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Nubia eyes European and Latin American markets

by Stuart Wilson, Monday 20 June 2016

Smartphone brand Nubia has announced expansion plans for Europe and Latin America. Consumers in Mexico, Argentina, Russia, Spain and Germany will soon be able to purchase the latest nubia devices in their domestic markets. That includes the nubia Z11 mini, Z9 mini and Z9 Max. Mai Donghai, senior VP of Nubia Technology and co-founder of the nubia brand, said: “nubia has had success in China for the past three years, and now we are setting our sights on new international markets for expansion. We are excited for more consumers to experience nubia’s leading-edge mobile devices.”

Argentina and Mexico represent the second and third largest economies in Latin America. nubia is targeting tech-savvy millennials in these markets, where demand for premium phones has risen sharply. In Mexico, rapid development of 4G infrastructure, plus growth in e-commerce, has created a market of 96 million smartphone users, who purchase roughly 30 million new devices each year. nubia also sees great potential in Argentina, as international smartphones brands represent 90% of market share in the country.

nubia plans to increase its foothold in three very mature European markets, namely Russia, Germany and Spain, by introducing premium smartphones that have upscale specifications. Being one of the fastest and technologically innovative smartphone companies in the world, nubia boasts a portfolio of over 3,500 patents including 3,000 core patents, which is instrumental in setting itself a great foundation in the European marketplace.

In Russia, Chinese smartphone brands have typically performed well, representing at least a third of Russia’s market share. During the first two months of 2016, 1.2 million Chinese mobile devices were sold, which was an increase of 50% year over year. Also presenting big growth opportunities are Germany, the largest national economy in Europe, and Spain, where 4G smartphone sales are estimated to reach 9.5 million units by the end of 2016.

In addition, nubia has its sights on other European markets thereafter, including France, Italy, Poland, Turkey, as well as fast-growing Southeast Asian countries such as India, Indonesia, Myanmar, Philippines, Thailand and Vietnam.

Following Chinese retail giant Suning’s US$297m investment in nubia, the two companies are focusing on rapid global expansion and brand awareness – both have made sports the key focus of their marketing efforts. Suning has just picked up a 70% stake in the Italian football club Inter Milan, a deal valued at US$307m. nubia is also already a sponsor of the Chinese team, JiangSu Suning FC.

Recently, nubia appointed Cristiano Ronaldo as its brand ambassador. Limited editions of the Z11 mini and Z11 Max are available in China, featuring a special design dedicated to the world class football player.

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