Consumer Segment & Strategy Analysis Jonathan Wong
Consumer Segment Analysis Mission & Capabilities 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.
General Smartphone Analysis
HTC Perceptual Map Perceptual map based on size, camera, keyboard, resolution, and processor.
Windows Phone 7 Popularity HTC 57% compared to Samsung 32%
AndroidPopularity HTC 53% compared to Motorola 30%
AndroidPopularity HTC has strong potential to advertise in Android and Windows apps.
Customer Value Analysis "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. HTC would appeal more to Anti-Apple Fans and technology enthusiasts that are interested in Windows and Android operating systems.
Market Value Analysis Current market share to operating systems. HTC holds strength in both Android and Windows platforms.
Market Value Analysis HTC #3 cellular phone maker in the world behind Apple and Samsung Asia’s 2nd largest maker of smartphones HTC Market Value Passes Nokia as Smartphones HTC confirms that 70%of new handsets they produce will be Android powered Android’s market share in the US is 36.4%, up 4 points from two months ago. Apple’s is flat over the period at 26%. RIM dropped with a market share of 25.7% down 4.7 points. HTC’s sales doubled in one year. May (1.42 billion U.S. dollars) last May ($656million).
Primary Target Market
Smartphone users Android Windows mobile 7 TouchScreenusers Technologicallyinclinedusers CompetitiveAdvantage First mover for many innovations Maintainedcustomerorientedproductpositioning Backed by multiple operating platfroms.
Marketing Strategy Positioning Position products to high innovation and highfunctionality Multimedia phones catered to higherresolution and Business phones catered to email functionalities, productivitytools, and networking connections. Marketing Methods Social Media Guerilla Mobile