HTC 2009 Annual Report Download - page 9

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HTC launched HTC Sense in June 2009, a wholly new mobile phone
experience designed with the user habits, needs and expectations at
heart. In addition to distinctive styling, HTC Hero, the first model to
incorporate HTC Sense technology, amplified the simplicity and intuitive
functionality inherent in HTC Sense using a powerful new interface to
integrate a full suite of useful and exciting functions. HTC Hero broke the
mold, creating vast new potentials for mobile telecommunications based
on the Android operating platform.
2009 saw the launch of HTC's new branding campaign, underlined by
the slogan "Quietly Brilliant" and supported by a full series of YOU cam-
paign, sponsorship of Team Columbia-HTC in the Tour de-France com-
petition and the Wallpaper Annual Design Awards and advertising activi-
ties worldwide. The promotion activities campaign wereas launched to
raise awareness for the HTC brand and enhance overall brand value.
In the realm of mobile Internet products and applications, HTC is not
just setting new benchmarks for others to follow. The company has
emerged to take a leading role in this important facet of the global
telecommunications industry and is effectively promoting future
industry standards for the mobile Internet. In early 2010, the renowned
publication Fast Company ranked HTC number 31 on its annual list of
World's Most Innovative Companies, and number 2 in the consumer
electronics subcategory. This achievement demonstrates increasing
appreciation by consumers and critics alike of HTC brand value and
innovation. Such recognition also helpssignificantly increase HTC
brand awareness and reputation.
Looking ahead, HTC is optimistic about both growth and development
prospects for the smart phone sector and trends in mobile Internet
integration. Despite the general downturn in the global economy and
increasingly brutal competitive conditions, we continue to see opportunities for
HTC. As increasing numbers of consumers migrate to smart phones from tradi-
tional mobile phones, we believe HTC holds distinct competitive advantages in
terms of the company's user-centric design approach and technological profi-
ciencies to bring people ever closer together and integrate products ever more
comfortably into consumers' lives.