1. Chengcheng Huang | Viola Huang | Yang Chen

2. KEY COMPANY FACTS
2006/ HTC brand
2008/ Androidsmartphone
2011/ Sales peaked, tablets market
2012 – 2013/ Beats Electronics
2014/ Smartphones still main revenue source
Headquarter Taoyuan,
Taiwan
Regional involvement Worldwide
Category involvement Smartphone
World smartphones
share (2015)
1.4%
Revenue (2015) $182.8 B
Source: Euromonitor International; Hoovers; Statista.com
0
20
40
60
80
100
120
140
160
180
2009 2010 2011 2012 2013 2014
MillionUnits
HTC Global SmartphoneUnit Sales

3. FINANCIAL ASSESSMENT
COLLAPSED 2013 SALES
DECLINING REVENUE & PROFIT
SHRINKING SCALE & MARKETING BUDGET

4. SWOT ANALYSIS
STRENGTH
Strong Market Recognition
Strong Focus On R&D
OPPORTUNITY
Growing Demand For Smartphones
Tech Giants Looking for Partners
WEAKNESS
Poor Financial Performance
Absence of Post-sale Revenue
THREAT
Intense Competition
Rapid Changes in Technology

5. “Shrinking
presence in
a growing
smartphone
market.
COMPETITIVE POSITIONING
Source: Euromonitor International

6. “Losing out
in major
markets.
COMPETITIVE POSITIONING
Source: Euromonitor International

7. MARKET ASSESSMENT
Smartphones growth driven by Asia Pacific
Source: Euromonitor International

8. BRAND STRATEGY
ONE DESIRE

9. Regain competitiveness in
smartphones.
STRATEGIC OBJECTIVES
Return to profitability.

10. STRATEGIC CHALLENGES
Extensive Product Portfolio
Unclear Brand Perception
Low Sales
Limited Marketing Budget

11. ECOSYSTEM
POSITIONING
Carriers
Distributors
Hardware Partners
Software PartnersRaw Material
Suppliers
Third-Party
App Developers
Customers
Content Providers

12. THREE
INITIATIVES

13. 1. SIMPLIFICATION
- Product Portfolio
Current 18 models
Clear market positioning
- Function (Feature Fatigue)
Utility – initial choices
Usability – long-term customer equity/satisfaction

14. 2. BRANDING
- Product differentiation
- Brand personality & resonance
- “First smartphone in your life”
Target to first-time smartphone users

15. 3. PARTNERSHIP
Hardware Software

16. STRATEGIC
PARTNER
Market Value > $200B
Strategically focus on Mobile market
WeChat, Mobile QQ, Mobile QQ Music, Mobile QQ Game
Tencent has intention of challenging Xiaomi and
Huawei in hardware market. -- CEO, Ma Huateng

17. THANKS!