The Brand From Nowhere: HTC  

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Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 403 no. 8779 (Apr. 2012), page 61-62.
Topik: Computer Industry; Corporate Profiles; Smartphones; Brands; Net Income; Statistical Data; Business Conditions

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Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.71 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Mobile-phone brands can flower and fade quickly. No firm has bloomed as suddenly as HTC, headquartered in Taoyuan, near Taipei, Taiwan. Until 2006, when it started selling phones under its own name, it had no brand to speak of. Yet now only Apple and Samsung sell more "high-end" smartphones (costing $300 or more). In America it sold more smartphones than anybody else in the third quarter of 2011, according to Canalys, a research firm. But sales and profits plummeted in the fourth quarter of last year. This month two things will happen that HTC hopes will revive it. It will start selling a new crop of phones and step up its efforts in China, a market it entered only in July 2010. IDC, a research firm, says China will become the world's biggest market for smartphones this year. Others reckon it already is. Founded in 1997, HTC began as one of many Taiwanese firms that design and make things that are sold under others' brands--in its case, brands belonging to mobile-phone operators and computer-makers. It won a reputation for excellent engineering. But it wanted more, and began to invest more in innovation before eventually creating its own brand. Patent wars may not have halted it, but it has stumbled nonetheless. HTC has a good chance of bouncing back this year.

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