ZTE ranks fourth overall in the North American mobile and smartphone market and second overall in the US prepaid market in the third quarter of 2014, said Strategy Analytics.
In the US market, ZTE shipments increased 40 percent. The growth driver for the Chinese company’s performance in the U.S. was the focus on increased branding and marketing efforts such as special partnerships with three NBA teams.
The report said global shipments of ZTE smartphones increased 42 percent in the third quarter of 2014. ZTE saw a 15 percent increase in overall global handset shipments, its fastest growth rate in over two years.
The strong global growth for ZTE was supported by its flagship device range including ZTE Star series, ZMAX and Nubia Z7.
ZTE has sold over one million ZTE Star devices globally.
ZTE Star 1 (European Edition), a 4G LTE smartphone, is a number one bestseller in Turkey, according to a GfK report.
The large-screen phablet ZMAX – the US version of ZTE Grand series – is expected to sell one million units worldwide.
For ZTE sub-brand Nubia, third quarter sales have almost doubled in the China market.
Strategy Analytics said ZTE’s shift from a volume-driven to a value-driven strategy has achieved initial results, with revenue, pricing and profit increasing healthily.