Con sede en China y fundada en octubre de 2012, nubia quiere acercar smartphones innovadores a usuarios aventureros que desean buscar nuevas experiencias, inspirado en el mundo “Be Yourself”, “Sé Tú Mismo”. La compañía está presente en Norteamérica, Sudámerica, Europa, Rusia, Asia Sur-Oriental, India y España. La marca es conocida por sus funciones de fotografía profesional.
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