Fan Jiongyi, VP of terminals for Europe, said MiFavor is meant to establish a unique UI that emphasizes ZTE's core apps, as well as its partners' apps. Among the first is a "Touch and Share" Near-Field Communications (NFC) app for mobile data exchange.
"[This is a] unique user experience, which is different from the Android standard UI, and we think it can facilitate the end-user experience," he said. A brief video of the UI showed it running on what appears to be Android's Gingerbread OS.
ZTE Mifavor Android UI video por TechGear
Why this matters
Despite the fragmentation issues they bring up, custom UIs are important to Android smartphone makers as they help them differentiate their offerings. For ZTE, a unique experience may also be important for it to attract wireless operators to sell its phones, which will be crucial for the new face to compete in the U.S.
Jiongyi said that ZTE has been recognized by the wireless operators as the "best partner for the customization of terminals," and he expects them to embrace the new UI as well. The handset maker's EVP He Shiyou added that he's confident 2012 will be the "era of ZTE." "Of course, there are bigger vendors, but we have them in our sight, and we continue to take market share from them," Shiyou said.
Read up on ZTE's mobile ambitions.
- ZTE to Unveil Mimosa X Handset at MWC
- MWC 2012: New Handset Makers Step Up
- ZTE to Unveil LTE Handsets at MWC
- ZTE Preps UK Tablet Launch
- Sprint Nabs ZTE's First US Tablet
- ZTE Takes the Rap
— Sarah Reedy, Senior Reporter, Light Reading Mobile