Chinese Smartphone Brands Push Into U.S.

A host of Chinese smartphones have big ambitions for the U.S. -- but don't expect a flood of marketing from them.

Just a few weeks ago, research firm IDC declared that Xiaomi, a four-year-old Beijing company, had stormed to third in the worldwide smartphone market based on units shipped. Only a day later, it was leapfrogged when Lenovo completed its Motorola acquisition. These companies now aim to replicate industry leader Samsung's rise, parlaying success at home to go global.

Realizing this goal, however, could be an expensive marketing proposition for brands that are obscure outside of China. U.S. carriers are reluctant to carry the political risk (and marketing weight) of selling Chinese devices. That puts the onus on the smartphone brands themselves.

"Chinese brands don't do a great job of brand building," said Ben Bajarin, an analyst with Creative Strategies. "The cost to invest and build a brand in the U.S. seems a bit too daunting for them."

Daunting but tempting. Western markets still hold the industry's best margins -- and its prestige. "To be a truly global brand, you have to be in the U.S.," said Lawrence Lundy, a Frost & Sullivan analyst. He expects that some Chinese brands will follow Samsung's strategy of investing broadly in media; others will attempt to sell devices without spending big, like Apple. Here's what to expect from the top five. >>