Consumer Segment Analysis<br />Mission & Capabilities<br />HTC is committed to driving the growth and capabilities of smartphone technology. Since its establishment, the company has developed strong R&D capabilities, pioneered many new designs and product innovations and launched state of the art PDA phones and smartphones for operators and distributors in the global telecoms industry. It has invested in a strong R&D team accounting for 25% of the total headcount and a world-class high-volume manufacturing facility, both based in Taiwan.<br />
HTC Perceptual Map<br />Perceptual map based on size, camera, keyboard, resolution, and processor.<br />
Windows Phone 7 Popularity<br />HTC 57% compared to Samsung 32%<br />
AndroidPopularity<br />HTC 53% compared to Motorola 30%<br />
AndroidPopularity<br />HTC has strong potential to advertise in Android and Windows apps.<br />
Customer Value Analysis<br />"Apple may have the market cornered on technology enthusiasts, but Motorola satisfies a much wider audience," said Jeni Lee Chapman, executive vice president of brand and communications consulting. <br />HTC would appeal more to <br />Anti-Apple Fans and<br />technology enthusiasts that are interested in Windows and Android operating systems.<br />
Market Value Analysis<br />Current market share to operating systems.<br />HTC holds strength in both Android and Windows platforms.<br />
Market Value Analysis<br />HTC #3 cellular phone maker in the world behind Apple and Samsung<br />Asia’s 2nd largest maker of smartphones<br />HTC Market Value Passes Nokia as Smartphones<br />HTC confirms that 70%of new handsets they produce will be Android powered<br />Android’s market share in the US is 36.4%, up 4 points from two months ago.<br /> Apple’s is flat over the period at 26%.<br />RIM dropped with a market share of 25.7% down 4.7 points.<br />HTC’s sales doubled in one year. <br />May (1.42 billion U.S. dollars) last May ($656million).<br />
Marketing Strategy<br /><ul><li>Primary Target Market</li></ul>Smartphone users<br />Android<br />Windows mobile 7 <br />TouchScreenusers<br />Technologicallyinclinedusers<br />CompetitiveAdvantage<br />First mover for many innovations<br />Maintainedcustomerorientedproductpositioning<br />Backed by multiple operating platfroms.<br />
Marketing Strategy<br />Positioning<br />Position products to high innovation and highfunctionality<br />Multimedia phones catered to higherresolution and <br />Business phones catered to email functionalities, productivitytools, and networking connections.<br />Marketing Methods<br />Social Media<br />Guerilla<br />Mobile<br />
Promote new phone features. EVO 3D, phone replica. With 3D tv.</li></ul>Magazine insert withpopuppromoting 3D technology (whilemaintaining YOU campaign)<br /><ul><li>QR code thatonly HTC phones canaccess. (Exclusivity)
Promote HTC Senselost phone capabilitiesthrough live webcam of phone and HTC Sensewebsitewhereconsumersmay ring the phone, and enter lost and found message.
Push HTC Tabletsthrough online reviews and social media platformswith focus to features.
Social Media App or Game (also mobile app) promotingproducts.</li></li></ul><li>Sample Promotions Campaign<br />