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LeTV Announces U.S. Ambitions at Smartphone Launch

By Charlie Sheng

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[youtube http://www.youtube.com/watch?v=ewGFwFpoDfM?feature=oembed&w=700&h=394]

China’s online video streamer LeTV held its smart phone launch event simultaneously in both Beijing and San Francisco last night in a play to introduce U.S. consumers to the Chinese company, despite the fact that the new LeTV phones won’t be available in the U.S. until later this year.

If you know the Chinese smart TV market well, you’d know that LeTV attempts to keep a high profile in everything – no matter how weird. Their latest launch is no exception. Photos of the new phone were leaked by Chinese celebrities on social media long before the event happened. The CEO Jia even controversially posted a picture on Weibo of Hitler wearing an Apple T-shirt in a misguided attempt to create buzz for the brand.

According to Mark Li, who is guiding the company’s entry into the U.S. market, the dual-city launch event was designed to introduce the U.S. to the LeTV ecosystem. “We don’t just sell the content but the experience, and we wanted the US to know about how great LeTV is”, said Li.

The Phone

The company officially announced it’s new Le Superphone with large screens in different sizes. LeTV emphasized the USB type-C connector and bezel-less display on their Le Superphone. It runs on a Snapdragon 810 processor with a 21-megapixel camera and a 3,000 mAh battery. The Le Super Phone also comes with two upgraded versions in different sizes which will come to the Chinese market later.

Just like other android phone manufactures in China, LeTV also built its own operating system which is called EUI 5.

Expanding into the US Market

LeTV now has two US offices in Los Angeles and San Francisco.

“We believe in the power of the three cities [Beijing, Los Angeles and San Francisco, which is also called the “BLS strategy” inside the company]. Beijing is the fastest growing market for consumers, Los Angeles is the biggest factory of content globally, and San Francisco is for sure the centre for innovation and technology. It’s fantastic that we can build Platform, Content and Technology in the best places.” – Mark Li

Last year the company announced its global expansion plan, and this time it made the announcement again specially for the US. In the past CEO Jia has said “I just can’s see any reason why we can’t do well in the US. We’ve got everything required to do well.” Though the new Le Superphone is not going to officially take off in the US until the end of this year, the company said they were confident they would win over American consumers.

“We won’t launch anything that is not perfect at LeTV. Everything got to be super,” said Mark Li.

(Photo and Video from LeTV)

Source:: LeTV Announces U.S. Ambitions at Smartphone Launch

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