ZTE increases marketing budget for SEA

Dylan Bushell-Embling
04 Feb 2015
00:00

ZTE has increased its marketing budget for the Southeast Asian region by 50% to a record $20 million, as it seeks to build traction for its smartphones in the region.

The vendor has set a target of selling 2.5 million smartphones in Thailand alone in 2015, more than double the 1.1 million sold in 2014, the Bangkok Post reported.

This would represent a market share of 15-18%, making ZTE the market's fourth largest smartphone vendor.

ZTE Mobile Devices CEO Jacky Zhang told the paper that Thailand is ZTE's second most important market in Southeast Asia after Indonesia.

He said ZTE had a 10% share of the Southeast Asian mid-to-high-end smartphone markets in 2014.

Globally, ZTE sold more than 100 million smart devices last year including 48 million smartphones. Smartphone sales grew 20% globally and 50% in the US, and contributed to 70% of ZTE Group's mobile revenue.

The company expects to sell a similar amount of smart devices globally in 2015.

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