ZTE unveils new logo to tap $3.5 trillion M-ICT market

Network vendor ZTE today unveiled a new logo showing its ICT ambitions to expand in consumers, carriers and enterprises business areas.

Shi Lirong, president and chief executive officer of ZTE, said: “Our new M-ICT strategy will open up a total addressable market of $3.5 trillion for ZTE, far bigger than the $350 billion telecommunications market.”

ZTE expects its business to grow faster abroad than at home, boosted by demand in the emerging markets of Africa, Southeast Asia and South America.

The mainland China and the overseas markets each contribute half of the ZTE revenue. Overseas share is expected to increase to 70 percent by 2020, South China Morning Post reported.

Currently, network for telecom carriers accounts for 60 percent of ZTE revenue, while manufacturing and sales of phones and tablets contribute 30 percent, and enterprise business the remainder. ZTE is expecting that its enterprise business will grow 30 percent next year.

Incidentally, the key difference between the old and new logo is minimal. In the new logo, ZTE removed Chinese letters and used a different blue color to show ZTE. Earlier, ZTE had a sharp or square design. The new ZTE logo has a rounded design.

ZTE new logo unveiled

ZTE said that the rounded design and lighter color of the new ZTE logo dovetails with the company’s new CGO philosophy (Cool – Green – Open), which will drive innovations that are dynamic, youthful and compelling to users, sustainable and environmentally responsible, as well as open-minded and collaborative.

Earlier, ZTE said that it will strengthen in the three main operating divisions including carrier, enterprise and mobile devices. Main products will be base stations, cloud computing systems, software to smartphones and wearables.

ZTE old logo

ZTE’s new CGO Laboratory, whose name is inspired by the core company philosophy, will also focus on innovations in emerging new technologies such as wireless charging for vehicles. ZTE said it will encourage its employees to embrace the company’s new CGO philosophy.

The strategy of ZTE is to motivate employees to adopt creative and fresh thinking, and a more energetic culture of open collaboration as the company strives to deliver the highest-performance products and innovations to customers.

Baburajan K
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