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TheAxon Phone hasn’t been officially launched yet, but has already managed to develop significant interest, particularly after we and others realized it was a device manufactured byZTE. Beginning last month with unofficial confirmed origins, speculation immediately began. Not soon after, we learned that the rumors Chinese manufacturer ZTE were in fact true. It is largely believed thatZTE has deliberately chosen – at face value – to distance itself from the product in an attempt to get American consumers to consider the Axon without any pre-existing bias. This is seemingly of great importance given their marketing suggests the phone will be a high end device, and therefore put it squarely against veteran established players.
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What we know

Surprisingly little, actually, even with a. We know the Axon Phone will include 4GB of RAM. It will have dual rear-facing cameras (of an unspecified resolution) that can shoot 4K HD videos, “incredibly fast auto-focus”, and post-processing to allow for bokeh. The front camera will allow you to take selfies simply by smiling. ZTE is claiming it will be “the first true high-fidelity phone available in the US” with “amazing high-fidelity sound playback” and includes a dual-microphone design for high fidelity sound recording.

Finally, it will contain a “lightning-fast processor, 4GB memory and a large battery for all-around high performance under the hood” while running on a “super-simplified Android interface” (gallery below) and be housed in a metallic body of which there will be three different color variants available: blue, gold, and silver.

What we don’t

Given the pending July 14th press event that Axon is lining up, unknown quantities of specifics will soon be of a known consistency. With that said however, some rather essential patches of details have been left out, namely which SoC will be on-board, what type of display panel and what size/resolution, exactly how large the battery is, what resolution the cameras will be, will microSD be supported, how much on-board storage will be available, what build of Android will be used, and of course, how much the smartphone will actually cost, not to mention how customers will be able to buy it (Directly? Carriers? Unlocked?).

For the collective public at-large, this product is no more relevant than any number of Kickstarter vaporware projects

Without a doubt, these questions are absolutely critical to the future of not only the phone, but of the very product line that ZTE /Axon is seeking to establish in bringing the Axon Phone to market in the manner it has chosen to.
The Axon Phone’s various variables for success

While it would be easy to simply state “top specs” are all it takes to be successful, in this day and age that’s no longer the case. Let’s take a quick look at some of the more major points:
Price

Cost has become a major factor as smartphones have essentially become a commodity, and it will be instrumental in determining the success of this product, especially as an unknown quantity. Whereas at least ZTE is an established brand, the absence of any “brand” whatsoever means that mainstream consumers will be taking this product at face value. That is both good and bad, however should be cost prohibitive then the Axon may fall victim to legacy OEMs such asSamsung,HTC,LG, orMotorola. If the phone is sold unlocked, it will intrinsically have a higher price tag. If the phone is sold directly, it will be bereft of any carrier-sponsored in-store marketing and pricing structures. If the phone is carrier exclusive then it will inherently reach a limited audience, not unlikeAmazon’s Fire Phone.
Specs

Depending on jut how high-end this device will be, competition will be fierce. If it’s going to compete with flagships sold by Samsung, HTC, or LG, the Axon will definitely need to be significantly cheaper, especially on an off-contract price. If the Axon contains it maybe criticized, yet paradoxically, if itgoes for the 808 it might be viewed as not having the “best” Qualcomm SoC. If it uses another brand entirely (MediaTek for example) some might deem it inferior on the whole. Cellular bands will also play a major role in the product’s future, as potential customers won’t be able to use a product that won’t work on their network.
Storage

With the Samsung Galaxy S6 and its lack of a removable battery and support for microSD, some more vocal criticism has surfaced about the lack of either, and by the looks of it the Axon Phone won’t support either feature. A deal breaker? Hardly, but there are some looking for a premium product and expect at least microSD, something that will become a larger factor if the device lacks expandable memory and only has 16GB of on-board storage. Likewise, if there is a 64 or 128GB model, the price then becomes a larger factor.

Unless ZTE can nail the 4Ps of Marketing, the Axon is likely to take a downwards dive.
Promotion

As was touched upon in the pricing section, how ZTE plans to promote this device will be crucial for its success by way of public exposure. While the Axon Phone made some waves last week, it was seemingly due to the then-unconfirmed connection between it and ZTE given the lack of knowledge about the specs and functions. Since then, we’ve basically heard nothing, unlike potential rival (in theory perhaps, not so much as in practice)the OnePlus 2, whose manufacturer has been on ateaser tirade as of late. If ZTE wants this phone to be truly successful, and one might imagine it does given the removal of its brand name and calculated decision to launch this in the USA, it needs to get as many people talking about it as possible. This just won’t happen if the phone is relegated to online-only sales, and therefore carrier commitment to carry is critical. http://www.meizu-mx5.com/
Poor Premonition: ZTE’s Sordid Strategy

By all accounts, the Axon Phone is going to be a major powerhouse. That, in-and-of itself should be cause to rejoice were this 2013. Unfortunately, in 2015 the smartphone market has become inundated with flagship devices to the point where they despitepromising build-up andinitial performance. These devices have become so powerful that, save for the most spec-crazed consumer, there really is no need to run out and buy the latest and greatest just because . If anything, consumers are starting to pick up “back up” phones likethe Moto G in the off chance something happens. Likewise, with so many budget-friendly products now available with specs that aren’t half-bad, the need for a halo smartphone isn’t warranted either.