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.\u00a0HTC 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.<\/p>\n
Today, HTC is facing tough competition in the smartphone market. In their launch of the new Windows models to regain\u00a0market share,\u00a0they are rivalling against Nokia and Samsung’s Windows Phone 8 products that’s also based on Microsoft operating system,\u00a0as 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.<\/p>\n
Articles:\u00a0http:\/\/www.bbc.co.uk\/news\/business-19879861<\/a><\/p>\n \u00a0http:\/\/www.bbc.co.uk\/news\/technology-19650606<\/a><\/p>\n http:\/\/search.proquest.com\/docview\/992855029?accountid=14656<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" 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.\u00a0HTC first started in Taiwan working under other phone and computer brands. Its … Continue reading