13 - ZTE Deutschland · 13 Focus The Overseas Expansion of ZTE Handsets 09 Product Snapshot 09 11...

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Information Roundup 03

No.5 2013

13 FocusThe Overseas Expansion of ZTE Handsets

Product Snapshot0909

11

ZTE Blade G Pro: Catering to the Youth

ZTE Blade Apex: 4G Going Mainstream

13

CONTENTShttp://wwwen.zte.com.cn/en/about/publications

21VIP Voice 05

The Competitive Strategies of SFR

1 2013 NO.5

Editorial BoardChairman: He ShiyouVice Chairman: Sun Zhenge Members: Ao Wen, Chen Min, Ding Ning, Gao Feng, He Shiyou, Huang Xinming, Jiang Hua, Kan Yulun, Li Yuehua, Liu Guoqiang, Lv Qianhao, Lin Rong, Ma Wenlong, Mai Donghai, Wu Haoqiang, Xiao Qihu, Yan Hua, Zhu Dongtang, Zhao Wei, Fan Hongdong, Jiang Tao

Edited by Shenzhen Editorial Office, Strategy Planning Department Editor-in-Chief: Jiang HuaDeputy Editor-in-Chief: Huang XinmingExecutive Editor: Liu YangEditor: Jin PingCirculation Manager: Wang Pingping

Address: NO. 55, Hi-tech Road South, Shenzhen, P.R.ChinaPostcode: 518057Tel: +86-755-26776663Fax: +86-755-26775217Website: http://wwwen.zte.com.cn/en/about/publicationsEmail: liu.yang2@zte.com.cnCooperation Partner: Mobile InformationMagazine Editorial OfficePublishing Date: OCTOBER 31, 2013

Vol. 6 No. 5 (lssue 27)

Mobile World

34 Showcase

25

27

Smart Gadgets25Two Futuristic ZTE Phones Hot Hi-tech Gadgets in 2013

29 Design&Art29

31

Design of Large-screen PhonesMi-Assistant Through a Designer’s Eyes

33 Stay Cool in the Summer

21 Cover Show

A Magic Journey with ZTE Blade Apex

11

25

22013 NO.5

ZTE USA Partners NBA's Rockets for 2013/14

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ZTE and Virgin Media Launch the Blade V

ZTE Open Firefox OS Phones Sell Out Quickly in US and UK

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ZTE Supreme Joins Virgin Mobile

nformation RoundupI

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ZTE USA CEO Cheng Lixin (L) and Rockets CEO Tad Brown (R)

3 2013 NO.5

ZTE Sees Smartphone Sales at 1 Mn This Year

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Laurent Lame, device marketing director of SFR (L), and Olivier Sansané (R), device purchasing director of SFR

5 2013 NO.5

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SFR’s ODM

Key Trends in Mobile

7 2013 NO.5

SFR-ZTE Cooperation

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�W�e� �s�o�m�e�h�o�w� �t�r�y� �t�o� �e�n�r�i�c�h� �w�h�a�t� �p�e�o�p�l�e� �a�r�e� �d�o�i�n�g� �b�e�t�w�e�e�n� �t�h�e�i�r� �d�e�v�i�c�e�s�.� �F�o�r� �e�x�a�m�p�l�e�,� �y�o�u� �c�a�n� �e�n�j�o�y� �h�i�g�h�-�q�u�a�l�i�t�y� �m�u�s�i�c� �v�i�a� �a�n� �a�u�d�i�o� �d�o�c�k� �u�s�i�n�g� �y�o�u�r� �m�o�b�i�l�e� �p�h�o�n�e� �a�n�d�,� �a�t� �t�h�e� �s�a�m�e� �t�i�m�e�,� �a�c�c�e�s�s� �p�e�r�s�o�n�a�l� �c�o�n�t�e�n�t� �i�n� �t�h�e� �c�l�o�u�d�.� �

�A�s� �a�n� �i�n�n�o�v�a�t�o�r�,� �w�e� �c�a�n� �c�o�o�p�e�r�a�t�e� �w�i�t�h� �Z�T�E� �t�o� �d�e�f�i�n�e� �t�h�e� �l�i�n�e�u�p� �t�h�a�t� �b�e�s�t� �f�i�t�s� �t�h�e� �n�e�e�d�s� �a�n�d� �a�s�p�i�r�a�t�i�o�n�s� �o�f� �F�r�e�n�c�h� �u�s�e�r�s�.

82013 NO.5

ZTE Blade G Pro Catering to the Youth

Young people want to have a fancy-looking smartphone that is affordable and has powerful entertainment functions. ZTE has released Blade G Pro—a smartphone with ultrahigh performance to price ratio. Blade G Pro has a 1.3 GHz dual core CPU and 512 MB RAM that allows easy multitasking. The 4.5-inch display is excellent for videos and pictures. Blade G Pro offers fast internet connection with support for 3G and 802.11 b/g/n Wi-Fi networks. The 4 GB ROM meets the need of everyday data storage. The phone can add support for analog or digital TV.

Vividness�F�e�a�t�u�r�i�n�g� �a� �4�.�5�-�i�n�c�h� �T�F�T� �d�i�s�p�l�a�y� �w�i�t�h� �t�h�e� �8�5�4� � �4�8�0� �r�e�s�o�l�u�t�i�o�n�,�

�t�h�e� �p�h�o�n�e� �s�h�o�w�s� �v�i�v�i�d� �a�n�d� �a�u�t�h�e�n�t�i�c� �c�o�l�o�r�s�.� �V�i�d�e�o�s� �a�n�d� �p�i�c�t�u�r�e�s� �a�r�e� �c�r�y�s�t�a�l� �c�l�e�a�r� �a�n�d� �r�i�c�h� �i�n� �d�e�t�a�i�l�s�.� �T�h�i�s� �m�e�e�t�s� �t�h�e� �r�e�q�u�i�r�e�m�e�n�t�s� �o�f� �y�o�u�n�g� �u�s�e�r�s� �w�h�o� �s�t�r�e�s�s� �o�n� �v�i�s�u�a�l� �e�x�p�e�r�i�e�n�c�e�.�

Fluency�M�o�s�t� �y�o�u�n�g� �p�e�o�p�l�e� �l�i�k�e� �w�a�t�c�h�i�n�g� �m�o�v�i�e�s� �o�r� �p�l�a�y�i�n�g� �g�a�m�e�s� �o�n� �a�

�m�o�b�i�l�e� �p�h�o�n�e�.� �B�o�a�s�t�i�n�g� �a� �M�T�6�5�7�2� �1�.�3� �G�H�z� �d�u�a�l� �c�o�r�e� �C�P�U�,� �A�n�d�r�o�i�d� �4�.�2�,� �a�n�d� �5�1�2� �M�B� �D�D�R�2� �R�A�M�,� �B�l�a�d�e� �G� �P�r�o� �r�u�n�s� �m�a�i�n�s�t�r�e�a�m� �g�a�m�e�s� �f�a�s�t� �e�n�o�u�g�h� �t�o� �s�a�t�i�s�f�y� �u�s�e�r�s’� �e�n�t�e�r�t�a�i�n�m�e�n�t� �n�e�e�d�s�.� �T�a�k�e � �T�e�m�p �l�e � �R�u�n � �2 � �f�o �r� �e�x�a�m�p�l�e�.� �T�h�e� �a�p�p� �r�e�s�p�o�n�d�s� �v�e�r�y� �q�u�i�c�k�l�y� �a�f�t�e�r� �y�o�u� �s�t�a�r�t� �i�t� �a�n�d� �t�h�e� �w�h�o�l�e� �g�a�m�e� �p�l�a�y� �i�s� �e�x�t�r�e�m�e�l�y� �f�l�u�e�n�t� �w�i�t�h�o�u�t� �a�n�y� �h�i�c�c�u�p�s�.�

Product Snapshot

By Chen Yi

9 2013 NO.5

ZTE Blade G Pro Catering to the Youth

Camera Fun�B�l�a�d�e� �G� �P�r�o� �h�a�s� �a� �5� �M�P� �A�F� �c�a�m�e�r�a� �t�h�a�t� �p�r�o�v�i�d�e�s�

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OS Android 4.2 Network UMTS/EDGE/GPRS/GSMCamera 5 MP AFDisplay 4.5-inch TFT (854 × 480 pixels)CPU 1.3 GHz dual core MT6572Memory 512 MB RAM + 4 GB ROMBattery 1650 mAhSize 135.5 mm × 68 mm × 10.2 mm

102013 NO.5

Every good product is the result of the designer’s relentless pursuit of perfection in every detail. So is ZTE Blade Apex. It has impeccable conventional functions such as Bluetooth and GPS. It offers great performance and entertainment with a dual-core Qualcomm Snapdragon processor and a 4.5-inch qHD screen. The LTE and Wi-Fi Direct functions are added attractions.

ZTE Blade Apex: 4G Going Mainstream

Product Snapshot

By Ding Jie

Screen�I�n � �t�h�e � �f�u �l �l �- �t�o�u�c�h� �l�a �r�g�e�

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11 2013 NO.5

OSAndroid Jelly BeanNetwork GSM/UMTS/LTECamera 5 MP AF (rear), 1 MP (front)Display4.5-inch qHD IPS (540 × 960 pixels)CPU Qualcomm MSM8930 dual core 1.2 GHzMemory 1 GB RAM + 4 GB ROMBattery 2070 mAhDimensions 133 × 66 × 9.9 mm Weight About� 120 g

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122013 NO.5

ocusFocusFocusF

Since 2005, China-based ZTE has escalated its overseas expansion drive. Today, ZTE has partnerships with more than 230 major carriers and distributors in more than 160 countries and regions around the globe. It also has strategic partnerships with 47 of the world’s top 50 carriers. According to Strategy Analytics, ZTE shipped 11.5 million smartphones in Q2 2013 (a 5% market share) and jumped to the position of fourth largest smartphone vendor globally. What are the local market environments? How do ZTE handsets perform in these markets? Mobile World gives a close-up of ZTE handsets in three different markets in the US, Europe and Asia.

The Overseas Expansion of ZTE Handsets

13 2013 NO.5

The US Mobile Market

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By Andrew Elliott, senior director, strategic marketing for North America

ZTE USA: Turning Opportunity into Reality

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142013 NO.5

A History of Successful Products

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182013 NO.5

19 2013 NO.3

ZTE Japan: A Challenger in a Hi-tech Market

Galapagos Mobile Phones

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By Airi Hiraishi

ocusF

19 2013 NO.5

202013 NO.3

ZTE Japan: A Challenger in a Hi-tech Market

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ZTE: A Challenger in the Japanese Market

Rapid Globalization of the Japanese Mobile Market

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202013 NO.5

over Show C

Travel with TimeMemories of the past persist

When ZTE Blade ApexOpens the door

To a journey of fantasies.Through time and space,

Everything changes.Along the high-speed LTE network,

I look into the future.I search for traces of you,

Just to find you by my side,Turning on this magic journey.

ZTE Blade Apex uses the latest 4G LTE technology that supports much higher data download speed than 3G networks. It can switch freely between 3G and 4G networks to allow for fast internet access.

A MAgIc JOurnEy

Photo: Liu Zheyao Model: Darina Stylist: Ding Feng Makeup: Yu Dadou

wiTh ZTe Blade apex

21 2013 NO.5

Travel with Time

MAgIc JOurnEy

Touch to Share

With the built-in Wi-Fi Direct, ZTE Blade Apex enables you to quickly transfer large files. Once you connect your mobile phone to a display device through Wi-Fi, you can play photos, videos and music files from your mobile phone on a large screen.

Moving from one space to anotherI see a world of wonders.I feel the joy and surprises

And want to share them with you.Supporting Wi-Fi sharing

and multi-screen interaction,ZTE Blade Apex makes it easy to share

As I've dreamt it to be.

222013 NO.5

Magic Mirror on the WallAt the end of my journey,

I gaze at the 4.5-inch IPS qHD screenThat reminds me of the magic mirror on the wall.

In the mirror I see my different selves—The one who enjoy communications,

The one who enjoy entertainment, And the one who enjoy photography.

Thank you for the colorful lifeyou’ve brought.

you’ve been a perfect company in this magic journey.

ZTE Blade Apex has a 4.5-inch IPS qHD 540 × 960 pixel screen to deliver rich visual content. It also allows for one-hand operation.

over Show C

23 2013 NO.5

Magic Mirror on the Wall

242013 NO.5

Two Futuristic ZTE PhonesTwo Futuristic ZTE Phones

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By Yu YueConcept phones

embody the designer’s creative spirit and expectations for the future. They point out the direction of a product’s evolution and shape the future.

mart GadgetsS

25 2013 NO.5

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Designers are dreamers. They imagine a better future and turn their visions into reality step by step. Designs are not empty imaginations; they should be centered on user experience and follow the design philosophy of “friendly, innovative, pure, and thoughtful.”

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C- world—Customize Your World

262013 NO.5

By Wang ZhenxingEmerging technology is changing our lives. High-tech

products stand out with striking new features. They also give people a stylish look. Now let’s check out some of the trendiest products in the world of consumer electronics.

Ventura Sparc MGS: Hi-tech WatchPrice: US$5150-5500

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mart Gadgets

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1Smart Apparel

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Hot Hi-tech GadgetsHot Hi-tech Gadgetsin 2013

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27 2013 NO.5

Socialmatic:Polaroid Instagram CameraPrice: US$300 (estimation)

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Goji: Smart LockPrice: US$278

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Science and technology can benefit mankind and change the world. With these hi-tech gadgets, we can enjoy great convenience in life.

Gajah InkCase: Additional Screen on the BackPrice: US$129

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Vamp Verza: Audio Accessory for PhonesPrice: US$600

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3Smart Household

Appliances

282013 NO.5

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Design of Large-screen Phones

Manufacturers are trying to make mobile phones larger and slimmer, but similar styling poses a new challenge. Designers need to make their designs unique.

By Song Yuqi, Ji Pengyun

esign&ArtD esign&ArtD

01 02Shape CMF

29 2013 NO.5

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Material� � � � � �M�o�s�t� �m�o�b�i�l�e� �p�h�o�n�e�s� �o�n� �t�h�e� �m�a�r�k�e�t� �a�r�e� �m�a�d�e� �f�r�o�m� �p�l�a�s�t�i�c�,� �a�n�d � �u �s�e � �s�u �r �f �a �c�e� �t�r�e�a�t�m�e�n�t� �t�e�c�h�n�i�q�u�e�s�,� �s�u�c�h� �a�s� �s�p�r�a�y�i�n�g� �o�r� �e�l�e�c�t�r�o�p�l�a�t�i�n�g�,� �t�o� �s�i�m�u�l�a�t�e� �o�t�h�e�r� �m�a�t�e�r�i�a�l�s�.� �H�o�w�e�v�e�r�,� �p�e�o�p�l�e� �f�a�v�o�r� �g�e�n�u�i�n�e� �m�e�t�a�l�,� �g�l�a�s�s�,� �c�e�r�a�m�i�c�s�,� �a�n�d� �c�a�r�b�o�n� �f�i�b�e�r�,� �a�l�l� �o�f� �w�h�i�c�h� �r�e�f�l�e�c�t� �g�o�o�d� �q�u�a�l�i�t�y�.� �M�e�t�a�l� �i�s� �d�u�r�a�b�l�e�,� �h�i�g�h�-�g�r�a�d�e�,� �a�n�d� �n�o�t� �e�a�s�i�l�y� �d�a�m�a�g�e�d�.� �G�l�a�s�s� �a�n�d� �c�e�r�a�m�i�c�s� �a�r�e� �r�e�s�i�s�t�a�n�t� �t�o� �w�e�a�r�.� �C�a�r�b�o�n� �f�i�b�e�r� �h�a�s� �h�i�g�h� �t�e�n�s�i�l�e� �s�t�r�e�n�g�t�h�.� �N�e�w� �w�a�y�s� �o�f� �p�r�o�c�e�s�s�i�n�g� �t�h�e�s�e� �m�a�t�e�r�i�a�l�s� �h�a�v�e� �a�l�s�o� �b�e�e�n� �i�n�t�r�o�d�u�c�e�d� �t�o� �c�r�e�a�t�e� �m�o�r�e� �s�o�p�h�i�s�t�i�c�a�t�e�d� �e�f�f�e�c�t�s�.�

03User Interface

Large-screen phones are becoming popular. Only by paying attention to the exterior and user interface designs can we make superb large-screen phones.

�L�a�r�g�e�-�s�c�r�e�e�n� �p�h�o�n�e�s� �p�o�s�e� �s�i�n�g�l�e�-�h�a�n�d�e�d� �o�p�e�r�a�t�i�o�n� �a�n�d� �r�e�s�o�l�u�t�i�o�n� �p�r�o�b�l�e�m�s�,� �a�n�d� �t�h�e� �u�s�e�r� �i�n�t�e�r�f�a�c�e� �d�e�s�i�g�n� �i�s� �a�l�s�o� �c�r�u�c�i�a�l� �t�o� �u�s�e�r� �e�x�p�e�r�i�e�n�c�e�.�

More Themed Interfaces� � � � �A�l�l� �s�m�a�r�t�p�h�o�n�e�s�,� �i�n�c�l�u�d�i�n�g� �b�i�g�-�s�c�r�e�e�n� �m�o�d�e�l�s�,� �s�h�o�u�l�d� �p�r�o�v�i�d�e� �a�b�u�n�d�a�n�t� �t�h�e�m�e�-�b�a�s�e�d� �i�n�t�e�r�f�a�c�e�s�.� �S�p�e�c�i�a�l� �t�h�e�m�e�s� �s�h�o�u�l�d� �a�l�s�o� �b�e� �c�o�n�s�i�d�e�r�e�d� �f�o�r� �p�e�o�p�l�e� �w�i�t�h� �s�p�e�c�i�a�l� �n�e�e�d�s�.� �I�t� �w�o�u�l�d� �b�e� �f�a�n�t�a�s�t�i�c� �i�f� �u�s�e�r�s� �c�o�u�l�d� �d�e�s�i�g�n� �t�h�e�i�r� �o�w�n� �t�h�e�m�e�s� �a�n�d� �m�a�k�e� �t�h�e�m� �d�o�w�n�l�o�a�d�a�b�l�e� �f�o�r� �o�t�h�e�r� �p�e�o�p�l�e� �w�i�t�h� �t�h�e� �s�a�m�e� �i�n�t�e�r�e�s�t�s�.�

Easy Single-Handed Operation� � � � � �E�a�s�e� �o�f� �s�i�n�g�l�e�-�h�a�n�d�e�d� �o�p�e�r�a�t�i�o�n� �m�u�s�t� �b�e� �t�a�k�e�n� �i�n�t�o� �a�c�c�o�u�n�t�.� �Z�T�E� �M�i�f�a�v�o�r� �c�o�m�e�s� �w�i�t�h� �a� �s�o�l�u�t�i�o�n� �f�o�r� �s�i�n�g�l�e�-�h�a�n�d�e�d� �o�p�e�r�a�t�i�o�n�.� �I�n� �a�d�d�i�t�i�o�n� �t�o� �t�h�e� �c�o�m�m�o�n�l�y� �s�e�e�n� �l�e�f�t� �o�r� �r�i�g�h�t�-�h�a�n�d�e�d� �d�i�a�l�i�n�g� �k�e�y�p�a�d�,� �M�i�f�a�v�o�r� �h�a�s� �t�h�e� �M�i�-�P�O�P� �s�c�r�e�e�n� �a�s�s�i�s�t�a�n�t�.� �T�h�e� �f�l�o�a�t�i�n�g� �M�i�-�P�O�P� �c�a�n� �b�e� �p�l�a�c�e�d� �i�n� �a�n�y� �p�a�r�t� �o�f� �t�h�e� �s�c�r�e�e�n� �t�o� �m�i�n�i�m�i�z�e�

�t�h�u�m�b� �m�o�v�e�m�e�n�t� �i�n� �s�i�n�g�l�e�-�h�a�n�d�e�d� �o�p�e�r�a�t�i�o�n�.� �B�y� �p�r�e�s�s�i�n�g� �t�h�e� �M�i�-�P�O�P� �i�c�o�n�,� �a� �u�s�e�r� �c�a�n� �c�a�p�t�u�r�e� �a�n�y� �p�a�r�t� �o�f� �a�n� �i�m�a�g�e�,� �s�h�u�t� �d�o�w�n�,� �r�e�s�t�a�r�t�,� �a�n�d� �l�o�c�k� �t�h�e� �p�h�o�n�e� �w�i�t�h�o�u�t� �n�e�e�d�i�n�g� �t�o� �p�r�e�s�s� �t�h�e� �p�o�w�e�r� �b�u�t�t�o�n�.

Delicate Wallpaper and Home Screen �T�h�e� �s�c�r�e�e�n� �i�s� �t�h�e� �m�a�i�n� �p�a�r�t� �o�f� �a� �l�a�r�g�e�-�s�c�r�e�e�n� �m�o�b�i�l�e� �p�h�o�n�e�.�

�H�a�r�d�w�a�r�e� �s�p�e�c�i�f�i�c�a�t�i�o�n�s�,� �i�n�c�l�u�d�i�n�g� �r�e�s�o�l�u�t�i�o�n� �a�n�d� �p�i�x�e�l�s� �p�e�r� �i�n�c�h�,� �a�r�e� �i�m�p�o�r�t�a�n�t�.� �W�a�l�l�p�a�p�e�r�s� �t�h�a�t� �r�e�f�l�e�c�t� �t�h�e� �e�x�q�u�i�s�i�t�e� �s�c�r�e�e�n� �r�e�s�o�l�u�t�i�o�n�s�,� �w�h�e�n� �c�o�u�p�l�e�d� �w�i�t�h� �e�x�q�u�i�s�i�t�e� �h�o�m�e� �s�c�r�e�e�n� �w�i�d�g�e�t�s�,� �m�a�k�e� �a� �m�o�b�i�l�e� �p�h�o�n�e� �m�o�r�e� �e�y�e�-�c�a�t�c�h�i�n�g�.�

Efficient Multi-Screen Display�I�t� �i�s� �i�d�e�a�l� �i�f� �a� �m�o�b�i�l�e� �p�h�o�n�e� �a�l�l�o�w�s� �y�o�u� �t�o� �w�r�i�t�e� �a�n� �e�m�a�i�l�,�

�p�o�s�t� �a� �s�t�a�t�u�s� �u�p�d�a�t�e�,� �a�n�d� �w�a�t�c�h� �a� �m�o�v�i�e� �a�t� �t�h�e� �s�a�m�e� �t�i�m�e�.� �Z�T�E� �G�e�e�k� �i�s� �a� �p�e�r�f�e�c�t� �o�p�t�i�o�n�.� �W�i�t�h� �G�e�e�k�,� �v�i�d�e�o� �f�i�l�e�s� �c�a�n� �b�e� �r�e�d�u�c�e�d� �t�o� �a� �f�l�o�a�t�i�n�g� �w�i�n�d�o�w�.� �M�u�l�t�i�-�w�i�n�d�o�w� �d�i�s�p�l�a�y�,� �i�n�c�l�u�d�i�n�g� �t�h�e� �f�l�o�a�t�i�n�g� �w�i�n�d�o�w�,� �i�s� �a� �f�e�a�t�u�r�e� �o�f� �l�a�r�g�e�-�s�c�r�e�e�n� �m�o�b�i�l�e� �p�h�o�n�e�s�.� �W�i�t�h� �a�d�e�q�u�a�t�e� �d�i�s�p�l�a�y� �s�p�a�c�e�,� �a� �b�i�g� �s�c�r�e�e�n� �c�a�n� �e�a�s�i�l�y� �a�c�c�o�m�m�o�d�a�t�e� �m�u�l�t�i�p�l�e� �w�i�n�d�o�w�s� �t�o� �h�a�n�d�l�e� �m�u�l�t�i�p�l�e� �t�a�s�k�s� �a�t� �t�h�e� �s�a�m�e� �t�i�m�e�.�

Finish �F�i�n�i�s�h� �r�e�f�e�r�s� �t�o� �t�e�x�t�u�r�e� �a�n�d� �p�a�t�t�e�r�n�s�.� �A� �g�o�o�d� �f�i�n�i�s�h�

�c�a�n� �e�n�r�i�c�h� �t�h�e� �v�i�s�u�a�l� �i�m�p�a�c�t� �o�f� �t�h�e� �m�a�t�e�r�i�a�l� �a�n�d� �c�o�l�o�r� �a�n�d� �p�r�o�v�i�d�e� �b�e�t�t�e�r� �g�r�i�p�.� �D�e�s�i�g�n�e�r�s� �n�e�e�d� �t�o� �d�e�c�i�d�e� �w�h�i�c�h� �k�i�n�d� �o�f� �f�i�n�i�s�h� �w�i�l�l� �b�e� �a�d�d�e�d� �t�o� �t�h�e� �s�u�r�f�a�c�e�,� �f�o�r� �e�x�a�m�p�l�e�,� �s�m�o�o�t�h� �o�r� �t�e�x�t�u�r�e�d�,� �m�a�t�t�e� �o�r� �g�l�o�s�s�y�.� �A� �l�o�t� �o�f� �u�s�e�r� �s�u�r�v�e�y�s� �a�n�d� �s�a�m�p�l�e� �t�r�i�a�l�s� �a�r�e� �n�e�c�e�s�s�a�r�y�.�

�Z�T�E� �h�a�s� �p�u�t� �a� �g�r�e�a�t� �d�e�a�l� �o�f� �e�f�f�o�r�t�s� �i�n� �C�M�F�.� �F�o�r� �e�x�a�m�p�l�e�,� �i�n� �o�r�d�e�r� �t�o� �p�r�o�v�i�d�e� �t�h�e� �b�e�s�t� �g�r�i�p�,� �Z�T�E’�s� �C�M�F� �t�e�a�m� �h�a�s� �b�e�e�n� �i�m�p�r�o�v�i�n�g� �t�h�e� �r�u�b�b�e�r� �c�o�a�t�i�n�g� �p�r�o�c�e�s�s�

—�f�r�o�m� �t�h�e� �t�r�a�d�i�t�i�o�n�a�l� �r�u�b�b�e�r� �p�a�i�n�t�,� �t�o� �t�h�e� �n�a�t�u�r�a�l� �s�o�f�t� �t�o�u�c�h�,� �a�n�d� �t�h�e�n� �t�o� �t�h�e� �t�e�n�d�e�r� �b�a�b�y� �s�k�i�n�.� �A� �s�m�a�l�l� �c�h�a�n�g�e� �i�n� �t�h�e� �c�o�a�t�i�n�g� �i�n�g�r�e�d�i�e�n�t�s� �m�a�k�e�s� �u�s�e�r�s� �f�e�e�l� �d�i�f�f�e�r�e�n�t� �i�n� �t�h�e� �h�a�n�d�.�

302013 NO.5

The mobile phone industry is experiencing a trend similar to that of the computer industry, that is, the separation of software and hardware. People care a great deal about appearance and specifications when selecting a mobile phone. After paying for the phone, they’re unlikely to replace it for some time. Most apps are preinstalled or can be downloaded for free, and an undesirable app can be easily deleted. Before designing an app, a software designer needs to think about the value of an app, a person’s willingness to try it, and the app’s competitive advantages. The designer of ZTE’s Mi-Assistant security app took these three points into consideration.

esign&ArtD esign&ArtD

What problem does this app solve?

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�S�o�c�i�a�l� �n�e�t�w�o�r�k�i�n�g� �a�p�p�s� �a�r�e� �a�n�o�t�h�e�r� �e�x�a�m�p�l�e�.� �D�e�s�i�g�n�e�r�s� �s�h�o�u�l�d� �b�e� �c�l�e�a�r� �a�b�o�u�t� �w�h�a�t� �p�u�r�p�o�s�e� �a� �s�o�c�i�a�l� �n�e�t�w�o�r�k�i�n�g� �a�p�p� �w�i�l�l� �f�u�l�f�i�l�l�.� �W�i�l�l� �i�t� �h�e�l�p� �y�o�u�n�g� �p�e�o�p�l�e� �m�a�k�e� �f�r�i�e�n�d�s� �o�r� �p�r�o�v�i�d�e� �a� �p�l�a�t�f�o�r�m� �f�o�r� �c�o�l�l�e�g�e� �s�t�u�d�e�n�t�s� �t�o� �n�e�t�w�o�r�k� �a�n�d� �f�i�n�d� �j�o�b�s�?� �W�h�e�n� �t�h�e� �p�r�o�d�u�c�t� �p�o�s�i�t�i�o�n�i�n�g� �i�s� �c�l�e�a�r�,� �f�u�n�c�t�i�o�n�s� �s�u�c�h� �a�s� �p�i�c�t�u�r�e� �u�p�l�o�a�d�i�n�g� �w�i�l�l� �b�e� �p�r�o�p�e�r�l�y� �d�e�s�i�g�n�e�d� �f�o�r� �t�h�e� �r�i�g�h�t� �m�a�r�k�e�t�.

By Xu Yuanyuan

Mi-Assistant Through

a Designer’s Eyes

31 2013 NO.5

What other choices do people have?

�W�i�t�h� �s�o� �m�a�n�y� �c�h�o�i�c�e�s�,� �p�e�o�p�l�e� �d�o�n’�t� �n�e�e�d� �t�o� �b�e� �p�a�t�i�e�n�t� �w�i�t�h� �a� �n�e�w� �p�r�o�d�u�c�t�.� �T�h�e� �p�r�o�d�u�c�t’�s� �d�e�s�i�g�n� �m�u�s�t� �c�l�i�c�k� �w�i�t�h� �u�s�e�r�s� �v�e�r�y� �q�u�i�c�k�l�y�.� �F�o�r� �e�x�a�m�p�l�e�,� �t�h�e�r�e� �a�r�e� �a�l�r�e�a�d�y� �m�a�n�y� �b�r�o�w�s�e�r�s� �o�n� �t�h�e� �m�a�r�k�e�t�,� �a�n�d� �e�a�c�h� �h�a�s� �i�t�s� �o�w�n� �a�d�v�a�n�t�a�g�e�s�.� �A� �n�e�w�c�o�m�e�r� �m�u�s�t� �b�e� �m�o�r�e� �a�t�t�r�a�c�t�i�v�e�;� �i�t� �m�i�g�h�t� �b�e� �f�a�s�t�e�r� �o�r� �s�a�v�e� �o�n� �d�a�t�a�.� �T�h�e�s�e� �d�i�s�t�i�n�c�t�i�v�e� �f�e�a�t�u�r�e�s� �m�u�s�t� �b�e� �a�p�p�a�r�e�n�t� �t�o� �u�s�e�r�s� �w�i�t�h�i�n� �3�0� �s�e�c�o�n�d�s�;� �o�t�h�e�r�w�i�s�e�,� �t�h�e� �p�r�o�d�u�c�t� �w�i�l�l� �b�e� �a�b�a�n�d�o�n�e�d�.� �

�S�e�c�u�r�i�t�y� �s�o�f�t�w�a�r�e� �i�s� �d�e�v�e�l�o�p�i�n�g� �f�a�s�t�.� �3�6�0� �M�o�b�i�l�e� �S�a�f�e� �i�s� �a� �h�o�t� �t�h�i�r�d�-�p�a�r�t�y� �s�e�c�u�r�i�t�y� �a�p�p� �u�s�e�d� �b�y� �m�a�n�y� �p�e�o�p�l�e�.� �L�B�E� �P�r�i�v�a�c�y� �G�u�a�r�d� �i�s� �a�l�s�o� �p�o�p�u�l�a�r�.� �T�h�e�s�e� �a�l�l� �h�a�v�e� �p�r�o�f�e�s�s�i�o�n�a�l� �f�u�n�c�t�i�o�n�s� �a�n�d� �i�n�n�o�v�a�t�i�v�e� �d�e�s�i�g�n�s�.� �Z�T�E’�s� �M�i�-�A�s�s�i�s�t�a�n�t� �i�s� �l�e�s�s� �w�e�l�l� �k�n�o�w�n�,� �s�o� �w�e� �n�e�e�d� �t�o� �f�u�l�l�y� �s�h�o�w� �i�t�s� �a�d�v�a�n�t�a�g�e�s� �i�n� �t�h�e� �f�i�r�s�t� �f�e�w� �i�n�t�e�r�f�a�c�e�s� �a�f�t�e�r� �s�t�a�r�t�u�p�.�

What competitive advantages does Mi-Assistant have?

�D�e�s�i�g�n�e�r�s� �n�e�e�d� �t�o� �d�e�t�e�r�m�i�n�e� �t�h�e� �k�e�y� �t�h�i�n�g�s� �t�h�a�t� �p�e�o�p�l�e� �c�a�r�e� �a�b�o�u�t� �a�n�d� �h�a�v�e� �a� �c�l�e�a�r� �p�i�c�t�u�r�e� �o�f� �t�h�e� �a�p�p�l�i�c�a�t�i�o�n� �s�c�e�n�a�r�i�o�s� �i�n� �o�r�d�e�r� �t�o� �d�i�g� �o�u�t� �o�p�p�o�r�t�u�n�i�t�i�e�s�.� �A� �d�e�s�i�g�n� �t�h�a�t� �s�o�l�v�e�s� �c�r�i�t�i�c�a�l� �i�s�s�u�e�s� �f�o�r� �u�s�e�r�s� �i�s� �m�o�r�e� �l�i�k�e�l�y� �t�o� �b�e� �w�e�l�l� �r�e�c�e�i�v�e�d�.� �

�M�i�-�A�s�s�i�s�t�a�n�t� �i�s� �p�r�e�-�i�n�s�t�a�l�l�e�d� �b�y� �t�h�e� �m�a�n�u�f�a�c�t�u�r�e�r�.� �P�e�o�p�l�e� �c�a�n� �e�a�s�i�l�y� �a�c�c�e�s�s� �t�h�e� �a�p�p�,� �w�h�i�c�h� �h�a�s� �t�h�e� �h�i�g�h�e�s�t� �m�o�n�i�t�o�r�i�n�g� �p�e�r�m�i�s�s�i�o�n�s�,� �s�o� �t�h�a�t� �p�e�o�p�l�e� �c�a�n� �u�s�e� �f�u�n�c�t�i�o�n�s� �t�h�a�t� �a�r�e� �u�s�u�a�l�l�y� �o�n�l�y� �a�v�a�i�l�a�b�l�e� �b�y� �r�o�o�t�i�n�g� �t�h�e� �d�e�v�i�c�e�.� �T�h�e�s�e� �f�u�n�c�t�i�o�n�s� �i�n�c�l�u�d�e� �p�e�r�m�i�s�s�i�o�n� �m�a�n�a�g�e�r�,� �a�p�p� �m�a�n�a�g�e�m�e�n�t� �a�u�t�o�s�t�a�r�t� �o�n� �b�o�o�t�-�u�p�,� �b�a�c�k�g�r�o�u�n�d� �a�p�p� �m�a�n�a�g�e�m�e�n�t�,� �a�n�d� �a�d� �b�l�o�c�k�i�n�g�.� �R�o�o�t�i�n�g� �a� �m�o�b�i�l�e� �p�h�o�n�e� �r�e�q�u�i�r�e�s� �a�d�v�a�n�c�e�d� �k�n�o�w�l�e�d�g�e� �a�n�d� �i�n�v�o�l�v�e�s� �r�i�s�k� �o�f� “�b�r�i�c�k�i�n�g”� �t�h�e� �p�h�o�n�e�.� �M�i�-�A�s�s�i�s�t�a�n�t� �p�r�e�s�e�n�t�s� �t�h�e�s�e� �f�u�n�c�t�i�o�n�s� �a�s� �s�h�o�r�t�c�u�t�s� �o�n� �t�h�e� �m�a�i�n� �i�n�t�e�r�f�a�c�e�.

�O�n�e� �p�a�r�t�i�c�u�l�a�r� �p�r�o�b�l�e�m� �h�a�s�n’�t� �b�e�e�n� �s�o�l�v�e�d� �i�n� �t�h�i�r�d�-�p�a�r�t�y� �a�p�p�s�.� �W�h�e�n� �m�u�l�t�i�p�l�e� �a�p�p�s� �i�n� �t�h�e� �s�a�m�e� �c�a�t�e�g�o�r�y� �a�r�e� �i�n�s�t�a�l�l�e�d� �o�n� �A�n�d�r�o�i�d�,� �t�h�e� �u�s�e�r� �m�u�s�t� �s�e�l�e�c�t� �f�r�o�m� �a� �l�i�s�t� �o�f� �t�h�e�s�e� �a�p�p�s� �a�n�d� �s�e�l�e�c�t� �o�n�e� �a�s� �t�h�e� �d�e�f�a�u�l�t� �(�w�h�e�n� �o�p�e�n�i�n�g� �a� �r�e�l�a�t�e�d� �a�p�p�)�.� �F�o�r� �e�x�a�m�p�l�e�,� �i�f� �y�o�u� �h�a�v�e� �i�n�s�t�a�l�l�e�d� �t�w�o� �l�a�u�n�c�h�e�r� �a�p�p�s�,� �t�h�e�n� �e�v�e�r�y� �t�i�m�e� �y�o�u� �p�r�e�s�s� �t�h�e� �H�o�m�e� �b�u�t�t�o�n�,� �t�h�e� �t�w�o� �a�p�p�s� �a�p�p�e�a�r�.

�T�h�e� �p�r�o�b�l�e�m� �i�s� �t�h�a�t� �a�f�t�e�r� �t�h�e� �u�s�e�r� �d�e�f�i�n�e�s� �o�n�e� �a�s� �t�h�e� �d�e�f�a�u�l�t� �a�p�p�,� �i�t’�s� �d�i�f�f�i�c�u�l�t� �t�o� �r�e�c�a�l�l� �t�h�e� �p�a�t�h� �i�f� �t�h�e� �u�s�e�r� �w�a�n�t�s� �t�o� �m�o�d�i�f�y� �t�h�i�s� �s�e�t�t�i�n�g�.� �T�o� �s�o�l�v�e� �t�h�i�s� �p�r�o�b�l�e�m�,� �M�i�-�A�s�s�i�s�t�a�n�t� �p�r�o�v�i�d�e�s� �a� “�d�e�f�a�u�l�t� �a�p�p� �m�a�n�a�g�e�r”� �m�e�n�u�.� �E�n�t�e�r� �t�h�e� �m�e�n�u�,� �a�n�d� �y�o�u� �s�e�e� �a�l�l� �t�h�e� �d�e�f�a�u�l�t� �a�p�p�s� �w�i�t�h� �a� �t�e�x�t� �p�r�o�m�p�t� �a�t� �t�h�e� �t�o�p� �o�f� �t�h�e� �i�n�t�e�r�f�a�c�e�.� �T�a�p� �a�n� �a�p�p�,� �e�n�t�e�r� �t�h�e� �a�p�p� �i�n�f�o� �i�n�t�e�r�f�a�c�e�,� �a�n�d� �a� �t�o�a�s�t� �p�r�o�m�p�t� �h�e�l�p�s� �y�o�u� �l�o�c�a�t�e� �t�h�e� �b�u�t�t�o�n� � �t�o� �c�l�e�a�r� �t�h�e� �d�e�f�a�u�l�t�.

Mi-Assistant is preinstalled on many ZTE phones. It has been well received by users. When planning a software product, the design team needs to spend time discussing and surveying so that they can determine the design path. Only when the design direction has been clearly defined, will the final product appeal to end users.

Mi-Assistant's main interface design helps users know about the app within 30 seconds

322013 NO.5

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Pattern�P�e�o�p�l�e� �h�a�v�e� �n�a�t�u�r�a�l� �a�f�f�i�n�i�t�y� �f�o�r� �w�a�t�e�r�,� �a�n�d� �n�o�t�h�i�n�g� �c�a�n�

�l�i�v�e� �w�i�t�h�o�u�t� �w�a�t�e�r�.� �I�n� �s�u�m�m�e�r�,� �c�l�e�a�r� �s�p�r�i�n�g�s� �a�n�d� �b�u�b�b�l�i�n�g� �s�t�r�e�a�m�s� �b�r�i�n�g� �c�o�o�l�n�e�s�s�.� �D�e�s�i�g�n�e�r�s� �v�i�s�u�a�l�i�z�e� �p�e�o�p�l�e’�s� �p�e�r�c�e�p�t�i�o�n� �o�f� �w�a�t�e�r� �t�h�r�o�u�g�h� �g�r�a�p�h�i�c� �d�e�s�i�g�n� �a�n�d� �e�x�p�r�e�s�s� �a�b�s�t�r�a�c�t� �i�d�e�a�s� �i�n� �s�p�e�c�i�f�i�c� �f�o�r�m�s�,� �s�u�c�h� �a�s� �t�h�e�s�e� �t�w�o� �w�a�t�e�r� �b�o�t�t�l�e�s�.� �T�h�e� �c�u�r�v�e�s�

Theme�T�h�e� �t�h�e�m�e� �r�e�f�e�r�s� �t�o� �t�h�e� �a�r�t�i�s�t�i�c� �c�o�n�c�e�p�t�i�o�n� �g�i�v�e�n� �b�y� �a�

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People’s visual perception, behaviors and habits vary according to the seasons. This may be too natural for users to notice or think about, but user experience designers need to pay attention to these changes. User experience designers decided to put our research focus on summer. From a number of design cases, we have found that the visual coolness can be achieved by three methods: color, pattern, and theme.

By Qu Chen

Emotions need to be considered in product design. This is important for a better user experience. The ultimate goal of product design is to increase user appeal as much as possible.

Stay Cool in the Summer

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342013 NO.5

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