ZTE launches a youth-driven, dual-pillar expansion strategy
At the ZTE Global Summit & User Congress in Milan on October 6, the company unveiled a dual-pillar plan designed to accelerate global expansion. The strategy centers on a 2C transformation—targeting consumers (2C) with a strategic emphasis on gaming smartphones that appeal to youth markets, while concurrently advancing a user-centric Full-Scenario AI Ecosystem across ZTE devices. The Milan gathering, themed “Unlock Thrills, Define Style”, showcased a slate of products and initiatives that reflect ZTE’s commitment to combining lifestyle with cutting-edge technology.
The gaming-forward wave: nubia Neo series and beyond
Gaming is at the heart of ZTE’s strategy, with the nubia Neo series positioned as the core offering for youth. The company highlighted a growing ecosystem built around gaming IP partnerships, esports collaborations, and AI-driven features. The nubia Neo 3 series is marked as the Official Co-Branded Gaming Smartphone for Garena Free Fire, reinforcing ZTE’s intent to fuse gaming with premium device design.
The latest member, the nubia Neo 3 GT 5G Limited Edition, celebrates iconic in-game characters and introduces Demi, a pioneering AI Virtual Companion. Demi acts as an Intelligent Navigator, delivering in-game guides and an innovative Demi Mouthpiece function to generate in-game communications. The special edition’s White Hailstone colorway channels a futuristic, cybernetic aesthetic intended to resonate with gamers and trend-conscious users alike. In terms of hardware, the Neo 3 line delivers professional-grade gaming performance through Dual Gaming Shoulder Triggers, AI Game Space 3.0, a 120Hz display, a substantial battery with Bypass Charging, Z-axis linear motors, and a multi-layer cooling system. The Neo 3 GT 5G Limited Edition is set to launch in Southeast Asia in October 2025 with entry prices starting at $249.
Nubia Air: balancing style, performance, and affordability
Complementing the gaming flagship, nubia Air targets the broader lifestyle segment with a refined, ultra-slim design. It blends a large, bright display with a high-capacity battery and robust IP-rated protection, all while integrating AI capabilities. With a price point starting around $279, nubia Air aspires to set a new standard for value in the premium-mid range and to broaden ZTE’s reach among price-sensitive youth markets.
Advancing a user-centric Full-Scenario AI Ecosystem
Beyond hardware, ZTE is accelerating the deployment of on-device AI applications to deliver richer, more intuitive user experiences. The company’s AI strategy centers on an ecosystem that connects the person, vehicle, and home, moving toward a truly Full-Scenario experience. A standout example is AI Pet Mochi, introduced as an emotional companion designed to engage users with proactive, emotionally aware interactions. Mochi’s design emphasizes a soft, cloud-like texture, expressiveness through movements and sounds, and responsive behavior that aligns with a user’s mood and activity.
Mochi is part of ZTE’s broader “AI for All” initiative, illustrating the company’s push to make intelligent features accessible across devices and contexts. As a result, ZTE positions itself not just as a smartphone manufacturer but as a provider of interconnected smart devices that enhance daily life across work, play, and home environments.
Connectivity leadership underpins the ecosystem
ZTE’s ecosystem relies on leading connectivity technologies. The company emphasizes its status as a top player in 5G FWA and mobile broadband (MBB) with a solid track record and ongoing innovations. Recent launches highlight 5G-A and Wi-Fi 7 breakthroughs, including CPE devices and mobile Wi-Fi solutions, all designed to deliver faster, more reliable connections for gaming, streaming, and content creation. This connectivity backbone supports the Full-Scenario AI Ecosystem by ensuring seamless cross-device experiences in real-world settings.
Implications for global growth and youth markets
Analysts and observers note that ZTE’s 2025 performance, including a notable smartphone revenue increase, validates the market’s appetite for gaming-centric devices and youth-focused lifestyle products. By pairing high-performance gaming hardware with a robust AI ecosystem and accessible pricing, ZTE seeks to expand its global footprint—particularly in emerging markets where gaming and AI-enabled services are rapidly gaining traction. The company’s strategy also aligns with a broader industry shift toward devices that blend entertainment, productivity, and intelligent assistance into cohesive, user-friendly experiences.
Senior Vice President Ni Fei underscored the mission: to be the tech brand that best understands youth lifestyles by delivering diverse products that reflect their identities. The Milan congress signals a continued push to grow ZTE’s footprint through strategic product design, ecosystem partnerships, and a customer-centric approach to innovation.
