China's ZTE launches 'game-changing' Axon smartphone in US to build brand overseas

Chinese technology giant ZTE launched its new flagship Axon smartphone in the US market on Wednesday in a bid to raise its profile there after adopting a more localised approach with American consumers firmly in mind.

The 5.5-inch Axon was designed in the US based on surveys of, and feedback from, local consumers to reflect their needs and wants, the company said. 

It will retail at the unlocked, pre-tax price of US$499.98, with preorders due to start shipping on July 27, the company said. In Chinese culture, eight is considered an auspicious number.

This marks a departure from the phones ZTE typically offers in the US, which are usually low-cost, low-end models made by various carriers.

The Axon features metal finishes, a quad-HD, 2560 x 1440 pixel display, and comes in blue, gold, and silver colour options. It is equipped with a dual rear camera that allows for refocusing after a picture is taken, as well as what ZTE is calling "hi-fi audio." 

Despite ranking as the fourth largest smartphone manufacturer in the US, and the second largest in the American market for handsets sold without a contract, ZTE USA has struggled with its brand awareness prior to the launch of the Axon.