Gm105

HTC is a smartphones and computers manufacturing company that found in 1997 by HT Cho and Cher Wang. The company developed small computer devices and wireless devices like smartphones. From the HTC case that is done by 2009, HTC is one of the fast-growing Taiwanese technology companies, especially in the smartphones field. In the mobile industry, it is not only being an original design manufacturer (ODM), but also trying to designed phones for mobile operation business. It started branding phones under its own label in 2006; even though it is doing well on manufacturer of smartphones, but its brand still has a long way to go.

Being as an outstanding and fast-growing handset manufacturing company, there are many outstanding competitive advantages that HTC has to make this company survive among competitors in this high competitive handset market. First of all, HTC did a very good job on innovation. It devoted about 5% of its total revenue to Research and Development in 2004, which is much more than other Taiwanese competitors did. It even has an internal research center called “Magic Labs” to drive innovation to differentiate its product from other competitors. Secondly, its speed of changing and development definitely adds value to the brand. In the 2009 HTC corporation case, the executive who ran Android at Google highly praised that HTC has very fast speed moving forward. He complained that HTC smartphones’ keyboard is difficult to type, and in five days later he was very surprised that HTC changed its smartphones’ keyboard to better design. Thirdly, HTC’s strategy of operates two segments of ODM business and mobile operator business builds unique value to operators that make HTC differentiate from other ODMs. The mobile phone operator business not only provides more profits, but also helps HTC to differentiate its manufacturing among other competitors. Fourthly, the operator’s relation helps HTC to develop as well. HTC designed handset for service providers...