Agony and Htc Case Study

In: Business and Management

Submitted By VictoriaP
Words 3188
Pages 13
Agony and HTC: How an underdog phone maker aims to reinvent itself

Agony and HTC: How an underdog phone maker aims to reinvent itself
The company will use Mobile World Congress next week as a coming-out party for its new identity as a consumer gadget and mobile-app maker. It may be the most important party it ever hosts.

by Roger Cheng
 nvent-itself/ February 23, 2015 5:00 AM PST
HTC's Creative Labs studio in Seattle's Pioneer
Square neighborhood is tasked with coming up with the software experience on all the company's products. James Martin/CNET

SEATTLE--I arrived in the tech-revitalized, hipster neighborhood of Pioneer Square on a crisp
December morning, eager to see HTC's Creative Labs studio and meet up with the team of designers responsible for the novel interface software that fronts the Taiwanese-maker's smartphones.
There was just one problem: I couldn't find the place.
The typical sign with a corporate logo, emblazoned in bold letters, was nowhere to be found.
There wasn't even a tiny nameplate anywhere. After a careful search, I stood before a nondescript door that was sandwiched between an Italian restaurant and a hair salon. The shops, housed in a contemporary commercial brick building, both fit in with the colorful vibe of the area, but home to a branch of a global smartphone company?
"We don't do much in the official way here," said Drew Bamford, head of Creative Labs.
Its near-invisible profile in Pioneer Square seems fitting considering HTC's history of crafting eye-catching metal-clad smartphones, like the HTC One M8, only to have them ignored in favor of

Agony and HTC: How an underdog phone maker aims to reinvent itself

models from higher profile -- and deeper pocketed -- rivals Apple and Samsung Electronics. HTC's…...

Similar Documents

Htc Case Analysis

...Case Analysis --HTC 2009 Class: Competitive Marketing Strategy Student Name: Fisher Yu 1. Evaluate HTC’s performance to date. What are its competitive advantages and vulnerabilities? Be sure to elaborate on HTC and its competitors’ positioning on performance and cost. Financial performance of HTC compared with its main competitors For this part, we will be using ROA (return on assets), ROE (return on equity), and profit margin to evaluate HTC’s abilities to generate profits and to control its cost with comparison to other manufacturers. With reference to the financial ratios of HTC in Exhibit 1a, over five years (2004 to 2008), its average net profit margin was 18.8%, return on assets 34.2%, and return on equity 59%. Its earnings per share (EPS) were 13.49, 32.81, 56.97, 50.48 and 36.64 respectively. The company is highly competitive and profitable as a whole. According to Exhibit 1a, and 6, and chart 1, same with its rankings in the smartphone sales, the ranking of the scale of its total revenue also in the fifth place, behind Samsung, Nokia, Apple, and RIM. But its revenue is rapidly growing, doubling nearly every three years. That growth rate is far better than most of the players in the industry and the average. Its return on sales ratio is among the three highest in the industry, which is an average of more than 15% percent. This indicates that HTC has a very good gross profit margin. Marketing performance of HTC compared with its main......

Words: 2638 - Pages: 11

Case Study

...University of Phoenix Material Case Study Analysis Paper Prepare a 1,400 to 1,750-word case study analysis paper based on the University of Phoenix Material, “Case Study for Student Analysis,” located in Week Two of the COMM/215 page. Below is a detailed description explaining how to prepare a case study analysis paper. _____________________________________________________________________________ Typically written in narrative form, a case sets forth, in a factual manner, the events and organizational circumstances surrounding a particular managerial situation. Placing the reader at the scene of the action, the real events presented provide an opportunity to help evaluate alternative courses of action. Case analysis is used in academics to help you demonstrate your ability to evaluate situations critically, to apply concepts you have learned in a class, to solve problems, and to communicate your findings and conclusions. The purpose of this exercise is to introduce you to case studies and the analysis process, and to a proper format for writing the case study analysis report. Try not to worry about trying to find the "right answer" to a case. Usually, there is no single right answer. Most cases are intentionally ambiguous and can be viewed from many different perspectives. Several feasible solutions are usually available to any give case. The best solution is the one you can best support with thoughtful analysis, logical arguments, and substantiating evidence from......

Words: 539 - Pages: 3

Case Study

...Leadership I. Case Background : Mr. Hing Lim owner and president of the (HTC) HING TYRE COMPANY . Since 1990 when the business was started more client are interesting about their production because of their ability to repair and re-arrange a car into a standard quality. Mr. Hing also give a discount of 8% and warranty atleast 2 years for those people who willing to repair their car. Months later they grew rapidly and they promote their work and the feedback of the costumer was good and better. In that case Mr. Hing gave a high salary per employee. Year has past the company can achieve their goal. It was year (2011) when Mr. Hing died. He has one successor Mr. Wuang Lim who manage now the company. He was too young to manage the company until now. However the company was faced with a serious problem. Because of lack of information regarding their position taken. They buy a shoddy substandard product. They also renew the discount instead of 8% he made it 5% then the 2 year warranty he made it 1 year warranty. He also decreased the salary of every employee he made it into regular and exact salary. But the big and scary problem, mostly of substandard product prevent a failure work and easily ruin. In that case mostly of their costumer have been transfer to another company and the other employee getting resigned because of wrong handling of the company. And now there company turning in bankruptcy. How...

Words: 833 - Pages: 4

Case Study Case Study Case Study

...This case study is an excellent example of how different types of parties can be brought together in a large scale transaction and how the original energy of those early meetings can be lost over time. I imagine that when Anthony Athanas was purchasing those old piers back in the 1960s many, if not all, of his colleagues, friends, and family members told him that he was off his rocker. I’m sure Athanas was looking at this land as his family’s ticket to financial prosperity and somewhat of a legacy that he could leave to his descendants for years and years to come. One of the items I wish the case would have divulged is the amount of money that Athanas had invested in the properties. For me this information would have given an insight to his net worth and how much he had riding on this investment. I assume it was substantial given his actions later in the process. Twenty years later Athanas’ dreams came true and all those naysayers were more than likely green with envy. The amount of pride Athanas’ had in his investment at that moment had to have been insurmountable. Being approached by a big time real estate development company and their extremely wealthy client, Hyatt Corporation, must have made Athanas feel larger than life and made him feel like something he isn’t, which is a developer himself. The case doesn’t give much insight into whether Athanas had any representation or anyone consulting him throughout the process. From the beginning, I saw this as matchup...

Words: 1190 - Pages: 5

Case Study

...written for Windows Phone 7.5 will work on Windows Phone 8. What I Learned. I’ve learned that one of the big problems across the entire smartphone industry is the rate at which devices become obsolete. Windows Phone 8 completely obsolesces all previous Windows Phone hardware. The new hardware specs that will be featured by WP8 mean it can run on dual- and quad-core processors, offer high-resolution screens, and add nifty features such as NFC. Aside from just the platform itself, WP7 device owners will be using badly outdated hardware, too. Aside from leaving early adopters out of the party, Microsoft still failed to provide a deep-dive into all the consumer-facing features. Will the core apps will be updated, if so, how? Cross-case Analysis In this Cross-case analysis I will be comparing how the Apple iPhone and the Windows Phone have some similarities but at the same time have some BIG differences. Windows Phones come in a variety of screen sizes and price points, and all run Microsoft's elegant Metro interface and experience. The biggest reason to go with Windows Phone literally is the amazing 41 mega pixel camera available on the Lumia 1020. It's almost like they grafted a dedicated point-and-shoot onto the body of a phone. It's also got a big screen and some of the best build quality in the business. Apple prioritized iPhone user experience from the get-go. It didn't have as many features as other phones of the time, but it had an interface that made every other......

Words: 1766 - Pages: 8

Apple Case Study

...Raman Fadaei 2013 Marketing management Raman Fadaei 2013 Marketing management Apple iPhone Marketing Analysis Apple iPhone Marketing Analysis Table of Content Introduction……………………………………………………………… 2 Apple SWOT analysis…………………………………………………… 7 Apple PESTEL Analysis ………………………………………............. 9 Porter's 5 Forces Analysis……………………………………………… 11 BCG matrix perspective………………………………………………… 12 Ansoff Matrix Perspective ……………………………………………… 15 Extended Marketing mix Analysis……………………………………… Conclusion………………………………………………………………... 17 Recommendation………………………………………………………… 18 Introduction The phone starts ringing, we're going to pick it up and when we touch it, the ringer volume smartly goes down! Yes! Today a company like HTC could make this kind of cellphone. Since the launch of the IBM Simon in 1993, smartphone technology has reached levels that until recent times had only been dreamed about. Features such as wireless sharing, HD video recording and mobile internet are now commonplace and today’s average smartphone has more processing power than computers used by NASA to land a man on the moon. All over the world, the smartphone experience is being shared by more and more people every day. (Belic, 2012) The convergence of mobile telephony, Internet services, and personal computing devices is resulting in the emergence of a “mobile Internet” (Ishii 2004; Funk 2001). The key devices for accessing the mobile Internet -currently dubbed “smartphones” - are powerful......

Words: 7639 - Pages: 31

Htc Case 2011

...Introduction After six quarters of record sales, acknowledges, and awards; HTC stock price, a Taiwan base handset manufacturer, started to going down in Q1, 2012. The main reasons include a fight with Apple on smartphone IP, the market reaction on the integration of the main OS suppliers (Android of Google and Microsoft Mobile) with cellphone manufacturers (Motorola and Nokia), and the launching of a new category of handset device, the tablets. Since those challenges, Peter Chou, the HTC´s CEO, recognize that is the moment to make important decisions in order to compete successfully and sustainably in the competitive mobile devices market. Among the HTC´s issues that Chou hope to resolve are: How to differentiate its strategy in a sustainable way?, What actions and strategy follow in order to manage uncertainty and to anticipate the changes of the acquisition of Motorola by Google and the alliance Microsoft-Nokia?, Will they need to develop their own OS or license another from the market?, How compete in the market of tablets? How important is for the company be leader in tablet?, and How face the Strategy IP be moving forward? Problem: HTC is a well know Taiwanese company, recognized as one of the best handset hardware manufacturer. At the beginning they were producing handset for well-known companies such as......

Words: 3365 - Pages: 14

Case Study

...The Case Study Approach Linda P. Williams Liberty University Online Author Note Linda P. Williams, Department of Psychology, Liberty University Online Correspondence concerning this article should be addressed to Linda P. Williams, Department of Psychology, Liberty University Online, 1971 University Blvd, Lynchburg, VA 24515, E-mail: The Case Study Approach Introduction At some point during the pursuit of a degree psychology, the time comes when a student must learn various research techniques. One of the many approaches is case study, which this paper will focus on. Areas of discussion include reasons for using a case study, advantages/disadvantages to the approach, and ways acquire information to perform a case study. The essence of a case study A case study is used to offer a mental accounting of a person, school, neighborhood, business, or group of individuals over the course of time, way of research. It is sometimes referred to as naturalistic observation, but does not always follow the same protocol. Mental accounting is done by means of observation of various behavior or mind sets operating in their natural environment. This is noteworthy, especially when participants have a distinct disorder worthy of being studied to further the cause of research and development. Depending on the purpose of the investigation, the case study may present the individual’s history, symptoms, characteristic behaviors, reactions to......

Words: 671 - Pages: 3

Case Study

...IT Doesn’t Matter by Nicholas G. Carr Reprint r0305b May 2003 HBR Case Study Leadership Development: Perk or Priority? r0305a Idalene F Kesner . HBR at Large IT Doesn’t Matter r0305b Nicholas G. Carr Is Silence Killing Your Company? r0305c Leslie Perlow and Stephanie Williams Global Gamesmanship r0305d Ian C. MacMillan, Alexander B. van Putten, and Rita Gunther McGrath The High Cost of Accurate Knowledge r0305e Kathleen M. Sutcliffe and Klaus Weber Hedging Customers r0305f Ravi Dhar and Rashi Glazer The Nonprofit Sector’s $100 Billion Opportunity r0305g Bill Bradley, Paul Jansen, and Les Silverman Best Practice Diamonds in the Data Mine r0305h Gary Loveman Frontiers Don’t Trust Your Gut Eric Bonabeau r0305j H B R AT L A R G E IT Doesn’t Matter by Nicholas G. Carr As information technology’s power and ubiquity have grown, its strategic importance has diminished. The way you approach IT investment and management will need to change dramatically. I n 1968, a young Intel engineer named Ted Hoff found a way to put the circuits necessary for computer processing onto a tiny piece of silicon. His invention of the microprocessor spurred a series of technological breakthroughs – desktop computers, local and wide area networks, enterprise software, and the Internet – that have transformed the business world. Today, no one would dispute that information technology......

Words: 6022 - Pages: 25

Case Study

...Confirming Pages bye80180_appB_539-654.qxd 11/19/09 9:17 AM Page 539 technology ventures - management dell’imprenditorialità e dell’innovazione Richard C. Dorf, Andrew J. Nelson, Roberto Vona Copyright © 2011 – The McGraw-Hill Companies srl A P P E N D I X B Cases 539 bye80180_appB_539-654.qxd 11/19/09 9:17 AM Page 540 Confirming Pages technology ventures - management dell’imprenditorialità e dell’innovazione Richard C. Dorf, Andrew J. Nelson, Roberto Vona Copyright © 2011 – The McGraw-Hill Companies srl 540 APPENDIX B Cases TREXEL We’ve never met a customer who wasn’t interested in our technology. —David Bernstein, CEO of Trexel David Bernstein hung up the phone with Alex d’Arbeloff, Trexel’s largest investor, and contemplated an upcoming Board of Directors meeting scheduled for June 25, 1998. The meeting was only 10 weeks away and Bernstein, Trexel’s president and chief executive officer, needed to present a coherent vision of the company’s new strategy. Bernstein believed that Trexel’s patented technology for manufacturing foamed plastics had the potential to revolutionize much of the worldwide plastics industry. His innovative process technology, known as MuCell, allowed the Woburn, Massachusetts company to produce foamed plastic utilizing 25% to 50% less material than traditional solid plastics without a significant decrease in the strength of the plastic. Bernstein believed the market for products produced via this...

Words: 51437 - Pages: 206

Htc Case

...Introduction This paper will provide an analysis of High Tech Computer Corporation (HTC) a Taiwanese corporation operating in the mobile phone and smartphone industry, as described in ‘HTC Corp. in 2012’ by Yoffie, Alcacer, Kim (2012). It will aim to provide an insight into some of the challenges which HTC encounters, due to both internal and external developments, and how these challenges affect the strategic position of HTC, as well as the sustainability of its future. Lastly, this paper will conclude with a strategic advice to the directors of HTC on what steps they ought to undertake in order to move HTC into the top three of smartphone producers worldwide. Overall, the major challenges which HTC encounters can be related to two facts. Firstly: HTC operates in a highly competitive, fast growing market, which is driven by innovation and technology-based developments: In 2011 annual growth of the smartphone market was recorded at 61% (Yoffie, Alcacer, Kim, 2012). Competing in a high-growth market brings various opportunities as well as complications along, some of which will be discussed below. Secondly, the fact that HTC has recently switched from solely providing via operators to selling phones under its own brand name has brought about a variety of challenges which will be discussed below. Customization versus Scalability In the past, HTC has differentiated itself by providing customized products, i.e. by tailoring products to the needs......

Words: 3280 - Pages: 14

Case Studies

...Case studies Name: Tutor: Course: Institution: Date: Flying to the Auto Bailout on a Private Jet Basic problems In this case study, there is wastage of resources. The CEOs of the nation's three largest automobiles uses private jets to attend the corporate public relations congress. This is wastage of resources since they are using private jets to travel when their companies are struggling to stay afloat. Ignorance is another basic problem evident in this case study. These CEOs are very ignorant. They attend the corporate public relation congress in Washington unprepared and thus appear to know nothing about their problems. The three companies, GM, Ford and Chrysler, lack the concepts of public relations. The main issues American economy is melting down. Most of the workers are losing their jobs since the companies cannot handle many workers anymore. The companies have got inadequate cash. Bankruptcy is another main issue experienced in this case study. The General Motors Company and the Chrysler can no longer pay their debts. Key decisions * According to the case study, the leaders have to come up with a new public relations strategy. * The CEOs should correct any mistakes they have made before such as using private jets to travel. * Introduce innovation in products * The auto industry of the US should promote its products. * Ensure transparency in business operations. SWOT analysis Strengths * Availability of resources for the......

Words: 657 - Pages: 3

Case Study

...ASSIGNMENT GUIDANCE – NRSG258 ASSESSMENT 1: CASE STUDY Dear students here are some guidelines to assist you in writing Assessment 1: Case Study. If, after reading through these, you still have questions please post on the relevant forum. If you are still unsure then please contact your campus specific lecturer to arrange to discuss your assignment. We ask that you bring these guidelines to any meeting and highlight the areas about which you are still unsure. In this case study you do not need an introduction or conclusion for this case study of 1500 WORDS ± 10% due by midnight 8th April Turnitin. Just answer the questions. Turnitin is located in your campus specific block. Although we suggest you do your background reading in the current textbooks for basic information, the case study also requires you to find current literature/research/articles to support your discussion throughout the case study. Do NOT use Better Health Channel, WedMed, dictionaries, encyclopaedias etc. These are NOT suitable academic sources. If you use these you will not meet the criteria for this question and you will lose marks. You must follow the APA referencing format as directed by ACU in your case study and in your reference list. The Library website has examples of how to do this referencing and you can find the correct format at the end of your lectures and tutorials as well as in the free Student Study Guide. This essay should have approximately 10 relevant sources.......

Words: 1111 - Pages: 5

Case Study

...objects as small as one square meter. III. Internal Environment: Marketing: ISI had been negotiating with HTC for the past six months. It was no secret that HTC had also been meeting with representatives from Lockart and Global Sciences. HTC had sent several engineers to the ISI to evaluate the satellite and its construction progress. Jim Willis believed that ISI was currently the front-runner in the quest to sign HTC to a $10 million annual contract. Over five years, that one contract would represent 1/6th of the contracts necessary to insure sufficient venture capital to complete the satellite.Jim was concerned that if a new launch date was announced, HTC would delay signing a contract. Jim was equally concerned that if HTC learned that Jim and his team knew of the camera design problems and knowingly withheldannouncement of a new launch date until after completing negotiations, not only his personal reputation but that of ISI would be damaged.Furthermore, as with any franchise arrangement, mutual trust was critical to the success of eachparty. Jim was worried that even if only a 12-month delay in launch occurred, trust would bebroken between ISI and the Japanese. Jim’s boss, Fred Ballard, had specifically told Jim that launch date information was company proprietary and that Jim was to use the existing published date when talking with client. Fred feared that if HTC became aware of the delay, they would begin negotiating with one of ISI’s competitors, who in......

Words: 1444 - Pages: 6

Case Study greater use of patent assertion by incumbents to protect markets and create new revenues streams. New market entrants and those trying to enter new markets, like Apple, HTC and Microsoft, have already faced patent challenges from established players like Nokia and Motorola. Many OEMs have also faced challenges from non-practicing entities looking for royalties. With counter-suit following lawsuit, the situation is already messy. It is made even more volatile as product convergence (smart phones and tablets incorporating new functionality like imaging, GPS, etc.) creates unlimited licensing opportunities. Today, literally thousands of patents apply to various aspects of smartphones representing the convergence of a number of consumer electronics and semiconductor domains. It should be no surprise that patent holders are seeking compensation for use of their intellectual property in such a lucrative market. In response, we are seeing more recent entrants into the smart phone arena, such as Apple and Microsoft, accelerating their patent filing rates and purchasing patent portfolios to strengthen their positions. In recent years HTC has joined patent pool RPX, struck a licensing deal with Intellectual Ventures (IV) and has actively acquired companies and patents to strengthen its defensive IP position. In fact, recent HTC litigation is based almost entirely around patents acquired in this way. As well, Chinese telecom equipment leaders Huawei and ZTE have joined Google,......

Words: 4304 - Pages: 18