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HTC MOBLILE
SUBMITTED FOR THE PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE AWARD OF THE
DEGREE OF THE
SONU
BBAROLL NO
DECLARATION:
I Hereby Declare That The Project Work Entitled Is An Original And Bonafied Work
Done By Me. This Project Is Being Submitted In Partial Fulfillment For Award Of Degree Of
Bachelor Business Administration (BBA) From CH. HARCHAND SINGH GROUP OF
COLLEGES KHURJA BULANDSHAHR
SONU KUMAR
ACKNOWLEDGEMENT
And Every
Time Guidance
And Continuous
Support.
Her
Above All, I Would Like To Thank The Almighty God Without Whom This Work
Could Ever Have Been Completed.
SONU KUMAR
INDEX OF CONTENTS
1. INTRODUCTION
2. TECHNOLOGY
3. COMPANY PROFILE
4. CHRONOLOGY
5. MISSION & VISION
7. WORKING PROFILE
8. PRODUCT PROFILE
9. RESEARCH METHODOLOGY & OBJECTIVE
TRAINING
10.
11.
MOBILE STRATEGIES
12.
COMPARISON
13.
FINDINGS
14.
SUGGESTIONS
15.
CONCLUSION
16.
BIBLIOGRAPHY
17.
ANNEXURE
1.1 INTRODUCTION
A mobile phone (also known as a cellular phone, cell phone and hand phone) is a device that
can make and receive telephone calls over a radio link while moving around a wide
geographic area. It does so by connecting to a cellular network provided by a mobile phone
operator, allowing access to the public telephone network. By contrast, a cordless telephone
is used only within the short range of a single, private base station.
In addition to telephony, modern mobile phones also support a wide variety of other
services such as text messaging, MMS, email, internet access, short range wireless
communication (infrared, Bluetooth), business applications, gaming and photography.
Mobile phones that offer these and more general computing capabilities are referred to as
smart phones.
Mobile communications have been around for longer than you might think.
Radiophones, for example, were first demonstrated around 1990 when Mr. Cho was created
an invention allowing telephone communications to be established via radio between the
shore and the ships at sea used by the navy. Hand held mobile radio communications devices
have been around since 1973.
Indias mobile phone industry is one of the fastest growing industries in the world.
Mobile phones in India were formally launched in August 1985. For the first few years after
the advent of mobiles, monthly subscriptions were added to the tune of 0.05 to 0.1million in
India.
Subsequently the subscriber base stood at 10.5million in December 2002. The Indian
mobile phone industry has entered a phase of boom due to many proactive measures taken by
various licensors and regulators. Two million mobiles subscribers were added every month in
India from 2003 to 2005. The two other countries with more mobile phones then India are
USA and China.
Mobiles phones have become ubiquitous in our society. In fact, they have been
around for several decades in some form or another. The technology began shaping in the late
1940s, when the idea of mobile phone was introduced.
HTC, being one of the fastest growing companies in the mobile industry, is introducing
newer handsets with stunning applications every year. The company aims in developing
smarter devices to best satisfy the needs of the consumers. Established in 1997, the company
commenced its business by introducing devices of popular brands in the market. HTC
Corporation experienced wide growth by bringing quality products of leading industries and
started its services under its own name since the year 2006.Though HTC Electronics has
gained corporate affairs in other business areas such as the digital media, the tablet, the
telecommunication network business area of HTC became a record breaker. We are dedicated
to creating a customized user experience and believe that each mobile device needs to fit its
owner, and not the other way around. HTC has been producing cellular device that include
mobile phones sensationalized phones, and the most innovative of them all the Mobile
Intelligent Terminals which are considered hybrid device.
The present line up of HTC mobile phones which comes with excellent mobile phone
deals include the most beautiful technology mobile phones namely: HTC Explorer, HTC
Desire, HTC Cho Cho, HTC sensation, HTC one X, HTC one X+(plus), HTC desire C, HTC
desire X, HTC Evo pro. The latest luxurious mobile phones introduced in Singapore are
known for its stylish designs, innovative and excellent features, that all comes with high-tech
multimedia features. The striking designs and uncompromised features, functions, and
performances of HTC mobile phones will continue to rule the mobile phone industry around
the world.
HTC sense offers the users instant capture of images, HD video recording, fantastic
graphics and animation, thus a delightful multimedia experience. HTC ChaCha and Salsa
arrives with unique Facebook button for getting access to Facebook services and updates in a
single touch. Operated on Android Gingerbread version OS, these smart phones offer the
option of sharing updates while performing other applications. Sensation 4G possess the
most advanced technology with HTC sense, which is the perfect handset purely meant for
entertainment.
Users finds easy in accessing multimedia content in their convenience. All the HTC
mobile phones are made available for the purchase of consumers through exclusive deals
offered by top networks. HTC is popular worldwide for the creation of innovative
Smartphone. With the arrival of newer technology phones every year, HTC Corporation is
finding faster growth in the mobile sector. Latest news about HTC mobiles states that
consumers can enjoy most advanced technology in the upcoming HTC phones.
Mobiles phones are looked upon as a modern invention. However, their origin can be
traced back to the invention of telephone way back by Graham Bell 1870s and success in the
capture of radio message. Since those events, these basis technologies have merged and
shaped themselves together as mobile phone.
Summing up the history of mobile phones we can say that the telephones were the
beginning of the whole system. Radio charted the progress of radio communications. Both
technologies came together to bring radio telephones. Then came Cellular which marked the
development of popular cellular mobile phone systems. Another step was digital which led to
the emergence of a digital standard, GSM. Satellites helped mobile phones emerge as the
preferred medium of communication at the global level.
Mobile phone location data is an inherent feature of mobile communication and for this
reason some technical background to mobile communication is provided in this section.
1.2 G TECHNOLOGY
G technologies represent a state of development between 2G and 3G and have
overcome the limited data and primarily voice- centered services of the 2G networks .In the
1990s and early 2000s higher transmissions rates and always-on connectivity were enabled
by General Packet Radio Services (GPRS). Data transmission speeds were now 10 times
faster with 115 kb per second and based on packets witching technology. Packet switching
optimizes the use of bandwidth available in a network and minimizes the time it takes for
data to travel across the network. The increased data transmission rates of 2.5G compared to
earlier systems help to transfer data such as mobile internet content.
11
introducing devices of popular brands in the market. HTC Corporation experienced wide
growth by bringing quality products of leading industries and started its services under its
own name since the year 2006. HTC Advantage arrived with prominent features like 5 inch
screen and QWERTY keyboard, which brought the company enough popularity among
consumers. HTC Shift and Touch followed the HTC Advantage with powerful applications,
which made HTC excel in Asian, European and US markets.
The achievements made by HTC Corp, in the past few years is something impressive.
HTC products are known for its innovation and elegant design, which certainly meet the
demands of the users. HTC was the first to introduce the products like color palm PC,
Microsoft pocket PC & wireless pocket PC, Microsoft powered 3G phone and tri-band
UMTS 3G device. Updated news about HTC mobiles is available online with pictures,
videos and reviews.
It is clear from the introduction of HTC Sensation 4G, HTC ChaCha & HTC Wildfire
S that the company better understands the requirements different people have when they look
for buying new mobile phones. Sensation 4G possess the most advanced technology with
HTC sense, which is the perfect handset purely meant for entertainment.
HTC sense offers the users instant capture of images, HD video recording, fantastic
graphics and animation, thus a delightful multimedia experience. HTC ChaCha and Salsa
arrives with unique Facebook button for getting access to Facebook services and updates in a
single touch. Operated on Android Gingerbread version OS, these smart phones offer the
option of sharing updates while performing other applications. HTC sense is implemented in
a much simpler way in HTC Desire S, HTC Wildfire S and HTC Incredible S and with the
stunning design and speed, these smart phones are certain to present the users an exhilarating
mobile experience.
Advantages of Mobiles
1. Quick information- With the help of MOILES one can get quick information about the
things happening in the world and can thus remain updated.
2. Source of entertainment- Mobiles Phones acts as a source of entertainment for the
people. We enjoy a lot while watching Smartphones and get relaxed after watching phones.
3. Easy to operate We can easily operate the mobiles; even children do not find any
difficulty while operating Smartphone.
Disadvantages of Mobiles
Wastage of time- Normally children waste their time in watching mobiles (games, music
etc.) and do not study well.
Harmful rays- Watching Mobiles regularly harms our eyes, as it gives out many harmful
rays which are very harmful to the eyes.
13
system which drew HTCs attrition. HTC had the idea of combining the system into mobile
phones; it then developed the worlds first PDA phone based on the system. Manufactures
such as HP and Dell did not recognize the value of the new product. thus, no order was made.
A European telecommunication called O2, however, was highly interested and signed orders.
The unique feature of this phone created opportunities for HTC to become popular in Europe,
and other European telecommunications started to became HTCs customers (Phone Arena
Team, 2008).
In 2009, HTC began to develop its devices based on Android, and one year later, Windows
operating systems. In 2011, HTC released its Smart phones under its own brand name: HTC.
In recent years, due to the pressure of competitive Smartphone market, HTC developed a
Touch series phones. This series has a nice appearance, and more importantly, the Touch FLO
operating system which is more convenient and smarter than Windows Mobile.
HTC has achieved many industry firsts, including the first touch-screen Smartphone (2000),
the first 3G Microsoft Windows phone (2005), the first 4G Smartphone launched in the U.S.
(2010) and the first 4G LTE Windows phone (2012) (About HTC). Now, HTC is the worlds
top Smartphone original equipment manufacturer and the largest manufacturer of Windows
Mobile Smartphone and it dominates about 80% of Windows Mobile Smartphone market
share.
High Tech Computer Corporation (HTC) is the hidden force behind most of the world's
Windows Mobile-based clamshell "Smartphone" and personal digital assistants (PDAs). The
Taiwan-based company operates primarily as an original design manufacturer (ODM) but
also as an original equipment manufacturer (OEM) for many of the world's largest
telecommunications companies, including Orange, NTT DoCoMo, AT&T Wireless, and TMobile, among others. HTC also produces Smartphones and PDAs under its own brand,
Qtek, to limited markets. In June 2006, however, the company announced its acquisition of
Dopod, a major manufacturer and distributor of HTC- based Smart phones and PDAs in the
Asian region, a move that placed HTC in direct competition with many of its customers.
Founded only in 1997, HTC grew quickly through its close partnership with Microsoft
Corporation, helping the software giant impose its operating system on an initially reluctant
mobile telecommunications sector. HTC operates manufacturing subsidiaries in mainland
China, and sales support subsidiaries in the United States and the United Kingdom, for its
North American and European operations, respectively. HTC is led by founder and Chairman
Cher Wang, who is also behind chip maker Via Technologies and is the daughter of Y. C.
Wang, Taiwans wealthiest person. Peter Chou serves as the group's president, and H. T. Cho
is company CEO. The company is listed on the Taiwan Stock Exchange and produced
revenues of TWD 72 billion ($2.23 billion) in 2005.
15
struggling computer manufacturer Everex Systems, based in the United States, in 1993, Cher
Wang was placed in charge of the company, and led its turnaround by mid-decade. Despite
the wealth of her family, however, Wang was determined to build her career on her own. As
she told China Daily: "In my career, I have never got a cent from my father."
By the mid-1990s, Wang had become one of the first to recognize the potential for
converging technologies. The proliferation of new handh0.eld technologies, especially
mobile telephones and PDAs, as well as the rising popularity of portable computers, had
given people, especially professionals, a lot to carry. Wang recognized the need for a new
generation of handheld device that could combine most, if not all, of the functionality of the
various technologies. This led Wang and Wenchi Chen to found a new company, based
around a team of engineers from Digital Equipment, a major customer of First International
Computer from when Wang worked there. HTC's research and development team gradually
increased to a team of more than 1,000 engineers by the mid-2000s.
HTC at first focused on the laptop computer market, specifically on the newly emerging
Pocket PC format. This effort brought the company into its first contact with Microsoft, as
HTC received its Windows CE OEM certification at the end of 1997. The company set out to
develop the first Pocket PC models for the OEM market and by the end of the decade, its
models had captured the industry's attention. In 1998, for example, the company was a
finalist in Byte Magazine's Best of CeBIT awards. By the following year, the company had
captured the first prize from PC Week Magazine's Best of Comdex Spring awards.
Supporting the group's development through this early phase was its early initial public
offering, in 1998. The company also became the first in the industry to produce a Pocket PC
with a full-color screen.
Yet the company's first years were difficult ones. Within two years, the company was facing
mounting losses, and its products failed to capture consumer attention. As Wang told
Business Week: "The market just wasn't ready for a PDA phone that behaved like a
minicomputer." At the same time, the company's products were beset with technical
problems, both in their design and operating software. In order to survive, Wang was forced
to pump millions of her own money into the company, notably in stepping up the group's
engineering and design capacity.
HTC's breakthrough came in 2000, when it was awarded the contract to develop and
manufacture a new breed of still smaller handheld computer, known as the personal digital
assistant (PDA), for Compaq Corporation. The Ipaq, as the new device was called, became
an instant sensation. The success of the Ipaq was a lasting one, too, as the company continued
to develop new models through the middle of the decade. Of importance, the Ipaq featured an
expandable design, with slots for both the Compaq Flash Expansion Pack and a PC Card
Expansion Pack, pointing the way to the future convergence of the computing and
telecommunications markets.
As Peter Chou pointed out in a company press release in 2000: "We are at the beginning of a
2nd wireless revolution; one that will see wireless and Internet integration as the most
important technology of this decade."
17
By 2002, HTC had released its first commercially available Smartphone, which was picked
up by fast-growing British telecoms group Orange, later part of France Telecom. In that year
as well, HTC launched its first wireless Pocket PC. The company quickly signed up new
customers, including Germany's T-Mobile, the Philippines Smart Communications, and the
United States' AT&T Wireless, which added Smartphones in 2003. The successful launch of
the new technology also transformed HTC's revenue picture. Whereas the group's Ipaq sales
had dominated its turnover, accounting for some 85 percent of total company sales in 2001,
HTC had successfully reduced its reliance on that single device, back to just one-third of
sales, by 2003.
By 2003, HTC faced a growing number of new entrants in the Smartphone market, including
competing Windows versions, and the rival operating system, Symbian, used by Nokia and
Motorola, among others. In response, HTC moved to lower its cost by shifting parts of its
production to mainland China, incorporating a subsidiary in Suzhou in 2003. The company
also focused on new product development, driving its Smartphones toward still smaller,
sleeker designs. The company also counted its focus on the handheld market as part of its
strength against the newly emerging competitors, which entered the Smartphone market with
a background in personal computers (PCs). A far different sector, the PC market demanded
high volumes, with little need for product innovation. The Smartphone market, on the other
hand, was especially driven by research and development capable of extending functionality.
HTC's sales rose quickly, as more and more of the world's major telecommunications
providers adopted the company's Smartphones. By the end of 2004, HTC's revenues had
neared $1 billion. In that year, the company boosted its software development wing with the
acquisition of IA Style, a noted developer of software applications for the Windows Mobile
operating system. Following the acquisition, IA Style, which had previously operated in the
retail sector, shifted its operations entirely to supporting HTC's own product development. In
the meantime, HTC had begun expanding its global operations, launching a subsidiary in the
United States in 2003, and a subsidiary in the United Kingdom in 2005. In this way, the
company positioned itself closer to its major customers, which included European giants
such as O2, Orange, Vodaphone, T-Mobile, and Telefonica. Also in 2005, HTC became the
first to release a Smartphone based on the new Windows Mobile 5.0 operating system. By the
end of that year, the company's sales had doubled, topping $2.2 billion.
In 2006, HTC moved to boost its operations in the Asian markets as well, announcing its
agreement to acquire Dopod in June of that year. Dopod was then a major player in the Asian
regions with sales of its own HTC-based Smartphones. The acquisition raised eyebrows,
particularly among HTC's customers, as the addition of Dopod operations placed HTC in
direct competition with the company's own customers. The move signaled the company's
possible interest in moving out of the shadows in order to achieve recognition as the world
leader in Smartphone technology.
CHRONOLOGY
Key Dates
2000 HTC is awarded the contract to develop and manufacture a PDA, the Ipaq, for
Compaq Corporation.
19
2002 HTC releases its first commercially available Smartphone and its first wireless
Pocket PC.
2005 HTC becomes the first to release a Smartphone based on the new Windows
Mobile 5.0 operating system; company sales top $2.2 billion.
2008 Integrated GSM/WiMAX 4G phone launched in the world (Russia) HTC Max
4G Android device T-Mobile G1.
2011 Smartphone with Beats Audio HTC Rezound (2011)4G LTE Smartphone on
Verizon and AT&T HTC Thunderbolt and the HTC Vivid.
2012 1080 pixel display - HTC DROID DNA, 4G LTE Windows Phone - HTC
TITAN II, Smartphone with f2.0 aperture - HTC One X and S.
2013 The phone runs Google Inc's Android software, but HTC is grafting its own
home screen on the phone, one that's similar to that of Microsoft's Windows Phone
software.
MISSION
At High-Touch Communications, our mission is to build our business through
design strategies and easy-to-use software solutions.
Customer service of the highest order.
Value for money to the customers.
Professionalism in carrying out business.
Use of technology to improve service standards.
Increase market share.
Winning consumers heart.
innovative
VISION
Companys vision is crystal clear and mind frame very directed To improve the quality of
life through technology. And continue to grow at a healthy pace, year after year, decade
after decade. Our vision is to address our communications and software automation
requirements with intuitive Internet platforms and professional branding initiatives.
GOALS
To consolidates its position as a global player in the Smartphones mobiles market.
To leverage technological skills to drive growth.
OUR VALUES
EXCELLENCE
in everything we do.
COMMITMENT
HONOUR
COMMITMENT
To our customers.
To our people.
To our community.
21
To our shareholders.
Board of Supervisor:
Shao-Lun Lee Supervisor on
behalf of Way-Chih
Investment Co., Ltd.
Huang-Chieh Chu Supervisor.
Management Team:
Peter Chou Chief Executive Officer & President,
Fred Liu President of Engineering and Operations,
Chialin Chang Chief Financial Officer,
Jason Mackenzie President of Global Sales and Marketing,
Matthew Costello Chief Operating Officer,
David Chen Chief Engineering Officer,
Human Resources
Employees represent one of HTC's most valuable assets. The company has in recent years
actively recruited outstanding talent into its ranks particularly in the areas of product
design, user interface, brand promotion, and sales and marketing. While bringing on
professionals from Europe and Americas, we have also invested significant resources into
making the work environment at HTC diverse, challenging, and encouraging.
As of the March 31st 2012, HTC employed 16,746 staff worldwide. 24.8% of all HTC
managerial positions are held by 331 non-Taiwanese managers. Non-Taiwanese managerial
and technical staff filled 12.9% of HTC managerial and technical positions. Women held
21.0% of HTC's 1,332 managerial positions.
23
breeds flexibility, new technologies and innovations. This creates opportunities and an
environment for you to challenge yourself and grow with the future.
In HTC, your value will be recognized and your career will have direction. If you want to be
part of a team that comes up with innovative ideas, designs cutting-edge products, uses the
latest technology and you want to have fun while doing it, HTC is the place for you.
2. HTC as an Employer
HTC's philosophy is Integrity, Innovation and Execution.
Integrity - Integrity is an integral part of HTC beliefs, whether it be between HTC and its
employees, or HTC and its customers. We believe that integrity is vital for us to win our
employee's trust and support, and to expand our client base in a very competitive market.
Innovation - Innovation is what drives us to provide our customers with cutting-edge
products. In HTC, innovative ideas are encouraged at work and tested in our products.
Innovation and the willingness to take on challenges have helped HTC stare down
difficulties, and achieve near-impossible objectives.
Execution - We insist on providing our customers with the best and highest-quality products.
Each detail in the development process is subjected to the strictest standard to ensure a
superior final product. Our commitment to the smallest details and execution brings the best
service and value to our customers.
3. Grow with Us
HTC puts a premium on its employees and therefore we encourage professional and personal
growth. Based on this philosophy, training and job rotation are designed to further the
development of HTC employees.
25
HTC helps new employees easily acclimate to the company by arranging an orientation
program and performing an evaluation after the employee's probation period. HTC has set up
various professional training programs to provide its employees with the necessary skills and
knowledge to perform their work at a high level. Based on an employee's job requirements,
HTC arranges the proper training program to the employees needs.
PRODUCT PROFILE
2.1 PRODUCT SCHEME
The companys products are sold under various brand names, such as HTC, Dopod, and Qtek
and are often rebranded by major telecommunication carriers. Its products also include
pocket PC phones (touch phone), pocket PC phones (PDA Phone), ultra mobile phones
(mobile computer, sub note), HTC kovsky (Sony Ericsson XPERIA X1), and HTC dream (Tmobile G1).
Significant Events In August 2009, Chunghwa Telecom Co. Ltd. has teamed up with
Microsoft Corporation, HTC Corporation and others to start building an e-book business for
Chinese language materials. China Mobile Limited and HTC Corporation have agreed to
work together to develop products for the mainland's third generation mobile network. They
signed an agreement to start the partnership, focusing on product and technology
development. HTC would develop intelligent advanced wireless broad band products based
on the TD-SCDMA standard, and would work closely with China Mobile to design and make
products tailored to the needs of the China market.
27
HTC One
29
More Smartphones
Under this categorization there are following models namely:
HTC Butterfly S
HTC One X
HTC Desire V
31
Primary Camera 13MP & Secondary 5MP takes sharp pictures in any light.
DESIRE 516
33
Primary Cemera5MP & Secondary VGA takes sharp pictures in any light.
Battery li-Ion 2000mAh.
DESIRE V
35
HTC Butterfly
Android OS, 4.1(Jelly Bean), v4.2 (Jelly Bean), planned upgrade to v4.2(Kit Kat)
HTC Window 8X
1GB Ram & memory total storage 16GB available capacity varies.
37
The findings are based only on the information given by the respondents.
39
No of respondents
Percentage
Yes
120
80.04
No
30
20.01
Total
150
100
Interpretation
From the above table 1 it is inferred that 80.04% of the respondents are saying that
having a HTC mobile you and friend your relative and 20.01% of the respondents are saying
no.
Majority of the respondents 80.04 %( 120) are Yes and 20.01 no.
90
80
70
60
80.04
50
40
30
20.01
20
10
0
Yes
No
41
S.No.
No of respondents
1
2
3
4
5
HTC Explorer
HTC Touch HD
HTC Desire 816
HTC EVO 4G
HTC Inspire
Total
Source: primary data
59
31
28
28
4
150
Percentage
39.3
20.6
18.6
18.6
2.6
100
Interpretation
From the above table 2 it is inferred that 39.3% of the respondents are prefer HTC
Explorer,20.6% of the respondents are prefer HTC Touch HD,18.6% of the
respondents are prefer HTC Desire 816,18.6% of the respondents are prefer HTC EVO
4G,2.6% of the respondents are prefer HTC Inspire.
40
35
30
25
20
15
10
5
0
39.3
20.6
18.6
18.6
2.6
No of respondents
Percentage
51
34.01
45
30.01
22
14.6
Above Rs.30000
32
21.3
Total
150
100
Interpretation
43
From the above table 3 it is inferred that 34.1% of the respondents are less than
Rs.10000, 30.01% of the respondents are between Rs.10001 to 20000, 14.6% of the
respondents are between 20001 to 30000, 21.3% of the respondents are above 30000.
Majority of the respondents 34.01 %( 51) are less than Rs.10000.
40
34.01
35
30
25
20
15
10
5
0
30.01
14.6
21.3
User friendliness
No of respondents
Percentage
59
39.3
Price
20
13.3
Sound effect
14
9.3
Clarity
57
38.01
Total
150
100
Interpretation
From the above table 4 it is inferred that 39.3% of the respondents are saying user
friendliness, 38.01% of the respondents are saying clarity, 13.3% of the respondents are
saying price, and 9.3% of the respondents are saying sound effect
.
Majority of the respondents 39.3 %( 59) are saying user friendliness.
38.01
39.3
User friendliness
Price
Sound effect
Clarity
9.3
13.3
No. of respondents
Percentage
61
40.6
Black berry
29
19.3
Samsung
38
25.3
Apple
22
14.6
Total
150
100
Interpretation
45
From the above table 5 it is inferred that 40.6% of the respondents are Sony Xperia,
25.3% of the respondents are Samsung, 19.3% of the respondents are Black berry, and 14.6%
of the respondents are Apple.
50
40.6
40
30
25.3
19.3
20
14.6
10
0
Sony ericssion
Blackberry
Samsung
Apple
MOBILES STRATEGIES
Introduction
Under this chapter mobile strategies are investigated in HTC ltd. and the comparison of
selected models are done to find out the best model out of selected models.
Mobile technology presents all marketers with a tantalizing proposition. Mobile devices
function like an extension of our selves, present throughout every moment of our day. They
are globally ubiquitous, and ownership frequently transcends economic and social
boundaries.
At HTC, there are four ideas as part of core mobile framework which work as mobile
strategies. While these strategies applied on both within and outside the consumer
packaged goods industry. These unique mobile frameworks are explained below:
47
One powerful attribute of mobile advertising is that its both location and contextually
driven.
Lets say youre searching on your phone to see whats playing at the movies tonight. Im
sure a local theater (and perhaps a nearby restaurant) would be happy to see an ad pop up
on your Smartphone. You are, after all, near the right location and the context makes sense.
But if you happen to be using your phone to check out the latest headlines on Seeking
Alpha, are its advertisers all that keen on reaching you in terms of location and context?
Probably not.
Whether this strategy pays off remains to be seen. Apple and Samsung haven't relied on
asking consumers to go online to search for reviews; they told consumers how great their
products are and how consumers can use them. For now, though, HTC's edgy guerrilla
marketing strategy may be just the thing the company needs to set itself apart from its
competition without having the money to do so.
COMPARSION
Comparison of popular HTC Desire 816 Model with Karbonn Titanium Hexa
vs. Panasonic Eluga A.
49
Features
General
Release date
February 2014
Dimensions (mm)
Weight (g)
165.00
March 2014
August 2014
2050
2000
Display
Screen size (inches)
5.50
5.50
5.00
Resolution
720x1280 pixels
1080x1920 pixels
480x854 pixels
267
401
NA
Colors
16M
1.2GHz quad-core
Hardware
Processor
1.6GHz quad-core
1.5GHz
Processor make
Snapdragon 400
RAM
1.5GB
2GB
1GB
Internal storage
8GB
16GB
4GB
Expandable storage
Micro SD
Micro SD
Micro SD
32
32
type
Expandable storage up 128
to (GB)
Camera
Rear camera
13-megapixel
13-megapixel
8-megapixel
Front camera
5-megapixel
5-megapixel
1.3-megapixel
Software
Operating System
Android 4.4
Skin
Sense 6.0
Android 4.4
Android 4.3
Connectivity
Wi-Fi
Yes
Yes
Yes
Wi-Fi standards
802.11 b/ g/ n
802.11 a/ b/ g/ n
NA
supported
Bluetooth
Yes, v 4.00
Yes, v 4.00
Yes
DLNA
Yes
No
No
Nano-SIM
Micro-SIM
Regular
Nano-SIM
Micro-SIM
Regular
Compass/
Yes
Yes
No
Magnetometer
Gyroscope
No
Yes
No
SIM 1
SIM Type
SIM 2
SIM Type
Sensors
After comparison of three selected models of different brand it is resulted that HTC Desire
816 have certain added features over other selected models of different brands.HTC is better
in comparison with Battery Capacity, Display Revelation and Pixel Process, External
Storage and Camera Capacity etc.
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Majority of the respondents 80.04 %( 120) are having HTC mobile earlier with their
friends and relatives..
Majority of the respondents 39.3 %( 59) prefer HTC Explorer model in comparison of
other HTC models.
34.01 %( 51) respondents prefer less expensive mobile of HTC having range less than
Rs.10000.
Majority of the respondents 39.3 %( 59) are saying that is invert that maturate of
customers. HTC brand for young generation. HTC mobile has certain future. But it is
user friendliness is the major for it clarity.
40.6 %( 61) despondences said that Sony Xperia is the main competitors of HTC
mobile in the market.
After comparison of with HTC, Karboon and Panasonic the following result is:
The battery capacity is highest in HTC as compared with karboon & Panasonic. So
the customers who need this feature prefer this model.
The camera pixel property is highest in HTC and karboon as compared with
Panasonic. So the customers prefer HTC and karboon.
The Dimensions (mm) is highest in HTC has compared with karboon and Panasonic.
So the customers prefer HTC in comparison to other brands.
The Expandable storage capacity is highest in HTC as compared with Karboon and
Panasonic. So the customers prefer HTC in comparison to others.
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SUGGESTIONS
They are few suggestion that the analysis.
Only few respondents are satisfied in HTC EVO 4G model. So, the company will
take necessary steps to improve the HTC EVO 4G mobile model features.
Although HTC has certain better features than other brands in the market, still it
required more features to be added in HTC mobile, because of larger competition in
mobile industry.
It is suggested that the price of the different models of HTC brand should be reduced
in comparison to other brands in the market as HTC models are expensive like HTC
816, and HTC EVO 4G etc.
There is a need for better sound effect, storage capacity and picture quality in HTC
mobile as customer suggested the same.
CONCLUSION
From the study, it is revealed that the most of the advertisements by HTC mobile
have positive impact on the minds of the customers. The company needs to give more
advertisement frequently through various media to increase the sales and to reduce the
switching over to other brands. The company should also work upon to provide better
after sale service and other facilities as demanded by customers and this will enhance the
company image and help company to grow further. The company should give more
offers which fulfill the needs of the customers.
BIBLIOGRAPHY
WEBSITE VISITED
www.htcmobiles.in
www.historyofmobiles.in
www.google.com
www.htc.com
www.Htc.co.au
www.htc.co.in
www.myphonefacter.in
www.en.wikipedia.org/htc
ANNEXURE
MARKETING STRATEGIES OF HTC MOBILESA STUDY OF KAITHAL CITY
1. Do you have HTC mobile phone earlier with your friends and relatives?
a) Yes
b) No
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a) HTC Explorer
b) HTC Touch HD
d) HTC EVO 4G
e) HTC Inspire
3. What is the price of your mobile?
a) Less than Rs.10000
d) Above 30000
b) Price
c) Sound effect
d) Clarity
b) Satisfied
c) Neutral
d) Dis satisfied
e) Highly Dis-satisfied
6. How long are you using the HTC mobile phone?
a) Less than one year
b) Brightness
c) Battery performance
d) Storage capacity
e) Picture quality
f) Price
g) Service
9. When compared to other, HTC mobile phone is?
a) Excellent
b) Very good
c) No idea
d) Bad
e) Very bad
10. According to you who is a sound competitor to HTC mobiles?
a) Sony Xperia
b) Black berry
c) Samsung
d) Apple
11. In which model you suggest the HTC mobiles like HTC Explorer/HTC Touch
HD/HTC Inspire/HTC EVO 4G/HTC Desire 816 anybody?
a) Yes
b) No
b) Eclair
c) Gingerbread
e) Jelly Been
f) Kit Kat
14. In your HTC mobile all android apps will supported or not?
a) Yes
b) No
Ranking
Battery backup
Quality
Performance
Brightness
Cost
16. Suggestions
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Date..
Date
Place..
Place..
THANK YOU !