HTC 2015 Annual Report Download - page 25

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Business operations
Business operations
46
47
thisnewvertical,wedevelopedacomprehensive2016launchmarketingprogramsandcontent
partnershipsforit,tofocusanddrivedesiredresults.HTCVive™istrulythelatestexampleof
our deep commitment to our customers, to harness our ambition, as well as push boundaries of
innovative technology to create, connect, and experience new realities.
TheHTCVivedevelopereditionwaslaunchedatMobileWorldCongressin2015to
remarkableacclaimandwinning23awards.AtCES2016,weintroducedtheHTCVivePre,
the second developer edition with added features to further acclaim from industry pundits and
themediaalike.HTCstolethelimelightfromourmajorcompetitorsinthisspace,which
reconfirmed that our power position to be a leading pioneer in consumer VR. Vive earned 20
awardsatCES2016,includingCES/Engadget’sBestGamingProduct,andBestinShowawards
fromTechRadar,MashableandTechSpot,andanother12atMWC2016,whereweunveiledthe
consumereditionjustpriortotheopeningofpre-ordersattheendofFebruary.
SocialmediaactivityaroundtheVivePrewasprolic,withoverwhelminglypositiveand
enthusiastic responses. Social channels were especially excited about the new front-facing
camera. Over the last year, Vive has been mentioned over 225,000 times with a reach of over
1.4billion.InthemonthofJanuary2016alone,Vivewasmentionedonsocialchannels73,000
times with a potential reach of over 500 million.During CES, we increased our Twitter follow-
ing100%from11,000to22,000,andcontinuetoseeasteadyincreaseinfollowers.Thishas
been boosted by our utilization of both social influencers and strong content that we have been
creating around developers, the Vive truck tour, and events.
Our partnership with Valve®, continues to build and extend awareness in the devoted, hard-core
gamersmarket.In2015,HTCenteredtheworldofeSports,quicklybecomingagenuinepartof
the rapidly growing community of gamers via authentic social content, sensible product
integration,savvysponsorshipandrespectforthisnewandengagingworldofcompetition.In
support of this valuable and important market, HTC is sponsoring three incredibly popular and
leading eSports teams; Team Liquid, Cloud 9 and Team Solomid.
Through a USA-wide HTC Vive Tour, we have brought Vive demos to thousands of consumers
and media. VR developers have shown unbounded exuberance and enthusiasm for Vive, and
we are working with over a thousand developers who are creating original content in gaming as
well as a wide range of potential uses. As part of this commitment, HTC is expanding into new
scientific and business enterprise applications, and is already partnering with leading brands
likeAudi,DassaultSystèmes,andAutodesk.
With Vive making totally immersive VR a reality, HTC is set to blaze a new trail for the brand in
the years ahead.
Social Brand Engagements
HTC continued to build upon its social media strategy to establish and cultivate meaningful
relationships with opinion makers as well as prospective and current customers. We engage
with global audiences via social channels, build and retain our tech-centric fan base, and extend
the brand to lesser tech savvy web users. We are achieving our goals by developing relatable
customer lifestyle moments into our sharing, at times that are relevant to our targets, and by
recognizing that the social interactions our customers have with HTC are a never–ending
opportunity to demonstrate our brand values in action. We believe our brand stands for more
than any one particular product or category; rather, we stand for enabling users to be more
creative, passionate and more brilliant in their daily lives.
Throughout the year of 2015, we maintained our commitment to being an always-on social
brand, by living our brand promise in the real world. We’re authentic and honest. HTC not only
listens, we engage directly with our passionate followers. A snapshot of key metrics
demonstratesoursocialsuccessatreachingconsumersinthesocialchannels.In2015,HTC
amassed704millionimpressionsfromitsglobalFacebook,Twitter,YouTubeandLinkedIn
accounts—anincreaseofmorethan90%over2014.HTC’sglobalsocialchannelsadded852
thousandnewfollowersandfansin2015,spreadacrossFacebook,Twitter,Instagram,Google+,
YouTubeandLinkedIn.HTC’sglobalYouTubechannelgeneratedmorethan19millionviews
in 2015. We are actively engaging the market in social media and continue to build success upon
communicating with our key constituencies.