks to meet the
demands of some user groups. The price of ultrabooks will eventually
come down to a level that is competitive with traditional notebooks.
The emergence of ultrabooks will redefine the PC industry in the next
three to five years.
3.With low-voltage Core i3, i5 and i7 processors, ultrabooks
have superior performance. Tests conducted using
CINEBENCH show that a low-voltage Core i5 processor
has very similar performance to a standard-power Core
i3 processor. The integrated graphics card in an ultrabook
is similar to an entry-level independent graphics card and
is satisfactory for handling mainstream games, daily office
applications, and HD video playback.
April 2012
Ar Multi
A multicore processor has two or more cores that correspond
to multiple CPUs on a PC. The multicore era will come quickly but
not overnight. After years of tepid development, Android is now
popular and stimulating demand for high-performance CPUs. By
By Ciaclee
Because of its special operating mechanism,
Android places high demands on device hardware,
especially the CPU. The growing popularity of
Android has therefore spurred the development of
new mobile device hardware. Although the majority
of smartphones and tablets still use single- or dualcore processors, the future is in quad-core processors,
which are setting new performance records.
April 2012
the end of 2011, breakthroughs have been made in the frequency,
manufacturing, and architecture of mobile device CPUs. Not long ago,
a 1 GHz single-core processor was still a dream; now, 1.5 GHz dualcore CPUs are the norm, and quad-core Tegra 3 and MSM8960based phones have been released. CPU vendors have transitioned
from a 65 nm to 28 nm manufacturing process; ARM architecture
has evolved from Cortex-A8 to Cortex-A9, and products based on
the even more powerful Cortex-A15 are on the horizon. Mobile device
CPUs are being developed at an unprecedented speed and are
expected to reach PC-like performance levels.
During the CPU race, which manufacturers should we be familiar with?
Texas Instruments is an established
NVIDIA is a rising force in mobile
computing. The company shifted its focus from
PC graphics to mobile CPUs and has taken
the lead with its quad-core mobile processor,
Tegra 3. Tegra 3 is the world’s first quad-core
ARM Cortex A9-based processor and has
been clocked at 1.5 GHz. It is built using a
40 nm process. The Cortex-A9 architecture
gives high performance and is energy efficient.
Tegra 3 has its own GeForce graphics unit
with powerful audio processing and video
decoding. It will give rise to a new era of mobile
devices and is already a milestone in the
development of mobile device CPUs.
semiconductor company. Although it
Qualcomm’s Snapdragon S4
series includes the flagship chipset—
the quad-core APQ8064. It is made
using a 28 nm process and is capable
of speeds up to 2.5 GHz per core. The
processor is based on an architecture
similar to Cortex-A9 called Krait, which is
high-performance, has improved power
efficiency, and supports multiple cores.
The APQ8064 processor has an Adreno
320 quad-core GPU, which is four times
faster than the older Adreno 220.
Will multicore CPUs allow mobile devices to become as powerful as
A multicore CPU gives manufacturers greater room to create. With
a powerful CPU, more features can be added to devices without speed
and smoothness being affected. As the manufacturing process improves,
CPUs will become smaller and smaller. The space saved could be
allocated to the battery, for example, to allow for more flexible design.
The most important benefit of a multicore CPU is enhanced gaming.
With continuous release of graphics-intensive games, the demand on the CPU
becomes high. "Shadow Gun," for example, can’t be smoothly played on the
most powerful single-core CPU but it runs easily on a dual-core CPU such
as Tegra 2. Using a powerful quad-core CPU Tegra 3, the game would
run perfectly. Animations and lighting effects are more realistic.
Multicore devices also allow for high-quality video
recording and playback. They have more powerful audiovisual processing than single–core devices, and this will
impact the low-end digital video market. When mobile
devices can play HD videos, they will become the center
of home entertainment. In the future, DVD players might be
replaced by mobile devices with multicore CPUs.
has not launched a quad-core CPU, it
has released a dual-core OMAP5-based
reference design. The 2 GHz dual-core
OMAP5 processors are built using a 28
nm process. They have an ARM Cortex
A15 architecture, which is twice as fast as
the Cortex A9. The dual-core processor
has a built-in PowerVR SGX 544 graphics
engine from Imagination Technologies that
supports 1080P HD video playback. An
OMAP processor requires less power and
emanates less heat.
Smartphones, tablet PCs, smart TVs, and even future
digital home rely on powerful CPUs. Powerful hardware is
the most important guarantee for product performance and
user satisfaction. Terminal manufacturers are pursuing everincreasing levels of performance and, together with fierce
market competition, this is driving innovation. The trend of
multicore CPUs is unstoppable. Six-core, eight-core, and higher
numbers of cores are not far way.
Trends in
Mobile Apps
By Wang Yu
obile apps are being rapidly developed as people turn to
smartphones and tablets to read news and microblogs,
to chat, and to play games. PC apps have been
transplanted onto mobile phones, and functions that don’t exist on
PCs have appeared on mobile phones. Mobile app development
must be considered in handset design.
“Where Are You?”
Up in the Cloud
a call “Where are you?” If the other person is in the
you were out of the office? It’s frustrating when you
supermarket, you might ask them to pick something
don’t have your computer with you and there is no
up for you. But the chances of them being in the right
backup in your phone. With cloud services, you can
place at the right time aren’t high. Unless they tell you
access all your files, music, contacts, and favorites
where they’re heading beforehand, you may not be
stored on your PC. New contacts, photos, and call
able to coordinate with them. This is where location-
history on your mobile terminals can also be backed
based services can help. LBS allows your smartphone
up on the cloud and accessed on your PC. Because
to show the locations of your friends and family so you
such apps carry a large amount of information, network
know when to call them.
transmission speed needs to be fast.
How often have you asked someone during
MyPosition is the most featured
position-sharing application
April 2012
Have you ever needed documents or files when
Springpad is a data collection app that
allows users to save, organize, and share
Photoshop for Phones
Seeing is Learning
cameras is improving, and associated apps
function of web apps. The Internet is a
must be kept up to date. Phones should be
growing encyclopedia and must always be
embedded with photo editing apps, and the
updated to answer queries. Mobile Internet
simpler the app, the better. Users expect
has to keep conveying and developing
to create retro, lomo, and dreamlike effects
knowledge. Methods of searching have
quickly and easily so that images can be put
expanded, from inputting keywords to voice
onto their microblogs. A camera that can
recognition, and have become smarter. In
apply effects and automatically send images
the future, you can obtain useful information
to your microblog is handy. LBS makes this
about a plant by taking photos of its leaves or
possible by telling you the most common
fruit when you are outdoors. When traveling,
effect in the same location and recommends it
you will be able to take photos of surrounding
to you.
buildings and find them on an online map.
The resolution and focus of mobile phone
Searching has always been an integral
Data can be also obtained from photos taken
My Community
of Friends
Information about your
friends may be stored in clouds
that are far removed from your
cloud. This means you have to open
many SNS apps to get information about
your friends. Your phone soon becomes
overcrowded with apps that have similar
functions. Why is everyone not in the same
community? People cannot be forced to use
the one SNS app, so the SNS apps of your
friends can be combined into one app. After all,
you only care about your friends’ information,
Pixlr-o-matic is a free image
editing app that allows users to
add different styles to photos
not which communities they belong to.
Google Goggles can automatically
search for information from
photos you take with a handset. It
can identify trademarks, books,
DVDs, CDs, artwork and bar codes
The Web 2.0 Look
Apps should be fashionable outlook
and work well. The delicate style of Web
2.0 has spread to phone apps. Visual
quality has been greatly improved by the
increasingly intricate icons and text made
possible by improved resolution. There are
no more jagged white characters on black
TwitterDeck integrates SNSs such
as Facebook, Buzz and Foursquare.
You can receive feeds across a
variety of SNSs and post your status
background or static animation. Brighter
colors, quality buttons and fluent animation
all improve the app’s quality. The crystal and
simulation effects in Web 2.0 shorten the
Mobile phone app design must
evolve around the concept of “Internet
users on the move.” We can provide
customized services based on location
and also integrate data from different
terminals through the Internet. Apps
should be simple to use. With the growing
integration of mobile and Internet, people
will enjoy greater convenience brought
about by shared information and cloud
distance between the phone and the user.
April 2012
Design Based on
“Caring, Creative, Simple, Smart”
ood design incorporates humanism, imagination, simplification, and contemplation of origins. “Caring,
Creative, Simple, Smart” is ZTE’s new design philosophy. Examine the products of ZTE in recent years,
you can see how our industrial design team establishes these principles and applies them in practice.
“Caring” is a human-centered principle of
As opposed to the toy-like designs of other children’s
facilitating more intimate communication between
mobile phones, Cupid is simple and elegant. The Cupid
products and users. Designers put user experience
phone, which is designed for a social group that requires
above everything else. They appeal to the customer’s
the most care, won a prestigious Red Dot award.
emotional needs and go to great lengths to improve
The EVA cordless is another example. We created
user experience. Caring is a core principle that should
a beautiful home phone with the user in mind. It has a
never be forgotten.
soft appearance and a unique texture so that people
When designing Cupid for Japanese operator,
can’t help touching it. The rounded edges reflect a non-
SoftBank, we were aware that the phone was
aggressive design ethic. The numbers on the keys
intended for young kids and senior citizens and that
are large and protruded so that seniors can see the
senior citizens did not want to be treated as children.
numbers clearly and have no trouble pressing the keys.
April 2012
EVA cordless
By Yu Yue
Design is the innovative process of creating something out of nothing. People always expect
new products. “Creative” is the pursuit of unique features and visionary thinking about the spirit
“Smart” means designing a product that is
intelligent and socially responsible.
of the times and the direction of the industry. Apple design chief Jonathan Ive once said that it’s
Design is not only applicable to the exterior;
easy to be different, but difficult to be better. To be creative requires unrestrained imagination and
it means establishing a connection between
keen intuition of future trends.
humans, external objects and the external world. If
Phones designs and user interfaces are tending to become more homogenous. How can
we fail to deepen the depth of design, it becomes
we distinguish ourselves in such an age? “Creative” guarantees our leadership in competitive
superfluous, reduced to “artistic processing.”
Design should be philosophical and based on
In 2006, before the launch of iPhone, the screen of a smartphone was surrounded by a
frame. Our design team carefully studied iPod’s capacitive touchscreen technology. Inspired by it,
A case in point is our concept phone Fantasy,
we developed D300, the first flat-front touchscreen phone. The screen is no longer compressed
which helped us clinch the Red Dot award. It
by a thick plastic frame. This innovative design helped us win Red Dot and iF awards.
has a paperless green packaging design. It is
The candy bar phone U220 was designed with a slight concave surface and piano-key
packaged in lightweight, inflatable material in
buttons. There is a novel USB cable that wraps around the device and can be removed for use.
order to reduce the volume and
The very successful Blade has a sharp, angular style and incorporates some ideas in automotive
transport costs. The packaging
can also be used as a mobile
phone case. Nothing is wasted
in the outer packaging. We can
create such a product when
we no longer limit our sight to the
appearance and begin to think about
logistics, business operation, social
resources and usage.
Minimum decoration and
simplicity in our design.
“less is more” is an established
R750 was created under this
rule of modern design and also
principle. It is the first touchscreen
our aesthetic pursuit. Conciseness
phone with a curved surface and
means eliminating insignificant
has no crevice around the screen.
elements and retaining the
So the design is integrated. The
essentials. This allows us to create
power of technology is embodied in
savvy products instead of changing
unassuming tranquility.
external decorations again and
This year’s main handset
models, 880E and Mimosa X, have
We go to great lengths to
been designed according to this
determine whether we can get rid
design philosophy and reflect the
of unnecessary extras. “Can we
elegance of the ZTE brand.
make the
phone more
“Is this feature
We stick to
“Caring” is the connection between product and the
people; “Creative” is meeting customer expectations; “Simple”
is the designer’s painstaking efforts to minimize unneeded
elements; and “Smart” is the connection between products and
the society. “Caring, Simple, Creative, Smart” is an integrated
whole and cannot be separated from each other.
These four principles have a set of useful methods or a
working system that guide our entire
design process of planning,
perfection and selection.
High-end and low-end
phones have a different
emphasis. For high-end
phones, “Simple” and
“Creative” should be given
top priority whereas “Caring” is the
top concern for low-end phones.
Different products have different
focus of attention and corresponding
standards for guidance.
Trends to Watch at
MWC 2012
Mobile World
Congress is the
biggest event in
the mobile telecom
calendar and this
year ran from
27 February to 1
March. MWC 2012
was a banquet of
new phones and
tablets and set
the tone for how
mobile phones
will develop in the
Quad-core Devices
A slew of new products are
announced at each MWC. This year,
quad-core was one of the focal points.
Many quad-core Android 4.0 smartphones were exhibited,
including ZTE Era and LG Optimus 4X HD. All these phones use
a NVIDIA Tegra 3 processor. MWC 2012 heralds in the quad-core
Compared with mainstream dual-core processors, quadcore processors are faster but more expensive. This increases the
overall price of a smartphone. Quad-core smartphones also drain
battery life. A number of vendors are doubtful about the success
of quad-core devices. However, multicore processors will play a
pivotal role in the future development of smartphones. Multicore
devices strike an optimal balance between performance, battery
life and user experience.
April 2012
ZTE's quad-core phone Era
By Gao Jiawei
The tactic of
flooding the market
with an array
of models was
once a powerful
market strategy
for handset
Details of the back covers of LG handsets
Integrated Design with Attention to Back Cover Details
Except for Android buffs, not many
people truly understand the features
Large screens are
phone, and their palms are fixed on the back.
of their smartphone. The number
t h e d o m i n a n t t re n d i n
So the texture of the back cover is of great
of phones that have left an indelible
smartphones. The products
importance. The models displayed at MWC
at MWC 2012 confirm that this trend is still strong
2012 show that manufacturers are paying greater
Manufacturers and operators are
and will last for some time to come. Increasingly,
attention to the design of the back cover. Grained
changing their strategies to reduce the
the screen occupies a greater proportion of whole
textures are being used over a large surface
number of models and focus more on
device. Because a large screen dominates a
area. Grained textures are a way of detailing
core technology and user experience.
phone, greater attention is now paid to how well the
the phone and creating a finer casing. Grains
This will help them create niche brands.
elements of the phone are integrated into a whole.
can also simulate the feel of leather. UV paint
The majority of manufacturers at MWC
By doing away with superfluous elements, colors,
applied to a grained surface creates a leather-like
2012 have taken this path, promoting
and graphics, contents of the screen become the
feel. The camera in the back cover can also be
their most differentiated products.
focus of attention.
detailed. Many phones at MWC 2012 had metal
impression on consumers is small.
Fujitsu prominently displayed its line of
A user’s eyes are fixed on the front of the
components that create a different feel.
waterproof products, including a 6.7
mm smartphone. The products were
submerged in an aquarium to show
into smartphones, and smartphones are being
they can work underwater. Samsung
integrated with peripherals to change their roles of
showcased its Galaxy Tab 2 10.1
both the phone and peripheral.
with Spen stylus for taking notes and
Some smartphones at MWC 2012 had
naked eye 3D; some had a built-in projector;
and some had a high resolution camera
for professional pictures. These phones
incorporate functions that were once the
domain of other devices. Smartphones
can also be linked to external devices. ASUS has
Moving Towards Integration
For a long time, integration has been the
goal of handheld terminals. Mobile phones are
Fujitsu' s waterproof handsets and tablet
Padphone, which is a smartphone and tablet dock
station. The phone can become a tablet when
slipped into the dock, which is connected via a
micro-USB port and a custom micro-HDMI port.
starting to replace portable music players and
These trends will allow smartphones to have
even digital cameras. Two clear trends emerged at
extended functionality and attract the attention of
MWC 2012: New functions are being integrated
The clear message of MWC 2012 was that high-performance, high-definition
display is now standard. The advent of 4G LTE provides a solid foundation for future
smartphones. Designing attractive products should be a goal of every vendor. Hardware
is only the one aspect of good design; systematic planning is required to create unique
high-quality products.
April 2012
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