nubiaWhen it comes to personal tech, from smartphones to tablets and more, nubia thinks Australians deserve more choice and greater value. A relatively new player in our market, nubia builds smartphones and tablets that deliver premium features without the premium price tag and without compromising on quality.
nubia offers more than just great value. By embracing the philosophy of ‘Be yourself’, it connects deeply with the lifestyles of today’s digital-first generation. As the brand settles in to the Australia market, you can expect a wider range of stylish and innovative devices, like the Neo, Z series, Flip, Focus and more, to start hitting Aussie shelves. Something for everyone, you ask? Well, let’s dig a little deeper…
nubia’s origins
nubia is the brainchild of a major player in the telecoms space, called ZTE. Since 1998, ZTE has engaged heavily in mobile R&D, both for devices but also network technology and infrastructure. Today ZTE leads in several areas, especially when it comes to 5G. The company holds many 5G-related patents and leads market share for 5G FWA & MBB. And over the last decade or so, ZTE has worked to extend its smartphone business into a new brand.
In 2012, ZTE established nubia Technology, specifically to build a new generation of smartphones for markets where there’s demand for more options, especially when it comes to creativity and gaming. Really coming into its own in 2015, nubia has since found success with this business model, and is now bringing it down under.
So even though nubia is quite new to Australia, the company still has a decade of experience behind it. That means customers can have the confidence to rely on a nubia phone for their essential day-to-day communication.
The initial philosophy for nubia is to create a lifestyle smartphone brand, to provide younger users with what the company calls distinguished products and outstanding sensory experiences. Put more simply, nubia wants to help its customers “Be yourself”, and empower its users with the passion to express, explore, create… basically, to be themselves!
nubia’s signature products and innovations
For many Aussies, the introduction to nubia is through its smartphones and tablets that pack premium features into an accessible package. With surprising price tags – in a good way – these phones offer many of the features of a flagship device, and provide what nubia calls value without compromise.
With the ambition to be the tech brand that best understands young lifestyles, nubia places gaming at the core of its strategy. This is spearheaded by the innovative nubia Neo series, a line of smartphones designed under the ‘Born to Win’ concept to make a professional-grade gaming experience accessible to everyone.
Beyond gaming, the company crafts a diverse portfolio of products for every lifestyle. A prime example is the flagship smartphone nubia Z series. It features industry-leading under-display camera technology, which means no ugly cut out or punch-hole besmirching your phone’s beautiful display when you want to take a selfie or make a video call.
nubia also has a Flip series of foldable phones. The company calls this “your first foldable phone” because it aims to make the latest innovation more accessible, allowing you to experience a foldable smartphone without the traditionally high barrier to entry.
And when we look beyond the smartphone, nubia is innovating with tablets too. The nubia Pad 3D II has an astonishing 12-inch 2560×1600 display, that shows “eyewear-free” 3D images: that means you don’t need to wear glasses, it just works!
These products are a vivid reflection of nubia’s commitment to innovation and understanding the passions of young users, with a device crafted for every pursuit.
nubia in Australia
In a market with many options, it’s easy to assume that a competitive price point means significant compromise on functionality, component quality, or software. nubia challenges this assumption with a different approach, one it calls “value without compromise”. For less than $300, your first surprise will be at how the device looks and feels. Slim, machined edges – the kind of styling cues you see on flagship phones – and bold visual highlights like the classic camera design.
Next up on the surprise list, is what you get in the box: Consider the nubia Pad 5G, a tablet that not only has 5G connectivity, but also includes a magnetic keyboard, so you can use it as a productivity device. That’s an included accessory, not something you need to put your hand back in your pocket to get as an addon.
nubia also surprises when it comes to spec. Consider the nubia Focus 2 5G. It not only has 5G connectivity but also comes with a 108MP main camera. That kind of photo quality really challenges expectations for its price category. And it’s not just a good camera, it’s a good camera supported by clever software, including AI features that let you get creative and inspired with your photos. Those commercials you see where the flagship phone shows off stickers and enhancements and other fun stuff? nubia’s camera app has that too.
And just one more word on accessories: nubia is keen to point out that with each of its devices, you get a full-sized charger. No more scrabbling in the drawer to find some old thing that won’t even charge your device at high speed. nubia gives you a charger right in the box.
For now, nubia has an exclusive partnership with Optus, so you can hit up the Optus website, or visit a store, to see nubia’s range of affordable smartphone and tablets.
Winning with nubia: a smarter choice without compromise
Today, everyone is looking for smarter ways to spend, it’s good to know that you can still get a high-quality device that will keep you connected to the people in your life who really matter.
Whether it’s the exemplary camera in the nubia Focus 2 5G, or the included magnetic keyboard in the nubia Pad 5G – or indeed the way both devices come with their own high-capacity charger, right in the box – nubia has something to fit your needs, right now.
You could even say that nubia is proof that flagship features and experiences don’t have to come at a flagship price.
But perhaps most importantly of all, choosing nubia today is an invitation to a brand that grows with you. As time goes on, you can expect a wider range of nubia phones to arrive down under, you will discover a full range of innovative and stylish products designed to match your passion, your use case, and every way you can “Be yourself”.
