HTC International Marketing 060411

8/11/2019 HTC International Marketing 060411

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International Marketing

Case Presentation


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Founded in 1997 by Cher Wang, Chairwoman, HT Cho, Director of the Board &

Chairman of HTC Foundation, and Peter Chou, President and CEO, HTC made itsname as the company behind many of the most popular operator-branded devices

on the market

Starting out with PDAs, HTC became the world leading manufacturer in

smartphone category

In June 2006 HTC made the decision to brand phone under its own label, even

though a lot of Taiwanese Manufactures and tried and failed.

The HTC brand name has a long way to go

Introduction


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Where should HTC participate in this expandingvalue chain?

What should be done to make HTC uniqueamongst all others?

What should they do become a powerful globalbrand?

Challenges Ahead

The landscape for phone software is changing dramatically with Apple,RIM, Google etc shocking the world with newer and improved products &also services like app stores. Thus HTC faces the following challenges:


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Shift to Android platform

Launch Apps Store with revenue model similar toApples

Technology Focus Display Technologies Mobile Web and Widgets

Better deals with service providers

Improve Utilization for Cost Reduction Enter the mid-tier segment

Focus on Brand Enhancement

Recommendations


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One of the founders of HTC, Cher Wang had a vision bringthe power of mobile computing into the hands of peoplearound the world.

Opportunity came in 1997 when Microsoft had developedWindows CE, a new Windows based platform that couldoperate on smaller PC devices and hence HTC was born

Initial focus was on notebooks due to dearth of engineersskilled enough to make handheld devices.

Peter Chou, a talented engineer with his small team wereworking on handheld devices and created the worlds

smallest PC with Microsoft in 1998

Wang invested additionally in the currently loss-makingnotebook business on the condition that HTC would exitnotebook business and focus on handheld devices

HTC History


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2002- manufactured a PDA, the iPAQ for Compaq. HTC wascommissioned ODM for Compaq. HTC maintained its relationswith Microsoft and released the XDA in 2002. The companyrecorded its first profit that year.

With a new goal of making smartphones and wireless PDAs, HTCpartenered with Qualcomm to become the 1stTaiwanese

company with a 3G lisence

In 2006, HTC decided to step out from behind the curtain andintroduced HTC as a brand. The goal was to deliver an easy touse, holistic smartphone experience by drawing on our know-how in design and innovation.

In June 2007 HTC Touch was launchedthe first finger-friendlytouchscreen smartphone. Year after year, breakthrough touch-based smartphones were launched like the Touch Diamond,Hero, HD2, Legend, Desire, Mozart & Trophy.

HTC History


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Original Design Manufacturer(ODM) Business

Manufactured smartphones for branded handset

companies

Little responsibility for sales, marketing or Inventor

Management

Mobile Operator Business

Complementary Business by offering

customized phones based on products

designed by HTC to service providers such as

T-Mobile

Increased Costs for HTC

R&D Costs (5% of Total Revenue)

Inventory Costs

Operators gained greater control on their

Product portfolio

Early Success through contract with Vodafone,

British Telecom and Orange

Made the Treo Smartphone in collaboration with

Handspring

Business Segments

ODM and Mobile Operator Business resulted in profit margins as high as 20%


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Technological convergence became the key trend

influencing the mobile phone subsector, which saw the

introduction of many new models offering streaming

video, advanced camera features, MP3 capabilities and

global positioning systems (GPS). Global volume sales

reached nearly 886 million units in 2008.

Consumers' desire to listen to music, watch video, play

games and communicate anywhere and anytime is

transforming the global mobile phone sector. All-in-one

portable communication/ entertainment systems

complement to the growing consumer demand to beconnected and entertained on-the-go.

The heightened demand for mobile phones has been

stimulated in part by the continuing roll-out of advanced

telecommunications infrastructure, such as Wi-Fi and 3G

mobile phone technology.

The success of mobile phones continued to

be determined by the availability and

accessibility of online content, which in turn

depends of the sophistication of the

underlying telecommunications

infrastructure.

Category Analysis

Mobile phones are now turned into

a handheld computer that can be

used as a media player, TV,

Internet browser, GPS navigator,

planner, digital camera

Nokia E75

0

200

400

600

800

1000

1200

2003 2004 2005 2006 2007 2008 2009

Demand for Mobile Phones

Millions of Units

Portable Electronics: Mobile Phones


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Mobile Phones - Sales

Source: Mobile Devices -The iPhone Is Not The Only Game In Town, 2010, Gartner


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Competitor Analysis

Buyers

Weak

Consumersmarket

Corporatemarket

Suppliers

Strong

Carriers -AT&T

OS providers -Linux, WM

Hardwaremakers Intel

Rivals

Strong

Morecompaniesenters

Strong brandsand finance

New Entrants

Threat

Establishmobilemanufacture:LG, Samsung

Softwaregiants: Google,MSFT

SubstituteProducts

Emerged

VoIP Skype

PDA phone

Palm

NokiaMotorola

RIM

PALMSamsung

Apple

HTC


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1. Shift To Android Platform


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12

iPhone OS

(Apple)

BlackBerry OS

(RIM)

Window Mobile

(Microsoft)

Android

(Google)

Symbian

(Nokia)

Platform Closed Closed Open Open Open

Source Code Closed Closed Closed Open Open

Pros Early momentum

Data hungry early

adopters

Powerful

distribution

channel

Strong reach

(particularly in US)

Manufacturer /

carrier agnostic

Manufacturer /

carrier agnostic

Open source

innovation

Massive global

reach

Open source

innovation

Issues Apple dependant BB dependent

Distribution

Distribution Late to market

Uncertain

consumer demand

Limited reach in

US

Distribution

Application

ecosystem

>3 lakh apps

(~20% free)

More than 7

billion download

Fewer free apps

BB Application

Center being

developed forStorm

>18K apps

Windows

marketplace

launched

Android Market

launched

$3.8M awarded in

DeveloperChallenge

10s of thousands

apps

>10K apps

Claims >90M

installs over last 2

years Nokia OVI store

Notes: 1. Artificially low given the wait for the 3G iPhone (5.3% market share in Q1)

Smartphone OS Competitive Landscape


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Company3Q10

Units3Q10 Market Share (%)

3Q09

Units3Q09 Market Share (%)

Symbian 29,480.1 36.6 18,314.8 44.6

Android 20,500.0 25.5 1,424.5 3.5

iOS 13,484.4 16.7 7,040.4 17.1

Research In Motion 11,908.3 14.8 8,522.7 20.7

Microsoft WindowsMobile

2,247.9 2.8 3,259.9 7.9

Linux 1,697.1 2.1 1,918.5 4.7

Other OS 1,214.8 1.5 612.5 1.5

Total 80,532.6 100.0 41,093.3 100.0

Source: Gartner (November 2010)

The market is growing rapidly at nearly 38%, but

Androids sales and share will explode while RIM and

Apple will lag Android and the market. Android is

expected to match the (current) BlackBerry numbers by

2013.

Worldwide Smartphone Sales to End Users by Operating

System in 3Q10 (Thousands of Units)


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Year 2007 2008 2009 2010 2011

Wireless PDA 1% 1% 0% 0% 0%

Microsoft Platform 84% 89% 61% 53% 51%

Android Platform 0% 6% 36% 47% 49%

ODM 14% 5% 3% 0% 0%

HTC's Revenue by Product category (Exhibit 9)

Year 2007 2008 2009 2010 2011

Wireless PDA 0% -100% 0% 0%Microsoft Platform 6% -31% -13% -4%

Android Platform 500% 31% 4%

ODM -64% -40% -100% 0%

Market Share Growth Rate by Maker


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Handset Platforms


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Transition to Android - Benefits

Smart Phone Sales 2009 = 250m

HTCs share 6% = 15m handsets

HTC sold 10m Windows based smart phones License fees to Microsoft= $150 million

Switch to Android would save this cost

Operating Margin increases from 30% to 46%. Nokia has a margin of 35% and Apple 34%


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2. Launch Apps Store with revenue modelsimilar to Apples


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OEMApplication Stores Comparison


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AppStore - Comparison


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EcosystemsApps much more than stores


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3. Better deals with service providers


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7

iPhone

4

Black

berry

Sony

X10

HTC

suround

$729 $500 $400 $350

$199 $99 $99 $199

27% 20% 25% 57%

9 729

500

9+ 720


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4. Enter the mid-tier segment


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Aspirational Brand image to be

the BMW of Mobiles

Convergence of mid range

phones(feature phones) withsmart phones

Gross margin of Nokia 35%,

Samsung 26%, HTC 30%

Should HTC also enter Manufacture of Mid Range Phones?


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Smart Phones - Forecasts

Source: Mobile Devices -The iPhone Is Not The Only Game In Town, 2010, Gartner


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Year 2007 2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2 2009 Q3

Apple 2.70% 5.30% 2.80% 12.90% 10.70% 10.80% 13.30% 17.10%

Fujitsu na 4.10% 3.30% na na 3.80% 3% na

HTC 3% 4% 4.10% 4.50% 4.30% 5.40% 6% 6.50%

nokia 49.40% 45.10% 47.40% 42.30% 40.80% 41.20% 45% 39.30%

rim 9.60% 13.30% 17.30% 15.90% 19.50% 19.90% 18.70% 20.80%

samsung na na na 3% 4.20% na na 3.20%

others 35.20% 28.10% 25.10% 21.30% 20.50% 18.80% 13.90% 13.10%

Market Share by Maker (Exhibit 5 b)

Year 2007 2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2 2009 Q3

Apple 96.30% -47.17% 360.71% -17.05% 0.93% 23.15% 28.57%

HTC 33.3% 2.5% 9.8% -4.4% 25.6% 11.1% 8.3%

Nokia -8.7% 5.1% -10.8% -3.5% 1.0% 9.2% -12.7%

RIM 38.5% 30.1% -8.1% 22.6% 2.1% -6.0% 11.2%

Market Share Growth Rate by Maker


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5. Improve Utilization for Cost Reduction


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HTC Apple RIM Palm Inc Nokia Samsung

COGS/Sales 67.40% 68.50% 46.20% 66.50% 65.20% 77.20%

Net Income

Margin 13.4 7.9 15.6 7.2 10.9 9SG&A/Sales 18.6 13 15.5 12 11.5 14

TATR 1.55 1.15 0.64 1.23 1.51 1.1

ROA 28.83 14.95 9.92 14.76 17.365 15.4

ROE 31.35 16.7 12.1 17.2 19.9 17.8

ROCE 32.55 17.5 17.9 18.6 19.6 18.8

Peer Comparison and Analysis

TATR suggest that there efficiency is good compared to peers however internal

operating efficiency has fallen over the years. This probably can be attributed to FAinvestments.


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Year TATR CA/TA

2004 1.6146 0.8608

2005 1.8230 0.9177

2006 1.5884 0.9368

2007 1.3757 0.9197

2008 1.3259 0.8788

2009 0.2796 0.8653

Average 0.896493

HTC's TATR Over the year

0.0000

0.2000

0.4000

0.6000

0.8000

1.0000

1.2000

1.4000

1.6000

1.8000

2.0000

2003 2004 2005 2006 2007 2008 2009 2010

TATR

TATR

Industry average of global telecom providers (i.e 5

companies considered) is in the range of 67% -80%

suggesting that it is well above the industry standards

which could be due to the high inventory reducing the

operating efficiency.(Note: Data for competitors taken from their balance

sheet)


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6. Focus on High-End Technology


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Technologies HTC should focus on


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Touch Screens will Dominate


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7. Brand Enhancement


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2006 - Peter Chou was appointed as the new CEO

Planned to enter the Brandwagon

Risks associated were:

Competition with the client

Scale and budget not available for Marketing

History of Failures of Taiwanese players

Strong Competitors like Nokia and Samsung

2007Started its own brand operations by acquiring Dopod

Focused high end of "prosumer" market

Target"Build a reputation of making the BMW of phones"

The Road to Brand

HTC C t St t


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HTC Current Strategy

Brand Strategy

Focus on SmartphoneMarkets

Build up brand value through innovative

products andfriendly user interface

Fast Response to Market Change

Deliver Product Diversification to the Market

Brand Positioning Using innovation to create a phone that fulfills

the customer's needs

Slogan

You dont need to get a phone. You need a

phone that gets you.

Strategies Focus on Cusomer Service

HTC Customers complaints about their

high-end models like HTC EVO 4G but

they are majorly ignored

Quality

HTC is known for its innovative and

expertise hardware designing but withthe increase in Number of phones per

annum, quality is suffering badly

Focus on Customer Needs

Customers find HTC Phones to be

complex and difficult to use. Hence,

focus should be done on enhancing

user satisfaction


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Branding Strategies

You are Different from you Campaign

HTC Sense

A quietly brilliant story

Tom Tom & HTC Best of Class Navigation Experience

HTC e Club, Providing value to Customers

HTCTech Brand of the year (10)


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Promoting strategies

DESIGN COMPETITIONS: Creating a strong brand community involving them in

designing of applications. Such activities will help achieve two main benefits:

1. it will reinforce HTCs strong connection to the brand community by hooking upyoungsters early on to the brand to create brand excitement.

2. HTC can reinforces its brand image of always being on the forefront of

innovation and design.

THINK GLOBAL, ACT LOCAL: A holistic approach to developing several strategies for

different regions, but guided by one unified HTC brand image building strategy.Like sponsoring events most popular in that region such that they are in tune with

HTCs branding strategy based on YOU

PRE-LAUNCH STRATEGY TO BUILD ANTICIPATION AND GENERATE AWARENESS:

Devices like smartphones sell mostly through the hype that they create beforelaunch so much so that it is an event in itself. Premium prices can be used at the

outset to maximise profits and communicate exclusivity, and then later as the

reference price to discount in order to drive sales from less involved market

segments. But most importantly, nothing creates better publicity than running out

of product long before the initial launch ends.

C T i b ith HTC? I HTC


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Taiwan

one of the most vibrant anddynamic economies in Asia.

known around the worldfor its leadership in high-technology- ranked 2ndonThe Economists 2008 IT

industry competitivenessindex

home to globallyrecognized technologybrands including Acer, HTCand AsusTek

Acer:

multinational computer technology and

electronics corporation that manufactures

desktop and laptop, PDAs, servers, storage

devices, displays, and peripherals. Acer

provides e-business services for business,government, education, and home users.

Topping the 2010 Top Taiwan Global Brands

list for last 2 years

Worlds 2nd largest computer vendor, left

behind HP

Asus:

Multinational computer productmanufacturer

Business Week's "InfoTech 100" and "Asias

Top 10 IT Companies" rankings.

It led the IT Hardware category of the 2008

Taiwan Top 10 Global Brands survey with a

total brand value of US$1.324 billion

Can Taiwan ever be synonymous with HTC? Is HTC on

the right path?


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HTC Relatively new on the market as

a brand

Only into PDA and smartphone

manufacturing as against Acer &

Asus who are established players

in wider markets as well

+ Experience of selling high quality

unbranded phones for years

+ The only Taiwanese high-tech

vendor to have a license for

using Microsoft products

+ HTCs Magic has been powered

by Googles Android

+ In 2010 Top Taiwan GlobalBrands, HTC climbed from #4 to

#2 closely behind Acer

HTCs comparative position

Currently Acer & Asus seem to have an upper hand over HTC in terms of brand valuebut with Android coming in the picture, HTC has suddenly emerged a closer runner

in the list of top Taiwanese global brands. Though it might take some time Taiwan

becoming synonymous with HTC doesnt look like a far-fetched idea at all.


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HTCReferences

http://www.htc.com/history/

http://www.phonearena.com/news/Microsoft-trying-to-prevent-Acer-and-Asus-from-adopting-Android-through-royalty-fees_id14177

http://www.fastcompany.com/1615647/htc-continues-to-assess-making-their-own-smartphone-os-or-buying-one-from-palm

http://www.brandingstrategyinsider.com/2010/07/marketing-lessons-continue-to-flow-from-apple.html

http://moconews.net/article/419-htc-launches-multi-million-dollar-ad-campaign-about-you-to-become-house/

http://www.marketingminds.com.au/branding/apple_branding_strategy.html

http://buysample.taiwantrade.com.tw/ORG/accessibility/news.do?Method=news_detial&informationId=30061

http://blog.gsmarena.com/htc-makes-a-switch-in-brand-identity/

http://blog.dk.sg/2009/10/30/htc-unveils-new-brand-positioning-and-htc-tattoo/

http://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.html

http://www.htc.com/www/product.aspx?type=1#navigation

http://www.xda-developers.com/feature/the-htc-aria-or-how-htcs-marketing-strategy-is-changing/
http://www.htc.com/history/http://www.phonearena.com/news/Microsoft-trying-to-prevent-Acer-and-Asus-from-adopting-Android-through-royalty-fees_id14177http://www.phonearena.com/news/Microsoft-trying-to-prevent-Acer-and-Asus-from-adopting-Android-through-royalty-fees_id14177http://www.fastcompany.com/1615647/htc-continues-to-assess-making-their-own-smartphone-os-or-buying-one-from-palmhttp://www.fastcompany.com/1615647/htc-continues-to-assess-making-their-own-smartphone-os-or-buying-one-from-palmhttp://www.brandingstrategyinsider.com/2010/07/marketing-lessons-continue-to-flow-from-apple.htmlhttp://moconews.net/article/419-htc-launches-multi-million-dollar-ad-campaign-about-you-to-become-house/http://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://buysample.taiwantrade.com.tw/ORG/accessibility/news.do?Method=news_detial&informationId=30061http://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://www.htc.com/www/product.aspx?type=1http://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.htc.com/www/product.aspx?type=1http://www.htc.com/www/product.aspx?type=1http://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://reviews.cnet.com/smartphones/htc-droid-incredible-verizon/4852-6452_7-34064029.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/branding/apple_branding_strategy.htmlhttp://www.marketingminds.com.au/b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