NEWS World-Class Audio
NEWS World-Class Audio For ZTE’s New AXON 7 mini Latest device in flagship AXON series unveiled at IFA 2016 Chinese mobile device manufacturer ZTE has had a big impact on the international market with its flagship AXON 7 phone. Now it is hoping to build on this momentum with the launch of the AXON 7 mini, an aggressively-priced 5.2 inch device that sets new standards in terms of audio quality. Speaking at IFA 2016, Adam Zeng, CEO of ZTE Mobile Devices, remarked, “Consumer around the world have gravitated to our AXON 7 device as it offers flagship level specs and experience at a price that is simply unbeatable. By extending the AXON 7 series with the launch of the AXON 7 mini we are giving consumers more options, but with the same premium performance they seek in flagship devices.” Picking up the story, ZTE Mobile Devices VP, Global Mobile and Technology Strategy and Marketing, Waiman Lam, said the AXON 7 mini delivers arguably the highest quality audio experience available in smartphones today. Key to this pioneering achievement has been the inclusion of two symmetrical front-facing speakers and a dedicated audio processor from sound chip specialists Asahi Kasei Microdevices (AKM). This combines with Dolby Atmos sound to give Axon 7 users a movie theatre 7.1 surround sound-like experience no matter where they are. ZTE claims the sound on its device is so clear and powerful that it can be used on its own to play music at parties or entertain outdoors. Lam stressed that the emphasis on audio was not at the expense of video or design, with the newlylaunched device boasting a sleek, elegant design with attractive curvature. “The phone was created in collaboration with Designworks, a BMW subsidiary,” he explained. “The curvature design, inspired by racecars, perfectly meshes a 2.5D curved-edge glass touchscreen with an all-metal unibody.” The new Axon 7 mini will hit the market on September 7th at a price of 299 Euros. Comparable models from rival brands come in at around the 500-600 Euro mark, according to Lam. ZTE has adopted the phrase Zero To Excellence as part of its brand messaging. CEO Adam Zeng said “the success of the Axon 7 summarises our achievement as a company. We will continue our momentum by adding more exciting products to our range. There is no one size fits all for smartphones.” To underline this point, the company also offers the competitively-price ZTE Blade range. © Messe Berlin GmbH One area where ZTE excels is R&D. The company is the only one to have been ranked inside the Top-3 by WIPO (World Intellectual Property Organization) for the past 5 years for patent filings Waiman Lam Vice President, Product and Technology, ZTE Hall 25 Stand 105 www.ifa-international.org IFA International • Saturday 3 th & Sunday 4 th September 2016 9
