ZTE Axon charges into the United States this summer
This summer, a new push will be made by ZTE in the United States. The Chinese hardware manufacturer previously focused on low-end and mid-range devices in the country but looks to change that with the Axon. ZTE utilized thousands of surveys and focus groups to develop the Axon’s hardware and software from conception to release. The company believes that the new phone is part of a “you-focused revolution.”
Even as an unlocked device, the Axon is positioned to go against the most popular devices on the market. The Axon has a Quad HD display, top-tier processor from Qualcomm, the latest version of Android, and front-facing speakers. That latter inclusion, the front-facing speakers, along with Hi-Fi audio playback and recording gives the Axon what should be alongside the HTC One M9 as one of the best audio experiences a mobile device has ever offered. And, to make it a truly premium piece of hardware, ZTE has constructed the Axon’s body with metal.
The metal frame of the Axon measures 153.92 x 73.66 x 9.4mm while weighing 172.9g, making it one of the heavier devices available today. Being that its display is rather large at 5.5 inches, we would assume that the weight is distributed well and, thus, the device remains comfortable to hold.
Key specifications:
- 5.5-inch, 2560×1440 display
- Qualcomm Snapdragon 810 (MSM8994)
- 4GB of RAM
- 13MP and 2MP rear cameras, 5MP front camera
- 32GB of internal storage
- 3000mAh battery (Quick Charge 2.0-ready)
- Android 5.1 Lollipop
Don’t expect to see many advertisements around the world for the Axon if any at all. ZTE will not be spending very much money on marketing and that is because the company wanted to keep the cost of the device low. It does seem like a puzzling decision because of how much time and money was invested into the development of the Axon. Perhaps social media will be leveraged heavily for the Axon’s release.
The Axon costs $449 without a contract from ZTE, Amazon, Newegg, and eBay. Shipping begins on July 27 and color options include Phthalo Blue, Ion Gold, and Chromium Silver. All orders come with in-ear headphones from JBL. The Axon also comes with a two-year warranty.
Source: Axon
Meet Axon, a Phone Made Entirely with You in Mind
ZTE delivers the first Hi-Fi audio phone to the U.S. and brings with it, a new you-focused revolution
RICHARDSON, Texas–(BUSINESS WIRE)–ZTE USA, the fourth largest smartphone manufacturer in the U.S. and second largest in the no-contract market*, today announced the availability of the ZTE Axon, a phone designed with you entirely in mind to keep you ahead in life. Much like the axon nerves that help keep the mind and body connected, the Axon is the nerve center of everything you do.
“We put consumers at the heart of everything we design, build and deliver and our phones reflect what consumers want, value and use,” said Lixin Cheng, CEO and chairman of ZTE USA. “From start to finish consumers told us exactly what was missing from today’s premium smartphones. Thousands of U.S. consumers guided the development. We listened, developed, and delivered. We revolutionized the product development process. Axon is a flagship phone designed in the U.S. for the U.S.”
Enjoy the unlocked life that is uncomplicated. From choice of wireless carriers including AT&T and T-Mobile, who have some of the fastest 4G LTE+ networks, in addition to the Axon Passport 1.0 program, beginning today, Axon Pro is delivering the highest value among flagship smartphones available today. At the unlocked price of $449.98, preorders can be made at www.zteusa.com/axon, with shipments starting as early as July 27.
Through thousands of surveys and focus groups, from conception, design, to developing the user experience, U.S. consumers helped guide the creation of Axon, and this is what they came up with.
The first phone to arrive in the U.S. with Hi-Fi sound
Excellent sound quality was a missing component among today’s smartphones. An industry first in the U.S., the Axon features two dedicated audio chipsets that allows you to experience sound quality from a smartphone that you’ve never experienced before. The high-quality sound reproduction feels like the real thing, giving you the sense of atmosphere where the music was originally played, the depth from where the sounds came from, and the goodness of balanced harmonics.
You can also record Hi-Fi music, sounds and voice that enhances any content you want to create, send or share on social media. Advanced audio capabilities reduce wind noise, dual microphones, auto level controllers, and long-distance voice pickup will capture the slightest of sounds from up to 20 feet away.
High-end JBL E13 in-ear headphones are included in-box so you can enjoy high-quality audio just about anywhere.
Captures 4K video and action shots so you don’t miss a beat
Dual rear-cameras capture high resolution images and videos that can be viewed or played on a 4K TV. The second lens delivers advanced functionality such as sophisticated bokeh photography affects. A large f/1.8 aperture that spans to f/1.0 helps produce quality images in low-light settings. The dual cameras auto focus in milliseconds and a fast shutter speed at 1/90,000 of a second can capture and freeze frame a moving subject with crisp details and clarity.
Photo adjustments can be made in real-time with multiple camera modes and filters. With a dedicated camera button and the ability to refocus before and after a shot is taken, you can capture moments that previously passed you by.
A style icon that fits in your pocket
Axon was designed in the U.S. for the U.S. The premium metal and glass casing evoke a fashion forward design with modern colors that together are best described as, urban prestige. Sophisticated color contrast are available in three color options, Phthalo Blue, Ion Gold, and Chromium Silver.
The distinctive grill pattern highlights standout phone features that grab attention without shouting. Ergonomic button placement, a smooth metal casing, and glass quad HD display make the phone marvelous to hold and use.
Delivers a premium experience every time you use it
The performance is smooth and never hesitates when delivering the content you need the second you need it. Axon Pro comes ready with the latest Android 5.1 Lollipop operating system, powerful Qualcomm Snapdragon 810 processor with Adreno™ 430 GPU, 4 GB RAM, 32 GB memory, and a large 3000 mAh battery with Quick Charge™ 2.0.
The phone isn’t preloaded with unnecessary apps or features that can unknowingly slow a phone’s performance. You’ll get a clean Android experience with the addition of only a few pre-loaded apps that look out for your health.
A ZTE Innovation Venture Fund success story, Azumio’s Argus app is a pedometer that provides easy to a step counter even when your phone is locked and alerts when and how you want. The Rock my Run app knows when you want to take it easy or go hard with your workout and times music beats to the pace of your steps.
If something goes wrong, no problem, you’re covered
With Axon Passport 1.0, you get a two year warranty that also includes incidentals, free shipping, 30 day buyer’s remorse returns and the easiest upgrades available today. For full warranty and protection details visit www.zteusa.com/axon.
With more than 20 million U.S. customers, 66 actively selling devices across all U.S. wireless carriers, ZTE has the proven experience to build and deliver quality mobile devices that you can be confident purchasing.
ZTE Axon Pro Product Specifications
Audio Hi-Fi Audio Chipset AKM 4961 In-ear Headphones JBL E13 Microphone 2- mic noise suppression Battery 3000 mAh Quick-charge 2.0 Connectivity Bands AT&T, T-Mobile network compatible:
LTE B2/B4/B5/B12/B17/B29/B30, LTE IR B7/B3/B1/B13, USM/HSPA 850/1700/1900/2100 MHz, GSM/EDGE 850/900/1800/1900 MHz, CA Band 2/4 + Band 17
High-Speed Data
LTE (Cat 6) Dimensions (HxWxD) 6.06″ x 2.9″ x 0.37″ (154 x 75 x 9.3mm) Display 5.5″ CGS (Continuous Grain Silicon) TFT LCD Resolution: 2560 x 1440 WQHD, PPI 534
Sharp, Gorilla Glass Gen 3.0
OS/Platform Android 5.1 (Lollipop) Memory 4 GB RAM, 32 GB ROM, Materials Metal (aluminum) Photo & Video Rear-Facing Camera Dual lens 13MP, 2MP, dual LED Flash, 4K HD resolution
Front-Facing Camera
8MP, 88 degree wide-angle, 1080p HD resolution
Video Capture
4K HD resolution at 30 FPS Processor 2.0 GHz Octa-Core Qualcomm Snapdragon 810 (MSM8994) SIM Card Nano (4FF) Weight 6.10 oz (175 g) *Strategy Analytics, Q1 2015
About ZTE USA
ZTE USA (www.zteusa.com), headquartered in Richardson, Texas, is a subsidiary of ZTE Corporation, a global provider of mobile devices, telecommunication systems, and enterprise solutions. Operating since 1998, ZTE USA is dedicated to making cost-efficient, quality communication technology accessible to all. ZTE is ranked by independent industry analysts as the fourth-largest supplier of mobile devices in the U.S. overall, and second-largest supplier of prepaid devices.
Visit ZTE USA at www.zteusa.com on Facebook https://www.facebook.com/ZTEUSA, Twitter https://twitter.com/ZTE_USA, and on YouTube https://www.youtube.com/user/ZTEUSAInc.
Come comment on this article: ZTE Axon charges into the United States this summer
ZTE thinks its Axon is the unlocked flagship America deserves
“It’s designed in the US, for the US.”
That’s not the sort of bluster you’d normally hear from Lixin Cheng, CEO of ZTE’s American division, but he proffered it several times during a pre-show pow-wow to make sure it stuck. Not long after that, Cheng and his team pulled back the curtain on the $450 Axon — a phone that really, really doesn’t feel like the company’s usual fare. It’s all metal, runs a deliciously near-stock version of Android 5.1.1 and packs one of Qualcomm’s updated Snapdragon 810 processors with 4GB of RAM for good measure. Make no mistake: The Axon is a full-on flagship from a company that hasn’t always had the best luck making them.
Perhaps naturally, Cheng thinks his chances with Axon are pretty good. As far as he’s concerned, more than a few players currently fighting for US recognition with cheap, good-ish phones are just taking devices launched in other markets and dumping them here. The Axon was designed to be the antithesis of those phones, something built around surveys and feedback straight from the mouths of American consumers. If the Axon’s feature set is a hint, we’re a country of finicky photographers (the Axon sports a 13MP rear camera lens and can capture 4K video) and sound buffs (it has two dedicated sound chips) who love hi-res screens (the Quad HD screen is 5.5 inches wide).
Even the Axon name apparently came to be thanks to customer feedback, though I wonder if the phone’s design got the same sort of focus-testing rigor — it’s festooned with pleasantly funky honeycomb-like grids near the front speaker and the dual-camera setup. The Axon is also one of the thicker flagships I’ve seen lately, but it shouldn’t strain your skinny jeans too much. Its lightweight metallic construction and sloping back kept it from feeling too substantial in my hands, to boot. My biggest question mark? There’s a row of capacitive nav buttons just below the screen, but the ones to the left and right of the home button are just… dots. Would it have really hurt to add “Back” and ‘Recent apps” icons?
At the risk of sounding like a broken record, smartphone performance is always a tricky thing to suss out at events like these. Fortunately for ZTE, this first Axon (Cheng’s already got one dreamed up for next year) is the sort of effortlessly smooth that high-end hardware so often achieves. I didn’t stumble across any stuttering or slowdown despite being sort of a jerk to it; it just works. We’ll dig more into the performance particulars in our full review, but I got enough alone time with the thing in a secluded area to watch AndEBench crash on the thing twice. C’est la vie — this is non-final hardware. At the very least, the thing sounds pretty good. Alexis Cole’s “Ain’t We Got Fun” felt spacious and warm even through a pedestrian pair of Sony earbuds, though it wasn’t dramatically better than the sound coming out of an iPhone 6. Alas, it was nigh impossible to tell how good the single speaker (yeah, those grilles up front are a little misleading) sounded amid a crowd of nerds.
All told, ZTE did something I more or less thought impossible: It made a phone I actually want to use. The bigger question (and the one a pensive Mr. Cheng is certainly pondering right now) is whether one good phone is enough to get the ZTE name stuck in people’s heads. I’m not convinced, but hey — I’m more than happy to be proven wrong.
Filed under: Mobile
ZTE Axon vs the competition
ZTE has its sights set on third place in the US market and its new Axon phone wants to bring some additional competition to the established brands in the market. So let’s take a look at how the ZTE Axon’s hardware stacks up against the best of 2015’s flagship smartphones.
Beginning with the processing hardware, ZTE has opted for Qualcomm’s top-of-the-line Snapdragon 810 processor, which is built from four ARM Cortex-A57 and four Cortex-A53 cores configured in a big.LITTLE arrangement. This set-up is used throughout the 2015 flagships, even in Samsung’s Exynos chip, with the exception of the LG G4, which uses the cooler running hexa-core Snapdragon 808.
| ZTE Axon | Galaxy S6 | One M9 | Xperia Z3+ | LG G4 | |
|---|---|---|---|---|---|
| Display | 5.5-inch LCD QHD (2560×1440) |
5.1-inch AMOLED QHD (2560×1440) |
5-inch LCD FullHD (1920×1080) |
5.2-inch LCD FullHD (1920×1080) |
5.5-inch LCD QHD (2560×1440) |
| SoC | Snapdragon 810 | Exynos 7420 | Snapdragon 810 | Snapdragon 810 | Snapdragon 808 |
| CPU | 4x 2.0GHz Cortex-A57 4x 1.5GHz Cortex-A53 |
4x 2.1GHz Cortex-A57 4x 1.5GHz Cortex-A53 |
4x 2.0GHz Cortex-A57 4x 1.5GHz Cortex-A53 |
4x 2.0GHz Cortex-A57 4x 1.5GHz Cortex-A53 |
2x 1.8GHz Cortex-A57 4x 1.4GHz Cortex-A53 |
| GPU | Adreno 430 | Mali-T760 MP8 | Adreno 430 | Adreno 430 | Adreno 418 |
| RAM | 4GB | 3GB | 3GB | 3GB | 3GB |
| Storage | 32GB | 32/64/128GB | 32GB | 32GB | 32GB |
| MicroSD | No | No | Yes, up to 128GB | Yes, up to 128GB | Yes, up to 128GB |
On the GPU side we see an Adreno 430 GPU, which should be able to provide some extra graphics grunt to push additional pixels to the QHD display. This should give the handset an edge over the G4’s Adreno 418, but the lower display resolution of the One M9 or Xperia Z3+ will result in better frame rates for gamers.
While we’re on the subject of displays, the ZTE Axon matches the leaders in the field with a huge QHD (2560×1440) display resolution. At 5.5-inches, the G4 is the Axon’s closest competitor in screen size. The display is based on Sharp’s rather good LCD technology, but it probably won’t end up with as wide of a color gamut as Samsung’s AMOLED.
The Axon’s QHD display resolution matches that of the Galaxy S6, Note 4, LG G4 and Nexus 6.
The one area that ZTE has decided to go above any beyond the competition is with an extra GB of RAM, bringing the total up to 4GB compared with 3GB for every other major flagship. Android has become a bit more of a memory hog these days, but you’re not going to see much of a noticeable improvement in performance by moving from 3GB to 4GB. However, very heavily multi-taskers may find that apps open a little quicker, as there’s extra room to keep these in the background on ZTE’s handset.
In terms of internal storage, ZTE’s Axon matches the 32GB of internal memory offered by most 2015 flagships. Sadly there doesn’t appear to be support for a microSD card, which might leave the phone lacking space if you’re a big media consumer. Samsung opted not to include a microSD card slot with the Galaxy S6, but at least there are models with 64 and 128GB of memory available.
In terms of performance, the ZTE Axon looks able to match the very best Android phones on the market right now.
| ZTE Axon | Galaxy S6 | One M9 | Xperia Z3+ | LG G4 | |
|---|---|---|---|---|---|
| Camera | dual rear (13MP, and 2MP) 8MP front |
16MP rear 5MP front |
20MP rear 4MP front |
20.7MP rear 5MP front |
16MP dual rear 8MP front |
| Battery | 3,000mAh | 2,500mAh | 2,840mAh | 2,930mAh | 3,000mAh |
| LTE | Category 6 | Category 6 | Category 6 | Category 6 | Category 6 |
| Fast Charging? | Quick Charge 2.0 | No | Quick Charge 2.0 | Quick Charge 2.0 | Quick Charge 2.0 |
| Wireless Charging? | No | PMA and Qi | No | No | Qi (optional cases) |
| Dimensions | 154 x 75 x 9.3mm | 143.4 x 70.5 x 6.8 mm | 144.6 x 69.7 x 9.6 mm | 146 x 72 x 6.9 mm | 148.9 x 76.1 x 9.8 mm |
| Weight | 175g | 138g | 157g | 144g | 155g |
| Unlocked Price | $499 | $700 | $650 | $650 | $540 |
Moving on to the smartphone’s additional hardware features, we can see a number of high-end features packed in. There’s no support for wireless charging or an infrared port, but the Axon does support NFC, fast LTE data speeds, and Qualcomm’s Quick Charge 2.0 technology. ZTE also touts “Hi-Fi audio” via its AKM 4961 codec, which boasts a 32-bit 192 kHz DAC, but there’s actually only one speaker at the bottom of the phone. We certainly won’t attempt to make any calls about quality without a good listen, but it will be interesting to hear how the phone stacks up with the One M9.
ZTE has also paid a lot of attention to this year’s hotly contested smartphone camera feature list. There’s a dual rear camera setup, which sports a 13 megapixel camera with a secondary 2MP cam, allowing for depth refocusing, a feature that was quite popular last generation.
The Axon’s camera sample images show some impressive low light shots.
Delving a little deeper into the camera specifications we note a BSI sensor which is accompanied by a 6 element lens and f/1.8 aperture, which matches the LG G4. The aperture can also apparently span to f/1.0 for superior image in low-light settings. The Axon has also opted for a higher resolution 8MP front facing camera with 88 degree wide angle lens. Again, we can’t call camera quality without some hands-on time, but the spec sheet suggests that ZTE’s phone will give Samsung, HTC, Sony and LG a run for their money.
The only marginal complaint about the paper specs seems to be that the ZTE Axon is a bit taller than other handsets of a similar size and it also weighs a little bit more. We’re really looking at a phone closer in size to the Galaxy Note 4, which some will love but others may find a little too large.
Overall, an initial look at the hardware suggests that ZTE has doubled down with the Axon and has produced a phone that appears to offer the cutting edge hardware that you would expect from a flagship smartphone at a retail price that substantially undercuts most of the competition. The LG G4 is probably the Axon’s closest rival for value for money. At $500, US consumers might be tempted to overlook ZTE’s past reputation to grab a bargain. (Update: actual price for the Axon is $450 as it turns out, not $500).
ZTE Axon includes free repair for two years with Axon Passport program
We’re here in New York City where ZTE has just officially announced the Axon, a new smartphone that comes with an all-metal build, front-facing speakers, a Quad HD display and many other notable features for just $449 off-contract. We’ve already gone hands-on with the new handset and pitted it against the competition, but this impressive smartphone isn’t the only thing the Chinese manufacturer announced today.
If you’re thinking of purchasing an Axon, ZTE will throw in a protection program called ‘Axon Passport’. The program, which is included with the purchase of the device, comes with a two-year warranty with incidentals, as well as one year of free shipping. This means that if something happens to your device during the first year, you can send it in and get it fixed at no extra charge whatsoever. If something happens during the second year, you can still send it in to the company to get it fixed, but you’ll have to cover the shipping costs yourself.
Axon Passport also includes 30-day buyer’s remorse, so you’ll be able to send back the phone within the first month at no extra charge if you don’t like it.
We’re still getting more details when it comes to the Axon Passport, but so far it seems like a solid program. It seems very similar to what HTC offers with its Uh-Oh protection plan, which has proven very useful to many consumers since the company unveiled it back in March.
Be sure to check out all of our coverage on the brand new ZTE Axon, and let us know your thoughts in the comment section below!
Hands-on with the ZTE Axon
ZTE isn’t exactly the first name you think of when it comes to high-end Android devices, and this is particularly true in the United States. Up until now, ZTE has primarily focused its U.S. efforts on the budget market, but this all changes today with the introduction of the ZTE Axon.
The main idea behind the Axon phone is that it is has been designed “in the U.S., for the U.S.”, with the aim to provide users with everything they would want. Do they succeed? While we won’t fully be able to answer this question until we have more time with the device, let’s jump in and go hands-on with our first look at the ZTE Axon!
Design
As far as the design is concerned, the Axon phone features a full metal unibody construction, with some nice curves along the sides and the back, allowing for a very comfortable feel in the hand. With its noticeable heft and premium construction, the device also feels extremely solid. This phone isn’t striving to be the thinnest or lightest, with its thickness and weight of 9.3 mm and 175 grams respectively, but that makes for a very substantial device when holding it in the hand.
Going around the device, the buttons and ports are all to be found at their typical locations, but what the Axon phone offers that isn’t found with a lot of Android devices is a dedicated camera shutter button to quickly and easily launch directly into the camera and take a shot. Capacitive keys can also be found up front below the display, denoted by a glowing circle that represents the home button, flanked by two individual dots for the menu and recent apps keys.
At first glance, you might think that the Axon phone features dual front-facing speakers, with the matching set of uniquely styled grills, but unfortunately, only the bottom section houses the speaker. What this device does have two of though are the cameras on the rear, which coincidentally also come with the grill design, for some extra finesse.
Display
On the front is a 5.5-inch display, but the Axon phone is considerably larger than some other devices with a similar screen size in terms of height, due to the large top and bottom bezels above the display, in addition to the two grills as well. As a result, one handed usability might be a bit of a challenge for some.
As mentioned, the Axon phone comes with a 5.5-inch display, which is sharp, given its Quad HD resolution and resulting pixel density of 534 ppi. So far, the screen looks fantastic, with great colors, viewing angles, and brightness, and should be a pleasure to use in all situations, from normal day to day tasks or when playing the occasional game, as well as for media consumption.
Hardware
Under the hood, the Axon phone packs a Qualcomm Snapdragon 810 processor, clocked at 2 GHz, and backed by the Adreno 430 GPU and a whopping 4 GB of RAM. This is the revised version of the Snapdragon 810 processor, so overheating shouldn’t be as much of a concern, and thus far, things appear to be very snappy and responsive. With 4 GB of RAM available, performing very heavy multi-tasking or playing games should pose no problems for the Axon phone. Whether the overheating issues rears its ugly head again is something we can only find out after really putting the device through its paces when we give it the full review treatment.
For storage, the Axon phone comes with 32 GB built-in, which is the only option available, and without the option of microSD card expansion, you’ll have to rely on the cloud for your extra storage needs. Aside from the standard suite of connectivity options, the Axon phone features 4G LTE compatibility with the T-Mobile and AT&T networks in the US. The device is also the first to be sold in the US to feature Hi-Fi audio playback, which is supposed to give you a fuller, louder, and purer sound quality than ever before, and the difference should be noticeable even with a pair of inexpensive earbuds.
Keeping the phone powered throughout the day is a beefy 3,000 mAh battery, so at least on paper, battery life should be good for a full day, if not more. Given its metal build, wireless charging is not possible, but the device does come with Qualcomm QuickCharge 2.0 fast charging capabilities, which should allow you to get back up to 50% of the charge in just 30 minutes.
Camera
The dual camera setup on the back of the device is comprised of a 13 MP main shooter and a 2 MP secondary sensor. This setup is similar to what we’ve seen on the HTC One M8, to allow for a much faster auto focus, and the ability to refocus the shot after the fact. The camera is also capable of video recording in 4K, and comes with twin microphones, along with some of the best in noise suppression technology available to help eliminate background and wind noise when recording concert videos and voice calls. The device also packs a wide-angle 8 MP front-facing camera, which is fantastic for all you selfie lovers out there.
The camera interface is fairly simple, with most modes being accessible with just a swipe across the display, but an interesting feature with this camera is the ability to manually adjust the f-stop on the fly, from 8, all the way down to 1, but this is most likely done on a software level, and not really an aperture change. How well this device fares against the competition is something we’ll have to wait to see, but with devices like the LG G4 and the Samsung Galaxy S6, the bar is certainly set very high.
Software
On the software side of things, the Axon phone is running on Android 5.1.1 Lollipop with some customizations on top by ZTE, along with a handful of pre-installed applications. A lot of Google’s Material Design elements have been retained, as seen in the notification dropdown and the Overview screen, and this certainly helps maintain performance.
Specs
| Display | 5.5-inch TFT LCD with 2560 x 1440 resolution, PPI 534 |
| Processor | 2.0 GHz Octa-Core Qualcomm Snapdragon 810 (MSM8994) |
| RAM | 4GB |
| Storage | 32GB |
| Camera | Dual lens rear: 13MP, 2MP, dual LED flash, 4K HD, Front: 8MP, 88 degree wide-angle, 1080p video and 4K at 30FPS |
| Battery | 3000 mAh |
| Connectivity | T-Mobile, AT&T network compatible: LTE B2/B4/B5/B12/B17/B29/B30, LTE IR B7/B3/B1/B13, USM/HSPA 850/1700/1900/2100 MHz, GSM/EDGE 850/900/1800/1900 MHz, CA Band 2/4 + Band 17, LTE (Cat 6) |
| Software | Android 5.1 Lollipop |
| Dimensions | 6.06″ x 2.9″ x 0.37″ (154 x 75 x 9.3mm) |
Gallery
Pricing and availability
As far as the pricing is concerned, the Axon phone will be available directly from ZTE, and is currently up for pre-order for $500. Unfortunately ZTE can’t give comment on global availability, but we’ll be sure to let you know once we find out.
So there you have it, our first look at the ZTE Axon phone! Featuring a premium metal build, impressive camera, minimalistic software and an affordable price point, this device is sure to turn some heads when it becomes available. What do you think? Do you think you’ll pick one up? Be sure to let us know your thoughts in the comments!
ZTE Axon officially announced: what you need to know
Despite having a number of high-end devices, ZTE is better known in the United States for its budget offerings. This is largely because most of ZTE’s high-end products have been reserved for the international market, but this is slowly starting to change. Just last month we learned that the Nubia Z9 was heading to the states, and now ZTE has also taken the wraps off a new high-end flagship for the US market called the Axon.
We want to get closer to the people, to our fans. We are in a very competitive industry so we have to do something different. We have to use big data to truly understand what consumers want. (Jeff Yee, VP of tech planning and partnerships, ZTE)
Android Authority is live in New York getting a hands-on look at the ZTE Axon, and we have to admit we are pretty excited by what we are seeing so far!
While we’ve been hearing about the Axon for a while now, ZTE did an excellent job at keeping most of the key details under wraps. So what exactly does their new US-centric handset bring to the table? Let’s start by taking a look at the spec sheet.
Specs and features
| Display | 5.5-inch TFT LCD with 2560 x 1440 resolution, PPI 534 |
| Processor | 2.0 GHz Octa-Core Qualcomm Snapdragon 810 (MSM8994) |
| RAM | 4GB |
| Storage | 32GB |
| Camera | Dual lens rear: 13MP, 2MP, dual LED flash, 4K HD, Front: 8MP, 88 degree wide-angle, 1080p video and 4K at 30FPS |
| Battery | 3000 mAh |
| Connectivity | T-Mobile, AT&T network compatible: LTE B2/B4/B5/B12/B17/B29/B30, LTE IR B7/B3/B1/B13, USM/HSPA 850/1700/1900/2100 MHz, GSM/EDGE 850/900/1800/1900 MHz, CA Band 2/4 + Band 17, LTE (Cat 6) |
| Software | Android 5.1 Lollipop |
| Dimensions | 6.06″ x 2.9″ x 0.37″ (154 x 75 x 9.3mm) |
As you can see, the ZTE Axon is far from the budget end of the spectrum, easily keeping pace with 2015 flagship offerings from Samsung, LG, HTC, and Sony. Although the Snapdragon 810 has a mixed reputation, it is worth noting that the Axon utilizes the V2 revision which should address any potential overheating issues due to a more efficient design.
Moving past the processor, the Axon also offers a massive 4GB RAM, a beautiful 5.5-inch QHD display, and a pretty impressive camera package that includes a dual-lens setup on the rear.
Its camera is certainly one of its biggest calls to fame, with a large f/1.8 aperture that span to f/1.0, fast shutter speeds of 1/90000 of a second, and the ability to capture bokeh effect thanks to the second lens on the rear. The front cam is equally solid.
Another big win for the Axon is in the sound department. Not only does the phone offer front-facing speakers (though only the bottom grill actually has a speaker), it also has Hi-Fi music support. Basically that means you get two dedicated audio chipsets that supposedly creates a more immersive sound when used with a pair of headphones. Speaking of which, the phone includes a pair of JBL E13 in-hear headphones right out of the box.
On the software front, you’ll find a near-stock build of Android Lollipop. In a manner similar to Motorola, ZTE has made a few minor changes to the UI and added a few special apps that make it a bit heavier than true stock, but it’s still pretty close to what you’d get with a device like the Nexus 5 or 6.
Design
When it comes to its marketing materials, ZTE iterates that the Axon was “designed in the U.S. for the U.S.”, and while that’s just PR speak at its finest, there is no denying that this is an attractive looking device. The ZTE Axon features a premium metallic build, complemented by attractive dual grills on the front, and is available in your choice of Phthalo Blue, Ion Gold, or Chromium Silver.
ZTE Axon pricing and availability
Many times companies use their announcements to hype up a device without revealing key details like pricing or even an official retail launch date. Thankfully, ZTE hasn’t gone that route. The ZTE Axon will set customers back just $499, unlocked. Pre-orders will begin today from ZTE’s website and are said to ship as early as July 27th.
ZTE Axon: additional coverage
Want to learn more? Check out the following:
- ZTE Axon hands-on
- ZTE Axon vs Samsung Galaxy S6
- ZTE Axon vs LG G4
What do you think?
Until we get more time with the device, we’ll refrain from making an official judgment call, but we do admit this phone looks pretty solid. Even better is the price tag, undercutting even the LG G4, and priced a fair deal less than the Samsung Galaxy S6. What really matters however, is what you think. How do you feel it fares against the competition?
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ZTE sells 26M smartphones in H1 2015, still eyes top-3 handset spot in the US
Chinese smartphone maker ZTE has been on the up and up as of late, especially when taking into account the last two years of its smartphone business. Back in March, the company announced a 94-percent increase in its net profit in 2014, along with an increase in worldwide smartphone shipments by more than 50 percent that same year. Now company officials have released some numbers for the first half of 2015, giving us a good look at how ZTE is fairing in the handset market.
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ZTE has just reported that it shipped 26 million smartphones worldwide in the first half of the year, roughly 39 percent of those being high-end devices. Total shipments of smartphones, tablets and smart home products totaled around 46 million. The company has of course been focusing on international markets such as the U.S., and it looks like its hard work has paid off – ZTE has announced a 41-percent increase in its United States smartphone shipments in H1 of this year.
As it stands, ZTE plans to sell roughly 60 million units worldwide throughout the entire year, though it may run in to some stiff competition as we make the jump from H1 to H2. New flagships from popular OEMs like Xiaomi, Huawei and Meizu are expected to launch within the next few months, potentially making it difficult for ZTE to sell as many units as it originally forecasted.
ZTE’s big plans for the U.S. might not be as attainable as it once thought
In March, the Chinese device maker announced its goal to make it into the top three U.S. smartphone vendors by the year 2017. From a numbers standpoint, this is entirely possible. The company has seen major growth in its smartphone business over the past two years, and it already holds the fourth place spot in North America, behind Apple, Samsung and LG. But as time goes on ZTE is now realizing this goal may not be as attainable as it once thought. The new target date to become a top-three device seller in the U.S. has just been pushed back to 2020. In addition to the U.S.-based achievement, it also plans to become the number one Chinese brand in overseas markets by the same year.
ZTE has been making a push into the United States over the years, and we’ve already seen some fruits of its labor. Not only is the company relying on high-end smartphone sales in the U.S., it’s also going through an aggressive branding push that will hopefully court more users away from manufacturers like Apple and Samsung. Although ZTE hasn’t confirmed this information, we know that the company is behind the mysterious Axon Phone that’s set to launch in the U.S. on July 14th. This device will undoubtedly face some challenges when it launches, but maybe that’s all part of the plan to increase brand awareness.
ZTE has some big ambitions for the next few years, and that’s exactly what it has to do in order to move up the ranks.
ZTE sold 26 million smartphones in the first half of 2015
ZTE is a Chinese handset manufacturer that you’ve probably been reading about more and more in the news, from its recent launch of its Android-powered Spro 2 mobile hotspot/mobile projector on Verizon to the Axon smartphone that it will produce for US customers. In case you were wondering just how big ZTE is, the Chinese company has just announced it has sold over 46 million smartphones, tablets and smart home products in the first half of 2015.
Smartphones account for around 26 million sales, with around 39% of those being high-end products costing $250 or more. Sales in the US market grew by an impressive 41% in the first half of 2015.
That doesn’t mean that ZTE is hitting its self-imposed targets though, it had originally planned to sell around 80 million smartphones in 2015, but that number has since been rationalised to 60 million. This figure might need to be reduced further still as ZTE’s home-grown rivals (Xiaomi, Huawei, Meizu, etc.) plan on releasing new flagship devices in the second half of 2015. Are you one of the people that bought a ZTE smartphone? If so, would you do so again?
Source: Mobile-Dad
Via: GizmoChina
Come comment on this article: ZTE sold 26 million smartphones in the first half of 2015
What challenges does the ZTE Axon Phone face?
The Axon Phone hasn’t been officially launched yet, but has already managed to develop significant interest, particularly after we and others realized it was a device manufactured by ZTE. Beginning last month with unofficial confirmed origins, speculation immediately began. Not soon after, we learned that the rumors linking the phone to Chinese manufacturer ZTE were in fact true. It is largely believed that ZTE has deliberately chosen – at face value – to distance itself from the product in an attempt to get American consumers to consider the Axon without any pre-existing bias. This is seemingly of great importance given their marketing suggests the phone will be a high end device, and therefore put it squarely against veteran established players.
What we know
Surprisingly little, actually, even with a recent update to the official website. We know the Axon Phone will include 4GB of RAM. It will have dual rear-facing cameras (of an unspecified resolution) that can shoot 4K HD videos, “incredibly fast auto-focus”, and post-processing to allow for bokeh. The front camera will allow you to take selfies simply by smiling. ZTE is claiming it will be “the first true high-fidelity phone available in the US” with “amazing high-fidelity sound playback” and includes a dual-microphone design for high fidelity sound recording.
Finally, it will contain a “lightning-fast processor, 4GB memory and a large battery for all-around high performance under the hood” while running on a “super-simplified Android interface” (gallery below) and be housed in a metallic body of which there will be three different color variants available: blue, gold, and silver.
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What we don’t
Given the pending July 14th press event that Axon is lining up, unknown quantities of specifics will soon be of a known consistency. With that said however, some rather essential patches of details have been left out, namely which SoC will be on-board, what type of display panel and what size/resolution, exactly how large the battery is, what resolution the cameras will be, will microSD be supported, how much on-board storage will be available, what build of Android will be used, and of course, how much the smartphone will actually cost, not to mention how customers will be able to buy it (Directly? Carriers? Unlocked?).
For the collective public at-large, this product is no more relevant than any number of Kickstarter vaporware projects
Without a doubt, these questions are absolutely critical to the future of not only the phone, but of the very product line that ZTE /Axon is seeking to establish in bringing the Axon Phone to market in the manner it has chosen to.
The Axon Phone’s various variables for success
While it would be easy to simply state “top specs” are all it takes to be successful, in this day and age that’s no longer the case. Let’s take a quick look at some of the more major points:
Price
Cost has become a major factor as smartphones have essentially become a commodity, and it will be instrumental in determining the success of this product, especially as an unknown quantity. Whereas at least ZTE is an established brand, the absence of any “brand” whatsoever means that mainstream consumers will be taking this product at face value. That is both good and bad, however should be cost prohibitive then the Axon may fall victim to legacy OEMs such as Samsung, HTC, LG, or Motorola. If the phone is sold unlocked, it will intrinsically have a higher price tag. If the phone is sold directly, it will be bereft of any carrier-sponsored in-store marketing and pricing structures. If the phone is carrier exclusive then it will inherently reach a limited audience, not unlike Amazon’s Fire Phone.
Specs
Depending on jut how high-end this device will be, competition will be fierce. If it’s going to compete with flagships sold by Samsung, HTC, or LG, the Axon will definitely need to be significantly cheaper, especially on an off-contract price. If the Axon contains the controversial Snapdragon 810 it may be criticized, yet paradoxically, if it goes for the 808 it might be viewed as not having the “best” Qualcomm SoC. If it uses another brand entirely (MediaTek for example) some might deem it inferior on the whole. Cellular bands will also play a major role in the product’s future, as potential customers won’t be able to use a product that won’t work on their network.
Storage
With the Samsung Galaxy S6 and its lack of a removable battery and support for microSD, some more vocal criticism has surfaced about the lack of either, and by the looks of it the Axon Phone won’t support either feature. A deal breaker? Hardly, but there are some looking for a premium product and expect at least microSD, something that will become a larger factor if the device lacks expandable memory and only has 16GB of on-board storage. Likewise, if there is a 64 or 128GB model, the price then becomes a larger factor.
Unless ZTE can nail the 4Ps of Marketing, the Axon is likely to take a downwards dive.
Promotion
As was touched upon in the pricing section, how ZTE plans to promote this device will be crucial for its success by way of public exposure. While the Axon Phone made some waves last week, it was seemingly due to the then-unconfirmed connection between it and ZTE given the lack of knowledge about the specs and functions. Since then, we’ve basically heard nothing, unlike potential rival (in theory perhaps, not so much as in practice) the OnePlus 2, whose manufacturer has been on a teaser tirade as of late. If ZTE wants this phone to be truly successful, and one might imagine it does given the removal of its brand name and calculated decision to launch this in the USA, it needs to get as many people talking about it as possible. This just won’t happen if the phone is relegated to online-only sales, and therefore carrier commitment to carry is critical.
Poor Premonition: ZTE’s Sordid Strategy
By all accounts, the Axon Phone is going to be a major powerhouse. That, in-and-of itself should be cause to rejoice were this 2013. Unfortunately, in 2015 the smartphone market has become inundated with flagship devices to the point where they aren’t even meeting sales expectations despite promising build-up and initial performance. These devices have become so powerful that, save for the most spec-crazed consumer, there really is no need to run out and buy the latest and greatest just because. If anything, consumers are starting to pick up “back up” phones like the Moto G in the off chance something happens. Likewise, with so many budget-friendly products now available with specs that aren’t half-bad, the need for a halo smartphone isn’t warranted either.
Herein lies the major fault in ZTE’s strategy: Instead of relying on its established company name and pedigree of products, ZTE chose to deliberately hide the very identity that it paradoxically wants the Axon to have: a relevant one. Let’s take a look at the marketing efforts thus-far:
1. Axon makes a post on Instagram and push on Snapfluence. This would have worked wonders had it been published on an official, established account (like ZTE’s) wherein it could have drawn upon its entire collective of followers and potentially attracted many more. In addition, it would have attracted even more people to ZTE itself, and its products – both current and future – which would have done quite a lot of good for the company’s brand recognition in a country that knows very little about it.
2. Axon has a bizarre contest going that is, essentially, asking users to leave pictures of anything. The winner receives $10,000. This contest is of an utterly random nature that has little connection with the product itself. Will the winning idea be used in the Axon? Will it be featured in a future one? Does it have to be a politically correct one? This kind of irresponsible marketing is along the same lines as that which got OnePlus in trouble last year with its misogynistic campaign.
3. We know nothing about the phone. As the preceding elements of this piece should make clear-as-crystal, we don’t have any solid details on any of the phone’s specs. This would be passable if ZTE itself were selling the phone, as the company’s own brand might hold enough weight to garner a continued interest in following the product to market. Instead, for the collective public at-large, this product is no more relevant than any number of Kickstarter vaporware projects that have been long since discredited and removed from existence. At the very least LG and OnePlus have worked with solid details in their pre-launch doings.
Instead of relying on its brand name, ZTE chose to deliberately hide the very identity it paradoxically wants the Axon to have: a relevant one.
For the sake of argument, let’s assume the Axon Phone has specs that are equal to those of the Galaxy S6 or LG G4. It would be, by default, an absolute titan of a flagship product. Let’s assume it will be cheaper than either device. Imagine the sales potential of such a product (OnePlus sure did last year) were it to be significantly more affordable than the competition. By releasing core specs, ZTE could have forced customers to defer purchasing a new device until its product launch. As it stands now, it’s fair to say mainstream consumers looking for halo products have probably already bought one, or else are waiting for the next big thing.
ZTE has miscalculated the potential of the Axon Phone, and these three poorly executed marketing strategies are inevitably going to come at quite a cost as, quite frankly, no one cares about this product. Literally.
As the above Google Trends data reflects, the Axon Phone isn’t even a blip on the radar when compared with other smaller brands, including ZTE itself which has appeared in news headlines 48 times more than Axon’s sole offering. It’s often said that no news is good news, but when it comes to launching a brand new product line and selling it to the public, you want to be in prime location screaming from a megaphone.
As if these three points aren’t damaging enough, ZTE must also deal with the fact that, as an “original” brand, neither investors nor consumers actually know what’s going on here. Will the Axon Phone be the start of an all-new brand for America? Will it be supported past the launch window? Does it indicate that ZTE has major ambitions in the American smartphone market? Will ZTE attempt similar doings in other territories as well? This piece has raised so many questions, and it is that very uncertainty and lack of information that turns people off and ushers them onto the next thing.
Wrap Up
How will the Axon Phone ultimately compare to other ZTE devices like the Nubia Z9 (pictured here)?
The Axon Phone is an exciting device to be sure. It has a definitive look, it has potentially powerful hardware inside, it is “free” from any pre-existing bias about maker ZTE, and it’s launching at a time when established players have already released their flagships for the first half of the year. At the same time, ZTE has arguably made a major mistake in seeking to hide its brand name from the new product it seeks to sell: there is nothing to fall back on and consumers know nothing about it. We don’t even know what kind of consumer it will actually appeal to.
Be sure to check back on the 14th after the official launch, but in the meanwhile, feel free to take the survey below or leave us your thoughts on this curious new entry into the smartphone war. Ultimately only time will tell just how successful the Axon Phone is, but patience is in short supply.
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ZTE launches mobile hotspot cum Android-powered projector on Verizon
ZTE’s unique Android-power projector that doubles up as a mobile hotspot too is now available on Verizon. The ZTE Spro 2 is capable of projecting images up to 120 inches in size and connecting up to 10 devices to Verizon’s LTE network, making it quite a catch for those who are constantly travelling for business presentations.
Running on Android 4.4 Lollipop, the device features a 5-inch HD display, Snapdragon 800 SoC, 2GB of RAM, 16GB of expandable storage and a 6,300 mAh battery.
Launched sometime earlier this year, the ZTE Spro 2 is available at Verizon for $499 with a two-year contract or $599 without a contract.
To celebrate the device’s launch at Verizon, ZTE is holding an interesting contest – “Ugliest Conference Room Makeover.” The contestants are required to send pictures and videos of their ugly conference rooms to http://www.makeover.zteusa.com in order to win a conference room makeover worth $50,000.
Source: ZTE USA
Come comment on this article: ZTE launches mobile hotspot cum Android-powered projector on Verizon
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