HTC corp 2012

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HTC Corp.In 2012

Group DDebalina Ghosh (14F518)

Malay Mo!e (14F5"1)

ree #a$ya % (14F54&)

'apnil hah (14F551)

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HTC Corp in 2012

•eon* lar+es! han*se!$anu,a!urer

• i- uar!ers o, reor* sales

• /ne o, !op 100 +lobal bran*s

• /ne o, 50 $os! innoa!ieo$pany Fas! o$pany $a+aine

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His!ory

•

Foun*e* in 1& by HT Cho an* Cher6an+

• !ar!e* 'i!h $anu,a!urin+ 7o!ebooo$pu!ers

• 6an+9s I*ea *eie !ha! oul* *oeery!hin+ ,ro$ o$pu!er base*,un!ions !o $obile alls

• 6orl*9s :rs! poe!;sie C usin+

6in*o's C<• i= a brea!hrou+h in 2000

– Firs! olore* sreen D

– Firs! !i$e pro:! in 2000

"1328315 T. . ai Mana+e$en! Ins!i!u!e

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Ds !o 6ireless Deies

•2002 HTC 'en! publi on Tai'anese!o <-han+e

• D sales on!ribu!e 80> o, !o!alreenue

• ?uil! Treo s$ar!phone

• ?ill Ga!es @HTC as 'orl*9s bes!har*'are $anu,a!urerA

• ?uil! BD :rs! 'in*o's;base*s$ar!phone

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Con!ra! Manu,a!urin+?usiness•

2 $ain se+$en!s – /ri+inal Desi+n Manu,a!urer

(/DM)

– Manu,a!urin+ phone ,or 'irelessne!'or opera!ors(T;Mobileprin! erion• For 'ireless ne!'or opera!ors

–

Eo' hurn ra!e – **i!ional reenue ia *a!a series


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7e' C</ an* !he #oa* !o?ran*•

In 200 – al$ H looin+ ,or o!her

par!ners

– e!er Chou• Mr. er,e! Innoa!or

• @I, you really 'an! !o ap!ure !healue o, innoa!ion you $us! hae abran* i*en!i!yA

• Dei*e* !o bran* an* sell han*se!sun*er o$pany9s o'n bran* na$es!ra!e+y be+an in 200&

• uire* Dopo* +o! en!ry in!o Tai'an sia 1328315 T. . ai Mana+e$en! Ins!i!u!e

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ro*u! Innoa!ion

•Inrease* $are!in+ e-pen*i!ure

• Ma+i Eabs in!ernal researh en!er!o *rie innoa!ion

– HTC Touh !ar+e!e* launh $i*;200&

– ?u! in an 200& pple uneile*ihone

– HTC ships :rs! HTC !ouh be,oreihone

– Touh Dia$on* $obile in!erne! uier

proessin+

– osi!ie $are! response !o Touh&1328315 T. . ai Mana+e$en! Ins!i!u!e

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#eahin+ ou! !o Goo+le

• Touh Dia$on* shor!o$in+s o,6in*o's $obile pla!,or$

• Tea$ up 'i!h Goo+le

– 7o liensin+ ,ees

– G1 Firs! n*roi* han*se!

– More !han a $illion uni!s sol* in:rs! uar!er


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$ar!phones

•

Mos! pro:!able an* ,as!es! +ro'in+se+$en!

• /ne o, !he $ain ,ea!ures 'as !hepla!,or$

2011 2012 201" 2014 2015 2010

10

20

"0

40

50

0

&0

80

0

100

Char! Ti!le

$ar!phone

Mobile phone


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$ar!phone Mare!

•

T'o business approahes er!ial$o*el an* Horion!al $o*el

OS Owner MajorVendors

Licensing Fee

LaunchDate

# ofAvailApps

Total AppDownloads

n*roi* Goo+le HTCEGa$sun+Mo!orola

7o 7o.200&

"00000J

billion

?a*a a$sun+

a$sun+

roprie!ary

Feb.2010

15000 7

?laberry /

#IM #IM roprie!ary

Mar.2002

"5000J

1 ?illion

i/ pple pple roprie!a

ry

an.

200&

500000

J

18billion


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$ar!phone /pera!in+ys!e$s•

T'o *o$inan! pla!,or$s Goo+le9sn*roi* an* pple9s i/

• /!hers 6in*o's hone #IM9s?laberry an* y$bian

OS 2! 2" 2 2$ 2$$

7oia9s y$bian ".5> 52.4> 4.> "&.> 1.>

#IM9s / .> 1.> 1.> 1.0> 11.0>

Miroso,!9s

6in*o's

12.0> 11.8> 8.&> 4.2> 1.5>

pple9s i/ 2.&> 8.2> 14.4> 15.&> 15.0>

Goo+le9sn*roi*

7 7 ".> 22.&> 52.5>

a$sun+9s ?a*a 7 7 7 7 2.2>

/!hers 10.8> .2> .2> ".8> 0.>111328315 T. . ai Mana+e$en! Ins!i!u!e

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$ar!phone Han*se!Manu,a!urers•

7oia – 6orl*9s bi++es! han*se! $anu,a!urer

– s!ron+ in!erna!ional us!o$er base

• a$sun+ <le!ronis

- Mobile *eies only *iision o,a$sun+9s spra'lin+ business

- ropelle* ,or'ar* 'orl*'i*e 'i!h sline' *esi+ns in !he n*roi* pla!,or$

•/!hers- Co$pe!i!ion ,ro$ EG <le!ronis ony

<risson Mo!orola Mobili!y an* Chineseo$panies lie Hua'ei an* KT<


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a!en! 6ars

1"1328315 T. . ai Mana+e$en! Ins!i!u!e

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!ra!e+i Challen+es

•

?y =4 2011 HTC ha* +rabbe* asi+ni:an! $are! share 'i!h arobus! sales olu$e

• ?y 2012 sales o, a$sun+ n*roi*

phones an* pple ihone 4ssurpasse* HTC

• /pera!in+ $ar+in o, HTC re*ue* !o

aroun* 15>• era+e sellin+ prie o, HTC

re*ue* by 18."2>


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ro*u! or!,olio

•

!rea$line !he pro*u!s !o be sol*• /ne Lhero9 phone !ha! oul* *rie

!he olu$e !o rea!e +rea!er sales

• In!ro*u!ion o, HTC /ne series

i. lee arboni!e bo*y

ii. *ane* *i+i!al a$era

iii. Fas!es! proessor

i. Ea!es! /


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ro*u! Dieren!ia!ion

•

HTC ensei. Nser ,rien*ly applia!ions

ii. uperb NI

iii. $oo!her in ,un!ionin+

i. Hi+hly us!o$iable an* ,un !o use

• HTC !ar+e!s ,or ne' auisi!ions!urns !o $e*ia on!en! an* series

•

HTC rane* a$on+s! !he !op 100+lobal bran*s in 2011


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/!her Challen+es

•

?i++es! inrease in onsu$ers9repurhase in!en! ,or a$sun+

• Ear+e nu$bers o, HTC o'nerss'i!he* !o a$sun+ phones

• Chan+e in !he $are! ,ro$ opera!orpush !o us!o$er pull $are!

• <$o!ional onne!ion rea!e* by

pple 'as irreplaeable• Inrease in bran* a'areness *i* no!

oner! !o bran* o'nership

1&1328315 T. . ai Mana+e$en! Ins!i!u!e

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/ !ra!e+y

•

HTC sense pla!,or$ oer n*roi*• HTC no lon+er Goo+le9s $os!

pre,erre*

• Goo+le 7e-us 'en! !o a$sun+a,!er !he :rs! 7e-us

• ?uy $ae or on!inue 'i!h n*roi*/O


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Table!s

•

In!ro*u!ion o, I;a* in 2010• HTC9s ,oray

– Flyer

– 4G e!s!rea$

• n*roi* !able!s

– 6ea NI

– Hi+h pries (7o subsi*ies by

opera!ors) – Eo' applia!ions

• Nl!ra;boos an* Pin*le Fire

• Miroso,!9s 'in*o's 8 ,or !able!s11328315 T. . ai Mana+e$en! Ins!i!u!e

=1 <alua!e HTC9s per,or$ane !o *a!e

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=1. <alua!e HTC s per,or$ane !o *a!e.

6ha! are i!s o$pe!i!ie s!ren+!hs an*'eanessO•

HTC9s per,or$ane – Firs! poe! sie C BD i=

– re,erre* arrier par!ner

– 20> pro:! $ar+in in $i*;2000

– 200& !ar!e* sellin+ un*er i!s o'nbran*

– /er a $illion G1 *eies sol*

– Eos! in pa!en! sui! !o pple

– In!ense o$pe!i!ionQ os! pressureQpro:! $ar+in *roppe* !o 15>

– HTC /ne Ra+ship bran*

– oor per,or$ane in !able! $are!201328315 T. . ai Mana+e$en! Ins!i!u!e


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!ren+!hs – Eea*in+ s$ar!phone

$anu,a!urer

– !ron+ #D

– !ron+ rela!ionship 'i!h ne!'oropera!ors

– @alue ,or MoneyA pro*u!s (<-hibi!

10)



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6eanesses – Ea o, o'n /

– Eo' bran* a'areness (<-hibi! 11)

–

era+e sale prie3*eie is eryhi+h (Ea o, pro*u!s in lo'prie ran+e)


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2. Is HTC9s o$pe!i!ie posi!ion sus!ainableO 6ha!are !he $ain hallen+es HTC ,aesO Ho' *o !heyae! HTC9s o$pe!i!ie posi!ionO

Resource/Capability

Valua%le

&are 'ni(ita%le

Organi)ed

CA

Innoa!ion ; Te$porary

*an!a+e

la!,or$ ; ; Co$pe!i!ie ari!y

Cus!o$ia!ion !o

opera!ors

us!aine**an!a+

e

ar!nerships ; Te$porary

*an!a+e

NserIn!er,ae3

HTC ense

us!aine**an!a+

eHar*'are ; ; Co$pe!i!i

2"1328315 T. . ai Mana+e$en! Ins!i!u!e

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=". HTC9s / !ra!e+yO

•

l!erna!ie1. urhase e-is!in+ /

2. ?uil* o'n /

". lliane 'i!h Miroso,! Goo+le


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1. urhase e-is!in+ / – ros

• Hea* s!ar! o$pare* !o buil*in+ o'n /

• Grea!er on!rol oer ,ea!ure *eelop$en!

–

Cons• Hi+h auisi!ion os!

•

?u! !here is no poin! in purhasin+ /lie 7oia y$bian #IM / al$ /beause o, !heir onsis!en! *eline in$are! share


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=". HTC9s / !ra!e+yO2. ?uil* i!s o'n /

– ros• 7o *epen*eny on Goo+le Miroso,!

• More on!rol

– Cons• Ti$e onsu$in+• Hi+h os!

• roble$ o, $obile applia!ion

• May la+ in !able! boo$ perio*


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". lliane 'i!h Miroso,! Goo+le• ros

– n*roi* – 7o liense ,ees

– Eo!s o, applia!ions ( $ore !han "00000)

– Ie Crea$ an*'ih ,or $obile an* !able! – Mos! popular s$ar!phone / (52> o, oerall

$are!)

– Hi+hly us!o$iable

– 6in*o's – as!ly i$proe* NI – Ti+h! in!e+ra!ion 'i!h Miroso,! /Se

2&1328315 T. . ai Mana+e$en! Ins!i!u!e

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". lliane 'i!h Miroso,! Goo+le• Cons

– n*roi* – a!en! 'ar

– 6in*o's – ery ,e' applia!ions ("0000)


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=4. houl* HTC buil* i!s o'n app s!oreO Do so$e!hin+elseO

•

/'n app s!ore – ros

• Dieren!ia!e i!sel, ,ro$ o!hers

• Fil!ere* apps be!!er uali!y !o onsu$ers

– Cons• epara!e !ea$ ,or $ain!ainin+ an app s!ore

– Hi+h *eelop$en! an* $ain!enane os!

– More #D reuire*

– Deelop$en! !i$e is hi+h• Ei$i!e* app reah !o onsu$ers

– Eo' $o!ia!ion !o *eeloper ,or *eelopin+ ne'apps


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=4. houl* HTC buil* i!s o'n app s!oreO Do so$e!hin+elseO

•

ll !he s$ar!phone o$panies 'i!h!heir o'n / has opene* an apps!ore bu! HTC *oesn9! o'n i!s /.

• I!9s be!!er !o rely on Goo+le9s lay

s!ore


=5 6ha! are s!ra!e+i a!ions

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=5. 6ha! are s!ra!e+i a!ionsnee*e* !o $ae HTC lea*in+s$ar!phone o$panyO•

Fous $ore in sian an* <uropean $are!s(<-hibi! 2b)

• Fro$ Global bran* a'areness =" 2011 (<-hibi!

11)

– HTC has lo' ai*e* bran* a'areness• olu!ion

– Hi+h $are!in+ !o rea!e a bran* i$a+e

– Consis!en! bran* e-periene !hrou+h ou!

– Mare! Lense NI9 as i!s N

• Innoa!ion

– Main!ain shor!er pro*u! li,e yle

– Diersi:a!ion in lo'er prie s$ar!phoneran+e (<-hibi! )

– Deelop $ore pro*u!s in han*se! an*!able! a!e+ory


=5 6ha! are s!ra!e+i a!ions

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=5. 6ha! are s!ra!e+i a!ionsnee*e* !o $ae HTC lea*in+s$ar!phone o$panyO•

Cus!o$er sa!is,a!ion – #e+ular *is!ribu!ion o, la!es! /

ersions

• a!en! Ea'sui! is res!ri!in+ HTC9s+ro'!h hene rea!e an alliane'i!h o!her o$panies !o boos! i!spa!en! por!,olio


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T*A+, -O./

""1328315 T ai Mana+e$en! Ins!i!u!e

HTC corp 2012

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