HTC-Market Analysis Assignment Group 4 Final[1]

The Warwick MBA

Assignment Cover Sheet

Submitted by: 1067227, 1067110, 1067106, 1067126, 1067324, 1067111, 1067269, 1067396

Date Sent: 8 December 2010

Module Title: Market Analysis

Module Code: IB9040

Date/Year of Module: 2010/2011

Submission Deadline: 8 December 2010

Word Count: 2478 words

Number of Pages: 29 pages

Question: HTC Android Smartphones - Market Analysis and Growth Strategy

“This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion.

No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has

HTC Android Smartphones - Market Analysis and Growth Strategy

been done an appropriate reduction in the mark I might otherwise have received will be made.”

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HTC Android SmartphonesMarket Analysis and Growth Strategy

Group 4

1067227, 1067110, 1067106, 10671261067324, 1067111, 1067269, 1067396

08 / 12 / 2010

HTC Android SmartphonesMarket Analysis and Growth Strategy

Group 4

1067227, 1067110, 1067106, 10671261067324, 1067111, 1067269, 1067396

08 / 12 / 2010

21067227, 1067110, 1067106, 1067126, 1067324, 1067111, 1067269, 1067396


The Warwick MBA

Assignment Cover Sheet

Submitted by: 1067227, 1067110, 1067106, 1067126, 1067324, 1067111, 1067269, 1067396

Date Sent:

Module Title: Market Analysis

Module Code: IB9040

Date/Year of Module: 2010/2011

Submission Deadline: 8 December 2010

Word Count:

Number of Pages:

Question: HTC Android Smartphones: Market Analysis and Growth Strategy

“This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion.

No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.”

31067227, 1067110, 1067106, 1067126, 1067324, 1067111, 1067269, 1067396


Table of Contents

1. Executive summary .................................................................................................................... 3

2. Introduction ................................................................................................................................ 5

2.1. HTC profile ............................................................................................................................................... 5

2.2. HTC brand development and position ................................................................................................6

3. Industry and product analysis .................................................................................................. 7

3.1. Our chosen product category ............................................................................................................... 7

3.2. Market environment for smartphones ...............................................................................................7

4. Current marketing strategy ................................................................................................... 10

4.1. SWOT analysis ...................................................................................................................................... 10

4.2. Marketing mix ...................................................................................................................................... 11

4.3. Porter’s five forces analysis ................................................................................................................13

5. Marketing strategy for future growth ................................................................................16

5.1. Innovation ............................................................................................................................................. 16

5.2. Brand awareness .................................................................................................................................. 16

5.3. Security enhancement ........................................................................................................................ 16

5.4. Applications development ................................................................................................................. 17

5.5. Target segments ................................................................................................................................... 17

Appendix .......................................................................................................................................... 20

References ........................................................................................................................................ 25

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1. Executive summary ...........................................................................................................3

2. Introduction ......................................................................................................................5

2.1. HTC profile .................................................................................................................5

2.2. HTC brand development and position ........................................................................6

3. Industry and product analysis ...........................................................................................7

3.1. Our chosen product category ......................................................................................7

3.2. Market environment for smartphones ........................................................................8

4. Current marketing strategy .............................................................................................11

4.1. SWOT analysis ...........................................................................................................11

4.2. Marketing mix ...........................................................................................................12

4.3. Porter’s five forces analysis .......................................................................................14

5. Marketing strategy for future growth .............................................................................17

5.1. Innovation ................................................................................................................17

5.2. Brand awareness .......................................................................................................17

5.3. Security enhancement ..............................................................................................18

5.4. Applications development ........................................................................................18

5.5. Target segments ........................................................................................................18

Appendix ...............................................................................................................................21

References .............................................................................................................................26

Assignment Cover Sheet ..........................................................................................................1

1. Executive summary ...........................................................................................................4

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2. Introduction ......................................................................................................................5

2.1. HTC profile .................................................................................................................5

2.2. HTC brand development and position ........................................................................6

3. Industry and product analysis ...........................................................................................7

3.1. Our chosen product category ......................................................................................7

3.2. Market environment for Smartphones ........................................................................8

4. Current Marketing Strategy ............................................................................................11

4.1. SWOT analysis ...........................................................................................................11

4.2. Marketing mix ...........................................................................................................12

Porter’s five forces analysis ............................................................................................14

4.3. 14

5. Marketing strategy for future growth .............................................................................17

5.1. Innovation ................................................................................................................17

5.2. Brand awareness .......................................................................................................17

5.3. Security enhancement ..............................................................................................18

5.4. Applications development ........................................................................................18

5.5. Target segments ........................................................................................................19

6. Conclusion ......................................................................................................................21

Appendix 1. HTC revenues by geography ............................................................................22

Appendix 4. HTC magic event in the UK ..............................................................................25

Appendix 5. HTC promotions videos ...................................................................................25

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References .............................................................................................................................27

1.

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[2.] Executive summary

HTC Corporation is a one of the leading manufacturers of sSmartphones. The company’s

sSmartphone business has experienced accelerated accelerating growth over the past year. HTC’s

partnership with Google to develop the Android ecosystem is responsible for this growth.

Today, the company is known for its innovation and research. However, the HTC brand still has a

weak image compared to its competitors like Apple, and Blackberry, Nokia, Samsung and Sony.

HTC is now focusing on developing its brand image to potentially grow its market share. This

report reviews the current marketing strategy for HTC Android phones. It analyses the marketing

mix for HTC and reviews the areas of weaknesses and opportunities to build upon. Finally, the

report provides some recommendations for the future strategy for HTC. in key areas listed below:

These are to:

Expand market presence into emerging markets with good intellectual property laws,

namely India and Brazil, but not China.

Promote HTC at a younger market segment than existing Smartphone customers to date,

focussing on its lower price compared to the Apple iPphone. This will mean developing a

new market niche, gaining first mover advantage and building long-term brand loyalty

among consumers.

Develop and showcase new applications development that shows value from enhanced

functionality, especially those for the target demographicenterprise solutions.

M aintain HTC’s core value of iInnovation by promoting new features and functionality,

customisability and design qualities.

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A ddress the negative image of security risks through promoting recent security

enhancements,

Increaseenhancements brand awareness through relevant media channels, which in the case of the younger age demographic will include online social media relevant for the target territories (e.g. Orkut in Brazil, DontStayIn.com in the UK).

developing security enhancement features.

Develop strategy to apply European recycling strategies worldwide, and then develop

campaign based on this to help build ‘green’ credibility among the younger demographic

(refer to page 9).

Brand awareness

Security enhancement

Applications development

Target segments

This future strategy would be essential for long-term sustainability for the company.

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2.[3.] Introduction

2.1. HTC profile

HTC Corporation, a Taiwanese company, is a powerful producer of handsets. Its main focus is to

push the boundaries of innovation in mobile phones (HTC, 2010).

HTC has a wide footprint in America, Europe and Asia-Pacific with its headquarters in Taoyuan,

Taiwan (HTC, 2010). At the end of 2009, HTC had 8,249 employees globally (Datamonitor, 2009).

The company recorded revenues of USD 4.4,379.6 million billion during the financial year ending

December 2009 (FY2009), a decrease of 5.2% over 2008 (Datamonitor, 2009). See Appendix 1 for

HTC Revenues by Geography.

In Q2 2010, HTC became one of the top 10 mobile phone companies (feature and sSmartphone

inclusive) selling 5.9 million units with a market share of 1.8% (Gartner Newsroom, 2010a). Figure

1 shows the top 10 companies in the mobile market in Q2, 2010.

Figure 1: HTC took the eighth position for mobile devices sold in Q2 2010 (Gartner Newsroom, 2010a).

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For the sSmartphone business alone, HTC has experienced a surge in its market share by 73.3% in

the last year and currently holds a market share of about 4.8% (IDC- Press Release, 2010).

2.2. HTC brand development and position

According to HTC (2010), its mission is:

“To become the leading innovative supplier of mobile information and communication devices by

providing value-added design, world-class manufacturing and logistic and service capabilities.”

In 1997, HTC started its business as a laptop Original Equipment Manufacturer (OEM) called High

Tech Computers. Soon after, HTC repositioned itself as a PDA OEM ( 朱宜芳 , 陳妘佳 , 陳芷萱 ,

2009). Having already acquired a reputation as a world-famous PDA manufacturer, the company

wanted to develop its own brand name “HTC”elf as a prominent consumer brand for phones rather

than as a phone manufacturer for other mobile brands. Since 2002, after first launching the

Microsoft sSmartphone, the company has introduced several HTC-branded products globally (HTC,

2010). Today, the HTC brand is famous recognised for its innovation in sSmartphones.

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3.[4.] Industry and product analysis

3.1.[4.1.] Our chosen product category

Today, under its own HTC brand, the company has launched many sSmartphones using Android or

Windows Mobile operating systems. The main focus for this report will be the HTC Android phone

business. The main reason for this selection is the potential growth for Android phone businessthis

market. Currently, Android phones make up 25% of the market share in sSmartphones (Gartner

Newsroom, 2010bSee Figure 2). This has been projected to rise to over 29% by 2014 (Gartner

Newsroom, 2010b).

Figure 2: Share of 2010 Q3 sSmartphone sales to end-users by operating system (Gartner Newsroom, 2010b)

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[4.2.] Market environment for sSmartphones

In order to understand the factors affecting this industry, a PESTLE analysis has been conducted to

gauge the market environment.

Political fFactors

The sSmartphone industry is quite reliant on the development of the telecom industry.

Smartphone companies need to lobby governments to ensure that the telecom infrastructure is

developed actively (Wang, C.C., 2009).

Economic fFactors

Mobile phones, as consumer products, are affected by the economic situation in a country. As

seen from Figure 3, the growth rate for mobile phones business dropped dramatically in 2008. In

an economic downturn, in most countries, the demand for sSmartphones will fall significantly as

people would either keep using their existing phones or would purchase cheaper feature phones

as sSmartphones are more expensive.

Figure 3: Global mobile phones market value: $ billion, 2004-2008 (Datamonitor, 2009)

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Social fFactors

Smartphones are a fashion identity. Figure 4 shows a market analysis of mobile and sSmartphone

users (Fortune Tech, 2009). According to this demographic analysis, sSmartphone users tend to be

male, aged 30-45, college educated and wealthy.

Figure 54: Market analysis of mobile and sSmartphone users (Fortune Tech, 2009)

Technological fFactors

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In this industry, innovation is the key for differentiation. Many companies will patent their

technology thereby creating barriers to entry. In addition, Android, the open source operating

system (OS), has created a surge in applications development for sSmartphones.

Legal fFactors

Regulatory bodies within countries might restrict certain product usage creating obstacles for

market growth. But at the same time, a country with strong patent protection law is healthy for

market competition. Countries like China face difficulties in enforcing such laws making it difficulty

for top brands to grow their market.

Environmental fFactors

Mobile manufacturers are subjected to stringent laws related to the adoption of emission guidance

by the International Commission on Non-Ionizing Radiation (Datamonitor, 2009). In the EU,

manufacturers are also subject toto ‘ WEEE Waste Electric and Electronic Equipment’ (WEEE)

legalisation, forcing them to develop environmentally friendly production practices. This has

helped many companies develop a “green” image. Consumers too, are becoming more “green”

conscious and opt for brands that are perceived as being more environmentally friendly.

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[5.] Current mMarketing sStrategy

To understand the current marketing strategy for HTC, it is necessary to evaluate the company

characteristics, the product marketing mix and the external forces affecting HTC.

3.2.[5.1.] SWOT analysis

Strengths

As a company, HTC’s main asset is its strong focus on research and development. With about one

quarter of its staff employed in research and development activities, HTC has several state of the

art innovation centres. (Datamonitor, 2009).

The flexibility and openness of the Android operating system (OS) encourages innovation and

enriches the applications experience available to end-users. Android OS has proved to attract

many developers away from the iPhone due to Apple’s restrictive software development kit (SDK).

Weaknesses

Despite the global advertising campaign it launched in 2009, HTC still suffers from a weak brand

image in comparison to its competitors (e.g. Nokia, Apple, BlackBerry, Sony) (Datamonitor, 2009).

Being an open source, the Android applications domain is currently very loosely controlled. This

might jeopardize the security of the system by allowing potentially ill-intentioned suppliers to

inject viruses and malware in the system (Datamonitor, 2009).

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Opportunities

The staggering growth in demand for sSmartphones in emerging economies is a strategic window

that HTC should exploit. (Datamonitor, 2009).

The professional/corporate users’ segment remains elusive for many sSmartphone companies,

with the notable exception of Blackberry. HTC can create a differential advantage in this segment

over Apple, whose applications have not yet provend to be enterprise ready.

Threats

Like every player in the marketplace, HTC is not shielded from innovative strides made by

competitors. TDisruptive technological advance developments haves the capacity to upset the

market balance in favour of any of the competitors. A comprehensive analysis on threats is

detailed in Section 4.3.

3.3.[5.2.] Marketing mix

Product

Some key features for HTC Android phones are listed below.

a. Fast 1 gigahertz processor, 8 megapixel camera, advanced touch-screen technology

(Westley C., 2010)

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b. Jul J.B, Aug2010)

[b.] Highly customizable phone and GPS navigation (Goliath, 2010Spoonauer, 2010)

c. Comfortable display size, long battery life and intuitive user interface

For more features comparisons, please see Appendix 2.

HTC has been very successful in gauging the kind of features customers would want in a

sSmartphones. It hasThey have been able to convert these expectations into reality through

innovation in its their products. For example, using using HTC smart software, users can trace the

location of their HTC phones using a computer. Also, users can stop the phone ringing by simply

flipping the phone.

Place

The current focus for HTC phone sales is primarily in America followed by Europe and then Asia

(Datamonitor, 2010).

Please see Appendix 1 for HTC Revenues by geography.

Promotion

HTC ‘s products are promoted through retailers and service providers. The strong relationship

between HTC and service providers impinges on the way its products are displayed and

advertised. Therefore HTC sSmartphones enjoy high visibility in retailer’s store and service

provider’s booklets.

Mass promotion is conducted via the Internet (e.g. HTC website, Social Networking Ads, Industry

forums) whereas promotion aimed at high-level managers relies on articles in specialised

periodicals like The Financial Times, The Wall Street Journal and Tthe Economist.

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Refer to Appendix 4 to 6 for promotions campaigns.

Price

HTC Android phones are priced around USD 179 for the most popular models. HTC is therefore in a

similar pricing bracket with competitors like Motorola (USD 199) and Samsung (USD 179).

However HTC Android phones are much cheaper than the highly branded Apple iPhone (USD 300) .

(Goliath, 2010Spoonauer, 2010). The pricing for phones is further made competitive through

relationships with service providers.

For more price comparison, please see Appendix 3.

It is important for HTC to move towards a service model for long-term sustainability. Hence any

future strategy must incorporate the extended marketing mix elements – pProcess, pPhysical

eEvidence and pPeople.

3.4.[5.3.] Porter’s five forces analysis

Bargaining pPower of cCustomer

HTC customers comprise of retailers, service providers and end-users. Service providers and

retailers have a strong influence on HTC. Their willingness to add HTC products to their portfolios

and their capacity to entice users through phone discounts and multiple service offerings

magnifies the bargaining power of these service providers and retailers (Chip, 2010). The single

end-user influence on HTC is negligible. However, as a collective, these end-users set new trends –

thereby influencing the company – by exercising their buying preferencesHowever, these end-users

as a collective by exercising their buying preferences can set new trends thereby influencing the

company (ECIN, 2010).

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B Bargaining pPower of sSuppliers

Phones are normally assembled using components from various suppliers. The intellectual

property for these components is owned by the OEM`s (in this case, HTC). This structure allows

HTC to quickly switch between different suppliers to meet demand. For example, when HTC faced

supplier problems with its AMOLED displays, it switched quickly to Super LED displays

(Computerbild, 2010). Thus the supplier bargaining power is quite minimal.

HTC and Google are in a symbiotic relationship. HTC is keen to develop its market through Android

phones while Google is able to promote Android and other services like Google Maps (Winfuture,

2010). Both parties have an interest in developing the Android ecosystem.

Threat of Nnew eEntrants

The sSmartphone market being highly competitive has a significant threat of new entrants. Some

of the potential barriers that could work in HTC’s favour are listed below.

[a.] Economiecs of scale and cCapital rRequirements

Due to high manufacturing costs, to reach a break-even point, significantly high quantities of

phones have to be sold in the market.

a.[b.] Differentiation

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Technology patents are a barrier for new entrants (Heise, 2010). Only Developing developing

new technology might can help overcome this barrier.

b.[c.] Access to distribution

New entrants need to establish relationships with service providers. Selling products via the

Internet is possible but raising public awareness limits selling opportunities (The Wall Street

Journal, 2010).

Threat of sSubstitute pProducts

PDA, tablets, mobile phones etc. are based on similar architecture and are converging into the

same segment. So there is a risk that the demand of sSmartphones can be absorbed by a

substitute such as a web-enabled tablet.

Competitive rRivalry within iIndustry

Existing competitors are the biggest challenge in the market. This is the biggest force in play. Brand

development and innovation areare key to sustainability (Heise, 2010).

This entire analysis can be summarised using the Spider diagram (see Figure 5)Please refer to Figure

5 for the analysis summary.

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Figure 65: Porter's five forces diagram for HTC Android smartphones

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Smartphones

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[6.] Marketing strategy for future growth

[7.] This chapter explores the best opportunities for future

growth.

3.5.[7.1.] Innovation

As mentioned in Section 2.2, the company is driven by innovation. This should be maintained as

the core focus for HTC’s future strategy. By launching the first 4G Android phone in key markets

like the US, HTC has become a pioneers and has a first-mover advantage (Electronista - Gadgets for

Geeks, 2010). This ability of HTC to bring innovative and technologically-advanced products to

market rapidly will help the company compete with key players in the market. By patenting its

innovative phone interfaces, HTC will also be able to create a successful differential advantage,

which will help the company further build on its image as industry leaders in innovation.

3.6.[7.2.] Brand awareness

The Google partnership has helped HTC improve its market visibility. Using this to its advantage,

HTC has launched several sSmartphones under its own brand. The company has become a trendier

more people-centric phone developer (Forbes, 2009). By engaging with Google on Android

development and colluding with service providers, HTC will be able to further develop its brand

awareness. HTC has already designated 2010 as its ‘Brand Year’ (Taipei Times, 2010). In the next

few years, HTC should concretise its brand further by developing a service-oriented model in

tandem with its products to offer a unique customer experience. This will help the company

compete with strong brands like Blackberry and Apple on an equal footing.

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3.7.[7.3.] Security enhancement

As a member of the Open Handset Alliance, HTC is committed to promoting the Android

ecosystem. (HTCPhones, 2010). As discussed earlier, being an open source system, Android is

susceptible to security issues. HTC phones using Android version below 2.2 have been found to

have security flaws (PhoneArena, 2010). HTC should focus on developing a security layer to sit

alongside the Android system to makes its products more robust. This will be key in the company’s

journey to become a people-centric phone developer.

3.8.[7.4.] Applications development

One of the key selling points for sSmartphone’s is its ability to enhance the user experience

through applications. Apple has been very successful by offering ‘Apps for Everything’ through its

Apps Store on the iTunes platform. HTC has realised the importance of this key service. Peter

Chou, CEO of HTC recently mentioned that it was no longer enough for HTC phones to be ‘skin-

deep’ but it was necessary to become ‘bone-deep’ (FT –HTC App Store, 2010). HTC should

therefore focus on developing its own unique array of applications, which will enhance the user

experience and build brand loyalty. for its customers. This will also help HTC to develop a brand

loyalty for its product offerings in the long run.

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Pro

ProductPrese

ntNew

Mar

ket

Pre

sent

New

Building Gen-X market share

Developing enterprise solutions

Developing Gen-Y market

+ Emerging countries

Diversification -

tablets


[7.5.] Target segments

Figure 6: Competitive Strategies for HTC (Adapted from Dibb pg 47)

Based on the analysis, several strategies have been identified. The key ones are highlighted in

yellow in Figure 66.

Emerging economiecs are predicted to lead the growth for sSmartphones (Datamonitor, 2010).

This is an opportunity for HTC. The company can aggressively grow its market in areas like India

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Pro

ProductPresent New

Mar

ket Pr

esen

tN

ew



Developing Gen-Y market +

Emerging countries

Diversification - tablets


and Latin America by developing relationships with local service providers, promoting its products

through various media channels and offering excellent customer service. This will ensure sustained

growth for HTC as Europe and US reach saturation.

Figure 6: Competitive Strategies for HTC (Dibb, S. Simkin, L. Pride, W.M. and Ferrell, O.C., 2006, p.47)

Currently only 22% of Generation -Y users have a smartphone (refer to Figure 4).

Entering the enterprise market would mean advancing into a highly significant market sector,

however it would mean entering into direct competition with market-leaders Blackberry. Open

source software has generally failed to compete in the enterprise sector due to lack of professional

technical support services for applications, which commercial Enterprise providers like Microsoft can

give. Therefore, open source enterprise applications must be seen as part of a wider movement

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Pro

ProductPresent New

Mar

ket Pr

esen

tN

ew



Developing Gen-Y market +

Emerging countries

Diversification - tablets


within the Android development community, requiring extensive stakeholder engagement at a

cross-industry level.

Furthermore, tThe concept of the Blue Ocean Strategy (Chan Kim, W. and Mauborgne, R.,

(2005), Kim and Mauborgne (2005), would suggest that value maximisation comes from being the

first to market in a new space with no existing competition. Therefore, developing a new market in

the young demographic, by positioning HTC as providing 'an affordable iPphone' should be the

priority marketing strategy. Channels

Currently only 22% of Generation-Y users have a sSmartphone (refer to Figure 4). To tap this market,

HTC needs to develop an effective marketing campaign along with service providers by promoting

their features and-packed sSmartphones at affordable prices. HTC should also make use of its trendy

website to engage users from this demographic. Through continuous brand development activities,

the raised brand status of owning an HTC sSmartphone would help to grow this market.

Finally, as discussed in Section 4.1.3, HTC can develop strong secure enterprise solutions catering to

the requirements of a mature business-oriented user group.

Channels and messages for reaching Generation Y 'digital natives' will demand a strategy that

capitalises on social media networks (Weber, L. 2007). See Weber, L (2007) Marketing to the social

web: how digital customer communities build your business, John Wiley & Sons, New York

ResponsesThese will vary according to the territory. In the UK and EU, the recommendation will be

to develop a commercial relationship with http://www.dontstayin.com/’dontstayin.com’ - the

leading online youth community for nightclub and music listings. The equivalents in other key target

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markets (e.g. Brazil and India) will need to be researched and utilisedin order to promote via social

media channels that are dominant for that territory, e.g. Orkut in Brazil.

Finally, entering the enterprise market would mean advancing into a highly significant market

sector,sector; however it would mean entering into direct competition with market-leaders

Blackberry. Open source software has generally failed to compete in the enterprise sector due to

lack of professional technical support services for applications. Therefore, open source enterprise

applications must be seen as part of a wider movement within the Android development

community, requiring extensive stakeholder engagement at a cross-industry level.

These recommendations will ensure long term sustainability for HTC’s smartphone business.

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[8.] Conclusion

The Android development has fuelled HTC growth over the past year. However, in order to sustain

this growth it is essential to develop a strong marketing strategy. Innovation and brand development

along with focussed target segment campaigns would help the company compete in the market and

grow its market share ensuring long-term sustainability.

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Appendix

Appendix 1. HTC revenues by geography

35%

40%

15%8%

3%

% of the total revenues of HTC in FY2008

North AmericaEuropeAsiaOthersDomestic operations

48%

31%

13%5%

3%

% of the total revenues of HTC in FY2009

North AmericaEuropeAsiaOthersDomestic operations

* Domestic operations revenue calculated by subtracting export revenues from total

revenues.

(Datamonitor, 2010)

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Appendix 2. Feature comparison table on sSmartphones

(Phandroid, 2009)

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Appendix 3. Price comparison table on sSmartphones

(ibrii, 2010)

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Appendix 4. HTC magic event in the UKHTC magic event in the UK

(Eurodroid, 2009)

Appendix 5. HTC promotionsHTC promotions videos

(Ubergizmo, 2010)

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Appendix 6. HTC online promotionsHTC online promotions

(Everyday.com.my, 2010)

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References

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Documents

HTC-Market Analysis Assignment Group 4 Final[1]