Case HTC

Essay by paranedaUniversity, Master'sB, July 2014

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After six quarters of record sales, acknowledges, and awards; HTC stock price, a Taiwan base handset manufacturer, started to going down in Q1, 2012. The main reasons include a fight with Apple on smartphone IP, the market reaction on the integration of the main OS suppliers (Android of Google and Microsoft Mobile) with cellphone manufacturers (Motorola and Nokia), and the launching of a new category of handset device, the tablets. [1: Intellectual property]

Since those challenges, Peter Chou, the HTC´s CEO, recognize that is the moment to make important decisions in order to compete successfully and sustainably in the competitive mobile devices market. Among the HTC´s issues that Chou hope to resolve are: How to differentiate its strategy in a sustainable way?, What actions and strategy follow in order to manage uncertainty and to anticipate the changes of the acquisition of Motorola by Google and the alliance Microsoft-Nokia?, Will they need to develop their own OS or license another from the market?, How compete in the market of tablets? How important is for the company be leader in tablet?, and How face the Strategy IP be moving forward?[2: Operating System]


HTC is a well know Taiwanese company, recognized as one of the best handset hardware manufacturer.

At the beginning they were producing handset for well-known companies such as Microsoft, Compaq, Handspring (Treo) and even Google. Later they focused in carrier operators in the US, Europe and Asia. In the last few years they were trying to introduce their products to final consumers. That is the origin of the problem, because the environment changed, from an operator pushing sell to a customer pulling purchase. That is why Apple and Samsung are doing well. They have been focused in the final user instead of satisfied the carrier requirements.