HTC 2008 Annual Report Download - page 19

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III. Business O perations
33
D. Business O bjectives
HTC will grow to become the world's leading smart phone brand.
While continuing to bring exceptional smart phone devices to
market, HTC also dedicates significant resources to refining and
improving user interface software and to creating new value for the
HTC brand. HTC's TouchFLO 3D, for example, was the first
commercially-available 3D user interface for mobile
communications - developed specifically by HTC to enrich the
mobile Internet experience.
In terms of growing brand value, HTC now has sales outlets in all
principal national markets. Over 70 telecom service providers in
more than 50 countries - including the world's largest mobile
telecom operator, Vodafone, and the largest telecom service
provider in the United States, Verizon - now carry HTC brand line
products. HTC further works with channel partners to augment
marketing and sales networks. Efforts to target emerging markets
for smart phones have already developed successful sales
businesses in the Middle East, Latin America and Russia. All
flagship HTC products are supported by global sales and service
coverage to facilitate consumer awareness and endorsement of the
HTC brand. HTC is committed to continued efforts to develop and
grow HTC brand value.
European and North American markets remained the focus of HTC
business expansion during 2008. Europe and the Americas
accounted for 39.4% and 36.0%, respectively, of HTC worldwide
sales. Asia and other regions accounted for the rest (24.6%).
Revenue growth for the year topped 28.7%, with emerging markets
providing the most exciting growth numbers. With 3G and touch
phones at the heart of business growth, HTC will continue R&D to
make its converged devices smarter and sleeker and expanding
cooperation to new telecom service providers and channel partners
in order to expand further the market for converged phones.
32
C. Business Scope
HTC's main business focus is on the converged phone
sector. We are a leading developer and manufacturer of
smart phones designed on Windows Mobile and Android
operating systems. Main products include Touch Phone,
PDA Phones, Smartphone and Android Phone. We market
and sell products under our proprietary HTC brand name
as well as co-brands (through strategic co-branding
relationships with telecom service providers). We are also
working on plans to promote the HTC corporate brand.
Reflecting the maturation of wireless communication
technologies, more than 70% of units currently shipped by
HTC are based on 3G or higher standards. On the heels of
HTC Touch's successful launch the previous year, HTC
launched its new flagship line, HTC Diamond, in 2008.
HTC Diamond has since gone on to break all previous
sales records. At present, touch phones account for over
half of all mobile phone units shipped by HTC.
HTC has directed focused efforts on building a global sales
and marketing infrastructure ever since the 2006 decision
to retool corporate operations to develop and market
products under the HTC brand. Working to foster a strong
brand image in principal markets, HTC now sells mobile
phones under the HTC brand in Europe, North America
and Asia through major local telecom service providers and
channel retailers. Sales achieved by the HTC brand
overseas underscore the success already met by corporate
brand promotion efforts.
In-house R&D capabilities nurtured at HTC since its
inception have produced leading edge innovations in
mobile phone technology and design. Strategic alliances
with Microsoft, Google and Qualcomm have helped HTC
get first to market with new generation products and
innovations, work with telecom service providers to raise
average revenue per user (ARPU) and realize a worldwide
sales and service network able to deliver on promises of
innovation and quality made to customers.
2OO 8 HTC AN N UAL REPO RT
Europe
N T$ 6 0 .0 billion
3 9 .4 % Asia& ROW
N T$ 3 7 .6 billion
2 4 .6 %
America
N T$ 5 5 .0 billion
3 6 .0 %
2008 HTC Revenue by Region:
Microsoft CEO Steve Ballmer announced the release of Windows Mobile 6.5 at a Microsoft press conference
held during the 2009 Mobile World Congress. Two new products promoted by HTC at the Congress, the HTC
Touch Diamond 2 and HTC Touch Pro 2, are both Microsoft Windows Mobile 6.5 enabled, and set to
introduce consumers around the globe to a new level of convenience in mobile telecommunications.
'0 8A R_ HT C/ 英文版* NEW 05/ 14/ 20 09 17: 42 頁面 3 2