ZTE Unveils Dual-Pillar Global Expansion Strategy
At a dedicated session in Milan on October 6, ZTE Corporation outlined a robust global growth plan centered on two interconnected pillars: a 2C transformation focused on gaming smartphones for youth and the advancement of a user-centric Full-Scenario AI Ecosystem. The event, part of the ZTE Global Summit & User Congress under the theme “Unlock Thrills, Define Style,” showcased how ZTE plans to translate youthful lifestyle trends into sustainable, worldwide demand.
The company highlighted recent momentum, noting that smartphone revenue rose by more than 30% in the first half of 2025 and the nubia Neo series achieved over 300% growth. These results are presented as proof that a gaming-first strategy resonates with young consumers across diverse markets.
Gaming Smartphones as the Core of Youth-Led Growth
Central to ZTE’s strategy is the nubia Neo lineup, which the company positions as a bridge between high performance and everyday style for young users. The nubia Neo 3 series brings professional-grade gaming capabilities to a broader audience, featuring Dual Gaming Shoulder Triggers, AI Game Space 3.0, a 120Hz display, and advanced cooling systems. The devices also emphasize design and personalization, aligning with the lifestyle and identity expression priorities of youth markets.
In a strategic move to boost brand affinity, nubia Neo 3 GT 5G Limited Edition will launch first in Southeast Asia in October 2025. The edition centers around the Garena Free Fire ecosystem, with a special Kapella character integration and a newly introduced AI Vocal companion, Demi, designed to serve as an Intelligent Navigator and in-game communication tool. The striking White Hailstone colorway reinforces the product’s cybernetic aesthetic, marrying gaming performance with fashion-forward design.
Expanding the Gaming Ecosystem
Beyond hardware, ZTE is cultivating a thriving gaming ecosystem. Partnerships with game IPs, collaborations with esports teams, and the AI Virtual Companion Demi are aimed at creating a holistic gaming experience. Demi is marketed as an emotional AI that assists players with game strategy, in-game chat, and personalized guidance, reinforcing ZTE’s commitment to an authentic youth-oriented gaming culture.
nubia Air: The Ultra-Slim, High-Performance Flagship in Everyday Life
Complementing the gaming-focused devices, nubia Air targets the broader “Air-style” segment—offering a sleek, lightweight form factor without compromising battery life or display quality. Key features include a massive battery, a bright 4500-nit display, and industry-grade IP ratings for dust and water resistance (IP68/IP69K). The device also integrates accessible AI capabilities, delivering a balance of power, practicality, and style at a competitive price. Global availability began in September with pricing starting around $279.
A User-Centric Full-Scenario AI Ecosystem
At the heart of ZTE’s strategy is a Full-Scenario AI Ecosystem designed to connect the person, vehicle, and home. The company positions its AI initiatives as a practical extension of connectivity leadership, leveraging its status as a top player in 5G FWA & MBB to deliver seamless, intelligent experiences across devices. The on-device AI focus aims to provide responsive, context-aware interactions that enhance everyday life, gaming, and digital light-touch automation.
Leading Connectivity as a Platform for Growth
ZTE continues to push the envelope in connectivity with 5G-A and Wi‑Fi 7 innovations. Highlights include the ZTE G5 Ultra, the world’s first AI-powered 5G-A flagship CPE, and the ZTE G5 Max Wi-Fi, the first 30dBi Wi-Fi 7 mmWave CPE. The ZTE U60 Pro, touted as the world’s fastest Wi‑Fi 7 5G mobile WiFi, further cements ZTE’s position as a cornerstone of an increasingly connected, intelligent ecosystem.
Looking Ahead
With youth-centric gaming devices leading the charge, ZTE is betting on a multi-faceted approach that blends compelling hardware with an inclusive AI ecosystem. This strategy aims to attract a global audience of younger users who demand performance, personalization, and connected experiences across environments and occasions. If early results hold, ZTE’s dual-pillar plan could redefine how a traditional manufacturer scales in the modern, player-driven tech landscape.
Commentary from Ni Fei, Senior Vice President of ZTE and President of ZTE Mobile Devices, underscored the company’s ambition: a tech brand that genuinely understands youth lifestyles through diverse products and meaningful experiences. The trajectory suggests a future where gaming-first devices and AI-enabled ecosystems reinforce each other, driving sustainable growth across multiple regions.
