ZTE’s Dual-Pillar Growth Strategy: 2C Transformation and Full-Scenario AI
In Milan on October 6, ZTE Corporation unveiled a bold, dual-pillar strategy designed to accelerate global expansion. The plan centers on a 2C transformation—targeting consumer markets with a focus on gaming smartphones for youth—while advancing a user-centric Full-Scenario AI Ecosystem across devices and services. The sub-forum, part of the ZTE Global Summit & User Congress themed “Unlock Thrills, Define Style,” highlighted how ZTE plans to blend lifestyle with technology to capture the attention of younger users worldwide.
Gaming-First Devices: nubia Neo Series and nubia Air
At the heart of ZTE’s approach is a gaming-empowered lineup led by the nubia Neo series. These smartphones are engineered for professional-grade gameplay, offering features such as Dual Gaming Shoulder Triggers, AI Game Space 3.0, a 120Hz display, multi-layer cooling, and a robust power design. The recently announced nubia Neo 3 GT 5G Limited Edition aligns with this strategy by integrating deep game branding and a high-performance feature set aimed at youth markets in Southeast Asia and beyond. The Limited Edition launches with a starting price of around $249, signaling ZTE’s intent to make gaming-grade tech accessible to a wider audience.
Complementing the Neo lineup is nubia Air, which redefines the “Air-style” segment with a large, high-brightness display, expansive battery life, IP-rated durability, and AI capabilities—all wrapped in a sleek, compact form. With a starting price in the mid-$200s, nubia Air is positioned to attract price-conscious younger consumers who demand style without compromising performance.
Strategic Partnerships and Market Positioning
ZTE is not merely launching devices; it is cultivating a gaming ecosystem. By partnering on game IPs, collaborating with esports teams, and introducing an AI-driven companion, ZTE aims to cultivate a vibrant gaming culture that keeps users within its ecosystem. The nubia Neo 3 series also features the Official Co-Branded Gaming Smartphone for Garena Free Fire in a bid to deepen engagement with youth who are passionate about mobile titles.
Introducing Demi: The AI Virtual Companion
A standout innovation is Demi, an AI Virtual Companion embedded in the Neo ecosystem. Demi serves as an Intelligent Navigator, offering game guides and an in-game communication tool—the Demi Mouthpiece—to enhance social interaction during play. Demi exemplifies ZTE’s broader AI strategy: move from technology-centric features to user-centric, emotionally resonant experiences that appeal to younger users seeking both performance and personality in their devices.
Full-Scenario AI Ecosystem: Connectivity Beyond the Phone
Beyond smartphones, ZTE is advancing an on-device AI experience that connects the person, vehicle, and home. The company highlights its leadership in connectivity as a foundation for a more seamless lifestyle. Notably, ZTE remains a global force in 5G FWA and MBB deployments, with innovations such as the G5 Ultra AI-powered 5G-A flagship CPE and the G5 Max Wi-Fi featuring top-tier Wi‑Fi 7 performance. These technologies underpin the broader ecosystem that supports a youth-oriented, AI-driven lifestyle, reinforcing ZTE’s objective to be the brand that best understands how young people live, work, and play.
Global Market Momentum and Future Outlook
Early growth indicators reinforce ZTE’s strategy. Smartphone revenue rose by over 30% in the first half of 2025, while the nubia Neo series achieved rapid, triple-digit growth in certain markets. The company plans to continue rolling out theNeo 3 GT 5G Limited Edition in Southeast Asia this October and to expand its global footprint with meaningfully priced, high-performance devices that appeal to youth markets seeking both style and speed.
Conclusion: Aligning Tech with Youth Lifestyles
ZTE’s focus on gaming smartphones for youth markets, paired with an expanding AI ecosystem, demonstrates a clear path toward sustainable global growth. By aligning product design with the lifestyles and aspirations of younger users, ZTE aims to unlock a “thrill and style” experience that translates into lasting device loyalty and broad market adoption.
