Skip to navigation
Latest News

ZTE: most people don't want expensive smartphones

  • ZTE Smartphone
  • ZTE

By Mike Jennings

Posted on 20 Jul 2012 at 08:49

Manufacturers concentrate too much on expensive, high-end smartphones rather than mid-range devices that appeal to the "majority" of people, according to Chinese handset maker ZTE.

Speaking at the launch of ZTE's Grand X smartphone - which will cost around £190 inc VAT when it arrives in August - European marketing and business development director Chris Edwards lambasted the likes of HTC and Samsung for "tending to use price erosion and aged handsets" in order to deliver phones at mid-range prices, rather than designing directly for that market.

ZTE believes that "a majority of people want good-quality, high-spec devices" without the leading edge technology used by rivals. Even though expensive smartphones might "impress consumers", Edwards said that ZTE is "in the middle ground, where we've got relevant technology".

ZTE's Grand X makes compromises when it comes to hardware - Nvidia's Tegra 2 chipset rather than Tegra 3, for instance - but Edwards says the lower price will help the firm "open up what we see as a gap in the market".

"It's a crowded space, but we think it's an area where we can make our challenge," he added.

Despite ZTE's concentration on mid-range phones, Edwards said the company "doesn't rule out" a move into the high-end space.

ZTE's plans don't only include Android smartphones, either. Edwards wouldn't offer much detail, but confirmed the firm will follow up its Windows Phone 7 handset, the Tania, with Windows Phone 8 devices in the first half of 2013, while tablets will follow "over the next twelve to eighteen months".

Subscribe to PC Pro magazine. We'll give you 3 issues for £1 plus a free gift - click here
User comments

I think he's absolutely right

These ultra-high end phones get teenagers, gadget freaks, and journos all excited but what the majority want is quite different.

By qpw3141 on 20 Jul 2012

Cranky crinkly

I don't know about the majority, but this particular crinkly wants a phone that prioritises usability and function for phone calls and text: quality screen, finger friendly keypad and quality sound! It should not have a camera. It should have a removeable data card with database software that I can access on my computer to edit contacts. Finally, bring back charging stands into which I can simply drop the phone when I come home - then I never have to remember to charge it and I always know where the bl**dy thing is!

By cja4sun on 20 Jul 2012


Dead right. So that's a market share of two then. I bet there's a few milion more who would join us.


By JohnHo1 on 20 Jul 2012


The general public want what they've been told to want. Sure there are exceptions but they're few and far between. It's 'keeping up with the neighbours'.

I used to work in Dixons and I truly believe that people, at times, have more money than sense.

By rhythm on 20 Jul 2012


You're absolutely right R. A fool and his money are soon parted. And I wonder if it is their money or if it's a loan.
The thought that I may be taken for one of the gullible "gotta haves" puts me off buying an expensive phone, that and the price and the size and the features I don't need or want. So how do I get Facebook & Twitter off my phone so I can use the memory for something useful? It's time reviews were written by someone older, someone with a bit of "bah humbug" rather than someone who goes "Awesome" because the phone has an interrossiter flange valve (yeah, exactly).

Tongue firmly in cheek ;-) Well, mostly.


By JohnHo1 on 20 Jul 2012


Both smartphones and tablets are being over priced, some phones and tablets are costing as much as $400+.
For instanced transformer prime tablet is priced just over $410 but yet the new nexus7 match's its parts and speed pretty much dead on and it is only £159.

I have chosen just to buy what Google sells as they release it far cheaper.

I have been talking to both family and friends and pretty much all off them agree with me to wait for Google products or low price matchs.

By steven198807 on 21 Jul 2012

This ties in nicely with the Nokia story...

I bought myself a Nokia C2-01 recently as it was exactly what I wanted. Small, light, has BUTTONS, and a camera that takes perfectly good photos for emailing/facebook (3.2 Mp).

I've always used my daughters' cast-offs before - I was struggling with an old Ericsson - the battery was running down within 24 hours. This is my first brand new phone ever!!

By john_sn on 21 Jul 2012

Overpriced & TOO BIG

I had the dilema of choosing my next smart phone, I had the Desire S. which I have to carry in a pouch. The wife got the Wildfire S, very nice size & functionality, only thing is not available anymore. So either the ONE or S3 monsters with a monster price. Found a current offer for the Desire C good price @ £10 a month & about the same size as the Wildfire. It does all I need.

By roberttrebor on 22 Jul 2012

Leave a comment

You need to Login or Register to comment.



Most Commented News Stories
Latest Blog Posts Subscribe to our RSS Feeds
Latest ReviewsSubscribe to our RSS Feeds
Latest Real World Computing


Sponsored Links

Your email:

Your password:

remember me


Hitwise Top 10 Website 2010

PCPro-Computing in the Real World Printed from

Register to receive our regular email newsletter at

The newsletter contains links to our latest PC news, product reviews, features and how-to guides, plus special offers and competitions.