本文摘要:ZTE, the Chinese handset maker that has been among the early developers of a smartwatch, has yet to decide when to launch the device commercially given low sales in the much hyped “wearables” sector.中国手机生产商中兴通讯(ZTE)是较早于开始研发智能手表的企业之一。


ZTE, the Chinese handset maker that has been among the early developers of a smartwatch, has yet to decide when to launch the device commercially given low sales in the much hyped “wearables” sector.中国手机生产商中兴通讯(ZTE)是较早于开始研发智能手表的企业之一。鉴于受到热炒的“可穿着设备”市场销量下滑,该公司仍未要求何时将智能手表产品投入市场。In a sign that such technology has not reached mainstream acceptance, a senior ZTE executive admitted that sales in the market were still “not good”.中兴的一名高管否认,市场上可穿着设备的销量依然“不尽悲观”。这一迹象指出,此类技术仍未被主流群体拒绝接受。

The ZTE smartwatch has already been shown off at trade shows such as CES and Mobile World Congress.中兴研发的智能手表已在国际消费类电子产品展览会(CES)以及世界移动通信大会(Mobile World Congress)等商贸展览上亮过相了。“The retailer feedback is still not good on sales – even Samsung is not selling [that well]”, said Kan Yulun, chief executive of ZTE’s devices business outside Asia and the US.中兴亚洲与美国以外地区终端业务首席执行官阚玉伦回应:“零售商关于销量的对系统仍不尽如人意——就连三星(Samsung)也买得不好。”Analysts at CCS Insight estimate that global sales of smartwatches will rise from 1.6m units in 2013 to 3.1m in 2014.CCS Insight分析师估算,智能手表在全球范围内的销量将从2013年的160万只升到2014年的310万只。


ZTE is still in the “market exploration stage” of smartwatch production, including developing the hardware and software, which could mean a launch at a later stage.中兴仍正处于智能手表生产的“市场思索阶段”,还包括硬件和软件开发,这有可能意味著该公司在转入到后期阶段时才不会月发售产品。“Batteries [life] is still a major problem,” Mr Kan said.阚玉伦称之为:“电池(续航时间)仍是一个主要问题。”The wearables market has become the hottest area for smartphone makers seeing slowing sales in developed markets as innovation in handsets has stalled.可穿着设备市场现沦为智能手机生产商最热衷的领域;随着手机领域的创意陷于衰退,繁盛市场的智能手机销量增长速度已开始上升。

Apple is developing its own smartwatch, which is expected to be launched this year, while Google focused on wearables in its most recent developer event.苹果(Apple)正在研发自己的智能手表产品,预计将于今年投放市场;谷歌(Google)在最近一次开发者大会上,将注目重点放到了可穿着设备上。ZTE has a number of 4G smartphones lined up to launch this year as the Chinese group seeks to reverse a group net loss of Rmb2.84bn ($458m) in 2012.中兴今年有多款4G智能手机排队等候投放市场,这家中国企业企图挽回2012年集团整体净亏损28.4亿元人民币(合4.58亿美元)的局面。The company has separated its handset operations from its networks business to provide a clearer structure for each side to grow.中兴将手机业务与网络设备业务隔开出去,以便给两方面的业务获取更为明晰的发展框架。

The company wants to increase its devices business by 50 per cent this year in volume sales – taking global shipments to 60m globally – with a revamped strategy focused on building a stronger consumer brand.中兴改良后的商业策略致力于打造出一个更为强劲的消费品牌,该公司期望今年需要构建终端业务部门的销量快速增长50%——这将使其全球出货量超过6000万台。Mr Kan added that the group would also focus on making phones using Google’s Android software rather than Windows-based devices, after Microsoft’s acquisition of Nokia and low sales of the platform in many countries.阚玉伦补足称之为,鉴于微软公司(Microsoft)并购了诺基亚(Nokia)手机业务而Windows Phone平台产品在很多国家销量下滑,中兴将重点生产配备谷歌Android系统的手机,而非配备Windows Phone系统的手机。ZTE launched its first Windows smartphone in 2012. The company said that it had not ruled out making another Windows phone after this year.中兴2012年发售了其首款Windows Phone系统智能手机。

该公司回应,并不回避在今年之后生产又一款Windows Phone系统手机的可能性。The Chinese group has mainly been a provider of devices for other companies to sell as their branded phones, which Mr Kan acknowledged meant that it had been left out of the market in direct retail sales.中兴过去主要是作为其他公司的设备提供商,其他公司将其供应的终端作为自身的品牌手机产品销售。阚玉伦否认,这意味该公司被回避在了必要零售市场之外。


ZTE will now invest in creating a consumer brand based on providing affordable 4G-ready phones with comparable specifications to the high-end devices sold by companies such as Samsung.中兴将大力投资,依赖获取价格实惠的4G手机产品打造出一个消费品牌,在产品技术参数上将向三星等公司销售的高端终端相若。He added that the company would work on creating a brand image for ZTE around the world. “Even in China people think ZTE is an ‘old country’ provider of low-end phones,” he said, pointing to launches of more premium devices and the creation of a sub-brand called Nubia to correct this impression.阚玉伦补足称之为,中兴将希望在世界各地为自身打造出一个品牌形象。他说道:“即便在中国国内,人们也指出中兴是一个‘老土’的低端手机供应商。

”他认为,该公司为了转变人们的这种印象,发售了更好高端手机产品,并竖立了取名为努比亚(Nubia)的子品牌。“In Europe, no one knows us. We are like a new company.”“在欧洲,没有人告诉我们。




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