When 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