Source:Reuters-Global Times Published: 2015-5-22 0:53:01
Chinese smartphone maker ZTE Corp is planning to sponsor more NBA teams to boost its brand in the US where the company aims to become the No.3 smartphone vendor in three years.
The Shenzhen-based company currently sponsors three US National Basketball Association and tripled its US marketing expenses last year.
Its smartphone shipments to the world's second-biggest market jumped more than 50 percent in 2014 and it is targeting a further 20 percent rise this year.
"We see good return on investment so we are going to expand [sponsorship] to more teams," the company's US CEO Cheng Lixin told Reuters in an interview. He declined to comment on the matter further.
The jump in shipments has come despite US lawmakers often voicing security concerns about Chinese telecommunications equipment and makers.
ZTE had a US market share in smartphones of 6 percent in the first quarter of this year, ranking a distant fourth behind Apple Inc, Samsung Electronics Co Ltd and LG Electronics Inc, according to research firm Strategy Analytics.
The company has been expanding its smartphone business overseas amid a slowdown in sales at home and the rise of domestic rival Xiaomi Inc.
ZTE's 8 percent growth in annual operating revenue in 2014 was primarily driven by its network equipment division, which builds telecoms networks for governments and companies.
ZTE was ranked third globally in patent applications under the 2014 Patent Cooperation Treaty, the company said on May 7, citing World Intellectual Property Organization.
More than 12,000 handset-related patents have been granted to ZTE which holds 13 percent of the world's 4G-specific patents.