HTC case analysis
1. PRODUCTS SMARTPHONES
• ODM business for branded handset companies. HTC designs and manufactures products as specified by third parties that are later on the process sold under a different name. All the specified products are highly innovative and advanced.In fact HTC was one of the first carriers to launch a touchable screen phone (HTC Touch) in 2007, three weeks before the iphone was first comercialized. After that, HTC released the next model, the Touch Diamond, that improve HTC Touch with a more solid internet experience
• Phones for wireless network operators. On the one hand the US is a locked market where the two big operators AT&T and Verizon sell phones with their own sim card,innovative technology and customers switch phones according to the plan that suits them best (provided by their operator). On the other hand, the European Market is unlocked, and customers are more loyal to their phone brand
TABLETS: HTC entered the Tablet fever in 2011 with the HTC Flyer, a 7 inch android tablet which was not very successful. Later with a 10 inch 4G Jetstream offered by AT&T in exclusivity, but did not succeed either. It was a extremely competitive market.
2. VALUE ANALYSIS
HTC focussed most of its resources on taking a highly customized approach with mobile operators to set itself apart from other contract manufacturers. Phones were being customized according to the client’s needs and then sold some times under a different brand. Eg.: the first google Nexus. Moreover HTC helped mobile operators building a unique value proposition and optimized their services by manufacturing phones that looked like their own phones.
Furthermore, HTC works with two OS systems, Android and Windows Phone in order to satisfy these two different customer’s segments. With Android policy to allow developers to modify and adapt their OS to individual needs, HTC was able to differentiate its android products from other manufacturers with HTC Sense; an internally
• ODM business for branded handset companies. HTC designs and manufactures products as specified by third parties that are later on the process sold under a different name. All the specified products are highly innovative and advanced.In fact HTC was one of the first carriers to launch a touchable screen phone (HTC Touch) in 2007, three weeks before the iphone was first comercialized. After that, HTC released the next model, the Touch Diamond, that improve HTC Touch with a more solid internet experience
• Phones for wireless network operators. On the one hand the US is a locked market where the two big operators AT&T and Verizon sell phones with their own sim card,innovative technology and customers switch phones according to the plan that suits them best (provided by their operator). On the other hand, the European Market is unlocked, and customers are more loyal to their phone brand
TABLETS: HTC entered the Tablet fever in 2011 with the HTC Flyer, a 7 inch android tablet which was not very successful. Later with a 10 inch 4G Jetstream offered by AT&T in exclusivity, but did not succeed either. It was a extremely competitive market.
2. VALUE ANALYSIS
HTC focussed most of its resources on taking a highly customized approach with mobile operators to set itself apart from other contract manufacturers. Phones were being customized according to the client’s needs and then sold some times under a different brand. Eg.: the first google Nexus. Moreover HTC helped mobile operators building a unique value proposition and optimized their services by manufacturing phones that looked like their own phones.
Furthermore, HTC works with two OS systems, Android and Windows Phone in order to satisfy these two different customer’s segments. With Android policy to allow developers to modify and adapt their OS to individual needs, HTC was able to differentiate its android products from other manufacturers with HTC Sense; an internally