snydeq writes "Tech giants Apple, Google, and Microsoft were no-shows at CES this week in Las Vegas, which worked out just fine for Chinese vendors looking to establish a name for themselves with U.S. consumers. 'Telecom suppliers Huawei and ZTE, in particular, have set their sights on breaking into the U.S. market for smartphones and tablets. ... Whether these Chinese imports can take on the likes of Apple and Samsung remains to be seen, but as Wired quotes Jeff Lotman, the CEO of Global Icons, an agency that helps companies build and license their brands: "The thing that's amazing is these are huge companies, and they have a lot of power, but in the United States nobody has heard of them and they're having trouble gaining traction, but it's not impossible. Samsung was once known for making crappy, low-end phones and cheap TVs. Now they're seen as a top TV and smartphone brand."'"