HTC Corporation was started as a manufacturer of personal digital assistants (PDAs) in 1997 and later shifted to manufacturing smartphones for branded handset companies and for service providers such as T-Mobile, Vodafone, Orange, Sprint, Cingular, Verizon and NTT DoCoMo as an original design manufactures (ODMs) in 2002. In 2007, HTC had taken a strategic decision to manufacture branded products and sold smartphones under its own name. The main competitors of HTC in smartphone industry were Apple, Samsung, Research in Motion (RIM), Nokia and Huawei. HTC took a number of distinct paths to drive differentiation of its products which included a superb User Interface (UI) and applications (for e-mailing, screen locking, dialing and picture taking among others) that provided a unique experience to HTC users. Cher Wang believed that the key to creating a powerful brand was to produce cutting-edge smartphones. Cher Wang introduced a new culture, a culture of innovation in the organization. Her vision was to create innovative products that could enrich consumers' lives. Cher Wang wanted to make HTC global organization to make convergence of internet, mobile, wireless and IT. HTC's long-term plan was to distinguish itself in the handsets and tablets markets by offering an HTC-specific experience on both Android and Windows phones.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved