Chinese phone maker ZTE has slammed its competition for overloading top-end Android smartphones with needless features that are of no benefit to users.
ZTE's European business development director, Chris Edwards, claimed that top-end manufacturers, like Samsung, are over complicating their smartphone designs, during an interview with V3 on Tuesday.
"Our research shows that a lot of people buy products and only use 20 to 30 percent of their features," Edwards told V3.
"The breadth of customisation on most tier one smartphones just confuses customers. We're keeping our user interface as simple as possible and focusing on things people care about, like decent cameras, fast speeds and long battery life."
Edwards went on to clarify that most current smartphone makers' misguided approach had created a new sub-market, which is ripe for the taking.
"There's a big space in the middle ground. We're pushing our value proposition, selling devices going from €60 to €70 through to the €300 price range."
The ZTE director added that the company is still pushing to become a top three global smartphone maker by the end of the year, reporting plans to increase the number of carriers it works with in Europe.
"A lot of our marketing and communications comes through Virgin Media and we're also working with Phones4U for the 16 to 30-year-old market," said Edwards.
"In the next year we'll extend past this working with one or two other networks."
Looking to the future, Edwards confirmed ZTE's plans to continue building Windows Phones, explaining the company's intention to release a Windows Phone 8 handset in middle to late 2013.
Dubbed Barnard's star B, newly discovered planet is believed to be rocky
Also, what's a USB stick?
Gravitational waves become extremely weak by the time they reach the Earth and require highly sensitive equipment for detection
The reactor topped out at 100 million° C