HTC is committed to advancing smartphone technology through strong R&D. It has a large R&D team and manufacturing facility in Taiwan. HTC has a large share of the Android and Windows Phone markets. It appeals most to technology enthusiasts interested in those operating systems. HTC is the 3rd largest phone maker and Asia's 2nd largest smartphone maker. Its sales doubled in one year. The document recommends marketing strategies for HTC to engage customers through social media, mobile apps, and guerrilla techniques to maintain its leading market share.

1. Consumer Segment & Strategy AnalysisJonathan Wong

2. Agenda

3. Consumer Segment AnalysisMission & CapabilitiesHTC 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.

4. General Smartphone Analysis

5. HTC Perceptual MapPerceptual map based on size, camera, keyboard, resolution, and processor.

6. Windows Phone 7 PopularityHTC 57% compared to Samsung 32%

7. AndroidPopularityHTC 53% compared to Motorola 30%

8. AndroidPopularityHTC has strong potential to advertise in Android and Windows apps.

9. 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 andtechnology enthusiasts that are interested in Windows and Android operating systems.

10. Market Value AnalysisCurrent market share to operating systems.HTC holds strength in both Android and Windows platforms.

11. Market Value AnalysisHTC #3 cellular phone maker in the world behind Apple and SamsungAsia’s 2nd largest maker of smartphonesHTC Market Value Passes Nokia as SmartphonesHTC confirms that 70%of new handsets they produce will be Android poweredAndroid’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).

12. Marketing StrategyPrimary Target MarketSmartphone usersAndroidWindows mobile 7 TouchScreenusersTechnologicallyinclinedusersCompetitiveAdvantageFirst mover for many innovationsMaintainedcustomerorientedproductpositioningBacked by multiple operating platfroms.

13. Marketing StrategyPositioningPosition products to high innovation and highfunctionalityMultimedia phones catered to higherresolution and Business phones catered to email functionalities, productivitytools, and networking connections.Marketing MethodsSocial MediaGuerillaMobile

14. SWOT Analysis

15. Marketing IdeasTwittertrending/ hashtags. #WithMyHTC #OnMyHTC

16. Interactive HTC phone model, demonstrating 4G speeds.

17. Promote new phone features. EVO 3D, phone replica. With 3D tv.Magazine insert withpopuppromoting 3D technology (whilemaintaining YOU campaign)QR code thatonly HTC phones canaccess. (Exclusivity)

18. Promote HTC Senselost phone capabilitiesthrough live webcam of phone and HTC Sensewebsitewhereconsumersmay ring the phone, and enter lost and found message.

19. Push HTC Tabletsthrough online reviews and social media platformswith focus to features.