42014 No.4 Bimonthly

HANDS-ON

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Cover Product

LTE Devices on the Way

Sikhula Kunye

MegaFon-Retail:

PEP:

THE WAR ON THE WRIST

A Smart Projector

The Best Value Phone

ZproⅠ:

ZTE V815W:

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INFORMATION ROUNDUP

SHOWCASE

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HANDS-ON

7 MegaFon-Retail: LTE Devices on the Way

10 PEP: Sikhula Kunye

Smart wearable devices are often first associated with wristwatches, which are convenient and already an accepted part of fashion culture. Various watch-shaped smart devices have been launched, and the wrist is set to become the new place where the big brands go to battle. p14

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The War on the Wrist

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DESIGN&ART

ZTE WORLD

ZTE South Africa Gives Back to the Community

p30p10

NO.4 2014http://wwwen.zte.com.cn/en/about/publications

28 A Two-Horse Race: Gorilla Glass versus Sapphire

30 What You Do Not Know About CMF

32 VUI Design: Tell Your Phone What to Do

Chairman: Zeng XuezhongVice Chairman: Sun Zhenge Members: Ao Wen, Chen Min, Dai Wenhong, Ding Ning, Gao Feng, Huang Xinming, Jiang Hua, Jiang Tao, Kan Yulun, Li Yuehua, Lin Rong, Ma Wenlong, Wu Haoqiang, Xiao Qihu, Yan Hua, Zhu Dongtang, Zhao Wei, Zhang Lei

Sponsor: ZTE Corporation Edited by Shenzhen Editorial Office, Strategy Planning Department Editor-in-Chief: Huang XinmingExecutive Editor: Liu YangEditor: He XiCirculation Manager: Wang Pingping

Address: NO. 55, Hi-tech Road South, Shenzhen, P.R.ChinaPostcode: 518057Tel: +86-755-26776663Fax: +86-755-26775217Email: liu.yang2@zte.com.cnPublishing Date: August 31, 2014Volume 7 lssue 32

Mobile World Editorial Board

24 ZproⅠ: A Smart Projector

26 ZTE V815W: The Best Value Phone

p7Stepanov Sergey, senior manager of purchasing at MegaFon-Retail

All rights reserved. The content of this magazine may not be reproduced either in whole or in part without the written consent of ZTE. Every effort has been made to ensure the information included is both accurate and complete; however, ZTE cannot accept misuse or misinterpretation of the information published or implied from the content.

Leon Lourens, managing director of PEP (R), and John Edwards (L), executive for cellular products at PEP

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ZTE Launches Qing Yang 2 with 4G LTE Support for China Telecom Users

ZTE Launches Blade Vec 4G, Grand S II LTE in HKOn July 24, ZTE launched the Blade Vec 4G and Grand S II LTE in Hong Kong. The ZTE Blade Vec 4G comes pre-loaded with the Google Now Launcher, which allows users to add multiple home screens, and offers them quick access to their favorite apps. Priced at HKD 1,499, the ZTE Blade Vec 4G is powered by the Qualcomm Snapdragon 8926 processor and offers a 5-inch display. ZTE is also launching the flagship Grand S II LTE smartphone, priced at HKD 2,499, which supports 17 frequency bands across the GSM, WCDMA, TD-SCDMA, FDD-LTE and TDD-LTE modes.

Apart from these two smartphones, ZTE also provided a preview of the Grand Band. The Grand Band measures and records users’ pulse rates, storing data and monitoring users’ health condition. The fash-ionable Grand Band will be launched in 2014 in various colors.

ZTE Mobile Phones Get Google Now Launcher ZTE has pre-loaded Google Now Launcher on its smartphones to offer improved user experience and better value to users. It plans to pre-load Google Now Launcher on all Android 4.4 and above smartphones that have Google Mobile Services and Google Play.

ZTE has worked closely with Google to pre-load Google Now Launcher onto several ZTE devices, including the Blade Vec 4G smartphone, which runs on Android 4.4.

On the ZTE Blade Vec 4G smart-phone, Google Now Launcher is complimentary to ZTE flagship devices’ voice recognition and control function. ZTE Blade Vec 4G strongly features voice command functionality, including phone unlocking, dialing/answering calls, playing music, navigational controls, and photo-taking. (Source: Entelechy Asia, July 18)

ZTE Proposes First Pre-5G Concept ZTE has recently introduced its first pre-5G concept.

At the LTE World Summit 2014 held June 23-25 in Amsterdam, Netherlands, ZTE announced that under certain conditions some 5G technologies can provide a 5G-like user experience on 4G terminals without changing the air interface standards.

“With next-generation 5G technologies being deployed in 2020, there were industry concerns over what technologies will be used in the next six years,” said Dr Xiang Jiying, ZTE’s CTO of wireless products. “To address this, ZTE proposes to apply some of the 5G technology on top of 4G to meet users’ require-ments.”

ZTE launched the new Blade Vec 4G and Grand S II LTE at an event in Hong Kong that was attended by guests including Scott Beaumont, president of Google Greater China, and Tim McDonough, vice president of market-ing at Qualcomm Technologies Inc.

On June 27, ZTE launched the 4G LTE version of its bestsell-ing Qing Yang 2 smartphone in collaboration with China Tel-ecom, delivering performance improvements and enhanced user experience that will appeal to younger consumers.

The new Qing Yang 2 is powered by the energy-efficient Qualcomm Snapdragon MSM8926 1.2 GHz processor, add-ing support for FDD-LTE and TDD-LTE 4G networks to deliver

data transmission rates of up to 150 Mbps for an ultra-fast mobile internet experience. With the expanded 2 GB of RAM memory, the new Qing Yang 2 enables users to run multiple applications with aplomb. The new Qing Yang 2 is pre-installed with Xiang Gan Ma, a landmark for ZTE in terms of software application development. Xiang Gan Ma means “Do whatever you want to do” in Chinese.

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ZTE Launches Three New Smartphones in Indonesia On June 12, ZTE unveiled three new smartphones for users in Indonesia to strengthen the company’s presence in Southeast Asia.

ZTE’s Nubia Z5S Mini, Blade L2, and KIS 3 are now available in Indonesia, bringing ZTE’s world-class technology innovation and design to users in Indonesia. ZTE announced the launch at the Grand Nikko Hotel, Nusa Dua, Bali.

“ZTE is committed to making our world-class technology and user-oriented design available to users in Indonesia and Southeast Asia,” said Jacky Zhang, CEO of Asia Pacific and CIS regions at ZTE Mobile Devices. “Asia Pacific is a primary target market for ZTE, and Indonesia is one of the biggest potential markets in the region.”

ZTE Unveils WEWORK Mobile Office Solution On June 13, ZTE unveiled WEWORK, a comprehensive suite of end-to-end mobile office services and applications to help enterprises and businesses adopt mobility with a high degree of security assurance, empowering increased business productivity and delivering greater value to users.

WEWORK, leveraging the core capa-bilities and technology innovations of ZTE’s three primary operating divisions, Mobile Devices, Operator Solutions and Enterprise Business, will offer enterprise users and small-to-medium-sized businesses an integrated solution comprising business applications such as mobile e-mail and video conferencing, con-nected devices such as smartphones and tablets, connectivity solutions such as cellular, Wi-Fi and VPN veri-fication, in addition to cloud-based solutions such as storage.

ZTE Taking BlackBerry StaffZTE is poaching talent from struggling Western smartphone makers such as BlackBerry Ltd. and Motorola Mobility, as the Chinese company tries to expand its handset business overseas, its mobile-devices CEO said.

Amid uncertainties surrounding the prospects for BlackBerry and Motorola Mobility, ZTE has found opportunities to cherry-pick talent from those established global competitors.

“We hope the talent from BlackBerry can enhance our product security and design capability,” said Adam Zeng, who became the head of ZTE’s mobile-device business in January, in an interview on Mon-day, June 9. Mr. Zeng said the company will continue to actively recruit more talent from BlackBerry and other competitors.

Apart from the new hires from BlackBerry, ZTE recently recruited Cao Teng, an executive in charge of handset marketing, from Motorola Mobility. (Source: WSJ, June 10)

ZTE Announces First Smart ProjectorOn July 9, ZTE USA announced the availability of its portable, compact projector with hotspot, power bank and 4-inch touchscreen powered by Google’s Android operating system. This all-in-one device, best described as a “smart projector,” is the first of its kind to be sold anywhere in the world. After being re-vealed at the 2014 Consumer Electronics Show (CES), ZTE’s smart projector was awarded Best Projector in PCMag.com’s Best of CES 2014. Now, it is available for purchase exclusively in the US.

ZTE’s smart projector will be offered exclusively from Sprint as Sprint LivePro and available for purchase in select Sprint Stores and through Sprint Business Sales, Web Sales and Telesales at 1-800-SPRINT1. With Sprint Easy Pay, well-qualified buyers can purchase Sprint LivePro with $0 down (plus tax) and 24 monthly payments of US$18.75; manufacturer’s suggested retail price is $449.99.

Powerful Cameranubia Z7 MAXA smartphone is often used for surf-ing the web, taking photos, and social networking. These functions are directly or indirectly related to photos. From this point of view, the quality of a photo is of great importance for a smartphone. Nubia Z7 MAX is made for shooting. You can not only adjust the shooting parameters but also take a great photo simply with only one click. It has a 13 MP shooter that supports independent white balance adjustment, slow shutter, long exposure, an f/2.8-f/22 aperture, and blue glass filter. With the help of a star tracker, nubia Z7 MAX enables you to capture a photo of the Milk Way with only one click, avoiding the complex procedures in an SLR camera.

Camera: 13 MP (rear) + 5 MP (front) Dis-play: 5.5-inch 1080P Processor: 2.5 GHz Snapdragon 801 RAM: 2 or 3 GB

Lightning SpeedZTE Grand S Pro For geeks, performance is always the top priority. ZTE has launched the Grand S Pro, which is like a large-displacement sports car racing down the highway. It has a 2.3 GHz Qualcomm Snapdragon 801 processor and 2 GB RAM. The 5-inch IPS display enables you to play games freely and view videos clearly. Besides its speed, a super sports car should make people feel cool and comfortable. Likewise, the phone feels good in your hands with sleek lines.

Network: LTE/EVDO/CDMA1x Camera: 13 MP (rear) + 2 MP (front) Battery: 2300 mAh

Good Inside and OutZTE Blade Vec 3GDesigners seek inspiration from scenic spots and historical sites all over the world. Blade Vec 3G was Arc de Triomphe in Paris. The designer integrated Blade Vec 3G with the elegant curves of the Arc. With rounded edges resembling the arched passageway and a ro-bust structure, Blade Vec is slim, elegant and subdued. The high-quality IPS display features accurate colors from wide viewing angles. The phone has a 13 MP rear camera for optimum photo quality and a 5 MP front camera with f/2.2 aperture and 88 degree wide viewing angle. With MTK6592M octa-core processor, Blade Vec 3G enables you to focus quickly and take snapshots, adjust photos, and play games smoothly.

Network GSM/WCDMA (dual-SIM, dual-standby) Camera: 13 MP (rear) + 5 MP (front) Battery: 2300 mAh (Note: The quad-core version of Blade Vec 3G is also available)

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Different color schemes designed for Grand S Pro

LTE Devices on the WayMegaFon-Retail:

A: I think we focus a lot on the best-known brands, such as Apple, Nokia and Samsung. These brands are famous everywhere. All these A brands should be represented in all stores because people have faith in the innovation and technology of these companies. Last year, lesser-known brands, especially from China’s smaller manufacturers, appeared in the Russian market. We also have some local brands known only in Russia. They usually go to factories in China and strike a deal to manufacture special devices and models that are branded with the local company’s logo. The technology is not produced by, say, ZTE or Apple or Samsung, but it may be only a year old. The phone may have a chipset that is not that old but not new either, but the price is very low. I know

MegaFon-Retail is the retail arm of MegaFon OJSC, a leading telecommunications provider in Russia. MegaFon-Retail has many partners, including major manufacturers such as Apple, Samsung, Nokia, and ZTE. In 2014, MegaFon-Retail started purchasing terminals from ZTE. Mobile World recently interviewed Stepanov Sergey, senior manager of purchasing at MegaFon-Retail, who talked about the characteristics of the Russian terminal market, future challenges, and his expectations for cooperation between MegaFon-Retail and ZTE.

Q: Could you introduce MegaFon-Retail and its position in the retail market?

A: MegaFon is one of the big telecommunications providers in Russia. There are three mobile providers that cover all of Russia: MegaFon, Beeline and Mobile TeleSystems (MTS). We have a fourth mobile provider, but they do not cover the whole of Russia. Of these three big providers, MegaFon is the leader, particularly in terms of LTE technology. We were the first to deploy LTE in Russia. MegaFon has its own retail chain with about 2000 stores across Russia. These stores are not big; they are usually around 40 × 40 square meters and located near metro stations or other public areas. We categorize these stores as A, B, C or D according to how many smartphones they sell per month. Our supply practices differ across these four categories. For example, category A stores are supplied with as many brands as possible at all price levels. Category D are supplied with a more limited range of mobile phones, usually the ones that are more popular with price-sensitive customers, say in a particular regional area. However, our policy is to keep the price of each phone model the same, regardless of where it is being sold.

We want to sell smartphones because people who use smart-phones are profitable to the operator. In Russia, voice is not profit-able. An operator has to focus on increasing data traffic through either 3G or LTE. That’s why we are investing a lot of money into building LTE infrastructure. We need to provide fast internet for our users. This is a very strategic move, and it’s why we are inter-ested in LTE-capable devices. Q: What are the characteristics of the Russian terminal market?

● Interview by Zhao Rujing

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that ZTE invests a lot of money on innovation and tests its phones in laboratories. However, smaller manufacturers don’t spend much money to test their devices. That’s why their prices are lower than brands such as ZTE. People in all countries look at both price and screen size. Our shops are pretty small, so it’s not really feasible to show working devices. All our devices are switched off, and people usually choose according to price and screen size. One drawback to this retail model is that screen quality differs between manufacturers. For us, it can be difficult to sell good quality devices with good features if there are cheaper alternatives available with the same-sized screen. We are working on this problem. We have put up some stands in our shops to really demonstrate the technology advantages of some brands. The customers can see for themselves the differ-ences between devices.

Q: What are the trends in Russia’s mobile industry?

A: Screen size is a trend. In Russia, we prefer screen sizes between 4.5 and 5 inches. Although people are buying bigger screens than they did last year, devices with screens over 5 inches are still not selling strongly at the moment. Battery is not a trend, but it’s a problem for all smartphones. Because battery life is short, you can only use your phone for one day, and you have to recharge it once or maybe twice a day. If the screen is bigger, it consumes more energy. Batteries that can be used for more than a day without being recharged might be a trend in the future.

Q: What influences your decision to purchase a device?

A: We don’t have big stores, and we can’t represent all manufac-turers because of the size of our stores. We can only represent a more limited range of devices, basically those that guarantee the best quality for the best price. In our company, we have KPIs for making the purchasing decisions. We only deal with companies that provide favorable conditions to us. We focus on all factors in a phone, such as CPU and screen. Of course, people look at price, but if they want good quality, they need to pay more. I think manufacturers should advertise more of their high-end products and explain to people why these products cost more. Manufacturers need to sell their high-end technol-ogy better. For example, screen quality is really important. If you tell the customers why this product is expensive, they can make the decision to buy.

Q: What kind of revolution may occur in the mobile retail industry?

A: Two days ago we were at an exhibition in Hong Kong. We see no signs of anything revolutionary at the moment, but maybe that’s just my point of view. I can compare mobile phones with computers, which are being combined with tablets. You can pull out computer screen and it becomes a tablet. Maybe the revolu-tion will be in the area of smart watches or bracelets. You can use your Bluetooth headset or wireless headsets and some CPUs or some devices. The main CPU, like the processor of a mobile phone, could be worn around your neck and connected to the watch or bracelet. This trend is going for internet. The problem is how to see the picture on the watch or bracelet because the screens on these devices are small. Maybe the technology will make some screen on your hand or something else. But of course it will be integrated in the small devices. Smartphones are getting bigger and bigger, heavier and heavier, and sometimes people don’t want to carry around these devices.

Q: What do you think about ZTE as a partner?

A: ZTE is very popular in China and considered an A brand by us. We don’t really know ZTE in Russia though. That’s why the Moscow office of ZTE has initiated some marketing programs. ZTE’s brand awareness here is very low. ZTE invests a lot of money in innovation and testing, and that’s why your devices, like other A brands, are a little more expensive than other brands. The quality of your devices is very good, but people in Russia think you’re just another Chinese brand, like other generic brands that we categorize as B brands. ZTE’s Moscow office needs to really com-municate well with the people and make them understand that ZTE is an A brand. You can think of a ZTE phone in the same bands as, say, Sony or Motorola.

Q: How do you expect MegaFon-Retail and ZTE to coop-erate in the future?

A: ZTE has room to improve in terms of logistics. ZTE is the only company in the market that doesn’t have logistics in Russia. All other companies have their own warehouses and staff who can supply goods immediately. We can discuss models with ZTE, but it takes time to produce those models in China and deliver them to Russia. For us as a retailer, it looks like a one-shop deal. We have 2000 shops, so the minimum order has to be 4000, enough

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for two pieces per shop. Usually the first order is 4500, then we start to sell the products, and after two or three months, we can understand how it’s going. Sometimes we need to buy more products from the supplier. The problem we face is that ZTE asks us to place an order two months in advance. With other manufac-turers, we can order weekly, and the products are delivered every week to our warehouses. Then, we have logistics to deliver them to every shop.

Q: What has impressed you the most about ZTE?

A: Four years ago, I visited Nokia in Finland. Their head office was just a small building, and I know all their factories are situ-ated in China. For ZTE, I was impressed by the exhibition floor in your head office, which was very informative. One man showed me how many factories you have, what facilities you have, and I got to understand that ZTE is a very big company with many offices aboard. ZTE has a very strong position in China. I also toured a special factory where you test all your devices, and this was very impressive. You really put your devices through real scenarios: you hit them, break them, and submerge them in the water. I think small companies don’t do this. They assemble the phone. But price is a good indicator of quality. This is a problem faced by many manufacturers. If you invest more money into testing, your product is going to cost more, and you have to move away from competing on price to competing on quality.

Q: Do you have any advice to ZTE on how to be successful?

A: I think in an open relationship everyone needs to be open and honest. Our business is also ZTE’s business. We are both on the same side in selling our products to end-users. If we focus on how to sell our products, I think we will be successful. ZTE should also look at the market and compare their devices and quality with other brands. The price still has to be competitive with those of other manufacturers. This is very important. Stepanov Sergey, senior manager of

purchasing at MegaFon-Retail

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Sikhula KunyePEP:

WeChat. But after they buy a smartphone, they experience more and more of what Android can do. I think that’s an opportunity for the industry in South Africa. To drive revenue for operators, you have to get people using smartphones and discovering capabilities such as looking at weather, browsing the internet, looking at soc-cer scores, using GPS, or using other services that the customer previously hasn’t had access to.

Q: What are the current trends in the mobile phone industry? JE: South Africa is behind the curve in mobile phone trends. If you want to know what will happen in South Africa, you have to look at the rest of the world. Data is going to be big in South Africa. At only 5% of our spend, it is still small, but there is a huge potential for it to grow. There is also a move towards cheaper smartphones; that is, bringing previously-expensive smartphones down to the mass consumer market. Smartphones will certainly increase everyone’s appetite for data.

PEP is the largest single brand retailer in Africa. As well as cloth-ing and footwear, PEP also sells homeware, FMCG, cellular and airtime products. PEP also offers a range of other services, such as cash-backs, loans, funeral policies, cross-border money transfer, bill payment, and electricity tokens. ZTE, in 2013, was PEP’s third bestselling brand, capturing 23% of PEP’s mobile phone market. Mobile World interviewed Leon Lourens, managing director of PEP, and John Edwards, executive for cellular products at PEP. They gave their thoughts on current trends in the mobile phone industry and an overview of PEP’s goals, challenges and corporate culture.

South Africa: Moving Towards Smartphones

Q: What do you see as the main characteristics of South Africa’s terminal market? JE: It has been saturated for a year now, but it’s moving slowly away from ULC devices towards slightly higher-priced devices. Entry-level Android devices at $50 are selling well and have really taken off since Christmas. We have noticed that, customers are becoming less price-sensitive and more feature-sensitive when it comes to the Android phones.

Q: In your opinion, what factors will accelerate the take-up of smartphones?JE: The first one in South Africa is price. Customers in our market are very price-sensitive. Last year, you couldn’t really buy a smart-phone for under 1000 rand (about a hundred US dollars). Now, you can buy a smartphone for half that price. Demand is also very elastic. Before, we sold nothing at 1000 rand, but now we are selling up to 50,000 units a month at the $50 price point. This is quite a high price point in the market, but we have successfully been selling here. The average price point of a phone in PEP is about 300 rand ($30). Because we sell many phones, the average product price in PEP is only about 18 rand or $1.5, which is very much at the low end of the market. So we find that people are ex-tending themselves to the 500 rand price point without any credit (because we don’t offer credit). This is quite something, and it shows that Android has its appeal in the market. I don’t think peo-ple even know half of what Android can do, but they buy it now for the IM. They want to use messengers such as What’s Up and

● Interview by Zhao Rujing, Liu Yang and Lindi Brand

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Leon Lourens, managing director of PEP (R), and John Edwards (L), executive for cel-lular products at PEP

PEP Expands its Footprint

Q: How has PEP strengthened its leading position in recent years? JE: PEP continues to have around 50% share of the prepaid handset market in South Africa, and we continue to open new retail stores. We will open nearly 120 new stores in the next financial year. Some of these will be traditional PEP stores and others PEP Cell Stores. So we continue to expand our own foot-print and, at the same time, build relationships with OEMs like ZTE and try to get more exclusives in our range.

Q: How do you differentiate yourself as a handset retailer?JE: We are a low-cost retailer. Our in-store staff are basically there to stock the shelves, greet customers, and handle the transactions. We differentiate ourselves on a number of levels. First, we are everywhere in South Africa. Our footprint is the largest retail footprint on the African continent. We have 1600 stores in South Africa. We are in most small towns. Two-thirds of our customers are known by name when you come in because it’s a small-town environment. You know the manager, you go to church together on Sundays, and your kids go to school together. This creates a very familiar, non-threatening retail environment. People can come in and buy a phone and ask questions from someone they probably know personally. If you go to a normal store, you are unlikely to know the salesper-son. You might feel intimated about asking technical questions because people might think you are stupid. I once felt like this when I bought a TV because the guy asked a few simple ques-tions and I had no idea what he was talking about. PEP likes to create a non-threatening environment. Our customers come to PEP about twice a month, so we know them well.

Q: What are PEP’s sales goals in 2014? LL: Despite difficult economic conditions, PEP remains positive about sales goals for 2014, and we hope to achieve double digit growth for the 15th year in a row. To achieve this, we need consistent growth in clothing, footwear and homeware, but more importantly, we have to grow aggressively in cellular products and financial services. PEP is a discount business, and our strategy is to provide the lowest prices in the market. Our customers are very important to us, and we are always looking for ways to address their needs and aspirations. For example, we sell them affordable mobile phones that they really need to make their lives easier.

Q: What challenges does PEP have over the long term?LL: In a market where 70% of our customers earn, as a household, less than $500 per month, our challenge always is to keep prices as low as possible—lower than the competition. To achieve this, we have to continuously re-invent our supply chain to eliminate unnecessary costs and pass the benefit on to our customer. Part of this process is to partner with good suppliers, like ZTE, so that we can both benefit from the partnership.

The cellular environment has reached maturity, and we have to find more efficient ways of serving these customers. Expectations on the quality of handsets is ever-increasing, and we need to find handsets that will serve these needs but still be affordable. In the process, there still needs to be a feasible profit margin.

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Although the South African economy is struggling and unemploy-ment is rising, we remain very positive about the future of PEP and I believe that we will remain successful if we can keep placing our customers at the centre of everything we do.

Q: What is the culture at PEP?LL: We work on the principle of “sikhula kunye” which means “growing together.” We strongly believe in the personal growth of our employees because if they grow, the company grows also. The purpose of PEP is to make it possible for everyone to look and feel good. By “everyone” we mean our employees, customers, and suppliers/partners. We believe in humility and treating everyone with the utmost dignity and respect. Lastly, we trust that we can create and add meaning to our own lives by making a difference in the lives of other, more needy people.

Effective Cooperation: The Way to Success

Q: What is important for a manufacturer to succeed? JE: Cooperation with all the channels is the key to success. As a retailer, I can’t succeed unless I cooperate with the operator and manufacturer. If we are all cooperating effectively, we can all do more effective planning and forecasting. At the end of the day, you can only sell a phone if you have it in stock. However, having the right phone in the right place at the right time is not as easy as it sounds. So we have to come together with operators and manu-facturers to ensure that the phone is available when customers come in. This is essential.

Q: What do you think about the relationship between ZTE and PEP and how do you see it evolving? JE: This is my fourth visit to your Shenzhen HQ in the past six years. I think our relationship has deepened a lot over time. We certainly understand each other’s businesses a lot more, and the key is to draw on that understanding in our forecasting, product design, and planning so that the ZTE brand is accepted and available within PEP. I think we have certainly helped ZTE with its branding in South Africa because we believe it’s important for our partnership. We will continue to help strengthen the ZTE brand so that our customers ultimately come to trust the brand.

Q: What has been ZTE’s contribution to South African market?JE: It has been huge in terms of introducing quality products at low prices. Prior to ZTE entering the South African market there were other Chinese brands trying to enter the market. These products came from unnamed, tier-5 factories and had a reputa-tion for poor quality. Chinese phones are generally perceived in South Africa as poor quality. That changed a lot when ZTE came in due to ZTE’s high-quality control and testing. So I think people now trust Chinese brands sold through the major retailers. In South Africa, people tend to buy handsets from bigger, well-known retailers rather than smaller street stores. People have a lot of trust in ZTE, especially because the rate of faulty returns is low for ZTE products. Your performance over time speaks for itself. People learned to trust your products because they are good.

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Q: What has impressed you during your visit in Shenzhen?

JE: When you walk around the ZTE factory, you see a lot of quality control checks, which gives me a certain peace of mind and understanding of why ZTE failure rate is so low. Perhaps more impressive is ZTE’s attitude of really listen-ing to a retailer like us and quickly taking up some of our ideas for the African market so that our ideas come to realization very quickly. We’ve had some extremely successful units with ZTE over the past few years. We sold over a million of your S305 ultra low cost unit in a calendar year. We have never done that with any other manufacturer, and it all began around the table here in Shenzhen. I think the flexibility of ZTE and willingness of ZTE to listen to its partners rather than just pump out products is very attractive to us. ZTE’s flexibility is fantastic.

Q: What are your thoughts after meeting ZTE’s vice president and seeing our manu-

facturing plant?JE: It was the second time I had the privilege to

meet ZTE’s vice president, Mr. Kan. I enjoyed the visit because his attitude is just fantastic. We saw this also

at this year’s Mobile World Congress in Barcelona. It was wonderful to see all the models we discussed at

MWC during our visit to your head office. We’re giving constant feedback to ZTE. In fact, your guys are willing

to be flexible with your models, and you have taken onboard some of the things we asked for. I think that’s

fantastic. He knows the South African market and we are looking forward to his visit to South Africa. It’s easy to work

with somebody who really understands the market.

● By Liang Yuncong

Despite its long development, wearable smart devices still have a long way to go before they bloom. However, with the increasing popularity of smartphones, wearable smart devices that can connect

THE WAR ON THE WRIST

wirelessly to smartphones (e.g. smart wristbands and smart watches) are emerging in the market. Their prices are also continuously being lowered. It’s evident that the “war on the wrist” will begin soon.

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Smart wearable devices are often first associated with wristwatches, which are convenient and already an accepted part of fashion culture. Various watch-shaped smart devices have been launched, and the wrist is set to become the new place where the big brands go to battle.

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The war between smartphones and wearable devices is heating up, and the unique smart projector ZproⅠhas entered the battlefield. Unlike traditional projectors, it runs on Android 4.2 Jelly Bean, has a 4-inch touchscreen, and has a SIM card slot for 4G. It enables you to project media and connect to the internet.

ZproⅠ: An Innovative Contraption

The Quark chip from chip tycoon Intel is specifically designed for mobile computing. It is smaller than 10 square millimeters and operates on 10 mW. With Quark, a PC can be as small as a watch.

Advanced mobile technologies have greatly contributed to the advent of smart watches. The traditional electronics industry is turning from mobile phones to wearable gadgets, and developers are looking at functionality beyond timekeeping in a wristwatch. Thanks to the smart OS, a watch can now be connected to a smartphone or wireless internet for answering calls, checking SMS and weather, or downloading apps. Wearable devices have reached a turning point.

A smart watch is a wearable computing device in the form of a computerized wristwatch. The smart watch technology isn’t exactly new. It got its start back in the 1970s with the release of the first calculator watch. The calculator watch was released in 1975 under the Pulsar brand.

The 1980s saw the rise of more general-purpose wearable computers. In 1981, Steve Mann built a backpack-mounted wearable multimedia computer based on Apple-II 6502. Following the trend of wearable computers,

SEIKO Instruments launched a wearable computer called Ruputer in 1998. With a 3.6 MHz CPU (16-bit), 128 KB RAM, and 2 MB storage, the Ruputer could load any program written for the platform through transfer from a PC. This device could be viewed as the most adventurous step toward wristwatch computers.

In 1999, Samsung introduced an innovative product, SPH-WP10, which was a combined phone and watch. This wristwatch was integrated with some basic functions of a smartphone. Alternatively, you can call it a smartphone worn on the wrist. It did not set the world on fire; it had a talk time of only 90 minutes and a US$700 price tag. This innovative product was revolutionary, although it was immature, and the market demand was lackluster.

Meanwhile, IBM still stuck to the

idea of wrist computers. In 2000, IBM unveiled the first wristwatch to run on Linux. The Linux Watch had 8 MB RAM and 8 MB flash memory. The next year, IBM and Citizen Watch jointly developed a prototype of their wearable WatchPad 1.5 computer. It ran Linux on a 32-bit ARM processor with a maximum speed of 74 MHz.

Significant products that have been introduced during 1999-2013

The progress of smart watches as well as most consumer electronic products including computers and phones reflect the development

history of SIC and process technology. Since 2007, the computing power of mobile chips has increased rapidly and power consumption keeps

decreasing. Meanwhile, various special sensors have been used in mobile devices. It is in such a background that a circuit which used to be large

can be made smaller enough to be worn on your wrist and maintain its computing power and internet connectivity.

Development of Smart Watches

Year Manufacturer Product

1999 Samsung SPH-WP10 watch phone

2004 Microsoft SPOT watch that used FM radio signals

2005 Fossil FX2008 Wrist PDA with Palm OS

2008 LG GD910 watch phone

2009 Samsung S911 watch-shaped handset

2010 Sony Ericsson LiveView auxiliary display

2012 Sony SmartWatch accessory for Android

2013 Samsung Galaxy Gear smart watch

Where are smart watches going? Rumors about Apple’s plans for a smart watch (iWatch) have been circulating for the past year, and people have gradually accepted the idea of coordinating a smart watch with a mobile device. Smart wearable devices are now gaining attention from mobile terminal manufacturers.

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ZproⅠis compact and cool. You can pull it from your briefcase and set it up in a few seconds. With a built-in battery, you can even start projecting your presentations without plugging it in to a power point. If internet access is required during your speech, there is no need to find an internet cable or Wi-Fi hotspot; this device can act as a mobile hotspot and connect up to eight devices to a 4G network in several seconds.

The Beauty of ZproⅠ

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Connecting to a projector is quite easy in the new era of smart projectors. ZproⅠhas a touchscreen and runs Android OS. Anyone who knows how to use a smartphone can use it easily. It can wirelessly mirror a smartphone or tablet display using Wi-Fi Miracast. The speakers in a conference don’t need to plug in or out VGA cables because ZproⅠhas touch operations.

The Convenience of ZproⅠ

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Sony SmartWatch launched at CES 2012 is a successor to LiveView. Featuring a 1.3-inch OLED touchscreen with a physical power button, SmartWatch can be clipped to a strap and worn like a watch. It supports Sony mobile phones running Android 2.1 and above. When connected to a mobile phone through Bluetooth, it allows users to access SMS and manage calls or music. Capitalizing on the popularity of Sony Xperia mobile phones at that time, SmartWatch has also built good reputation. Sony has gotten the upper hand in the arena of wearable devices.

Unlike SmartWatch, SmartBand is Sony’s first product powered by its Core fitness tracker, which can track your physical activities every day. With the accompanying app, SmartBand can record everything you do: the places you visit, songs you’ve recently listened to, and games you’ve played. It can present all of this on a visual interface. Sony calls this the SmartWear Experience, which is a new concept that can mean a lot to the development of smart wearable devices.

Compared with SmartWatch, Samsung Galaxy Gear has made the smart wearable devices more popular. It comes with a 1.63-inch AMOLED screen. When connected to a Galaxy smartphone, it can access the internet, make and answer calls, send and receive emails and messages, store and transmit data, and track and manage your personal information. You can also play games on it.

Galaxy Gear 2 and Gear 2 Neo are an upgrade to the Galaxy Gear. However, Gear 2 Neo has no camera and is therefore lighter. The two have the same specs. They both have the 1.63-inch Super AMOLED screen with 320 × 320 pixel resolution and feature a heart rate monitor, a pedometer, and a music player. Both of them use Samsung’s OS Tizen instead of Android.

Battery life could be the biggest bottleneck in the advancement of wearable technology. Constricted by battery technology and size, the battery life for wearable devices is very small. Many smart watches could not last for one day and therefore is less practical.

The Exploding Smart Watch Market

SMARTWATCH

SMARTBAND

GALAXY GEAR

GALAXY GEAR 2 AND GEAR 2 NEO

Wearable devices have great growth prospects. Impressive products have been launched successively, and different development roads have emerged. Manufacturers can play to their own strengths and create their own characteristic devices rather than try to differentiate among homogenized competition.

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Wristband or jewelry You might find that some high-end smart wristband on the market might be priced as high as several hundred dollars and some low-end product only cost over 10 dollars. If you look more closely, they have similar functions. Why there is such a big price gap between them? It is because that some wristbands are designed according to the standard on jewelry. The outstanding appearance design and use of precious materials result in high prices.

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Samsung Gear Fit has an advanced curved Super AMOLED touchscreen and is a simplified version of Galaxy Gear 2. It allows you to easily control basic functions, such as, reject calls with messages, quick reply to messages, monitor heart rate and control alarms. Without a microphone and camera, Gear Fit is lightweight and is more suitable for sports because it is dust and water resistant (IP67).

Nike has also entered the smart wristband market. Nike+ FuelBand tracks your active life and NikeFuel is a universal way to measure body movement for all kinds of activities, regardless of your age, weight or gender. Nike+ FuelBand gives you real-time feedback (time of the day, calories burnt, step count and NikeFuel earned). The functionality of Nike+ FuleBand is simpler than other smart wristbands but it does not support Android devices.

Jawbone Up 2 is a stylish wristband that tracks your sleep habits, workout activity, and eating habits using an accelerometer to provide its companion iOS/Android application with data to evaluate your health and help you improve your daily habits. It allows you to add friends to cheer each other on. However, it was once criticized for its poor quality. It was pulled off the market after its release in late 2011 due to its fragility.

Motorola has crafted a smartwatch, called Moto 360, which hews closely to a more traditional, premium look. The Moto 360 will be powered by Android Wear that grants users access to notifications with gestures. Google Now integration will make checking in on the weather, sports scores or flights a hands-free affair just by saying, “Ok Google”.

TipsAndroid Wear is a version of Google Android designed for smart watches and other wearables. It is also an open platform like Android, allowing third-party manufacturers to produce compatible devices. The advent of Android Wear signifies a new direction for smart wearable devices.

We’ve seen just some of the vast array of smart wearable devices on the market. Technical advancements and revolutions result from fierce competition. We’ll just wait and see what the future holds for smart wearable devices.

Fitbit Flex is a wearable fitness monitor wristband. It has similar functions as the Jawbone Up and Nike+ FuelBand. Fitbit Flex can track calories burnt, distance, steps taken, active hours, sleep hours and sleep quality. Flex can synchronize wirelessly and automatically with a wide range of leading iOS and Android smartphones via Bluetooth 4.0.

GEAR FIT NIKE+ FUELBAND

ZTE GRAND WATCH

JAWBONE UP 2 MOTO 360

FITBIT FLEX

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ZTE has joined the smart watch battle. It unveiled Grand Watch at CES 2014. Grand Watch has a 1.26-inch e-ink display. Though black and white, the screen is easy to read in direct sunlight and has longer battery time than many other smart watches. It features a built-in pedometer, and records and analyzes data around the clock. By tethering to a smartphone, it enables on-wrist control of calls, content, photography, and social media platforms. It is compatible with mainstream smartphones that run on Android 4.0 and above.

TipsAs the wearable markets are expanding beyond the early-adopters market, it is hard to captivate consumers if the product cannot cater to specific user demands. Grand Watch II will target a more specific group, for example, children, and add such functions as SOS and all-weather GPS. The device will adopt new technology to reduce power consumption and increase battery life. Another sports-focused product, Grand Band I, is also on the agenda.

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Be careful of “beauties at first sight”Many users put smart watches or wristbands away not long after they purchase them. This phenomenon indicates that the wearable tech should improve in functionality, usability and accompanying apps. The user might stop using a wearable device for one reason or another after the feeling of freshness has passed. For example, the user might forget to recharge the device after taking it off, forget to put it on, or leave it in the bathroom.

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ZproⅠcan project content onto a wall or any other flat surface. It can project a 42-inch image from a distance of 1.5 meters. If necessary, it can project up to 120-inch images while maintaining high brightness so that participants in a conference don’t need to turn off the lights to see the images. It can also be an entertainment device for your family. You can beam a movie to a 100-inch screen on the wall of your living room or show a game to a 50-inch screen on the ceiling of your bedroom.

The Powerful Performance of ZproⅠ

The future of smart wearable devices lies in user experience. User’s opinions truly reflect the current status of the smart wearable devices. In addition, as the designers of wearable devices, how will they make breakthroughs in the tough competition and what’s their views of the market. Let’s listen to what they would say about the wearable devices.

Interviewee: Yao Kong Da MaoA fan of digital productsQ: Have you ever used a wristwatch-shaped smart wearable device?A: I’ve tried Galaxy Gear in a store and bought a Misfit Shine.

Q: What do you think of them?A: Gear is a bit of cumbersome. Shine largely depends on its accompanying app, and I do not often use it in my daily life.

Q: What do you look for in a wristwatch-shaped device?A: Waterproof and battery life. Waterproof is very important. It is troublesome to take off my wristwatch every time I wash my hands. Battery life is also important. The best device is dead without power. Now, I need to recharge my handset, tablet, and portable charger before sleep. It drives me crazy to recharge another wristwatch.

Q: What is your favorite product on the market? Why?A: Pebble and Fitbit Force. Of course, Shine is also good otherwise I would not buy it. Actually, the latter two are sports wristbands with clock function. I prefer Pebble because of its long battery life. I think nobody is willing to go out with a wristwatch of only 12-hour battery life. Pebble solves this problem with an e-ink display, but its applications are not powerful enough yet.

Q: Can you picture a future smart watch?A: It would have at least one week battery life and it is thin, light, and waterproof. Personally, I think highly of Google’s rumored smart watch that has an e-ink screen and shows Google Now-style cards. A smart watch should be the extension of the

notification bar of a handset so that I can quickly receive and read important messages on it.

Interviewee: Liu Youli Planning manager of MBB product line, ZTE Q: How would you define a smart wearable device?A: It has an intelligent design and can be worn like glasses, gloves, watches, apparel, and shoes. It should be in the form of wearable items and it should have intelligent functions. It should not entirely rely on a smartphone. When worn, it should perform most or all functions.

Q: What smart wearable devices have the most promising future in your opinion?A: We are now seeing different types of smart wearables out there on the market. Most users are concerned with the health services that these devices can provide, such as tracking sports activities, sleep and other fitness data. By collecting and analyzing users’ data, smart wearable devices can predict problems before a person even feels symptoms and give suggestions accordingly. These kinds of devices will be in big demand among people who suffer health problems.

Views on Wearable Devices

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Q: What do you think of smart wristwatches? Will they be the trend of the future? A: Smart watches can be more easily accepted by users as they remind people of traditional watches. Many smart watches currently have integrated functions of smartphones, yet they will not necessarily take the place of smartphones. Operation, typing, call and application experiences on a smart watch are still inferior to those on a smartphone.

Q: What are the difficulties in designing a watch-style smart device?A: 1. Interaction experience on a small screen. Interaction done with typing instead of touching can mean very bad user experience. Users are used to touchscreens now. Simplifying the touchscreen experience while making information clearly visible on the small screen is a major concern. 2. Battery life. Most smart watches available on the market have a battery life of no more than a week. Frequent recharging wears out people’s patience because they may have to wear a watch 24 hours a day, 7 days a week. So the battery life is the next major concern for smart wristwatches.

In general, the revolution in smart wearable devices has just begun. Manufacturers are taking tentative steps, and the wearable devices have only gotten a lukewarm response from consumers. However, the wearable device market is bound to grow. Smart wearable devices will no longer play supporting roles in the future. They will cater to more segmented markets and will come with more novelties and innovations to attract more users.

Fitness MonitorThe success of Fitbit Flex has blazed a road for the smart wearable devices as fitness is a key concern among people. The future smart wearable devices are expected to have more monitoring functions, including heart rate, blood pressure, pulse, vital capacity, and even blood sugar. They capture and provide health data, which can be sent to the doctor through internet for monitoring or remote diagnosis.

Sports CompanionFuelBand is a good example of a sports companion. A sports companion often has the same features as a fitness monitor. Yet a sports companion focuses on

The Future of Smart Watches

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In the future, batteries will be top challenge for wearables. Lithium-ion polymer batteries have gotten stuck in development, and such batteries are obviously not a good choice. Scientists keep on researching on new types of batteries, such as lithium-sulfur battery and magnesium battery. Once a breakthrough has been made in batteries, the wearable market will make a big leap ahead of time.

recording and usually has integrated calorie calculator and pedometer functions. The future development direction still relates to the recording function. By recording and analyzing the data, a sports companion provides its user with prompt feedback and suggestions. In addition, a sports-style smart watch should be more waterproof and dustproof.

Fashion MateMany people may find it easy to define the smart wearable device as a mobile terminal. It seems the smart wearable devices are more popular with geeks and there is still a long way to go before they attract a large user base. People may still

prefer to buy entry-level models of brand-name watches rather than smart wristwatches that are usually priced between US$ 100-250. The way out for smart wristwatches is to improve their appearance and processing technique. Those with low quality design and ordinary materials should not be recommended. Wristwatch and wristband are both a tool and an ornament and should be fashionable. With the popularity of smart watches, Rolex and Tudor are quite probable to jump on the bandwagon and we can certainly expect the emergence of individualized, stylish, and high-end smart wristwatches till then. Their smart functions are only elements of fashion.

Standalone KitThe standalone type refers to those smart wearable devices that are not accessories to smartphones but can run on their own. With the size as small as a watch, the standalone device should not only have a complete computer chip set but also a robust battery, both of which require heavy investment in R&D. It seems that Google is determined to unify the smart watch industry with its Android Wear platform. The required hardware specifications are not out yet. Once they are available, manufacturers will have to make their battery configuration reasonable and optimize the overall performance so that the device consumes little power and has a long battery life. Software developers will also have to spend some time customizing their apps for the new platform. Until then, the standalone wearable devices’ ecological system will be formed and the competition will become fiercer as R&D costs decrease. We may predict that the standalone smart wearables will have to compete on the brand, hardware, price and performance as smartphones do now.

Conclusion Smart watches are associated with fashion, health and hi-technology, and they have growing popularity despite various concerns that have been raised. They are also expected to develop in a better direction, and lead the advancement of other smart wearable devices as well.

HANDS-ON HANDS-ON

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A Smart Projector ZproⅠ

ZproⅠ 72-Hour Experi-ence Test

ExcellentGoodAverage

1. Portable Projector: Supported by Digital Light Processing technology and a LED light source, ZproⅠhas 100 lumens brightness and can pro-ject images at up to 120 inches. It is only palm-sized but has a battery of 5000 mAh. It can fit into a handbag or even a pocket and be used in dis-play and content sharing whenever necessary. The built-in battery can last 1 to 2.5 hours depending on projection brightness.

ZproⅠis truly an all-in-one prod-uct. Like a magic box, it can provide whatever functions you need. It is not only a projector but also a smart Android device. It can be used in the office, in the living room, or at a party. It makes content sharing con-venient. If necessary, it can also connect mobile devices to 4G LTE networks when a SIM card is inserted into it.

A projector is generally considered a bulky device used for conferences. ZproⅠwill fundamentally alter your under-standing of projectors.

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2. Touchscreen Operations: Running on Android, ZproⅠis a smart device that does not have complicated but-tons. The device is controlled by the touchscreen and virtual buttons. A user can focus on the projected con-tents and will not be interrupted by projector settings and switchovers during a conference. There is no need for a complicated user manual, and you can use it freely if you are capable of using a smartphone.

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Projection Effect Tests

Specifications

4. Interconnection with Smart Devices: ZproⅠcan provide the same functions as a smartphone and a tablet, and it can display content on its own. In addition, it can source media wirelessly. For example, it can mirror the smart-phone display through Wi-Fi so that a user does not need to plug or unplug the connection cables frequently for different lecturers in a conference.

5. Various Interfaces: In most cases, you do not need to use the extended interfaces of the ZproⅠ because it allows you to download files from the cloud. ZproⅠalso has a microSD card slot, so you can load up a memory card with content. Users can also share content from a laptop to the ZproⅠthrough HDMI cables. Moreover, with a 3.5 mm stereo headset, the audio can come from a headphone instead of the built-in speaker.

First, let’s test ZproⅠin the office environment. It is used to project a PowerPoint document onto the wall of a small conference room that can accommodate eight to twelve people. The device is placed on a conference table that is 1.5 meters away from the wall, and it displays a screen image of 42 inches. If you move the projector 0.5 meters backwards, the screen size increases to 55 inches. With average luminance in the confer-ence room, the 55-inch screen is bright enough for people sitting in the back to read the small words and see the image colors.

Now let’s look at a daily-life scenario. When several friends would like to share a video recorded on a mobile phone, the projector can be moved backwards to generate a large screen (80 to 100 inches), which is much larger than that of a common TV

set. However, the large screen may not be so bright. In this case, just turn off the lights in the room and the projected image will become clear and impressive.

Generally speaking, ZproⅠis one of the best portable projectors. At its most appropriate screen sizes (40 to 50 inches), the device can maintain high brightness and clarity for entertain-ment and business, even in a very bright environ-ment.

Simple OperationsThe operations on ZproⅠare as simple as those on a smartphone. ZTE equips it with a 4-inch touchscreen made of Gorilla Glass to pro-tect against scratches. It also has other smart-phone features, such as a 1.2 GHz CPU, 1 GB RAM, Android OS 4.2, and 4G LTE network support. In addition, you can perform a one-press operation to turn on or turn off the projector.

Mobile World Says:ZproⅠis a unique combination of connectiv-ity and a projector and is useful for different scenarios. It has good projection effects and provides good user experience.

OS: Android 4.2 (Jelly Bean)CPU: 1.2 GHz dual core processorStorage: 4 GB ROM / 1 GB RAMAP: Connect 8 users via Wi-Fi Usage time: Hotspot only (10 hours with 2-3 users con-nected via Wi-Fi);Projector only (2.5 hours over HDMI) *Actual times vary because some features & applications may use more power

Projection Display: 10-120 inchesDisplay: 4-inch WVGA display with Gorilla GlassWi-Fi: 802.11 b/g/n

3. Wi-Fi Hotspot: Most conference rooms do not have Wi-Fi net-works. If you need internet access during a presentation, ZproⅠcan act as a Wi-Fi hotspot. It supports both 4G LTE and 3G networks. With a SIM card inserted, it can become a Wi-Fi hotspot to provide high-speed 4G network access for eight mobile devices. The battery can last about 10 hours if two or three people are sharing Wi-Fi.

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The Best Value Phone

ZTE V815W

ZTE V815W 24-Hour Experi-ence Test

ExcellentGoodAverage

1. Design: The designers of ZTE V815W are proving that even budget and medium-priced phones can have stylish design and user-friendly UI. The full curve on the back is the highlight of the design. The sloping sides allow the phone to fit comfortably into the contours of the palm and make the phone look slimmer than it really is. You will not feel it poking into the sides of your hand or through your pocket. It has a blue circle home key which is in line with the blue circle around the rear camera.

2. Performance: ZTE V815W has a dual-core MT6572m processor, 512 MB RAM, 4 GB ROM, and Android OS 4.4. Although the ZTE V815W cannot compete with flagship phone models in performance, the configuration is sufficient for daily use, and the score of this phone in the AnTuTu benchmark test is 10,000. With battery capacity of 1200 mAh, this phone can be used for about 1.5 to 2 days after one battery charge.

In the past, budget and medium-priced smartphones have attracted people with their configura-tions rather than the design or software. However, the design-ers of ZTE V815W do not think so. Instead, they have put consid-erable effort into the industrial design. In addition, it has an Easy UI, which makes the phone easy to use even for the elderly and children.

Budget and medium-priced smartphones are getting better and better, and ZTE V815W is a good value phone.

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Specifications

4. Easy Mode: Most phones at this price target the elderly and chil-dren, so does ZTE V815W, which provides two UI modes: Usual Mode and Easy Mode. In Usual Mode, the common Android home screen is displayed. In Easy Mode, the customized home screen is displayed, featuring the most frequently used functions (recent calls, messages, camera, gallery, health, and dialer). The dial pad has large fonts with high contrast.

5. Video Playback: Video playback is one of the strengths of ZTE V815W. Thanks to the outstanding video decoding capabilities of the MTK chips, ZTE V815W can play back the audio and video files in most popular formats, such as MP4, WMV, FLV, MKV, and AVI. We copied an episode of a 720p TV series into the phone, which lasts 40 minutes and is 1.2 GB. The phone played the file smoothly and without any jitters.

Daily User Experience ZTE V815W was tested in the common application scenarios of smart-phones, including shar-ing texts and pictures on SNSs, watching movies and video clips on video websites, and playing games. Facebook and Twitter can be opened in two seconds. If the user wants to share images, the phone can adjust the resolution and upload the images rapidly. In most cases, the user would choose to play videos with a resolution of 720p or higher for bet-ter display effects, and ZTE V815W can play back such videos smoothly without generating too much heat. However, gaming seems to be a challenge for ZTE V815W. It can cope with Temple Run II and Angry Birds but not more advanced games such as Need for Speed, which has intense graphics and special effects.

Camera ExperienceThe camera of ZTE V815W is adequate for use. First, the shooting interface starts quickly, which is quite important for capturing a fleeting moment. Second, it has all the necessary func-tions, such as storing the GPS coordinates inside photos, and using the HDR mode when there’s a big difference between dark and bright areas. The smile shutter can be used when several friends want to take a photo together.

Mobile World Says:ZTE V815W has a good industrial design with a 9.8 mm body. It uses the advanced Android 4.4, and Easy Mode is especially suitable for the elderly. It is quite competi-tive among entry-level smartphones.

OS: Android 4.4CPU: MTK MT6572mStorage: 512 MB RAM+ 4 GB EMMCCamera: 2M FF (Some versions also have a 0.3 meg-apixel front camera) Battery: 1200 mAhDisplay: 4.0 inch, WVGA 480×800Others: Accelerometer, GPS and BluetoothSize: 125.0×64.0×9.8 mm

3. Camera: The rear camera is 2 MP and can produce images with a resolution of 1600 × 1200 pixels, which is more than adequate for viewing on mobile phones. The cameras of most phones at this price cannot take photos in dark environments. Fortunately, ZTE V815W can produce images ac-curately with a high signal-to-noise ratio even under the illumination of a 20 W incandescent light bulb. The camera has many other func-tions, such as smile shutter, HDR, and continuous shooting.

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DESIGN & ART

A TWO-HORSE RACE: GORILLA GLASS VERSUS SAPPHIRE

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● By seamanlee

Nobody can put up with scratches on their phone screen, even if these scratches do not affect the use of the handset. Corning Incorporated has introduced Gorilla Glass, which improves fragile handset screens. Glass is much softer than sand or quartz, which are the materials that often cause scratches. Because of this, people have reduced enthusiasm for Gorilla Glass. Apple chose Gorilla Glass as the protective cover for iPhone. Version 6 is likely to have a sapphire screen, and the handset industry is expected to usher in the era of sapphire displays soon. Is it time to say goodbye to Gorilla Glass? Is sapphire really a better alternative?

What Makes Corning Dominant? When Apple released iPhone, with its stunning touch technology, Corning

stepped into the spotlight and caught the eyes of users. With its century-

old technical R&D capability and strong pool of technical talent, Corning

has produced an environmentally friendly alkali-aluminosilicate sheet

glass, called Gorilla Glass, which is excellent in terms of thinness, light

transmittance, hardness, and scratch resistance. Gorilla Glass is also easy

to clean and delivers outstanding capacitive touch performance. All of

these make it a great, stylish solution for screens of handheld devices. Its

low cost, exemplary effects with first few generations of iPhone, and sta-

ble supply also make Gorilla Glass the preferred glass for handset screens.

Why a Sapphire Screen? Gorilla Glass is not perfect, and sand is its greatest enemy. The Mohs

scale ranks mineral hardness from 1 to 10, with 10 being the hardest.

Quartz is 7 on the scale, just above Gorilla Glass, which is 6 to 6.5. In

daily use, the screen can be easily scratched if dropped or exposed

to sand or dust. Moreover, Gorilla Glass screen can be scratched as

a result of friction caused by the user putting the phone into their

pockets with coins, keys, and other items. Although the main ingredi-

ent of Gorilla Glass is quartz, it contains other ingredients. It has a

more loose and disordered structure than quartz crystal and is softer

than quartz, even after upgrades.

DESIGN & ART

On the other hand, sapphire is a hard, transpar-

ent material made of crystalline aluminum

oxide. It is 9 on the Mohs scale of mineral

hardness, which means it doesn’t scratch as

easily. This is why sapphire is more widely used

in luxury watches that are resistant to scratches

caused by friction. It is also the reason a watch

like this can be used for decades and even

passed down to future generations. Indeed,

some mobile phone manufacturers have

chosen sapphire for the screen of their mobile

phones. Vertu is one such luxury manufac-

turer. Today, people paste protective films on

the screens to avoid scratches at the cost of

reduced brightness and poor sense of touch.

When sapphire is used as the screen panel, all

these annoyances disappear.

What are We Waiting for? Despite the unparalleled strength of sapphire,

the industry is not optimistic about the large-

scale use of sapphire for handset screens be-

cause it is costly, is less flexible than glass, and

is in low supply. At present, the manufacturing

capacity for sapphire screens is not sufficient

to meet demand in the global handset market.

The long growth cycle of crystal, insufficient

manufacturing equipment, and a shortage of

skilled labor have all impeded the mass produc-

tion of sapphire screens. As a result, sapphire

is nearly ten times more expensive than glass.

Worse still, in some aspects, sapphire is not as

strong as it is generally thought to be. Generally,

the harder the material, the less elastic it is.

Because a digital device has a larger surface

area than a watch, the screen needs to be made

of more elastic material to prevent shattering.

According to a video posted by Corning, glass is

less prone to shattering than sapphire.

Over the long term, a major weakness of

sapphire is its low elasticity, which means that

it cannot bend like a flexible glass substrate.

As the world steps into the era of wearable

devices, this will be a big drawback.

What will Apple Do? Apple still seems attracted to sapphire. Apple

has already used sapphire for the lens cover and

home button of iPhone 5s. Furthermore, Apple

has reached an agreement with GT Advanced

Technologies (GTAT) to build a new factory for

manufacturing sapphire screens. GTAT is work-

ing on slicing sapphire so that it is even thinner

than a strand of human hair. This will bring the

cost down. Also, sliced sapphire can be overlaid

over other cheaper material to make it shatter-

proof and solve the problem of brittleness.

29

Experiements by Corning

Strength TestThis test shows that Gorilla Glass does

not break when pressure is applied

to it.

Scratch Resistance TestThe test shows very small scratches

on the Gorilla Glass. According to

the scratches produced on different

glasses (left: competitor glass, middle:

Gorilla Glass 2, right: Gorilla Glass 3)

under a certain load. Gorilla Glass has

better retained strength once a scratch

occurs.

Mohs scale of mineral hardnessThe Mohs scale of mineral hardness

characterizes the scratch resistance of

various minerals. It is generally used

in mineralogy or gemology. The Mohs

scale is divided into 10 levels: Talc 1

(softest), Gypsum 2, Calcite 3, Fluorite

4, Apatite 5, Feldspar 6, Quartz 7, To-

paz 8, Corundum 9, and Diamond 10.

iPhone 6 concept design. Can we see sapphire glass display in iPhone 6?

Sapphire

Corning Gorilla Glass

The hardness of quartz on the Mohs scale is seven, just above that of Gorilla Glass (6 to 6.5), while that of sapphire is 9, which means that a sapphire-made screen is resistant to scratches by sand and gravel. However, the harder the crystal is, the more fragile it will be.

DESIGN & ART

What is CMF?CMF is an area of design that focuses on color,

materials, and finishing. It is about the details of a

product and can change a user’s perception of a

product.

What do CMF Designers Do?A CMF designer is responsible for conceptualizing

and implementing CMF ideas. This includes creating

color schemes and silk screens, describing related

techniques, supervising factory painting, and

determining the mass-production techniques. The

person needs to be up to date on new trends and

participate in the innovation of new processes and

materials.

30

What is a Good CMF Design?A good CMF design should have the most appropri-

ate color scheme, materials, texture, and process. A

good CMF design must pay attention to:

1.Rules of color harmony. Research shows that a

color scheme that caters to almost every taste must

conform to the general rules of color harmony.

2.Modeling features. Different models have different

dimensions, curves, and parting. The color schemes

should be in line with the modeling features.

3.Psychological features of specific user groups. The

individuality conveyed by a color scheme cannot

appeal to all people, and a color scheme that targets

a specific group will determine whether the product

sells well.

4.Color preferences of specific regions. If a color

scheme of a product violates the taboos of a region,

this product will be a marketing failure.

5.Features of a specific process. Colors are em-

bodied by materials, and a color can have different

effects if created by different processes. Therefore,

designers must explore how to best represent colors

by using a specific process.

WHAT YOU DO NOTKNOW ABOUT CMF● By Qiu Yuan

ZTE’s CMF lab

DESIGN & ART

What must a CMF Designer Know?

ColorsColors are the results of light. The perception

of the color of an object may vary according to

light. A standard light box simulates different light

sources, and offers a standard environment for

evaluating colors.

In addition to the standard light sources, CMF

designers must have a keen eye for colors and

should be familiar with various properties and

phenomena of colors. During product modeling

and production, CMF designers must learn

how to avoid color deviation and solve related

problems.

Take the color size effect for example. A color

31

may vary with size. Generally, a color in a larger

size is brighter than that in a smaller size. The

changes in brightness and clarity caused by dif-

ferent sizes are called the color size effect. There-

fore, a small-size color sample is not reliable for

choosing the right color.

We used to create the color scheme for a QW-

ERTY keyboard phone, and the blue circle in the

black keyboard must have greater pureness and

brightness than the blue battery cover to create a

consistent effect.

Take color legibility as another example. The

legibility of colors determines whether the logos

on mobile phones can be easily recognized from

afar. This depends on the differences between

the foreground and background in color hues,

brightness, and pureness. The differences must

The blue circle in the front must be consist-ent with the blue battery cover in colorA standard light box

be enough so that the logo is highly legible.

Materials and processing tech-niquesVarious materials need to be processed before

a product is finished. Materials may be plastic,

metal, glass, wood, leather, or carbon fiber.

Each category still has many sub-categories.

These materials have different features and

require different processing techniques, such

as spraying, coating, electrophoresis, oxidation,

abrasive blasting, printing, UV molding, IML/

IMD, laser carving, and leather processing. Take

spraying for example. Plastic substrates are gen-

erally sprayed, and different types of plastics

are used for different structural parts of mobile

phones to meet the performance require-

ments. For example, the front cover is made of

PC+20%GF, and the battery cover is made of PC,

causing color differences. Both the front and

battery cover need to be sprayed with glossy

white paint, and CMF designers must adjust the

colors for consistency on different substrates.

As for mass production technique, vertical paint

spray is often used for the front cover, which is

smaller, and horizontal spray is used for the battery

cover, which is larger to achieve the best visual

effect.

Trends To keep up with CMF trends, we need to observe

consumer behavior by focusing on the changes

in consumers’ lifestyles and habits. Moreover, we

need to collect the information from various fields,

such as fashion, architecture, automobiles, textiles,

interior decoration, and sports equipment before

conducting research into modeling, material selec-

tion, color schemes, and processing techniques of

these fields. In this way, we can anticipate the de-

sign trends suitable for our mobile terminals and

develop our own unique design styles. The black

slab of 3D glass at the back cover of white-colored

ZTE Grand S is a breakthrough in conventional

style and catches the consumer’s eye with a sharp

contrast between black and white.

In conclusion, designers must be expressive and

rational and must have both the conceptual crea-

tivity of ID designers and the rigorous execution of

engineers.

DESIGN & ART

VUI DESIGN:TELL YOUR PHONE WHAT TO DO

Apple’s Siri, Samsung’s S Voice, and many other

third-party voice assistant apps have mushroomed.

Voice has become the focus of competition for

mobile phones and relevant apps.

Why Voice?Language is the most familiar, friendly, and intuitive

communication method. A familiar language not

only facilitates smooth communication but also

brings people closer together. Currently, many peo-

ple use mobile phones as assistants. To communi-

cate with a mobile phone in the most familiar, casual

way is exactly what people want.

History of VUIThe voice user interface (VUI) enables man-machine

interaction through voice. Voice recognition tech-

nology emerged in the 1870s. In 1937, Riesz created

a synthesizer with almost natural vocal tract shape.

32

● By Yu Zhaoyang

In 1952, Bell Labs developed the first effective

speech recognizer. In the 1990s, IVR became vital

for call centers, and multiple companies released

speech-recognition software to the public. In the

2000s, voice recognition was used more widely in

healthcare, search engines, and automobiles. The

arrival of Apple’s Siri in 2010 fueled the boom of

voice technology, and Samsung and other manufac-

turers kept up with this trend.

Features of VUI

Intuitive People are born with linguistic skills; therefore, the

threshold of VUI use is very low. After adequate

training, most people can use voice commands on

mobile phones, and even illiterate or first-time users

can use voice products rapidly and skillfully.

SimpleVoice commands can simplify a long task flow. For

example, making a phone call usually involves five

or more steps. However, if we use voice commands,

the one-shot operation with an “invoking word”

+ “Call Tom” is OK, will be more convenient and

efficient.

InteractiveAn important design principle of man-machine inter-

action is that the machine should give feedback. In

general, voice is supplementary to visual effects.

With a VUI, the machine provides simpler, clearer

language feedback containing more information

than a single beep and makes people feel more

comfortable.

FlexibleA person can use voice commands on any interface

to perform operations that are completely irrelevant

to the interface. For example, if the user wants to

listen to music when browsing, the voice command

“play music” can be used to complete the task. The

hands-free, eyes-free nature of voice commands

enables a user to control a phone from a greater

distance.

Privacy Concerns

Through voice interaction, people can receive more

information at a higher speed; therefore, VUIs have

less privacy than graphical UIs. How to use voice

communication while also maintaining privacy must

be considered in product design.

DESIGN & ART

Development Trends of VUI

Word recognition rate and speech naturalnessVoice recognition rate and speech naturalness are

two major factors that will increase the popularity

of VUIs. Machine recognition of human voice

is the first step to man-machine interaction.

However, human language does not have a very

strict structure, especially in spoken language,

and is affected by local habits, accents, and other

factors. Moreover, it is difficult to distinguish

between speech and noise. Speech naturalness

measures the understandability and accuracy of

text-to-speech (TTS). TTS is becoming more similar

to the human voice. Natural TTS will become an

important link in artificial intelligence.

Content

The key to voice technologies is content. Apple

and Samsung all have abundant cloud-based

contents. Siri is a success because it has a rich da-

tabase of content at the backend, and you can ask

Siri almost anything. Therefore, abundant content

will be at the core of artificial intelligence.

ZTE’s VUI Design

1.Based on application scenarios

The system must identify voice commands before

making judgments. In the current stage, accuracy

and response speed of such a system are still

lower than those of direct interaction. Therefore,

the VUI can only be supplementary to a visual UI.

33

When will users use voice? This is the key to

voice app design.

A typical scenario is when the user is driving

and it is not convenient to do touch operations

on a phone. Navigation, phones calls, and SMS

messages are the most important functions for

users who are driving. ZTE’s My-drive assistant

provides a safe way of accessing these func-

tions. It also has simple interfaces and large

font as well as day and night modes.

Another application is when the user wants

to quickly access some functions at a deeper

level on the mobile phone in some private

situations. For example, after waking up in

the morning, you can use an “invoking word”

and “how is the weather” to view the weather

forecast directly rather than perform a series of

operations. ZTE’s voice assistant is designed by

analyzing such application scenarios and inte-

grating voice into relevant application scenarios

as a short cut.

2.Rapid response What are the advantages of ZTE’s VUI

compared with other products? With current

cloud-based voice, users have to wait a long

time for search, and the voice is easily affected

by network conditions or even cannot be used

when the network is unavailable.

ZTE’s voice and driving assistants, both of

which use local resources, are capable of rapid

response. Although its voice commands have a

smaller scope than that of the cloud voice ser-

vices, the recognition accuracy and response

speed are higher than those of cloud-based

voice services.

3.More secure Another feature of ZTE’s voice apps is security.

Your phone can only be unlocked by your voice.

ConclusionUsers will have higher demands on VUIs as

voice interactions become more popular. More

languages need to be recognized, and TTS

should sound more like human speech. ZTE, as

a manufacturer of mobile phones, can play to

its advantages and design differentiated mobile

phones that can be controlled by voice.

ZTE WORLD ZTE WORLD

34

Mandela Day Every year people across the globe unite to devote 67 minutes of their time to com-munity service. This is all in aid of Nelson Mandela International Day, which began on July 18, 2009. On this day, Nelson Mandela, former president of South Africa, anti-apartheid revolutionary, and philanthropist called upon the next generation to lead the world in combating injustice. “It is in your hands now,” he said.

Nelson Mandela followed three rules: free yourself; free others; and serve every day. He abided by these rules throughout his whole life, sometimes at great personal sacrifice.

Mandela day is a global call to action for citizens of the world to take up the chal-lenge and follow in the formidable foot-steps of Madiba, a man who transformed his life, served his country and freed his people. Its objective is to inspire individu-als to take action to help change the world for the better and in so doing, to build a global movement for good.

Klipheuwel Charity EventAckermans, a subsidiary of the Pepkor Group, is a South African clothing, foot-

wear and cellular company. The company has joined forces with ZTE to do their bit at the Shiloh Klipheuwel Klippies nursery and pre-primary school.

Klipheuwel is a rural area situated approxi-mately 20km outside Cape Town and has approximately 6000 residents.

The Klippies school was started by Shiloh Synergy, a group of projects committed to the holistic uplifting of underprivileged communities in the Western Cape. Their projects are managed with excellence and integrity and are driven with passion for the people of South Africa. Klippies school has 170 children and is also used as a community centre. They host various projects from the school. Some of the programs include: drug and rehabilitation, feeding schemes, computer literacy for the community, soccer academy, needlework classes for women, health and welfare projects, and a secondhand shop.

The outstanding standard of the pre-school is the standard that is followed in the excel-lence of the syllabus used. The aim of this syllabus is to prepare children between 3 and 6 for primary school and for life. Atten-tion is given to their emotional, intellectual,

social and physical development and to the development of their full potential.

To celebrate our 67 minutes in honour of Mandela day, ZTE and Ackermans hosted a fun talent show at the Klippies school. The excitement built up over two days as all the kids practiced their talent items.

We watched 170 smiling faces as they entertained us with their amazing talents. We had some dancers, singers, poetry recitals and much more. To celebrate their amazing performances, each child received

ZTE South Africa Gives Back to the Community● By Lindi Brand

34

Ackermans cellular brand manager Karin Mellors (L) and ZTE South Africa key account manager Lindi Brand (R) hand out jackets to some of the children at Klippies school.

ZTE WORLD ZTE WORLD

35

a ZTE-branded windbreaker to keep them warm this winter. The jackets were provided by Ackermans.

The teachers and management staff also took part in all the fun and were rewarded with prizes like airtime, KFC vouchers, ZTE cellphones, and chocolates.

The school relies on food donations to feed the kids and com-munity. So during all the fun we made everyone boerewors rolls, which meant the food donations of the day that they received could go straight back into feeding the rest of the community.

To end the amazing day, the Ackermans staff handed out teddy bears to each child. These teddies were handmade by all Acker-mans Head office staff as part of an Ackermans initiative called “Ububele We Care.” Offcuts from their clothing and manufactur-ing department were used to make these amazing teddies. This was all in aid of their 67 minutes for Mandela day.

“What counts in life is not the mere fact that we have lived. It is what dif-ference we have made to the lives of others that will determine the signifi-cance of the life we lead.” – Nelson Mandela

Being able to see the abso-lute appreciation on each child’s face as they received their jacket and teddy bear was priceless. ZTE and Ackermans were proud to be able to give back to the community. We also thank Shiloh Klipheuwel for the amazing work that they do in this community. Your ef-forts are definitely valued by everyone.

We at ZTE South Africa see the value in giving back to the community and are looking forward to our next uplifting project.

35

Staff members from Klippies receive new ZTE tablets on behalf of school.

Some of the children in their new jackets.

A happy girl with her new teddy bear.

Some of the teachers receive ZTE cell phones and airtime as prizes.

Dual Camera 13MP + 2MP

4.4 Kit Kat

Dolby Sound

5" HD Screen

Quad Core 1.25GHz

GIVE YOUR LIFE AN EDGEHigh-end performance 4G smartphone at an exceptional price

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