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HTC

What the future holds for HTC
by

Benjamin Murray

on 15 June 2013

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Transcript of HTC

SUBTITLE
Problem:
Brand Identity
Establish Consistency
My
smart
phone
is more
smarter
than
your
smart
phone
Lack of Community
Create a community feel
Energetic/loyal customer service
Incorporate social media groups
Exclusive apps
Flagship Device
Device that creates familiarity/association
Focus on Photo and Video
Easy editing software
Premium picture/video quality
Facebook, Instagram, Twitter
Market Share / Profitability
TiTle
Unfamiliarity with product
On to the next issue at hand
Solution
Solutions require Ideas
Reduce Product Portfolio
July 2012 data from IDC for worldwide smartphone sales
IDC reports 153.9 million smartphones sold worldwide in Q2 2012
So... What do we do?
HTC, the Taiwanese smartphone maker, started selling their own brand of phones in 2006. Since then they have grown into a top global competitor in the smartphone market.
Although lately...
WHAT
AM
I

text
text
Net profit fell for 5th straight quarter

Experienced losses in market share to Apple and Samsung

Market share percentage dropped from top 5 ranking
Troubles
text
text
Market share slipped from 10.3% to 4% in the third quarter

Fourth quarter net profit fell 91% to $34.4 million from the previous year

Revenue for the last three months of 2012 dropped 41%
More Troubles
HTC released 10 different phone models in 2011 and 2012
Reduce costs by focusing marketing and R&D
Focus on emerging markets
Africa's market, which currently has around 650 million users, has increased by almost 20% for the last 5 years
HTC could offer a phone that is much less expensive to produce
In 2012 the number of 3g subscribers in China increased 83% from 127 mil to 233mil
Vaguely able to identify features
Confusion created by advertisements
Average cost to produce a smartphone is $150 - $200
"Big screen"
"Hip marketing"
"Poor Service"
PROBLEM:
"Smartphone"
"Kickstand"
"Good Colors"
"Good Video"
"3D Video"
"Low Battery"
"Quality"
Full transcript