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ZTE Getting Aggressive, Launching Skate In Q4

Chinese handset manufacturer ZTE announced today that it would be partnering with device distributor Brightpoint, in a bid to increase ZTE's brand awareness in the channel.

Brightpoint handles accounts for Amazon, Tesco, Play.com, Expansys as well as Handtec and Clove Technology, which means that the aforementioned companies are likely to sell unbranded and unlocked ZTE handsets at some point in the future.

The fact that the ZTE Skate was first outed on the Brightpoint blog means that the smartphone should be available through the distributor in a near future; Wu Sa, the director of mobile device operations at ZTE, confirmed that the handset would be available in Q4.

Interestingly, ZTE recently displayed its Light Tab 2 tablets at the ComminicAsia (opens in new tab) trade show in Singapore, which possibly means that the low-cost tablets could also be available around the same period.

Partnering with Brightpoint means that ZTE is following the same path as HTC - shedding its image as an ODM/OEM only partner.

Indeed, Brightpoint is a master distributor for HTC and the fact that ZTE recruited Stephane Remy from HTC clearly shows the trajectory ZTE intends to take in the foreseeable future.

ZTE rose to fame as a brand thanks to the Orange San Francisco, otherwise known as the ZTE Blade, which sold more than two million units worldwide and set the benchmark when it came to value for money for the sub-£100 market.

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.