The Potential Power of HTC’s Anti-Apple Strategy

                                  (Source: http://www.htc.com/us/smartphones/htc-evo-4g-sprint/)


Samsung and Apple are the leaders of the global smartphone market. However, HTC beats them as the top mobile phone vendor in the largest smartphone market, USA.

        Sprint Nextel wanted HTC to develop EVO, the first smartphone for a higher-speed wireless network. HTC designed and developed HTC EVO for a short period of time, and this brought two advantages for Sprint Nextel: Sprint Nextel carries this first fourth-generation phone in the U.S., and has Taiwanese manufacturer HTC as a good business partner.


        HTC, the Taiwanese mobile phone vendor, has different marketing strategies from Apple.

Apple	HTC
Secretive	Open
Exclusive	Works with all carriers
Customizes for no one	Customizes for everyone

The main challenge for HTC is that they have weaker brand awareness in the US than Apple, Samsung, and Sony because they lack the experience and resources for developing a global brand. However, HTC still stick to their strategy: They build and maintain good relationships with their business partners. HTC don’t limit their ambition in the US market, but have a broader goal of the global growth. They always care about the creation of the cutting-edge product more than good profit margins. HTC Corp. Chief Executive Officer Peter Chou believes “If you have a great product, business will come.” Thus, HTC has the potential to become the hottest global smartphone brand in the future.