HTC 2011 Annual Report Download - page 21

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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 3 to 5 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 Android phone, and first 4G LTE Android phone. HTC Sense™,
launched in 2009, was a momentous breakthrough that revolutionized the mobile
phone experience. In 2011, HTC launched several enhanced cloud and audio-visual
services such as HTC Watch and Beats Audio™, such exclusive service features
uniquely enhance and enrich the HTC user experience.
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 Phone markets. In 2011, with markets
shifting up to 4G high-speed mobile networks, HTC launched HTC Thunderbolt
and HTC Titan II - the world's first LTE Android LTE Windows Phone smartphones.
Milestones like these further highlight HTC's leadership in critical technologies.
In the second half of 2011, HTC Sensations' integration of superior Beats Audio™
sound technology delivers unprecedented recording-studio quality that greatly
extends the smartphone user experience. Besides, HTC Titan and HTC Radar meet
a diverse range of user needs running Windows Phone 7.5, Microsoft's latest mobile
phone OS.
Brand Strategy
HTC was honored as one of the world's best 100 brands by Interbrand, in 2011.
This is attributed to HTC's conscientious efforts in executing and bringing to life its
brand strategy.
The core of HTC's quietly brilliant brand is its quietly brilliant people.HTC puts
customers at the center, makes things simple, and goes out of its way to accomplish
the impossible.As a result, HTC exceeds expectations and delivers pleasant
surprises.
For example, HTC questioned why consumers should have to decide between video
mode and camera mode, when what really mattered was to capture life's timeless
moments without interruptions. Seeing the world through the consumers' eyes, HTC
created a whole new way of using the camera where the consumers can take photos
while still continue to record a video. On top of that, HTC made the camera focus
as fast as the human eyes blink and capture continuous shots at an amazing speed.
These quietly brilliant moments reflect the ideas behind HTC's relentlessly innovation.
Launched at the 2012 Mobile World Congress, HTC One delivers the most amazing
camera with HTCImageSenseand authentic sound by Beats Audio™, pioneering the
next level in high performance mobile imaging and high fidelity audio.
When HTC delivers quietly brilliant moments, consumers get an experience that is
most personal, one that is worthy of a personal recommendation.HTC communicates
not by shouting, but instead by earning and spreading consumers' personal
recommendations.The 'As recommended by' campaign was launched to give the
HTC customers a platform to share and advocate their personal experiences.Just
like how HTC is quietly brilliant, just like how its products are quietly brilliant, HTC's
communication is also done in a quietly brilliant way.
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BUSINESS OPERATIONS
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BUSINESS OPERATIONS
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