HTC 2014 Annual Report Download - page 23

• Business operations Business operations •
42 43
Fashion magazine Vogue Italia also covered the story as the collaboration of fashion and technology,
captioned that Israeli fashion designer Noa Raviv sent a host of models down a unique fashion-meet-tech
runway show. Renowned for integrating 3D-printed elements into ruffled garment influenced by distorted
digital drawings, the clean line and simplicity of her designs represent HTC's own philosophy of utilizing
cutting edge materials in its product development.
A new spot design was unveiled at the Mobile World Congress in Barcelona to coincide with the launch of
the highly anticipated HTC One M9 phone, the third generation of an iconic design. While people called
HTC One M8 the most beautiful smartphone on the market, we didn't stop there, but rather challenged
ourselves to aim higher.
Building on the design DNA of its predecessors, the HTC One M9 combines the antenna and precision of
HTC One M7 and the ergonomic curves of HTC One M8 in a seamless, elegant metal unibody. We achieved
an industry first, applying a dual tone, dual finish combination to the body of our phone. The back panel is
brushed with a gorgeous hairline finish, retaining the unique HTC look, while the sidewalls are polished to
perfection with a mirror finish. Staying true to our design philosophy, we machined this phone from a solid
piece of aluminum, to our iconic unibody design. The phone was received enthusiastically by press and
fans alike, and we are very optimistic that sales will reflect this early enthusiasm when the phone becomes
available in April 2015.
Having built equity in the brand based on the strong performance of the HTC One products, we next
sought to build an emotional connection and position HTC as more than just a manufacturer or technology
company in the minds of the consumer. The launch of the HTC One M9 provided the ideal platform to
launch our new brand positioning to the world and build this connection.
Enlisting the world's biggest star, Robert Downey Jr., once again, HTC set out to tell its story and share its
point of view in a thematic 60 second commercial, titled“One”. Narrated by RDJ, the campaign brought
to life our brand idea of“fostering human connectiveness”by showcasing beautiful scenes of how people
are united around the world, and that, despite our perceived differences, we are really all one. At the center
of the story, facilitating this human connection, was the beautifully designed HTC One M9.
The launch of the HTC One M9, our best smartphone yet, was not the only exciting news we had to share
in Barcelona. We also had some category-defining news to share under our HTC RE™ brand umbrella.
In partnership with Under Armour, we launched HTC Grip™ , a fitness band that combines the world's
premier connected fitness brand and our design expertise to improve the way you train, perform and live.
We see technology that transforms the world. Virtual reality has been a dream of technology enthusiasts
for decades, and in recent years, we have seen the first forays forays into creating that experience – but
no one has successfully defined what the ideal experience is. That is, until we proudly introduced HTC
Vive™ , a virtual reality experience the world has never seen before. Launched in partnership with Valve,
the global leader in gaming, we are confident that HTC Vive will set the new industry standard, bringing
consumers the most breathtaking and immersive virtual reality experience in the world. The response to
HTC Vive has been overwhelming. At Mobile World Congress in 2015, HTC Vive was awarded“Best in
Show”and also received many accolades from media. HTC Vive was named“2015 MWC Top Picks”by
Android Central,“Best in Show at MWC 2015”by Tech Radar,“MWC 2015 Best of Show”by Digital
Trends amongst many others. We are very excited to see the consumer response as the product rolls out in
the latter half of 2015.
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 4 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. In 2011, HTC launched several enhanced cloud
and audio-visual services enhanced 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 and LTE Windows Phone smartphones.
Milestones like these further highlight HTC's leadership in critical technologies.
HTC unveiled the HTC One family at the 2012 Mobile World Congress. This addition to HTC's portfolio further
streamlined the user experience with unparalleled design aesthetics, with amazing camera and authentic
sound. The HTC One was the only smartphone in its class with the all-new ImageSense™ to enhance image and
video capture functions.
In order to further satisfy the different needs of the market, HTC in 2012 released multiple smartphones that
combined performance and ergonomic design, such as the release of the first 4G LTE Windows Phone, named
TITAN II. In addition, HTC also featured the critically acclaimed entry-level Desire series smartphones. In
the high-end space, HTC released 5-inch full HD smartphones, such as the DROID DNA in a partnership with
US carrier Verizon, the HTC J Butterfly in cooperation with Japanese carrier KDDI, and the HTC Butterfly
in China and Taiwan. Together with Microsoft, HTC released the Windows 8X and 8S. HTC continues to give
consumers more choices by partnering with global technology leaders.
At a product launch held in London and New York in February of 2013, HTC unveiled the new flagship
smartphone HTC One (later called the M7). The device disrupts the traditional mobile experience, and
features a seamless metal unibody design. The HTC One came with the latest HTC Sense that includes HTC
BlinkFeed™ , which gives the user a real-time dynamic homepage to access global and personal social networks
news. Zoe™ shooting mode uses HTC UltraPixel™ -powered camera to bring image galleries to life. It redefines
how people take pictures, play and share precious moments. In addition, HTC BoomSound™ provides the
industry's best mobile audio experience, utilizing front-facing speakers and dual dynamic microphones. Add to
that a full HD screen, and users can immerse themselves in their music, movies, and games. In addition, HTC
Sense TV™ allows for the control of most TVs, set-top boxes, and receivers by transforming the smartphone
into a remote control. The HTC One M7 won the Best Smartphone of the Year at the 2014 MWC hosted in
February by the GSMA as well as the iF Gold Design Award in Germany. The awards affirmed once more that
design and innovation are a key part of HTC's DNA.
In October 2013, the user experience of the HTC One M7 was enhanced even further with the release of
the HTC One Max. A super-large 5.9" Full HD display and metallic construction provides users, especially
business people or avid readers, with a superb reading experience and viewing angle. The back of the one-piece
metallic casing incorporates a fingerprint scanner for high-precision fingerprint recognition that offers secure