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34 2 0 1 0 H T C A N N U A L R E P O R T 35
Business Operations
campaign launched in February 2011 further highlights
HTC's commitment to the user and promise to continue
infusing innovation and excitement into users' mobile
lifestyle.
2010 marked the first year HTC sold products in China
under its own brand name. In addition to years of
global marketing experience, we brought the same
innovative spirit and service quality to this vast market
and positioned ourselves for high future growth.
Eective marketing has propelled the HTC brand to
the fore of the global smartphone sector. HTC's 50%
brand recognition worldwide at the close of 2010
represents a 4-fold increase over just one year ago.
HTC's strong eort and brilliant execution was honored
with T3 magazine's 2010 "Tech Brand of the Year"
award. We are committed to strengthening HTC's brand
value through innovation, user experience, technical
expertise, marketing and customer relations. Going
forward, we will go beyond growing brand recognition
to place increasing emphasis on deepening consumer
connections with, loyalty to, and preference for the HTC
brand.
Progress in Research &
Development
Since its inception, HTC has invested consistently
to solidify in-house R&D capabilities. Today, R&D
professionals account for almost 30% of HTC's
headcount, and annual R&D investments regularly
represent 4 to 6 percent of total revenues. HTC
products are frequent trailblazers, earning a long line of
"firsts" that includes the world's first Windows Mobile
and Android smartphones, first dual-mode GSM/
WiMAX phone, first 3G/4G Android phone, and first
LTE Android phone. HTC Sense, launched in 2009, was
a momentous breakthrough that revolutionized the
mobile phone experience. HTC launched the HTCSense.
com suite of connected services in 2010. With an HTC
phone or PC, HTCSense.com allows users to remotely
access and manage data on all their HTC devices.
HTC has earned its leading position in the smartphone
sector through innovation and exceptional
understanding of industry and consumer trends.
Nowhere is this more apparent than in the Android and
Windows Mobile device markets. In 2010, leadership
in advanced telecommunications technology bore
fruit in the launch of HTC EVO 4G, the world s first
3G/4G Android phone. The HTC EVO 4G leverages the
Wimax protocol to deliver high speed, exciting life into
mobile multimedia services from streaming movies and
online games to large file downloads and was named
CNET's Best phone of CTIA 2010. At the start of 2011,
HTC announced the launch of HTC Thunderbolt, the
world's first LTE Android phone that plugs the power of
wireless broadband into daily life, further strengthening
HTC's leadership in 4G devices.
HTC launched its first tablet, the HTC Flyer, at the Mobile
World Congress in February 2011. HTC Flyer features a
redesigned tablet version of the company's HTC Sense
user experience. Stunning 3D graphics electrify the
tablet's front page. HTC developers used digital ink
technology to develop HTC Scribe, a software function
bundled into HTC Flyer that seamlessly integrates
Brand Strategy
Active management of the HTC brand is a long-term
commitment at the core of HTC's overall business
strategy. "Quietly Brilliant" pervades every aspect of
the HTC business. HTC applies ideas gleaned from
following user needs and habits toward upgrading and
innovating products and overall user experience. We
believe that the best things in life are experienced and
one "experience" outweighs a volume of words. HTC
will continue to design and deliver mobile phones that
fit the way users work, live and play to make HTC the
world's premier brand name in the smartphone sector.
The 2009 YOU campaign eectively communicated
HTC's brand focus on user needs and user experience
to consumers worldwide. "Here's an Idea!" succeeded
the YOU campaign in 2010 to highlight the incredible
excitement delivered by HTC innovation. Throughout
the year, HTC joined telecom partners to launch and
promote new flagship products together through media
and retail outlets. For their part, HTC's retail partners
further upgraded the point-of-sale HTC product
experience during 2010. The Innovation Inspired by You
Here’s an idea:
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