Chinese phone makers in Europe sales push

Chinese phone makers are launching new devices tailored to European consumers, betting they can grow sales using strategies ranging from cheaper price tags to ultra-high-definition video to advertisements starring soccer's Cristiano Ronaldo.

At Europe's biggest consumer electronics show IFA in Berlin, Chinese manufacturers, including Huawei Technologies Co and ZTE Corp, showcased phones aimed at grabbing market share from incumbents Samsung Electronics Co and Apple Inc. Their products rival features of the Galaxy or iPhone, but at prices as much as 30 percent cheaper.

"European consumers look forward to good products at an affordable price", of 250 euros to 450 euros ($280-$500), Adam Zeng, chief executive officer of ZTE's mobile devices business, said in an interview at IFA. "We think ZTE smartphones can occupy this niche."