ZTE Unveils New Logo, Corporate Identity, and Company Philosophy

ZTE on Tuesday announced its new corporate identity along with a redesigned logo. The company says the new logo and identity represent the company's strategy to focus on "value-added M-ICT (Media Information Communications Technology) innovations for consumers, carriers, enterprises" in the changing digital landscape.

The firm says its wide experience in base stations, cloud computing systems, software, smartphones and wearables gives it a strong platform to provide "innovative next-generation converged solutions in the M-ICT era."

The company alongside announced a new slogan, 'Tomorrow never waits'. Under its M-ICT strategy, ZTE is aiming to provide integrate end-to-end solutions that leverage the Internet of Things ecosystem that is powering the convergence of telecommunications and information technologies.

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The Chinese telecommunications giant says its new rounded, and lighter-coloured logo symbolises the company's new CGO philosophy (Cool - Green - Open) aimed at product and service innovations that are "dynamic, youthful and compelling to users, sustainable and environmentally responsible, as well as open-minded and collaborative."

ZTE's new CGO Laboratory will also focus on innovations in emerging new technologies such as wireless charging for vehicles - the company along with Dongfeng Automobile had rolled out the first such system in September using electromagnetic induction technology.

The company in a statement also said it will be encouraging all its employees to embrace the new CGO philosophy, "motivating them to adopt creative and fresh thinking, and a more energetic culture of open collaboration."

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The firm has an event scheduled for January 5 at CES 2015, and is expected to reveal new products there.

Shi Lirong, President and Chief Executive Officer of ZTE Corporation, speaking of the new corporate identity, said, "ZTE is evolving our operations in line with our broader M-ICT vision, which will help us deliver higher value to customers and drive the growth of our business. Our new M-ICT strategy will open up a total addressable market of $3.5 trillion for ZTE, far bigger than the $350 billion telecommunications market."

"At the heart of the new strategy is the move towards a new company culture," Shi added, "In the coming months, our customers will see the new ZTE through the actions and projects of our employees."