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For 10 and more years HTC has made a path starting from a small private company to a major producer of smartphones, which are popular worldwide.
The beginning of the company was marked in 1997, when it took over the release of “smart” mobile phones for major vendors and mobile operators. The company refused the production of OEM business model only in 2006, which can be considered a starting point for the HTC brand itself.
From the very beginning of its foundation HTC tried bring out innovative products to the market. Thus, it is the first of the manufacturers that presented a smartphone based on Windows Mobile with colour display, and of course the first smartphone based on Android. The first smartphone based on Windows Mobile with capacitive touchscreen and the first WiMAX wireless device MAX 4G are also on the account of the company. The latter was developed in record time -only within 6 months. At the moment, in collaboration with Yota tens of thousands of such smartphones have been sold.
The company’s success was evaluated by GSM association, which awarded HTC an annual prize in Barcelona, Global Mobile Awards for the best mobile device in 2009 (HTC Hero). Justly the phrase in handwriting – Quietly Brilliant is in the logo of the company.
While in the structure of the company’s sales dominate smartphones based on the WM, which is not surprising – according to Microsoft corporation, 80% of all Windows Mobile devices were made by HTC. It is possible that the emergence of two new models based on Android will be able to shake the number of sales to the devices with a new operating system.
Initially, HTC focused on selling devices in high-and high-middle price segment. Now the company is shifting its strategy and plans to assign to the middle-level segment. This is confirmed by the emergence of Smart smartphone, which will cost less and are developed for middle class market.
Currently the company has 8500 employees worldwide. 25% of them are engaged in the field of research developments. HTC has 3 headquarters – in the United States, Taiwan and Europe. Recently, the company replaces the leading managers of local representatives in regions who know the markets in their countries better.
“Marvel-Distribution” is by no means a newcomer in the market of means of mobile smartphones – already in 1996 it had signed an exclusive distribution agreement with Sony Ericsson. In October of 2005 the company became the distributor of HTC, entering into an agreement for the supply of smartphones under the brand Qtec.
At present, the department “Complementing, digital and peripheral equipment, mobile means of communication” is responsible for the promotion of products of HTC in “Marvel”. In the sales department “Complementing, digital and peripheral equipment, mobile means of communication” group of mobile means of communication is 30,2%. While HTC devices are in the second place, and according to the results of 2009, they brought 13,7% in the sales department.
In the total sales of “Marvel” HTC has 4,6% for the part of the production. If we talk about the mobile direction, in the structure of sales of “Marvel” HTC products are far ahead of Acer and SE. Over the past four years, sales of the products of HTC have increased 4,5 times.
The well-established work for product promotion of HTC is confirmed by the fact that they are in demand in various market segments. According to the results of 2009, telecommunication operators (with a share of 29,2%) were leading in the structure of sales of devices of HTC, followed by computer retail (21,4%), federal retail is in the third place (15.1%).
For high results in 2009, HTC company awarded “Marvel” the status of the best distributor- the best way to promote corporate solutions of HTC.
In 2010, HTC company in collaboration with “Marvel” plans to continue its expansion in the territory of Russia. A significant advertising budget is presupposed for it, possibly, the company will have its own regional offices.
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