HTC started back in the 90's of the last century, it started as an ODM for
companies like Compaq (today HP) and for instance manufactured Compaq's
best-seller Pocket PC, the iPAQ. However, as time went bye, the classic Pocket
PC PDA segment more or less fade-out and today it's all about smartphones. When
HTC announced its "Global Branding Strategy"
early last year, HTC made clear that it wasn't re-launched as an ODM brand
again: "In the future, HTC will provide consumers with consistent global
marketing services under the 'HTC' brand name. This comprehensive global
marketing strategy will build up real, long-term brand value for HTC and will
boost the company's overall competitiveness".
According to Chinese-language Commercial Times, HTC now even aims to rank as of
one of the top 3 - 5 branded handset vendors in the global market, as Peter
Chou, HTC's CEO, told reporters in China last week.
While Chou did not provide a timetable as to when HTC is expected to reach its
goal, HTC's target is clear now, becoming a leader in the smartphone market,
even if it will be a long (and maybe painful) way.
According to DigiTimes, HTC is expected to ship 15 million handsets in 2008
which isn't bad at all. However, the world wide number 5, Sony Ericsson, is
expected to ship this year 90 - 100 million units and the third ranked Motorola
is expected to ship 100 million units in 2008. That's roughly 6 - 7 times more
units in 2008 than HTC is expected to ship.
Okay, to be fair - the 90 - 100 million Sony Ericsson and Motorola units also
include mobile- and feature-phones while HTC only ships smartphones but
nevertheless - that's a tough goal for HTC.
Cheers ~ Arne