HTC 2015 Annual Report Download - page 11

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Company profile
Company profile
18
19
Diversification into Connected Devices
and Virtual Reality
In2015,HTCunveiledarobustdiversificationstrategythatleveragedourextensivedesignand
engineering capabilities and strong collaboration culture that has continually brought to market
high quality consumer electronics products.
HTC applied its heritage in innovative approaches to the field of fitness, where, together
with partner Under Armour®, the leading brand in the fitness space, HTC launched the UA
HealthBox™,providingcomprehensiveholisticinformationtoenableuserstomonitorand
improve their performance.
Steppingintothenascentfieldofconsumervirtualreality(VR),weunveiledtheHTCVive™in
2015, the first complete virtual reality system, which has been well received by consumers and
mediaalike.PartneringwithValve®,thestrongestbrandinPCgaming,virtualrealityhasthe
potential to impact every aspect of our lives including how we communicate, train, and believe.
HTC Vive is set to create the broader world that’s beyond imagination.
HTC understands that the growth of the consumer virtual reality industry relies on a healthy
industryeco-system,thusHTCfoundedtheAsia-PacificVirtualRealityIndustryAlliancein
Aprilof2016comprisingnumerousorganizationsinvolvedinthevirtualrealityindustry,tohelp
accelerate the development of the VR market. HTC also launched an accelerator program called
Vive X aimed at promoting the eco-development of virtual reality by providing professional
guidance, tools and investment for developers of VR content. This will enable the Vive platform
to be central to the VR eco-system and cultivate more advantageous resources to ensure the
continued success virtual reality in the consumer space.
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unveileditsall-newuserinterface,HTCSense™,deliveringasimplerandmuchmore
intuitive user experience. HTC then proceeded to introduce its competitive new lineup to the
world through its “quietly brilliant” tagline and global “YOU” advertising campaigns. HTC also
sponsored 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 continue to roll out
phones with innovative features to satisfy the needs of different consumers, changing the way
theyenjoy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.
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.
Bystreamliningourcommunicationchannels,wedeliversimplifiedandconsistent
brand messages to enable consumers to better understand our brand vision. Through the
reinforcement of global social media and interaction with users, we establish strong social
engagement and amplify the message of our connections to each other.