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Nubia Technology
Nubia Technology
Nubia Technology
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Nubia Technology Co., Ltd. is a Chinese smartphone manufacturer headquartered in Shenzhen, Guangdong. Originally established as a wholly owned subsidiary of ZTE in 2012, it became an independent company in 2015[1] and received a significant investment from Suning Holdings Group and Suning Commerce Group in 2016.[2] ZTE reduced its stake in Nubia to 49.9% in 2017, officially meaning Nubia was no longer considered a subsidiary of ZTE, but more of an associate company.[3][4] Nubia is not to be confused with Nokia.

Key Information

In February 2016 Nubia became a sponsor of Jiangsu Suning F.C. for a reported CN¥150 million.[5]

The company hired footballer Cristiano Ronaldo to promote the mobile phone of the company in May 2016.[6]

In 2017, China Daily reported that Nubia would build a factory in Nanchang, Jiangxi Province.[7]

In April 2018, Nubia Technology launched a gaming sub-brand, named REDMAGIC (红魔).[8] REDMAGIC announced its new 5G compatible device REDMAGIC 5G on March 12, 2020, in Shanghai. REDMAGIC is known for being the first smartphone brand to put cooling fans inside their phones.[9][10] The company also unveiled a partnership with Chinese esport team Royal Never Give Up, to further expand its brand among esport enthusiasts.[11][12]

On 13 April 2020, the company unveiled a brand new logo as well as its new brand vision.[13]

In March 2022, Nubia unveiled the first gaming phone featuring an under-display camera technology, the REDMAGIC 7 Pro.[14]

In 2023, Nubia released the Red Magic 8S Pro, touted as the strongest gaming phone to date.

In 2024, Nubia released the Red Magic 9S Pro+ with the highest Antutu smartphone score to date.[15] In July 2024, RedMagic announced its entry in the computer category with its first gaming laptop, the Titan 16 Pro,[16] available in China and global markets, while in September, they launched their first gaming tablet, the Nova gaming pad.[17]

Products

[edit]

Smartphone

[edit]

RedMagic sub-brand

[edit]
model SoC CPU and specifications GPU RAM specifications Storage specifications Underlying operating system UI size weight battery capacity Charging power Screen specifications Rear camera Front camera Unlocking method Screen form
Red Magic 9 Pro+ Qualcomm Snapdragon 8 Gen 3 1× 3.30 GHz Kryo Prime (Cortex-X4) +

3× 3.15 GHz Kryo Gold (Cortex-A720) +

2× 2.96 GHz Kryo Gold (Cortex-A720) +

2× 2.27 GHz Kryo Silver (Cortex-A520)

Adreno 750
Red Magic 9 Pro Qualcomm Snapdragon 8 Gen 3 1× 3.30 GHz Kryo Prime (Cortex-X4) +

3× 3.15 GHz Kryo Gold (Cortex-A720) +

2× 2.96 GHz Kryo Gold (Cortex-A720) +

2× 2.27 GHz Kryo Silver (Cortex-A520)

Adreno 750
Red Magic 8S Pro 8 Gen 2 for Galaxy Cortex-X3 (3.36 GHz) Adreno 740 12/16 GB LPDDR5X 256/512 GB UFS4.0 Android 13.0 REDMAGIC OS 8.0 163.98 x 76.35 x 9.47 mm 228 g 6000 mAh Fast charging 80W - Chinese Model,

60W - Global Model

6.8 inches FHD+, 120Hz, 960Hz multi-touch sampling rate, 1116x2480, 20:9, AMOLED, 1300 nits max brightness, Corning Gorilla Glass, 100% DCI-P3, color accuracy △E＜1 Samsung GN 5 sensor 1/1.57"

50MP, 82°, f/1.88
8MP, 120°, f/2.2
2MP, 78°, f/2.4
7680x4320@30fps

16MP, 2nd generation under-display-camera (UDC)

Pixel Size: 1.12μm

Aperture: 2.0

Red Magic 8S Pro+ 16/24 GB LPDDR5X 256/512/1024 GB UFS4.0 REDMAGIC OS 8.0 163.98 x 76.35 x 8.9 mm 230 g 5000 mAh Fast charging 165W (20V@8.25A) - Chinese Model,

?W - Global Model

6.8 inches FHD+, 120Hz, 960Hz multi-touch sampling rate, 1116x2480, 20:9, AMOLED, Corning Gorilla Glass, 100% DCI-P3, color accuracy △E＜1
Nubia Red Magic 6S Pro[18] Qualcomm Snapdragon 888 Plus Cortex-X1 (2.995 GHz) Adreno 660 Up to 16GB Up to 256GB Android 11 RedMagic OS 4.5 169.9 x 77.2 x 9.5 mm 215 g 5,050mAh Fast charging 120W - Chinese Model,

66W - Global Model

1080 x 2400 pixels, 20:9 ratio (~387 ppi density), 6.8 inches, 111.6 cm2 (~85.1% screen-to-body ratio), AMOLED, 1B colors, 165 Hz, 700 nits (typ) 64 MP, f/1.8, 26mm (wide), 1/1.97", 0.7 μm, PDAF

8 MP, f/2.0, 120˚, 13mm (ultrawide), 1/4.0", 1.12 μm

2 MP, (macro)

8 MP, f/2.0, (wide), 1/4.0", 1.12 μm Fingerprint (under display, optical)
Nubia Red Magic 6 Pro Qualcomm Snapdragon 888 Eight cores Adreno 660 12/16/18 GB 128/256/512 GB Android 11 Redmagic 4.0 169 x 77.1 x 9.8 mm 220 g 4500 mAh Fast charging 120W

Power Delivery 3.0

Quick Charge 5

1080 x 2400 pixels, 20:9 ratio

AMOLED, 1B colors, 165 Hz, 500 Hz single touch sampling rate, 360 Hz multi-touch sampling rate

64 MP, f/1.8, 26mm (wide), 1/1.72", 0.8 μm, PDAF

8 MP, f/2.0, 120˚, 13mm (ultrawide), 1.12 μm

2 MP, (macro)

8 MP, f/2.0, (wide), 1.12 μm Fingerprint (under display, optical)
Nubia Red Magic 5G[19] Qualcomm Snapdragon 865 Eight cores, 
Kryo 585, 1 + 3 + 4 cores (2.84 GHz + 2.42 GHz + 1.80 GHz)
Adreno 650 8/12/16 GB LPDDR5 128/256 GB UFS 3.0 Android 10 Redmagic OS 3.0 168.6 x 78 x 9.8 mm 218g 4500 mAh USB-C, 55W 6.7", 2340x1080, 144 Hz AMOLED Three lenses at the rear 
64 MP main camera + 8 MP ultra wide angle + 2 MP macro
8MP Under-screen optical fingerprint Ordinary full screen
Nubia Red Magic 3[20] Qualcomm Snapdragon 855 Eight cores, 
Kryo 485, 1 + 3 + 4 cores (2.84 GHz + 2.42 GHz + 1.80 GHz)
Adreno 640 6/8/12 GB 64/128/256 GB Android 9.0 "Pie" Redmagic OS 2.0 171.7 x 78.5 x 9.7 mm 215g 5000 mAh USB-C, 27W 6.7", 2340x1080, 90 Hz AMOLED 48 MP main camera 16MP Back-mounted fingerprintntrint Ordinary full screen
Nubia Red Magic 3S[21] Qualcomm Snapdragon 855+ Eight cores, 
Kryo 485, 1 + 3 + 4 cores (2.96 GHz + 2.42 GHz + 1.80 GHz)
Adreno 640 8 GB 128 GB

Nubia

[edit]
model SoC CPU and specifications GPU RAM specifications Storage specifications Underlying operating system UI size weight battery capacity Charging power Screen specifications Rear camera Front camera Unlocking method Screen form
Nubia Z60 Ultra Qualcomm Snapdragon 8 Gen 3 1× 3.30 GHz Kryo Prime (Cortex-X4) +

3× 3.15 GHz Kryo Gold (Cortex-A720) +

2× 2.96 GHz Kryo Gold (Cortex-A720) +

2× 2.27 GHz Kryo Silver (Cortex-A520)

Adreno 750
Nubia Play[22] Qualcomm Snapdragon 765G Eight cores, 
Kryo 485, 1 + 1 + 6 cores (2.4 GHz + 2.2 GHz + 1.8 GHz)
Adreno 620 6/8 GB 128/256 GB Android 10 nubiaUI 8.0 171.7 x 78.5 x 9.1 mm 210 g 5100 mAh USB-C, 30 W 6.65", 2340x1080, 144 Hz AMOLED Four lenses at the rear, 
48 MP main camera + 8 MP ultra wide angle + 2 MP macro + 2 MP depth of field
12MP Under-screen optical fingerprint Ordinary full screen
Nubia Z20[23] Qualcomm Snapdragon 855+ Eight cores, 
Kryo 485, 1 + 3 + 4 cores (2.96 GHz + 2.42 GHz + 1.80 GHz)
Adreno 640 6/8 GB 128/512 GB Android 9.0 "Pie" Nubia UI 7 158.6 x 75.2 x 9.2 mm 186g 4000 mAh USB-C, 27W 6.4", 2340x1080, AMOLED + 5.1", 2340x1080, AMOLED Dual screen, front and rear camera in one, three camera at the rear, 
48 MP main camera + 16 MP ultra wide angle + 8 MP telephoto
Double side fingerprints Dual screen full screen
  • 2024 — Nubia Neo 2
  • 2025 — Nubia Z70S (also Pro, Ultra and Ultra Photographer Edition)

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Nubia Technology

View on Grokipedia
from Grokipedia
Nubia Technology Co., Ltd. is a Chinese consumer electronics manufacturer specializing in high-end s and related devices, founded in October 2012 as a of Corporation and restructured as an independent brand in 2015, with holding a 49.9% stake since 2017. Headquartered in , , the company focuses on innovative mobile technologies, targeting adventurous users with premium features in , gaming, and user interaction, such as the world's first bezel-less design introduced in its early years. Nubia has built its reputation through flagship product lines, including the Z series for professional-grade imaging with advanced camera systems and high-definition displays, and the Red Magic series for elite mobile gaming, featuring cutting-edge processors like the Snapdragon 8 Elite, advanced cooling systems, and 144Hz refresh rates. The company has also diversified into foldable devices, such as the Nubia Flip , and wearables, including the Alpha watch-like launched in 2019. In recent developments as of 2025, Nubia emphasizes AI integration across its portfolio to enhance daily life scenarios, with key launches including the Z80 Ultra boasting a retro camera-inspired and top-tier performance, the Flip 2 foldable at MWC , and the Red Magic 11 Pro gaming phone powered by the Snapdragon 8 Elite Gen 5. These advancements underscore Nubia's commitment to pushing boundaries in mobile innovation, from eyewear-free 3D experiences in tablets to expanded global markets in , the , and .

History

Founding and ZTE affiliation

Nubia Technology was established in October 2012 as a wholly owned subsidiary of Corporation, specifically created to develop high-end smartphones targeting premium market segments. Headquartered in , , , the company was positioned to leverage ZTE's extensive resources in and , with an initial emphasis on innovative mobile photography capabilities and distinctive device designs that prioritized in imaging and aesthetics. The partnership with enabled to benefit from shared supply chains, technology transfers, and production expertise during its formative years, allowing and scaling of advanced mobile hardware. This close affiliation facilitated the integration of ZTE's R&D strengths in areas like display and processor technologies into Nubia's product pipeline. Nubia's founding phase was marked by a strategic focus on differentiating itself from ZTE's broader portfolio by emphasizing premium, photography-centric devices rather than mass-market offerings. Nubia's debut product, the Nubia Z5, was unveiled in December 2012 and launched in in January 2013, featuring a 5-inch display, quad-core processor, and a 13-megapixel rear camera optimized for enhanced low-light and image processing—hallmarks of its early in mobile imaging. Priced at approximately 3,456 yuan (around $555 USD), the device underscored Nubia's commitment to slim, high-performance hardware with a thickness of just 7.6 mm. Subsequent early models built on this foundation, introducing features like improved camera sensors to further the brand's focus. Initially concentrating on the Chinese market, began its international expansion in 2014, entering select Asian markets such as and , followed by initial forays into European regions including and parts of , where it introduced localized versions of its devices to build global brand recognition. This phased rollout relied heavily on ZTE's established distribution networks to establish footholds abroad while maintaining operational synergies with the parent company.

Independence and expansion

In 2015, Nubia achieved greater independence from its parent company ZTE through a strategic capital increase funded by a $297 million investment from Suning Holdings Group, which acquired a 33.33% stake and reduced ZTE's ownership to 60%. This infusion enabled Nubia to operate more autonomously while leveraging ZTE's technological resources. In 2017, ZTE further reduced its stake to 49.9%, after which Nubia was no longer considered a but an . By 2020, underwent a significant , unveiling a new with a brighter, flatter red-and-white design and a vision centered on delivering innovative to "adventurous users" seeking enhanced experiences. This refresh targeted younger demographics and supported broader product diversification. A pivotal milestone came in 2018 with the launch of the Red Magic sub-brand, Nubia's entry into the gaming smartphone market featuring the debut Red Magic Phone equipped with RGB lighting and high-performance cooling. This move capitalized on the rising demand for specialized devices, establishing Red Magic as a competitive force in esports-oriented hardware. Key innovations followed in subsequent years, including the 2022 release of the Red Magic 7 series, the first gaming phone to incorporate an under-display camera for an uninterrupted screen experience. In 2024, Nubia announced comprehensive AI integration across its product lineup during its Spring New Product Launch Event, alongside the debut of the nubia Flip 5G, its first foldable smartphone. These developments marked Nubia's push into AI-enhanced features and emerging form factors like foldables. In 2025, Nubia teased and subsequently launched the Z80 Ultra, powered by the Snapdragon 8 Elite Gen 5 chipset, highlighting advancements in flagship imaging and battery endurance. Overall, these efforts contributed to Nubia's growth, with the company raising $297 million in total funding by the mid-2020s and expanding into foldables and mid-range smartphone lines to broaden its market reach.

Corporate structure

Ownership

Nubia Technology Co., Ltd. is registered in , , functioning as a privately held entity governed under Chinese , with no publicly listed subsidiaries but reliance on operational affiliates to manage its various branding initiatives. Corporation maintains a 49.9% stake as Nubia's largest shareholder, ensuring ongoing strategic alignment despite the company's independence from full status since 2015. In 2015, Suning Holdings Group acquired a significant minority investment for approximately $297 million, which enhanced Nubia's capabilities in retail and distribution networks at the time. However, Suning sold its stake in 2020. As of 2025, detailed information on other shareholders remains limited, with continuing as the primary investor. Nubia has not undergone any major acquisitions or initial public offerings. Financially, Nubia's performance bolsters ZTE's mobile division, where ZTE reported investment income from its stake as part of broader equity accounting and shared operations during 2025.

Leadership and executives

Ni Fei has served as President of Nubia Technology Co., Ltd. since at least , overseeing the development and for its mobile devices portfolio. In this role, he also holds the position of Senior of Corporation and President of ZTE's Mobile Devices Division, managing the integration of Nubia's specialized offerings with ZTE's overall terminal business. The 2020 appointment of Ni Fei marked a key change, designed to strengthen and between Nubia and ZTE's mobile operations, enhancing efficiency in product innovation and market positioning. This dual structure has enabled Nubia to leverage ZTE's global infrastructure while maintaining focus on niche segments like gaming and . As of October 2025, Ni Fei continues to lead Nubia, emphasizing technological advancements such as AI integration in devices like the nubia Z80 Ultra. Public details on other key executives and the remain limited, reflecting Nubia's status as a with Corporation as its largest shareholder, with disclosures primarily centered on top-level roles tied to the parent company. Under Ni Fei's leadership, Nubia's strategic priorities as of 2025 include accelerating global expansion into youth-oriented markets, particularly through AI-enhanced gaming smartphones like the nubia Neo series, and innovations in compact foldables and photography-focused devices. The organizational structure features a streamlined hierarchy, with heads of , marketing, and sales reporting directly to the president to facilitate agile decision-making in competitive markets.

Products and brands

Mainstream smartphones

Nubia's mainstream smartphone lineup centers on devices that prioritize advanced mobile photography and premium everyday usability, distinguishing them from the company's gaming-oriented offerings. These slab-style phones integrate high-end imaging hardware with capable , targeting users who value creative capture capabilities alongside reliable battery life and display quality. The portfolio spans flagship Z series models to more accessible mid-range options, emphasizing optical innovations that simulate professional camera controls in a compact form factor. The Z series represents Nubia's flagship mainstream smartphones, with recent models like the Z70 Ultra (announced November 2024) featuring a 6.85-inch 1.5K display, Snapdragon 8 Elite processor, and a 6150 mAh battery for extended use. This device introduces a pioneering 35mm adjustable aperture main camera (f/1.59–f/4.0), enabling natural depth-of-field effects and low-light performance akin to DSLR optics. The Z60 Ultra, its predecessor from early 2024, laid the groundwork with similar imaging prowess but a smaller 6000 mAh battery and Snapdragon 8 Gen 3 chipset, establishing the series' reputation for photography-centric flagships. Building on this, the Z80 Ultra (launched October 2025, with a global launch on November 6, 2025) upgrades to the Snapdragon 8 Elite Gen 5, a 7100 mAh battery, and enhanced 35mm lens system, supporting 100W fast charging while maintaining IP68/69 water resistance for robust daily reliability. In the mid-range segment, the Focus series caters to users seeking balanced photography features without flagship pricing, exemplified by the Focus 2 Ultra 5G (announced March 2025), which includes a 6.8-inch FHD+ display, Unisoc T8100 chipset, 5000 mAh battery with 33W charging, and a versatile camera array supporting five focal lengths for AI-assisted shots. Earlier entries like the Focus 2 5G incorporate a 108MP main with electronic and Neovision AI processing for professional-grade stability in everyday scenarios. Complementing this, the Neo series targets budget-conscious consumers with connectivity and light gaming capabilities, such as the Neo 5G (launched June 2023) featuring a 6.6-inch FHD+ display, Unisoc T820 processor, 4500 mAh battery, and multi-layer cooling for smooth performance in casual use. Newer variants like the Neo 3 GT 5G (announced March 2025) add a 6000 mAh battery and 80W charging, enhancing endurance for entry-level multitasking. Key innovations in Nubia's mainstream lineup revolve around mobile photography, particularly variable aperture technology first prominently featured in the Z70 Ultra's 35mm lens, which dynamically adjusts from f/1.59 to f/4.0 for control and . This hardware pairs with AI enhancements rolled out in the 2024 spring launches, including scene recognition and real-time editing tools that optimize portraits and low-light captures across models like the Focus series. These features enable users to achieve DSLR-like results, such as natural depth transitions, without post-processing. Nubia positions its mainstream smartphones toward photography enthusiasts and premium daily users, with pricing typically ranging from $300 for Neo budget models to $800 for Z series flagships, making advanced imaging accessible beyond ultra-high-end competitors.

Red Magic gaming series

The Red Magic series, launched by Nubia in April 2018 as its dedicated gaming sub-brand, marked the company's entry into specialized mobile gaming hardware with the debut of the original Red Magic smartphone. This initial model featured a 6-inch 1080x2160 display, 835 processor, customizable RGB lighting on the rear, and innovative capacitive shoulder triggers for enhanced control during gameplay, positioning it as one of the first Android devices optimized for titles like . Priced starting at around $399 via crowdfunding, it emphasized sustained performance through a built-in cooling fan and vapor chamber system, appealing to gamers seeking alternatives to mainstream flagships. Over the years, the series evolved with annual iterations, incorporating cutting-edge Snapdragon processors and display advancements to maintain competitiveness in the growing mobile gaming market. By 2024, the Red Magic 9S Pro introduced refined under-display camera technology, enabling a seamless 6.8-inch 120Hz screen without notches or punch-holes, paired with the overclocked Snapdragon 8 Gen 3 Leading Version for superior frame rates in demanding games. Its ICE 13.5 cooling system, featuring a 23,000 RPM fan and thermal compound, prevented throttling during extended sessions, while dual shoulder triggers and customizable RGB accents further tailored it for competitive play. The Red Magic 10 Pro (released November 2024) built on this foundation with a 6.85-inch 144Hz 1.5K display, Snapdragon 8 Elite chipset, and an advanced cooling setup for even better heat dissipation, alongside a 7050mAh battery supporting prolonged marathons. Unique to the Red Magic lineup are features like the ICE cooling systems, which combine centrifugal fans, graphene layers, and phase-change materials to maintain peak performance under load, often outperforming rivals in thermal benchmarks for titles such as . Snapdragon processors, frequently overclocked for the series, deliver optimized experiences with high refresh rates and low latency, complemented by software tweaks in Red Magic OS for game-specific modes. Customizable RGB lighting strips and haptic feedback enhance immersion, while the consistent inclusion of dual physical shoulder triggers provides tactile precision akin to console controllers. These elements have solidified Red Magic's reputation for hardware tailored to professional gamers. In the market, Red Magic devices occupy the mid-to-high-end segment, with Pro models typically priced between $500 and $1,000—such as the Red Magic 10 Pro starting at $649 for 12GB/256GB configurations—making them accessible yet premium alternatives to brands like . The series has gained traction in global communities, particularly in and , where its balance of performance, cooling, and affordability supports competitive play in tournaments and streaming. In other regions such as Latin America, older models remain available; for example, in Bolivia the Red Magic 9 Pro (Dual Sim, 512GB/16GB RAM) is listed on Mercado Libre with variable prices according to seller, such as Bs 2,784 (with over 5 sold and immediate delivery) and Bs 8,400 (with free shipping), reflecting current active listings that may involve imports or specific conditions. Sales data indicates strong demand among mobile gamers, with models like the 9S Pro and 10 Pro frequently topping charts for gaming-specific handsets due to their value in sustaining 120fps+ without interruptions.

Other devices

Nubia has ventured into foldable smartphones with the launch of the nubia Flip 5G in 2024, marking ZTE's first flip phone under the Nubia branding for global markets. Announced at Mobile World Congress (MWC) 2024 in February, the device features a compact, pocket-sized design with a 6.9-inch internal foldable display and supports 5G connectivity, positioning it as an affordable entry into the clamshell foldable category. Priced competitively at around $499, it targets users seeking portability without premium costs, distinguishing it from higher-end competitors like Samsung's Galaxy Z Flip series. Beyond standard slab phones, Nubia offers niche smartphone variants tailored to specific user preferences, such as the Music 2, an audio-focused model launched in early 2025. The Music 2 emphasizes enhanced sound output with a 2.1-channel audio system featuring three full-range speakers capable of up to 95dB volume, along with DTS:X Ultra support for spatial audio, making it suitable for music enthusiasts on a budget. Similarly, the Air series, exemplified by the nubia Air 5G announced in September 2025, caters to lightweight users with its ultra-slim 5.9mm body and 172g weight, integrating a 5000mAh battery and IP69K water resistance for everyday portability. Nubia's diversification includes limited forays into wearables and tablets, maintaining a focus on phone-adjacent innovations rather than broad ecosystem expansion by late 2025. The company introduced the nubia Watch GT smartwatch in November 2024, equipped with AI-driven health monitoring, over 100 sports modes, and a 30-day battery life, but such devices remain secondary to its mobile lineup. Tablets like the nubia Pad Pro, launched in April 2025 with a Snapdragon 8 Gen 3 chipset and 10.9-inch display, support gaming and productivity but do not represent major diversification. A notable phone-adjacent is the 3D RedMagic teased at MWC 2025, featuring glasses-free technology via eye-tracking for immersive gaming, though it remains in exploration stages without a full release by November 2025. These other devices strategically expand Nubia's portfolio into emerging form factors and specialized segments, such as foldable enthusiasts and audio purists, while reinforcing its core strength in mobile hardware innovation. By targeting niche markets with affordable, feature-specific products, Nubia aims to broaden its appeal without diluting focus on smartphones, as evidenced by the modest scale of its wearables and tablet offerings through 2025.

Operations and innovation

Research and development

Nubia's primary research and development center is located in , , where it maintains large-scale facilities dedicated to hardware and software customization for smartphones, established since the company's founding in 2012. These facilities support extensive prototyping and testing for device components, enabling rapid iteration on design and functionality tailored to consumer needs. Additionally, Nubia operates a secondary R&D center in , , focusing on specialized aspects of development. The company's R&D efforts emphasize key areas such as mobile imaging, exemplified by the development of variable aperture technology in models like the Z70 Ultra, which allows adjustable lens openings from f/1.59 to f/4.0 for enhanced low-light performance and depth control. Starting in 2024, has intensified AI integration across its devices, incorporating features like the NeoVision AI System 2.0 for intelligent image processing and scene optimization in smartphones such as the Z60 Ultra. In gaming hardware, innovations include under-display cameras (UDC) for seamless full-screen experiences, as seen in the Z70 Ultra and Red Magic 10 Air series, which eliminate notches to support immersive gameplay. Nubia has made strategic investments in expanding its R&D footprint, including plans announced in 2016 to establish a dedicated center in for local software customization and market adaptation, though as of 2025, public information on its status remains limited. The company collaborates closely with , integrating advanced chipsets like the Snapdragon 8 Elite Gen 5 into 2025 models such as the Z80 Ultra, which powers and AI capabilities. Among its innovation milestones, Nubia has advanced 3D display technology through products like the Nubia Pad 3D II, a glasses-free 3D tablet utilizing eye-tracking for immersive viewing without additional accessories. The company files patents annually in critical areas, including display technologies for higher refresh rates and under-display optics, as well as advanced cooling systems like the ICE Magic series in Red Magic devices, which feature vapor chamber and solutions to maintain thermal stability during intensive use. Nubia's R&D team, comprising over 500 dedicated personnel as of its early expansion phase, plays a vital role in contributing to ZTE's broader technological ecosystem, with the overall company employing between 1,001 and 5,000 staff focused on . This workforce drives ongoing advancements that enhance product competitiveness in global markets.

Global presence and markets

Nubia Technology, headquartered in , , , maintains regional operations across , , , and to support its international activities. The company has pursued aggressive global expansion, announcing plans for broader at the (MWC) in 2024, where it unveiled products targeted for distribution in , , , the , and . This initiative builds on earlier efforts, such as the 2023 launch of the nubia Neo series in , the , and , which garnered positive reception among gaming enthusiasts. Nubia's distribution strategy emphasizes an online-first approach through its official global website, nubia.com, and partnerships with e-commerce platforms for sales. For example, in Bolivia, the Nubia Red Magic 9 Pro (Dual Sim, 512GB/16GB RAM) is listed on Mercado Libre with variable prices according to sellers, including examples such as Bs 2,784 (with +5 sold and immediate delivery) and Bs 8,400 (with free shipping), demonstrating access to Red Magic gaming devices in South American markets through local e-commerce channels. In , the company leverages retail ties with Suning, a major electronics retailer, to bolster domestic availability following a 2016 equity deal that integrated Suning as a key stakeholder. Internationally, Nubia has formed collaborations with local distributors, such as Siccotel in , to enhance market access and after-sales support in select regions. This model facilitates pre-orders and global launches, as seen with the nubia Z80 Ultra in November 2025, available across international markets including the and . The company holds a strong position in the Chinese market, where it generated approximately 98% of its $110 million in , reflecting its dominance in the domestic segment. Overseas, has achieved notable growth in emerging markets, with ZTE's terminal device shipments surging over 60% year-over-year since , driven by gains in , , , and under the dual ZTE-nubia brand strategy. To address challenges in international penetration, focuses on channels and localized marketing, such as partnerships with gaming platforms like at TwitchCon 2025 to target European audiences. International sales currently represent a small but growing portion of , estimated at around 2% in , with emphasis on open-channel expansion in key regions like for gaming devices and for mid-range offerings.

References

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  47. https://intl.nubia.com/?srsltid=AfmBOoq0PGL3WKPZc_XB5Vtr0BucF9gs-N9ITiXPujk8aASEf55jB2HC
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