If you don't live in China, chances are you haven't heard of any Chinese brands such as Oppo, Coolpad, Meizu or Nubia.
Most of them haven't come to the U.S. market yet, and as we all know, the US market where operators' power is strong is a hard nut to crack.
I have, howver, all the respect for nubia -- at least trying with its new brand both in China and U.S. We have no idea how they will ultimately succeed, but following ZTE's efforts at least gives us a small window of the future -- how this might all play out over time.
I find how Nubia works with Qualcomm fascinating, especially at a time Nubia's parent company ZTE has continued to invest in their own silicon designs. I am not certain how good ZTE's current version of apps processor is. But I sense that they are making progress.