HTC 2014 Annual Report Download - page 11

• Company profile Company profile •
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Since October 2014, HTC has been extending its core experience in design, product development and
marketing by expanding its product line beyond smartphones. We have named this new connected
product category under a new sub-brand called HTC RE™ . Starting with the HTC RE camera, HTC
introduced an intuitive lifestyle camera that allows users to take photos and videos while being able
to enjoy and live the moment without hiding behind the viewfinder like a traditional camera. During
Mobile World Congress 2015, we introduced HTC Grip™ , a new performance fitness band developed
together with Under Armour® Inc., the world's fastest growing sports brand. HTC Grip features
multiple sensors, including GPS, to track specific sports such as running, cycling, weights or gym
work, and it connects to Under Armour Record, a health and fitness network that helps users track,
analyze, and share their fitness activities with the world's first social network for athletes and fitness
enthusiasts.
And finally at MWC 2015, HTC announced the HTC Vive™ , the world's most advanced and immersive
virtual reality system that has taken the world by storm. Working with Valve® Corporation, the best
gaming platform in the world as well as developer of hits such as Portal™ and Half-Life™ , HTC
Vive has been touted as the most immersive virtual reality system in the world surpassing existing
VR systems. Unlike other VR systems, HTC Vive brings the VR experience to a full room scale, and
simultaneously engages all your visual, auditory and physical faculties like your hands and feet.
HTC is off to a great start in 2015. We continue to set the standards for design, quality and user
experience. The new HTC One M9 sets a new standard for craftsmanship that is unrivalled in the
consumer electronics industry and equal to the luxury products industry. We build phones that are
beautifully crafted with finishing often found in jewelry and luxury watches. Since the HTC One M8,
the jewelry-grade brush finish has not been successfully replicated by our competitors. With the
HTC One M9, we have extended this jewelry-grade finish to all HTC One M9 models, and included a
brand new 2-tone metal with multiple surface finishing like brushed, satin and mirror polish to create
beautiful and luxurious phones that are timeless and iconic. Every version of an HTC One smartphone
is enduring, and is a masterpiece in design and craftsmanship.
HTC BoomSound™ with Dolby® Audio is again setting a new bar for sound experience. Working
with Dolby, HTC BoomSound has been enhanced with a brand new surround sound experience that
brings immersive cinematic audio to the dual front-facing speakers and headsets. With thousands
of readily available Dolby-encoded movies, users can now enjoy surround sound equal to a theatre
experience. HTC BoomSound with Dolby Audio will extend to even more smartphones across the
HTC smartphone lineup.
HTC's camera experience is focused on picture quality. This year, the advanced HTC UltraPixel™
camera has been moved to the front of the phone so that users can enjoy taking selfies even under low
light conditions, surpassing all other smartphones. HTC UltraPixel camera has been touted as the
best solution for the front camera of the phone, giving users brighter, sharper images all the time. We
continue to listen to our users, and this year we have a brand new 20-megapixel main camera that
results in sharper pictures with more details so that users can zoom, crop and share exactly what they
want. Both cameras come with a smart sensing camera system that analyses each photo according to
the scene and brings out more details with true-to-life colors.
Our camera hardware is only part of HTC's holistic camera experience. In October 2014, we gave the
world the HTC Eye™ Experience that combines our great hardware camera with incredibly useful
the 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.
This talent has enabled HTC to receive global recognition, with awards including “Device
Manufacturer of the Year” at Mobile World Congress in 2011, and HTC was listed in the top 100
international brands by Interbrand in the same year.
Kicking off 2013, HTC became 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 has placed HTC at the center of two of the world's most elite
football competitions and has enabled it to deliver new and innovative ways for fans around the
world to get closer to the action.
In 2014, HTC undertook to evolve its brand strategy and identified our organizational purpose: to
bring brilliance to life by striving to develop innovation that fosters human connectiveness. The
pursuit of brilliance is at the heart of everything we do. It is the impulse to create, to venture into
the unknown with an unwavering dedication to bring innovation to life. It pushes us every day to
re-imagine new ways to connect the world, our consumers, and their pursuits in ways never before
thought possible.
We believe technology can transform the world. At HTC, we do all of these things in the knowledge
that we're always creating for the future. As we expand into new categories with connected devices,
it is important to remember what brought us to where we are now, and why we do the work we
do. From our people to our products and our social and environmental initiatives, the pursuit of
brilliance represents the guiding philosophy that has shaped and will continue to shape HTC as a
global organization.
Product development ____
HTC builds and markets innovative products for a connected world. We architect intuitive end-user
experiences by combining holistic design that leverages our award-winning hardware and software
design team. Our holistic design extends beyond the quality and craftsmanship to seamless integration
of design, hardware, user interfaces, software, applications and cloud services. A core belief is to build
experiences that are insightful, genuine, innovative and difficult to replicate, making our products
defensible from competition.
For example, since 2013, HTC BoomSound™ has brought immersive audio to users who want a
more powerful sound experience without headsets. HTC BoomSound is today the gold standard for
audio on smartphones and has not been surpassed in the industry. HTC UltraPixel™ camera brought
extraordinary imaging performance to photos and videos taken at night and continues to be the gold
standard for camera performance under low light. HTC Sense™ continues to be the easiest-to-use user
experience that is intuitive yet fast and lightweight, and it has been regularly touted as the best user
experience for Android smartphones.