Chinese infrastructure kit and device maker ZTE has announced that it will sell its Firefox OS smartphone, unlocked, direct to eBay UK and eBay US users for just £59.99 ($79.99 through the US site).

With the move, ZTE is cutting traditional distributors and mobile operators out of its sales process.

ZTE said that by selling through the two eBay sites, the Firefox device, called the ZTE Open, is available globally. The handset is based entirely on open web standards.

“ZTE is devoted to providing more options for customers globally and enabling them to live better lives via advanced technology,” said Dai Wenhong, VP of ZTE Corporation. “The ZTE Open offers customers a smartphone experience at an incredible price point, making it ideal for cost conscious consumers or those looking to upgrade to a smartphone for the first time.”

Dr. Li Gong, Mozilla senior VP of Mobile Devices added that Mozilla is dedicated to moving the web forward as a platform for innovation.

“We are pleased that now we will put the full power of the web in even more people’s hands,” he said. “With a great potential user base, we know that even more developers around the world will create their apps with new APIs to stimulate an inspiring new wave of innovation.”

As well as the traditional functions of a smartphone, such as the ability to make calls, browse the web and messaging services, ZTE said the Open has additional experiences that people really want, such as built-in social integration with Facebook and Twitter, location-based services such as Nokia maps and the Firefox Web browser and Firefox Marketplace.

Open source software developer Mozilla announced that its official Firefox devices wnet on sale in stores in Spain last month.