HTC’s third quarter report showed that the company’s net profits had fallen 79% from last year’s Q3, where it sold the most number of smartphones in the US. HTC first started in Taiwan working under other phone and computer brands. Its investment into innovations, the development of new, creative products, along with its excellence in engineering, led them to create their own brand dealing with over 140 operators world-wide.

Today, HTC is facing tough competition in the smartphone market. In their launch of the new Windows models to regain market share, they are rivalling against Nokia and Samsung’s Windows Phone 8 products that’s also based on Microsoft operating system, as well as Apple’s popular iPhone 5. Samsung has a bigger marketing budget for strong brand imagery associations, Nokia added the new City Lens feature to enhance its brand performance associations, and Apple is leading the technological innovations. With less budget and support from other products, HTC needs to expand their “good user experience” to more compelling points of difference for an unique brand association in the competitive phone market. The new phone models may not be sufficient for bringing back market shares, perhaps their new move to China’s market – the launch of national marketing campaign with tailored phones to the Chinese, would twist the situation.

Articles: http://www.bbc.co.uk/news/business-19879861

 http://www.bbc.co.uk/news/technology-19650606

http://search.proquest.com/docview/992855029?accountid=14656