HTC 2007 Annual Report Download - page 23

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OVERVIEW
41
TouchFLO - HTC's intensely innovative new
3D interface. User-friendly features backed by
innovative technologies make browsing the
Internet on the HTC Touch Diamond as easy
as placing a phone call. The era of the Mobile
Internet has arrived, with HTC leading global
trends in handheld mobile
telecommunications devices.
•HTC has transitioned successfully from labor
intensive ODM manufacturing to the
development and manufacture of products
incorporating high value proprietary
technology and know-how. Our product
designs have discarded traditional
development models in order to better reflect
user needs and establish lasting competitive
advantages. Leveraging years of consistent,
innovative product research, we are now
pursing a new business strategy framed
around developing and marketing the HTC
brand worldwide.
40
•In 2007, HTC launched its highly competitive,
entirely new HTC Touch line, which includes
the "Touch," "Touch Dual," "Touch by HTC"
(CDMA version) and "Touch Cruise."
Furthermore, the HTC Touch series line since
it was first introduced, has overturned
traditional models of doing business in this
sector. Three million units in the HTC Touch
series line were sold worldwide in just 11
months — a record that heralds HTC's
successful launch onto the global consumer
market.
•During 4Q 2007, revenue from ODM orders
represented less than 10% of total revenues.
This figure reflects the increasing success of
HTC's global brand strategy feeding back into
greater demand for HTC branded products
and taking the place of the original design
manufacturer (ODM) business.
•The launch of HTC Touch Diamond in 2008
ushered in an entirely new level of Internet
accessibility and enjoyment to mobile
telecommunications and introduced
OVERVIEW
l
BRAND STRATEGIES
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III