HTC 2013 Annual Report Download - page 12

COMPANY PROFILE COMPANY PROFILE
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In February, 2013, HTC introduced its most successful product ever -- the HTC One(M7)
which introduced a number of breakthrough innovations. This flagship smartphone was
awarded the GSMA's“The Best Mobile Handset, Device, or Tablet＂and has continued
to received prestigious awards throughout 2013. HTC has added another prestigious
award this year, att Mobile World Congress 2014, the GSMA named the HTC One
“Best Smartphone of the Year＂ and iF Design bestowed its coveted Gold Award for
Design on the HTC One as well. While bringing the exceptional innovation and design
capabilities to the world, HTC also invested significant resources into global marketing
and operations. Looking forward, we firmly believe that HTC's focus, determination and
expertise will continue to help us meet future challenges and makes HTC the first choice
of smartphone brands.
Product Development
HTC focuses on product design with performance, endurance, craftsmanship, and
intuitive tools and interfaces, ensures an elegant experience in a beautiful, minimalist
package. HTC contributes a variety of innovations that include an amazing camera —
cameras that rival leading point-and-shoot models and HD video that turns mobile
screens into intimate, state-of-the-art theaters. And we make authentic sound a priority
because it's not just the music you play that matters, but also the quality of the sound,
set a new standard for smartphones
With exploding development of mobile communications, people today immerse
themselves in a constant stream of updates, news and information; smartphones are
one of the main ways we stay in touch with the people and information we care about.
The HTC One(M7), launched in February of 2013, has re-imagined the mobile experience
from the ground up to reflect this new reality. Crafted with a distinct zero-gap aluminium
unibody, the HTC One introduces HTC BlinkFeed™ , HTC Zoe ™ and HTC BoomSound™ ,
key new HTC Sense® innovations that all of which have been fond of many consumers
and won numerous prestigious smartphone awards across the globe.
At the center of the HTC One experience is HTC BlinkFeed ™ , a bold new experience that
transforms the home screen into a single live stream of personally relevant information
such as social updates, entertainment and lifestyle updates, news and photos. HTC
provides both local and global content from more than 1,400 media sources from the
most innovative media companies, such as the AOL family of media properties, ESPN,
MTV, Vice Media, CoolHunting, Reuters and many others. HTC BlinkFeed ™ enable this
tailor products based on telecommunications services provided by its customers. This
marks the beginning of HTC's efforts in building a global sales and service network and
entrance into the global telecommunications market.
HTC Brand
Launch of the HTC brand globally in 2007 committed the company formally to long-term
global brand development. HTC subsequently launched HTC touch, placing HTC in the
front and center of growing worldwide excitement over touch screen smart phones. In
2009, HTC released the all-new user interface - HTC Sense® , delivering simpler and much
more intuitive user experience. HTC then proceeded to introduce its competitive new
lineup to the world through its global "quietly brilliant" tagline and "YOU" advertising
campaigns. HTC also began sponsoring the Tour de France and Wallpaper annual design
awards. Each step along the way has been carefully considered to raise HTC brand
awareness in all key markets.
Quietly brilliant is deeply rooted within HTC's corporate culture. We continuously roll out
phones with innovative features to satisfy needs of different consumers, changing the way
they enjoy mobile lifestyle. With the smartphone market booming in recent years, HTC has
actively recruited outstanding talent in product design, user interface, brand and sales and
marketing. Thanks to the great team work, HTC has received many global high recognitions
and awards including: "Device Manufacturer of the Year" at the Mobile World Congress
(MWC) 2011 and the “Best Global Brands＂ by Interbrand in the year.
Kicking off in January, 2013, HTC becomes the official global phone supplier partner of
the UEFA Champions League and UEFA Europa League. HTC is also the Official Global
Smartphone Supplier Partner of the UEFA Super Cup Final in 2013 and 2014, and the
UEFA Women's Champions League Final in 2013, 2014 and 2015. The partnership places
HTC at the center of two of the world's most elite football competitions and will enable it
to deliver new and innovative ways for fans around the world to get closer to the action.
Whether in the stadium watching the game, or viewing content on a HTC device, fans
will be there to share every moment.
HTC also made great strides in raising the profile of the HTC brand, launching the
Here's To Change global brand campaign that affirmed our role as the change-maker
challenging the status quo since the dawn of the mobile phone industry, as well as our
mission of continuing to bring change into the hands of people around the world. The
campaign kicked off with a television commercial featuring Robert Downey, Jr., which
significantly ramped up consumer engagement and positive sentiments, increasing
advertising awareness by 12% and brand momentum by 15%.