#China #Milan #ZTE Corporation #AI Companion #nubia Neo

ZTE's Global Expansion Strategy: A Focus on Gaming Smartphones for Youth Markets

On October 6, 2025, ZTE Corporation (0763.HK / 000063.SZ), a prominent provider of integrated information and communication technology solutions, announced its strategic plan for global expansion. This initiative, which emphasizes gaming smartphones, is directed towards appealing to younger demographics. During their user congress held in Milan, themed "Unlocking Sensations, Defining Style," ZTE highlighted its dual-pillar approach of transforming consumer engagement (2C) and developing a user-centered AI ecosystem.

ZTE has introduced a range of attractive products that embody this new strategy, including the nubia Neo 3 series, the nubia Air, and an international launch of Mochi, an AI-enabled emotional companion. The company also showcased its next-generation wireless fixed access and mobile broadband solutions, all intended to foster sustainable growth on a global scale.

Ni Fei, Senior Vice President of ZTE and President of ZTE Mobile Devices, stated, "Our mission is to become the technology brand that best understands young lifestyles by offering diverse products that meet their needs and express their identities.” This focus on youth has evidently been beneficial for ZTE, as evidenced by a more than 30% increase in smartphone revenue during the first half of 2025 and a staggering 300% growth in the Nubia Neo line, affirming that the gaming strategy resonates worldwide.

Youth-Centric Strategy and Gaming Innovation

ZTE is deeply embedding its 2C transformation within the lifestyles of young consumers, placing significant emphasis on gaming through its innovative nubia Neo smartphone line. The company is simultaneously expanding its gaming ecosystem by co-creating a dynamic gaming culture, engaging in partnerships with intellectual property owners, collaborating with esports teams, and introducing the revolutionary AI virtual companion, Demi.

The nubia Neo 3 has been branded the official co-marketing gaming smartphone for "Garena Free Fire," a popular mobile battle royale game. Following successful previous editions featuring beloved characters like Kelly, Hayato, and Moco, the latest limited edition of nubia Neo 3 GT 5G showcases another iconic character, Kapella. This special edition captures the essence of Kapella with powerful features and thorough in-game integration, coupled with Demi, the innovative virtual AI companion that provides extensive gameplay guidance and unique in-game communication functionalities. Its striking White Hailstone color emphasizes a cyber warrior aesthetic.

The nubia Neo 3 series boasts professional-level gaming capabilities, featuring Dual Gaming shoulder triggers, AI Game Space 3.0, a fluid 120 Hz display, a robust battery with Bypass charging, linear motors on the Z-axis, and a multilayer cooling system. The nubia Neo 3 GT 5G Limited Edition targets Southeast Asia's market in October 2025, starting at $249.

Redefining the 'Air-style' Segment

ZTE is also redefining the "Air-style" segment with the nubia Air, integrating a large battery, a bright 4500nm display, and high-level dust and water resistance (IP69K, IP69, IP68) all within a sleek ultra-thin casing. This product sets a new benchmark in its category, with global deployment beginning in September at prices starting from $279.

Advancing a User-Centric AI Ecosystem

ZTE is making strides in AI applications on devices to deliver premium interactive experiences. Mochi, an emotionally intelligent AI pet, represents a significant leap beyond solely technology-focused innovation and taps into the growing market for emotional AI consumer electronics. This reflects ZTE's commitment to its "AI for All" strategy and plays a key role in establishing a full-scenario AI ecosystem that connects people, vehicles, and homes.

Mochi is designed to be a more intelligent, proactive, and personalized emotional companion for users. With its comforting appearance, Mochi can sense, listen, and respond to user emotions through gentle movements, sounds, and haptic feedback. Its cloud-like fluffy texture and soulful eyes animate a vibrant personality, exemplifying the simplicity of companionship.

ZTE’s smart ecosystem leverages its leadership in connectivity. As the global leader for four consecutive years in 5G market share for fixed wireless access and mobile broadband, ZTE continues to pioneer innovations such as the 5G-A and Wi-Fi 7 advancements, including the ZTE G5 Ultra, the world's first AI-enabled 5G-A flagship CPE, ZTE G5 Max Wi-Fi, and the ZTE U60 Pro, the fastest mobile 5G Wi-Fi 7 device globally. These advancements reinforce ZTE's role in constructing a smarter and more connected world.