BEIJING, Jun 29, 2010 (MARKETWIRE via COMTEX) --

China TechFaith Wireless Communication Technology Limited (NASDAQ: CNTF) ("TechFaith") today released the new TechFace brand name, the first mobile brand name in China to target the market of outdoor sports enthusiasts. The initial mid- to high-end outdoor specialized mobile phones will be launched and become available for sale in September.

The new TechFace brand targets outdoor sports enthusiasts. The TechFace mobile phones will feature rugged (water proof, dust-proof and shock-resistant) design, and feature functions including altimeters, barometers, electronic compasses, lights, GPS, and gaming functions.

Jungle, expected to be the first TechFace model to launch, is a sturdy bar style, quad band (WCDMA2100, GSM 900/1800/1900) water proof phone featuring dust-proof, shock-resistant, GPS, altimeter, barometer, thermometer, hygroscope and light functions. Jungle will be sold through multiple sales channels, including outdoor adventure stores, online stores, network distributors, traditional IT channels and regional sales teams.

Mr. Deyou Dong, Chief Operating Officer of TechFaith in charge of the Company's mobile business, said, "We are excited about this launch as it furthers our strategy of targeting niche markets with tailored phones that have the potential to carry higher margin. The outdoor sports enthusiast market is a massive market. We believe that TechFace is the first mobile phone brand targeting at this market. We expect this strategy will make the TechFace brand standout in the market and help us gain loyal customers. More importantly, our efforts in the outdoor enthusiast market complement our efforts in other branded mobile segments which along with our existing ODP business will help TechFaith achieve further success."

Deyou Dong further commented, "With the launch of TechFace, TechFaith has completed the initial phase of its branding strategy. QIGI is targeting the windows mobile segment (business users), while Glomate with the Barbie and Disney brand names is targeting the fashion segment (girls, students and teenagers), and TechFace targeting the outdoor specialized segment (sports enthusiasts). Tailored services for the various segments will also be available in the later stages. Both the branding and ODP businesses are now equally important for TechFaith and we also believe the branding business will create great business opportunities in the future."

About us

TechFaith (NASDAQ: CNTF) is a China-based original developed product ("ODP") provider focused on the original design and sales of mobile phone products. TechFaith is targeting to build it to be a branded mobile phone specialist in differentiated market segments in China market. TechFaith is also striving a leading PC and online gaming business through its wholly-owned subsidiary, 798 Entertainment Limited.

--  TechFaith engages in the development and production of middle to high
    end handsets and tailor made handsets. TechFaith's original developed
    products include: (1) multimedia phones and dual mode dual card
    handsets of multiple wireless technology combination such as GSM/GSM,
    GSM/CDMA, GSM/WCDMA, GSM/TD-SCDMA and UMTS/CDMA; (2) Windows-based
    smartphones and Pocket PC phones; and (3) handsets with interactive
    online gaming and professional game terminals with phone
    functionality.
--  With the capability of developing Middleware Application MMI/UI
    software on 2G/2.5G(GSM/GPRS, CDMA1X), 3G(EV-DO, WCDMA/UMTS, TD-SCDMA)
    and 3.5G(HSDPA) communication technologies, TechFaith is able to
    provide Middleware Application MMI/UI software packages that fulfill
    the specifications of handset brand owners and carriers in the global
    market. For more information, please visit www.techfaithwireless.com.
--  TechFaith is targeting to be branded mobile phone specialist for
    differentiated market segments in China market, such as under its
    wholly-owned subsidiary brand name QIGI for smartphone business which
    targets enterprise users and operator tailored market, under Glomate
    brand, selling other licensed brand names for girls and teenagers.
--  TechFaith is targeting both the mobile and online PC gaming markets
    through its websites www.798uu.com and www.798game.com with gaming
    content developed internally, co-developed and licensed from third
    parties.

Safe Harbor Statement This announcement contains forward-looking statements. These statements are made under the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as "will," "expects," "anticipates," "future," "intends," "plans," "believes," "estimates," "confident," "outlook" and similar statements. Among other things, the business outlook and strategic and operational plans of TechFaith and management quotations contain forward-looking statements. TechFaith may also make written or oral forward-looking statements in its periodic reports to the U.S. Securities and Exchange Commission on Forms 20-F and 6-K, etc., in its annual report to shareholders, in press releases and other written materials and in oral statements made by its officers, directors or employees to third parties. Statements that are not historical facts, including statements about TechFaith's beliefs and expectations, are forward-looking statements. Forward-looking statements involve inherent risks and uncertainties. A number of important factors could cause actual results to differ materially from those contained in any forward-looking statement. Potential risks and uncertainties include, but are not limited to, those risks outlined in TechFaith's filings with the U.S. Securities and Exchange Commission, including its annual report on Form 20-F. TechFaith does not undertake any obligation to update any forward-looking statement, except as required under applicable law.

CONTACTS:
In China:
Jay Ji
China Techfaith Wireless Communication Technology Limited
Tel: 86-10-5822-8390
ir@techfaith.cn

In the U.S.:
David Pasquale
Global IR Partners
Tel: +1 914-337-8801
cntf@globalirpartners.com

SOURCE: China Techfaith

mailto:ir@techfaith.cn
mailto:cntf@globalirpartners.com