ZTE wants to reach consumers directly with its Nubia smartphone brand

ZTE, a Chinese-based company, has recently began an effort to bring more high-end phones and become a major player in the western smartphone market. In their first step towards this goal, the company has announced its new Nubia smartphone brand.

The name Nubia might conjure up images of Africa, Egyptian pharaohs and early civilization. But perhaps one day, it’ll also be remembered for smartphones. Or at least that’s the hope of Chinese handset maker ZTE, which is using the name as a new company brand.