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CHAPTER-1

1.1 INTRODUCTION

A mobile phone (also known as a cellular phone, cell phone and hand phone) is a device that

can make and receive telephone calls over a radio link while moving around a wide

geographic area. It does so by connecting to a cellular network provided by a mobile phone

operator, allowing access to the public telephone network. By contrast, a cordless telephone

is used only within the short range of a single, private base station.

In addition to telephony, modern mobile phones also support a wide variety of other

services such as text messaging, MMS, email, internet access, short range wireless

communication (infrared, Bluetooth), business applications, gaming and photography.

Mobile phones that offer these and more general computing capabilities are referred to as

smart phones.

Mobile communications have been around for longer than you might think.

Radiophones, for example, were first demonstrated around 1990 when Mr. Cho was created

an invention allowing telephone communications to be established via radio between the

shore and the ships at sea used by the navy. Hand held mobile radio communications devices

have been around since 1973.

India’s mobile phone industry is one of the fastest growing industries in the world.

Mobile phones in India were formally launched in August 1985. For the first few years after

the advent of mobiles, monthly subscriptions were added to the tune of 0.05 to 0.1million in

India.

Subsequently the subscriber base stood at 10.5million in December 2002. The Indian

mobile phone industry has entered a phase of boom due to many proactive measures taken by

various licensors and regulators. Two million mobiles subscribers were added every month in

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India from 2003 to 2005. The two other countries with more mobile phones then India are

USA and China.

Mobiles phones have become ubiquitous in our society. In fact, they have been

around for several decades in some form or another. The technology began shaping in the

late 1940s, when the idea of mobile phone was introduced.

HTC, being one of the fastest growing companies in the mobile industry, is introducing

newer handsets with stunning applications every year. The company aims in developing

smarter devices to best satisfy the needs of the consumers. Established in 1997, the company

commenced its business by introducing devices of popular brands in the market. HTC

Corporation experienced wide growth by bringing quality products of leading industries and

started its services under its own name since the year 2006.Though HTC Electronics has

gained corporate affairs in other business areas such as the digital media, the tablet, the

telecommunication network business area of HTC became a record breaker. We are

dedicated to creating a customized user experience and believe that each mobile device needs

to fit its owner, and not the other way around. HTC has been producing cellular device that

include mobile phones sensationalized phones, and the most innovative of them all the

Mobile Intelligent Terminals which are considered hybrid device.

The present line up of HTC mobile phones which comes with excellent mobile phone

deals include the most beautiful technology mobile phones namely: HTC Explorer, HTC

Desire, HTC Cho Cho, HTC sensation, HTC one X, HTC one X+(plus), HTC desire C, HTC

desire X, HTC Evo pro. The latest luxurious mobile phones introduced in Singapore are

known for its stylish designs, innovative and excellent features, that all comes with high-tech

multimedia features. The striking designs and uncompromised features, functions, and

performances of HTC mobile phones will continue to rule the mobile phone industry around

the world.

HTC sense offers the users instant capture of images, HD video recording, fantastic

graphics and animation, thus a delightful multimedia experience. HTC ChaCha and Salsa

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arrives with unique Facebook button for getting access to Facebook services and updates in a

single touch. Operated on Android Gingerbread version OS, these smart phones offer the

option of sharing updates while performing other applications. Sensation 4G possess the

most advanced technology with HTC sense, which is the perfect handset purely meant for

entertainment.

Users finds easy in accessing multimedia content in their convenience. All the HTC

mobile phones are made available for the purchase of consumers through exclusive deals

offered by top networks. HTC is popular worldwide for the creation of innovative

Smartphone. With the arrival of newer technology phones every year, HTC Corporation is

finding faster growth in the mobile sector. Latest news about HTC mobiles states that

consumers can enjoy most advanced technology in the upcoming HTC phones.

1.1.1 ORIGIN OF MOBILE PHONES

Mobiles phones are looked upon as a modern invention. However, their origin can be

traced back to the invention of telephone way back by Graham Bell 1870s and success in the

capture of radio message. Since those events, these basis technologies have merged and

shaped themselves together as mobile phone.

Summing up the history of mobile phones we can say that the telephones were the

beginning of the whole system. Radio charted the progress of radio communications. Both

technologies came together to bring radio telephones. Then came Cellular which marked the

development of popular cellular mobile phone systems. Another step was digital which led to

the emergence of a digital standard, GSM. Satellites helped mobile phones emerge as the

preferred medium of communication at the global level.

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1.1.2 WIRELESS COMMUNICATION

The development of wireless communication systems started in the 1930s with the

use of 'Walkie-talkies' during the Second World War to enable foot soldiers to stay in contact

with the headquarters. In 1946, AT&T Bell introduced the first commercial radiotelephone

service in the US, which allowed communication between mobile users in cars and the public

fixed network. In the 1960s, Bell Systems launched the Improved Mobile Telephone Service

(IMTS), which laid the basis for commercial-sector mobile communications. Developments

in microprocessor technologies in the late 1970s and early 1980s enabled the introduction of

the reliable wireless communications system, the so-called first generation.

1.1.3 TECHNICAL OVERVIEW OF COMMUNICATION

An essential part of a mobile phone network's tasks is to monitor the location of every

registered mobile phone device, as mobile phone users are free to roam throughout the

coverage area of a cellular network. Therefore the network must possess some way to track

mobile phones so that it can successfully route incoming calls and text messages to them.

Mobile phone location data is an inherent feature of mobile communication and for this

reason some technical background to mobile communication is provided in this section.

1.2 G TECHNOLOGY

G technologies represent a state of development between 2G and 3G and have

overcome the limited data and primarily voice- centered services of the 2G networks .In the

1990s and early 2000s higher transmissions rates and always-on connectivity were enabled

by General Packet Radio Services (GPRS). Data transmission speeds were now 10 times

faster with 115 kb per second and based on packets witching technology. Packet switching

optimizes the use of bandwidth available in a network and minimizes the time it takes for

data to travel across the network. The increased data transmission rates of 2.5G compared to

earlier systems help to transfer data such as mobile internet content.

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1.2.1 FIRST GENERATION NETWORK-1G

The first generation wireless technologies, also known as 1G, were relatively simple

and used analogue signals. Mobile phone handsets based on 1G technology were mainly used

by government agencies and the military before this technology came into general use in the

business domain in the 1980s. The systems in Europe and the USA had in common that they

provided coverage of a very large area by using only one transmitter mast. The coverage area

of a mast was fairly large, up to 150km.

1.2.2 SECOND GENERATION NETWORK-2G

In the late 1980s and early 1990s, the popularity of wireless communications grew

and increased the demand for network capacity. Together with the disadvantages of analogue

1G system, this led to the development of the second generation wireless system based on

digital technology. Digital signals have different transmission properties than analogue

signals and use binary coding using sequences of 0s and 1s to construct a signal's unique

pattern. Digital signals use digital samplers and codes to convert analogue voice data into

digital data.

1.2.3 THIRD GENERATION NETWORK-3G

Third generation mobile telephony (3G) is the successor to the 2G and 2.5G systems.

3G improved previous systems by providing enhanced security and encryption features,

improvements in screen displays and the ability to handle multimedia data, such as graphics

and video streaming. 3G allows faster data exchange with data transmission rates up to

1920kbits per second, which enables the support of greater voice and data customers.

Support can be provided for a wide variety of mobile equipment. 3G technologies were first

introduced in Japan in 2001 and spread to Europe and the USA in 2002. UMTS (Universal

Mobile Telecommunications System) is the third generation mobile phone technology mainly

used in Europe and also in Japan.

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1.2.4 GSM TECHONOLOGY

GSM is an open non-proprietary and interoperable digital standard for cellular mobile

systems operating in the 900 and 1800 MHz band. In 1986, a number of different prototype

systems put forward by companies and consortia from different European countries were trail

and led to the agreement of the main characteristics of the new system. GSM is still in use to

date by all European countries and has also been adopted in other continents, such as Africa

and South America. There are over 540 million GSM subscribers in Europe, plus another 18

million Europeans using 3GSM networks, which are the 3G service delivered over the

evolved GSM core network.

1.3 COMPANY PROFILE

HTC, being one of the fastest growing companies in the mobile industry, is

introducing newer handsets with stunning applications every year. The company aims in

developing smarter devices to best satisfy the needs of the consumers. The latest release,

HTC Wildfire-S is expected to attract large number of consumers with its advanced technical

specs and cheaper price. Established in 1997, the company commenced its business by

introducing devices of popular brands in the market. HTC Corporation experienced wide

growth by bringing quality products of leading industries and started its services under its

own name since the year 2006. HTC Advantage arrived with prominent features like 5 inch

screen and QWERTY keyboard, which brought the company enough popularity among

consumers. HTC Shift and Touch followed the HTC Advantage with powerful applications,

which made HTC excel in Asian, European and US markets.

The achievements made by HTC Corp, in the past few years is something impressive.

HTC products are known for its innovation and elegant design, which certainly meet the

demands of the users. HTC was the first to introduce the products like color palm PC,

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Microsoft pocket PC & wireless pocket PC, Microsoft powered 3G phone and tri-band

UMTS 3G device. Updated news about HTC mobiles is available online with pictures,

videos and reviews.

It is clear from the introduction of HTC Sensation 4G, HTC ChaCha & HTC Wildfire

S that the company better understands the requirements different people have when they look

for buying new mobile phones. Sensation 4G possess the most advanced technology with

HTC sense, which is the perfect handset purely meant for entertainment.

HTC sense offers the users instant capture of images, HD video recording, fantastic

graphics and animation, thus a delightful multimedia experience. HTC ChaCha and Salsa

arrives with unique Facebook button for getting access to Facebook services and updates in a

single touch. Operated on Android Gingerbread version OS, these smart phones offer the

option of sharing updates while performing other applications. HTC sense is implemented in

a much simpler way in HTC Desire S, HTC Wildfire S and HTC Incredible S and with the

stunning design and speed, these smart phones are certain to present the users an exhilarating

mobile experience.

Advantages of Mobiles

1. Quick information- With the help of MOILES one can get quick information about the

things happening in the world and can thus remain updated.

2. Source of entertainment- Mobiles Phones acts as a source of entertainment for the

people. We enjoy a lot while watching Smartphones and get relaxed after watching phones.

3. Easy to operate –We can easily operate the mobiles; even children do not find any

difficulty while operating Smartphone.

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Disadvantages of Mobiles

Wastage of time- Normally children waste their time in watching mobiles (games, music

etc.) and do not study well.

Harmful rays- Watching Mobiles regularly harms our eyes, as it gives out many harmful

rays which are very harmful to the eyes.

1.3.2 COMPANY HISTORY

HTC Corporation, stands for High Tech Computer Corporation, located in Taiwan, was

founded by three members, Cher Wang(chairman), HTC (director and chairman), and Peter

Chou(President and CEO) in 1997.

HTC started as an original designer and equipment manufacturer that designs products such

as mobile phones and PDAs (Personal Digital Assistant). However, HTC did not have

successful products nor did it build a high reputation until the establishment of its leading

position in PDA market by developing a product called iPAQ (pocket PC and personal digital

assistant).

Since then, HTC became the world’s largest PDA original equipment manufacturer and its

largest customers were HP and Dell (Phone Arena Team, 2008).

HTC gradually increased its industry awareness by signing a large number of orders with

European telecommunications. In 2002, Microsoft announced a Pocket PC Phone Edition

system which drew HTC’s attrition. HTC had the idea of combining the system into mobile

phones; it then developed the world’s first PDA phone based on the system. Manufactures

such as HP and Dell did not recognize the value of the new product. thus, no order was made.

A European telecommunication called O2, however, was highly interested and signed orders.

The unique feature of this phone created opportunities for HTC to become popular in Europe,

and other European telecommunications started to became HTC’s customers (Phone Arena

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Team, 2008).

In 2009, HTC began to develop its devices based on Android, and one year later, Windows

operating systems. In 2011, HTC released its Smart phones under its own brand name: HTC.

In recent years, due to the pressure of competitive Smartphone market, HTC developed a

Touch series phones. This series has a nice appearance, and more importantly, the Touch

FLO operating system which is more convenient and smarter than Windows Mobile.

HTC has achieved many industry firsts, including the first touch-screen Smartphone (2000),

the first 3G Microsoft Windows phone (2005), the first 4G Smartphone launched in the U.S.

(2010) and the first 4G LTE Windows phone (2012) (About HTC). Now, HTC is the world’s

top Smartphone original equipment manufacturer and the largest manufacturer of Windows

Mobile Smartphone and it dominates about 80% of Windows Mobile Smartphone market

share.

High Tech Computer Corporation (HTC) is the hidden force behind most of the world's

Windows Mobile-based clamshell "Smartphone" and personal digital assistants (PDAs). The

Taiwan-based company operates primarily as an original design manufacturer (ODM) but

also as an original equipment manufacturer (OEM) for many of the world's largest

telecommunications companies, including Orange, NTT DoCoMo, AT&T Wireless, and T-

Mobile, among others. HTC also produces Smartphone’s and PDAs under its own brand,

Qtek, to limited markets. In June 2006, however, the company announced its acquisition of

Dopod, a major manufacturer and distributor of HTC- based Smart phones and PDAs in the

Asian region, a move that placed HTC in direct competition with many of its customers.

Founded only in 1997, HTC grew quickly through its close partnership with Microsoft

Corporation, helping the software giant impose its operating system on an initially reluctant

mobile telecommunications sector. HTC operates manufacturing subsidiaries in mainland

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China, and sales support subsidiaries in the United States and the United Kingdom, for its

North American and European operations, respectively. HTC is led by founder and Chairman

Cher Wang, who is also behind chip maker Via Technologies and is the daughter of Y. C.

Wang, Taiwan’s wealthiest person. Peter Chou serves as the group's president, and H. T. Cho

is company CEO. The company is listed on the Taiwan Stock Exchange and produced

revenues of TWD 72 billion ($2.23 billion) in 2005.

Smartphone Start in 1997

High Tech Corporation was founded in 1997 to develop a new generation of personal digital

assistants and so-called "Smartphone" which combined mobile telephone technology with

miniaturized computer and other functions. The development of the Smartphones became an

important step in what many technology market observers viewed as an inevitable drive

toward the convergence of various technologies--ranging from telecommunications to music

to video and photography to a variety of computer applications--into single, all-

encompassing, handheld units. As company founder Cher Wang told China Daily: "We

started HTC with the vision of offering end-users an easy to use product. We have never

believed consumers want to have to carry separate laptops, mobile phones and digital

cameras."

HTC was not Wang's first venture into the technology sector. Wang was the daughter of Y.

C. Wang, head of Taiwan's largest corporation, Formosa, and recognized as Taiwan's

wealthiest person. The Wang family had entered the technology sector during the late 1970s,

through Formosa Plastic's semiconductor division, headed by Winston Wang, and through

First International Computer, established by Charlene Wang and her husband in 1979. The

fourth of five children born to Y. C. Wang's second marriage, Cher Wang started out by

working for older sister Charlene at First International Computer. Wang then joined with

husband Wenchi Chen to found chip maker Via Technologies in 1992. After the Wang

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family acquired struggling computer manufacturer Everex Systems, based in the United

States, in 1993, Cher Wang was placed in charge of the company, and led its turnaround by

mid-decade. Despite the wealth of her family, however, Wang was determined to build her

career on her own. As she told China Daily: "In my career, I have never got a cent from my

father."

By the mid-1990s, Wang had become one of the first to recognize the potential for

converging technologies. The proliferation of new handh0.eld technologies, especially

mobile telephones and PDAs, as well as the rising popularity of portable computers, had

given people, especially professionals, a lot to carry. Wang recognized the need for a new

generation of handheld device that could combine most, if not all, of the functionality of the

various technologies. This led Wang and Wenchi Chen to found a new company, based

around a team of engineers from Digital Equipment, a major customer of First International

Computer from when Wang worked there. HTC's research and development team gradually

increased to a team of more than 1,000 engineers by the mid-2000s.

HTC at first focused on the laptop computer market, specifically on the newly emerging

Pocket PC format. This effort brought the company into its first contact with Microsoft, as

HTC received its Windows CE OEM certification at the end of 1997. The company set out to

develop the first Pocket PC models for the OEM market and by the end of the decade, its

models had captured the industry's attention. In 1998, for example, the company was a

finalist in Byte Magazine's Best of CeBIT awards. By the following year, the company had

captured the first prize from PC Week Magazine's Best of Comdex Spring awards.

Supporting the group's development through this early phase was its early initial public

offering, in 1998. The company also became the first in the industry to produce a Pocket PC

with a full-color screen.

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Yet the company's first years were difficult ones. Within two years, the company was facing

mounting losses, and its products failed to capture consumer attention. As Wang told

Business Week: "The market just wasn't ready for a PDA phone that behaved like a

minicomputer." At the same time, the company's products were beset with technical

problems, both in their design and operating software. In order to survive, Wang was forced

to pump millions of her own money into the company, notably in stepping up the group's

engineering and design capacity.

HTC's breakthrough came in 2000, when it was awarded the contract to develop and

manufacture a new breed of still smaller handheld computer, known as the personal digital

assistant (PDA), for Compaq Corporation. The Ipaq, as the new device was called, became

an instant sensation. The success of the Ipaq was a lasting one, too, as the company

continued to develop new models through the middle of the decade. Of importance, the Ipaq

featured an expandable design, with slots for both the Compaq Flash Expansion Pack and a

PC Card Expansion Pack, pointing the way to the future convergence of the computing and

telecommunications markets.

As Peter Chou pointed out in a company press release in 2000: "We are at the beginning of a

2nd wireless revolution; one that will see wireless and Internet integration as the most

important technology of this decade."

Keeping the Lead in the New Century

HTC set out to play the role of leader for the new market. In 2001, the company reached a

new agreement with Microsoft to develop a new generation of mobile telephones based on

the extension of Microsoft's latest handheld operating system, Windows CE 3.0. By March of

that year, the company had debuted its first fully functional prototype of the new

"Smartphone." The fact that Microsoft CEO Steve Ballmer himself made the demonstration

helped dramatically raise HTC's profile among the global telecommunications industry. In

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support of the new product line, HTC reached a processor supply agreement with Texas

Instruments in May 2001.

By 2002, HTC had released its first commercially available Smartphone, which was picked

up by fast-growing British telecoms group Orange, later part of France Telecom. In that year

as well, HTC launched its first wireless Pocket PC. The company quickly signed up new

customers, including Germany's T-Mobile, the Philippines Smart Communications, and the

United States' AT&T Wireless, which added Smartphones in 2003. The successful launch of

the new technology also transformed HTC's revenue picture. Whereas the group's Ipaq sales

had dominated its turnover, accounting for some 85 percent of total company sales in 2001,

HTC had successfully reduced its reliance on that single device, back to just one-third of

sales, by 2003.

By 2003, HTC faced a growing number of new entrants in the Smartphone market, including

competing Windows versions, and the rival operating system, Symbian, used by Nokia and

Motorola, among others. In response, HTC moved to lower its cost by shifting parts of its

production to mainland China, incorporating a subsidiary in Suzhou in 2003. The company

also focused on new product development, driving its Smartphones toward still smaller,

sleeker designs. The company also counted its focus on the handheld market as part of its

strength against the newly emerging competitors, which entered the Smartphone market with

a background in personal computers (PCs). A far different sector, the PC market demanded

high volumes, with little need for product innovation. The Smartphone market, on the other

hand, was especially driven by research and development capable of extending functionality.

HTC's sales rose quickly, as more and more of the world's major telecommunications

providers adopted the company's Smartphones. By the end of 2004, HTC's revenues had

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neared $1 billion. In that year, the company boosted its software development wing with the

acquisition of IA Style, a noted developer of software applications for the Windows Mobile

operating system. Following the acquisition, IA Style, which had previously operated in the

retail sector, shifted its operations entirely to supporting HTC's own product development. In

the meantime, HTC had begun expanding its global operations, launching a subsidiary in the

United States in 2003, and a subsidiary in the United Kingdom in 2005. In this way, the

company positioned itself closer to its major customers, which included European giants

such as O2, Orange, Vodaphone, T-Mobile, and Telefonica. Also in 2005, HTC became the

first to release a Smartphone based on the new Windows Mobile 5.0 operating system. By

the end of that year, the company's sales had doubled, topping $2.2 billion.

In 2006, HTC moved to boost its operations in the Asian markets as well, announcing its

agreement to acquire Dopod in June of that year. Dopod was then a major player in the Asian

regions with sales of its own HTC-based Smartphones. The acquisition raised eyebrows,

particularly among HTC's customers, as the addition of Dopod operations placed HTC in

direct competition with the company's own customers. The move signaled the company's

possible interest in moving out of the shadows in order to achieve recognition as the world

leader in Smartphone technology.

CHRONOLOGY

Key Dates

1997 The company is founded.

2000 HTC is awarded the contract to develop and manufacture a PDA, the Ipaq, for

Compaq Corporation.

2001 HTC reaches an agreement with Microsoft Corporation to develop a new

generation of mobile telephones.

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2002 HTC releases its first commercially available Smartphone and its first wireless

Pocket PC.

2005 HTC becomes the first to release a Smartphone based on the new Windows

Mobile 5.0 operating system; company sales top $2.2 billion.

2006 HTC agrees to acquire Dopod.

2008 Integrated GSM/WiMAX 4G phone launched in the world (Russia) – HTC Max

4G Android device – T-Mobile G1.

2009 HTC Sense Smartphone – HTC Hero.

2010 4G Smartphone launched in the U.S. – the HTC EVO 4G on Sprint.

2011 Smartphone with Beats Audio – HTC Rezound (2011)4G LTE Smartphone on

Verizon and AT&T – HTC Thunderbolt and the HTC Vivid.

2012 1080 pixel display - HTC DROID DNA, 4G LTE Windows Phone - HTC

TITAN II, Smartphone with f2.0 aperture - HTC One X and S.

2013 The phone runs Google Inc's Android software, but HTC is grafting its own

home screen on the phone, one that's similar to that of Microsoft's Windows Phone

software.

MISSION

At High-Touch Communications, our mission is to build our business through innovative

design strategies and easy-to-use software solutions.

• Customer service of the highest order.

• Value for money to the customers.

• Professionalism in carrying out business.

• Use of technology to improve service standards.

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• Increase market share.

• Winning consumers’ heart.

Company’s mission statement is clear and thoughtful which guide geographically

dispersed employees to work independently yet collectively towards achieving the

organization’s goals.

VISION

Company’s vision is crystal clear and mind frame very directed “To improve the quality of

life through technology”. And continue to grow at a healthy pace, year after year, decade

after decade. Our vision is to address our communications and software automation

requirements with intuitive Internet platforms and professional branding initiatives.

GOALS

• To consolidates its position as a global player in the Smartphone’s mobiles market.

• To leverage technological skills to drive growth.

OUR VALUES

EXCELLENCE in everything we do.

COMMITMENT to our clients, brands, projects and industry.

HONOUR in dealing with clients, suppliers and colleagues.

COMMITMENT

To our customers.

To our people.

To our community.

To our shareholders.

To our clients, brands, projects and industry.

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1.4 BOARD OF DIRECTORS AND SUPERVISIOR

Board of Directors:

Cher Wang Chairperson,

HT Cho Director / Member of the Compensation Committee,

Wen-Chi Chen Director, Tan Ho-Chen Director,

David B. Yoffie Director, Chen-Kuo Lin Independent Director/

Member of the Compensation Committee, Josef Felder Independent Director.

Board of Supervisor:

Shao-Lun Lee Supervisor on

behalf of Way-Chih

Investment Co., Ltd.

Huang-Chieh Chu Supervisor.

Management Team:

Peter Chou Chief Executive Officer & President,

Fred Liu President of Engineering and Operations,

Chialin Chang Chief Financial Officer,

Jason Mackenzie President of Global Sales and Marketing,

Matthew Costello Chief Operating Officer,

David Chen Chief Engineering Officer,

Scott Croyle Vice President, Innovation,

John Wang Chief Marketing Officer,

Kouji A. Kodera Chief Product Officer,

Grace Lei General Counsel.

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Worldwide Office Locations

HTC is headquartered in Taiwan. Sales and service centers located in Europe, Americas and

Asia to ensure our ability to service clients and enhance relationships with consumers. HTC

maintains a presence in all key markets, including the United States, Canada, the United

Kingdom, Germany, France, China, Japan, Korea, Italy, the Netherlands, Belgium, Greece,

Spain, Poland, Denmark, Russia, Singapore, Thailand, the Philippines, Indonesia, India,

Malaysia, Australia, the United Arab Emirates (UAE) and Brazil.

Human Resources

Employees represent one of HTC's most valuable assets. The company has in recent year’s

actively recruited outstanding talent into its ranks – particularly in the areas of product

design, user interface, brand promotion, and sales and marketing. While bringing on

professionals from Europe and Americas, we have also invested significant resources into

making the work environment at HTC diverse, challenging, and encouraging.

As of the March 31st 2012, HTC employed 16,746 staff worldwide. 24.8% of all HTC

managerial positions are held by 331 non-Taiwanese managers. Non-Taiwanese managerial

and technical staff filled 12.9% of HTC managerial and technical positions. Women held

21.0% of HTC's 1,332 managerial positions.

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1.5 WORKING COMPANY

Work Environments

HTC is committed to comply with local laws and regulations to establish a safe and healthy

workplace, free from recognized hazards. Furthermore, HTC is thoroughly dedicated to

providing employees with a workplace that is free of harassment (including sexual

harassment) and discrimination. Any language or behavior of intention to cause hostilities or

violations of this policy is strictly prohibited and shall be reported to a responsible authority

immediately.

1. HTC is the Place to Start or Further Our Career

As a recognized world leader in the mobile device market, HTC provides you with the

launching pad in starting or furthering your career. HTC is part of the global market that

breeds flexibility, new technologies and innovations. This creates opportunities and an

environment for you to challenge yourself and grow with the future.

In HTC, your value will be recognized and your career will have direction. If you want to be

part of a team that comes up with innovative ideas, designs cutting-edge products, uses the

latest technology and you want to have fun while doing it, HTC is the place for you.

2. HTC as an Employer

HTC's philosophy is Integrity, Innovation and Execution.

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Integrity - Integrity is an integral part of HTC beliefs, whether it be between HTC and its

employees, or HTC and its customers. We believe that integrity is vital for us to win our

employee's trust and support, and to expand our client base in a very competitive market.

Innovation - Innovation is what drives us to provide our customers with cutting-edge

products. In HTC, innovative ideas are encouraged at work and tested in our products.

Innovation and the willingness to take on challenges have helped HTC stare down

difficulties, and achieve near-impossible objectives.

Execution - We insist on providing our customers with the best and highest-quality products.

Each detail in the development process is subjected to the strictest standard to ensure a

superior final product. Our commitment to the smallest details and execution brings the best

service and value to our customers.

3. Grow with Us

HTC puts a premium on its employees and therefore we encourage professional and personal

growth. Based on this philosophy, training and job rotation are designed to further the

development of HTC employees.

3.1 New Employee Orientation and Evaluation

HTC helps new employees easily acclimate to the company by arranging an orientation

program and performing an evaluation after the employee's probation period. HTC has set up

various professional training programs to provide its employees with the necessary skills and

knowledge to perform their work at a high level. Based on an employee's job requirements,

HTC arranges the proper training program to the employee’s needs.

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CHAPTER- 2

PRODUCT PROFILE

2.1 PRODUCT SCHEME

The company’s products are sold under various brand names, such as HTC, Dopod, and Qtek

and are often rebranded by major telecommunication carriers. Its products also include

pocket PC phones (touch phone), pocket PC phones (PDA Phone), ultra mobile phones

(mobile computer, sub note), HTC kovsky (Sony Ericsson XPERIA X1), and HTC dream (T-

mobile G1).

Significant Events In August 2009, Chunghwa Telecom Co. Ltd. has teamed up with

Microsoft Corporation, HTC Corporation and others to start building an e-book business for

Chinese language materials. China Mobile Limited and HTC Corporation have agreed to

work together to develop products for the mainland's third generation mobile network. They

signed an agreement to start the partnership, focusing on product and technology

development. HTC would develop intelligent advanced wireless broad band products based

on the TD-SCDMA standard, and would work closely with China Mobile to design and make

products tailored to the needs of the China market.

Product Quality and Safety

The Company is committed to pursue excellence and maintain quality at all times. The

Company strives to continuously improve the quality of products and service in compliance

with the related safety regulations/laws in order to benefit our customers and

venders/suppliers and achieve world-class competitiveness. To maintain HTC's valuable

reputation and the benefits to our customers and venders/ suppliers, all employees must

comply with our quality processes and safety requirements.

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Compared To The Competitors

ANALYSIS OF EFE MATRIX: The total weighted score of 2.8 is above the average of 2.5,

so the telecommunication business (HTC) is doing pretty well, taking advantage of the

external opportunities and avoiding the threats facing the corporation but still there is a great

room for improvement as HTC is competing with the great players of mobile market they

need to continue producing new mobile models to cope up with the competition.

The corporation should take advantage when their competitor make some mistake like

blackberry have to called their phone sets from the market due to some defect, in this

situation HTC should try to win the customers of blackberry. Striking out the opportunities at

the right time and eliminating threats at the right time will definitely help HTC to become the

giant of the market.

23

2.2 PRODUCTS OF HTC

HTC has different products which are mentioned below:

HTC One Family

Under this categorization the models have different features namely as follow:

HTC One Max HTC One

HTC One mini HTC One (M8)

24

HTC One dual sim HTC One Max

HTC Desire Family

Under this categorization the models have different features related to advanced performance

for exceptional value. Performance, design and affordability. The models are as follows:

HTC Desire 816G dual sim HTC Desire 516 dual sim

25

HTC Desire 210HTC Desire 310 dual sim

HTC Desire 500 HTC Desire 700

26

More Smartphones

Under this categorization there are following models namely:

HTC Butterfly S HTC One X HTC Desire V

Window Phone 8X by HTC Window Phone 8S by HTC

27

2.3 HTC MOBILE WITH FEATURES

DESIRE 816G Dual Sim

1 GB Ram & internal 8GB, External 32GB memory.

Android 4.4 (Kit Kat).

1.3 GHz quad-core processor for fast performance.

Perfect entertainment pleasure on the 4.3 (10.9 cm) display.

Primary Camera 13MP & Secondary 5MP takes sharp pictures in any light.

Battery STAMINA Mode for 4 times more standby time.

One touches sharing with NFC.

28

DESIRE 516

1 GB Ram & internal 4GB, External 32GB memory.

Android 4.2 (Jelly Bean).

1.3 GHz quad-core processor for fast performance.

Perfect entertainment pleasure on the 4.5 inches display.

Primary Cemera5MP & Secondary VGA takes sharp pictures in any light.

Battery li-Ion 2000mAh.

29

DESIRE V

512 MB Ram & memory total storage 4 GB.

Android 4.0 with HTC sense 4.

1 GHz quad-core processor for fast performance.

Perfect entertainment pleasure on the 4 inches display.

5MPcemera with auto focus and LED flash.

Battery 1650 mAh.

30

HTC Butterfly

2 GB Ram & internal 16GB,(11 GB user available) external 32GB memory

Android OS, 4.1(Jelly Bean), v4.2 (Jelly Bean), planned upgrade to v4.2(Kit Kat)

1.5 GHz Krait quad-core processor for fast performance.

Perfect entertainment pleasure on the 5.0 inches display.

Primary Camera 8MP & Secondary 2.1MP.

Non-removable li-op 2020mAh Battery.

31

HTC Window 8X

1GB Ram & memory total storage 16GB available capacity varies.

Window phone 8 G-sense.

Qualcomm S4 1.5 GHz dual-core processor.

4 inch touch screen with Gorilla Glass 2.

8MP camera with the ultra wide-angel front camera 2.1MP.

Embedded & rechargeable Li-ion Battery 1800 mAh.

32

CHAPTER-3

RESEARCH METHODOLOGY & OBJECTIVES TRAINING

3.1 OBJECTIVES OF THE STUDY

To know about the history of industry.

To assess the awareness level about HTC mobiles among customers.

To investigate the factors providing satisfaction to customers.

To identify the strength of HTC mobile in the market.

To identify the features of HTC mobiles.

To find the level of customer’s satisfaction of HTC mobile in Kaithal city.

3.2 NEED FOR THE STUDY

The study is based on the topic “customer satisfaction towards HTC mobiles with

special reference to Kaithal city”. This study aims to find factors affecting the purchase of

HTC mobiles phones, the media that create awareness about HTC mobiles etc. Primary data

were collected and simple percentage statistical tool were used to find out the results. The

report has been prepared by meeting the respondent face to face and getting their views and

then using those as a basis for further analysis and interpretation.

33

3.3 RESEARCH METHODOLOGY

3.3 (1) SAMPLE SIZE

Sample is 150 respondents are taken for this study.

3.3(2) SAMPLE TECHNIQUES

The sampling technique used in this study is “Convenience sampling”. When the

population elements for inclusion in the sample based on the case of access, it can be

called as convenience sampling.

3.3(3) COLLECTIONS OF DATA

For this study primary data and secondary data were used. In order to collect this

primary data, a questionnaire designed with (25) questions with open ended question

which will cover the overall information needed to do this study. And secondary data is

collected from books, journals, magazines and from websites.

3.3(4) DATA ANALYSIS

For analysis the data, researcher used simple percentage method. In addition

different charts, tables etc were drawn to interpret the data and results.

3.3(5) LIMITATIONS OF THE STUDY

The studies restricted only to Kaithal city.

Time constrain being one of the major limitation.

Only a sample of 150 respondents was taken for study.

The findings are based only on the information given by the respondents.

The opinion given by respondents may base.

34

CHAPTER-4

ANALYSIS AND INTERPRETATION

This chapter deals with the survey analysis of respondents of

HTC Mobiles and their interpretaiton and presentations.

35

TABLE NO 1: DO YOU HAVE HTC MOBILE EARLIER WITH YOUR

FRIENDS AND RELATIVE.

Source: primary data

Interpretation

From the above table 1 it is inferred that 80.04% of the respondents are saying that

having a HTC mobile you and friend your relative and 20.01% of the respondents are saying

no.

Majority of the respondents 80.04 %( 120) are Yes and 20.01 no.

0

10

20

30

40

50

60

70

80

90

Yes No

80.04

20.01

S.No Having HTC mobile phone

No of respondents Percentage

1 Yes 120 80.04

2 No 30 20.01

Total 150 100

36

TABLE NO 2: WHICH MODEL YOU PREFER OF HTC BRAND.

S.No. Model you prefer under HTC

No of respondents Percentage

1 HTC Explorer 59 39.3

2 HTC Touch HD 31 20.6

3 HTC Desire 816 28 18.6

4 HTC EVO 4G 28 18.6

5 HTC Inspire 4 2.6

Total 150 100

Source: primary data

Interpretation

From the above table 2 it is inferred that 39.3% of the respondents are prefer HTC

Explorer,20.6% of the respondents are prefer HTC Touch HD,18.6% of the

respondents are prefer HTC Desire 816,18.6% of the respondents are prefer HTC EVO

4G,2.6% of the respondents are prefer HTC Inspire.

Majority of the respondents 39.3 %( 59) are prefer HTC Explorer.

0

5

10

15

20

25

30

35

40

HTC

Explorer

HTC

Touch HD

HTC

Desire 816

HTC EVO

4G

HTC

Inspire

39.3 20.6 18.6 18.6 2.6

37

TABLE NO 3: WHAT WILL BE YOUR PRICE RANGE FOR

PURCHASE OF HTC MOBILE.

S.No Price of your HTC mobile

No of respondents Percentage

1 Less than Rs.10000 51 34.01

2 Between Rs.10001 to 20000 45 30.01

3 Between Rs.20001 to 30000 22 14.6

4 Above Rs.30000 32 21.3

Total 150 100

Source: primary data

Interpretation

From the above table 3 it is inferred that 34.1% of the respondents are less than

Rs.10000, 30.01% of the respondents are between Rs.10001 to 20000, 14.6% of the

respondents are between 20001 to 30000, 21.3% of the respondents are above 30000.

Majority of the respondents 34.01 %( 51) are less than Rs.10000.

34.01

30.01

14.6

21.3

0

5

10

15

20

25

30

35

40

Less than

Rs.10000

Between

Rs.10001 to

20000

Between

Rs.20001 to 30000

Above Rs.30000

38

TABLE NO 4: WHAT IS THE PREFER FETURES OF HTC MOBILE

PHONE.

Source: primary data

Interpretation

From the above table 4 it is inferred that 39.3% of the respondents are saying user

friendliness, 38.01% of the respondents are saying clarity, 13.3% of the respondents are

saying price, and 9.3% of the respondents are saying sound effect

.

Majority of the respondents 39.3 %( 59) are saying user friendliness.

39.3

13.39.3

38.01User friendliness

Price

Sound effect

Clarity

S.No

Strength of HTC mobile phones No of respondents

Percentage

1 User friendliness 59 39.3

2 Price 20 13.3

3 Sound effect 14 9.3

4 Clarity 57 38.01

Total 150 100

39

TABLE NO 5: WHO IS MAIN COMPETITERS HTC MOBILES.

S. No Who is the sound competitor to your

HTC mobile phone

No. of respondents

Percentage

1 Sony Xperia 61 40.6

2 Black berry 29 19.3

3 Samsung 38 25.3

4 Apple 22 14.6

Total 150 100

Source: primary data

Interpretation

From the above table 5 it is inferred that 40.6% of the respondents are Sony Xperia,

25.3% of the respondents are Samsung, 19.3% of the respondents are Black berry, and 14.6%

of the respondents are Apple.

Majority of the respondents 40.6 %( 61) are Sony Xperia.

40.6

19.3

25.3

14.6

0

10

20

30

40

50

Sony ericssion Blackberry Samsung Apple

40

CHAPTER-5

MOBILES STRATEGIES

Introduction

Under this chapter mobile strategies are investigated in HTC ltd. and the comparison of

selected models are done to find out the best model out of selected models.

Mobile technology presents all marketers with a tantalizing proposition. Mobile devices

function like an extension of our selves, present throughout every moment of our day. They

are globally ubiquitous, and ownership frequently transcends economic and social

boundaries.

At HTC, there are four ideas as part of core mobile framework which work as mobile

strategies. While these strategies applied on both within and outside the consumer

packaged goods industry. These unique mobile frameworks are explained below:

1. Use the power of mobile-at-retail and re-think the impulse purchase

Since consumers carry mobiles at every moment of the day, mobile phones have the

potential to be extremely influential on the path-to-purchase and in-store experience. HTC

uses location and behavior-based strategies which can reach consumers at all places. While

HTC selling their products at retail outlet, exercise the impulse of consumers on working at

product displays and sold the product.

2. Stressed on the mobile video features.

Globally, there is an increased demand for paid media, particularly TV, which is driving

cost inflation and putting pressure on companies’ year over year to reach the same number

of people. The growth of mobile video consumption, particularly around content like music

videos and movie trailers, has led to increased mobile video inventory. In many markets

41

around the world, HTC have seized a first-mover advantage by investing early in this

growing consumer touch point. Its investments in TV advertising in its earlier years

secured long-term cost advantages.

3. Amplify TV spend through integration

Like mobile, TV is highly scaled, but market structure, rising costs and changes in

consumer viewing behavior increases the effectiveness of TV advertising. Research shows

that extensions to TV spend can actually multiply the return of HTC. There are a growing

number of powerful second-screen technologies like Get Glue, Viggle etc. which can be

implemented to capitalize the benefits.

4. Monetize mobile media

One powerful attribute of mobile advertising is that it’s both location and contextually

driven.

Let’s say you’re searching on your phone to see what’s playing at the movies tonight. I’m

sure a local theater (and perhaps a nearby restaurant) would be happy to see an ad pop up

on your Smartphone. You are, after all, near the right location and the context makes sense.

But if you happen to be using your phone to check out the latest headlines on Seeking

Alpha, are its advertisers all that keen on reaching you in terms of location and context?

Probably not.

5. Brand Effectiveness Strategy

This is where the mobile wallet and passes come in. Passes are digital forms of wallet

content such as coupons, loyalty cards, and stored value cards that are stored in the

Smartphone’s mobile wallet app (i.e. Passbook, HTC Wallet).

42

When your customers add your pass into their mobile wallet, you instantly receive a direct

line of communicating with them via push notifications and messages – without the need

to develop an app. Customers enjoy the simplicity and convenience of accessing and using

their mobile wallet content. Here’s how your business will benefit:

1. Instantly Access Mobile Marketing.

2. Build Brand Loyalty.

3. Measure Campaign Success with Analytics.

6. Strategy of marketing to the Internet

There is no way HTC can compete with the budget of its larger competitors. He says the

company has only been in making its own branded handsets for the last six years and is

focused on smart devices, compared with Samsung, which has its hands in a lot of other

pies.

Whether this strategy pays off remains to be seen. Apple and Samsung haven't relied on

asking consumers to go online to search for reviews; they told consumers how great their

products are and how consumers can use them. For now, though, HTC's edgy guerrilla

marketing strategy may be just the thing the company needs to set itself apart from its

competition without having the money to do so.

43

COMPARSION

Comparison of popular HTC Desire 816 Model with Karbonn Titanium Hexa

vs. Panasonic Eluga A.

Features HTC Desire 816 Karbonn Titaniu

m Hexa

Panasonic Eluga

A

General

Release date February 2014 March 2014 August 2014

Dimensions (mm) 156.60 x 78.70 x 7.99 154.00 x 76.80 x 6.90

Weight (g) 165.00

Battery capacity

(mAh)

2600 2050 2000

Display

Screen size (inches) 5.50 5.50 5.00

Resolution 720x1280 pixels 1080x1920 pixels 480x854 pixels

Pixels per inch (PPI) 267 401 NA

44

Colors 16M

Hardware

Processor 1.6GHz quad-core 1.5GHz 1.2GHz quad-core

Processor make Snapdragon 400 Media Tek MT6591

RAM 1.5GB 2GB 1GB

Internal storage 8GB 16GB 4GB

Expandable storage

type

Micro SD Micro SD Micro SD

Expandable storage up

to (GB)

128 32 32

Camera

Rear camera 13-megapixel 13-megapixel 8-megapixel

Front camera 5-megapixel 5-megapixel 1.3-megapixel

Software

Operating System Android 4.4 Android 4.4 Android 4.3

Skin Sense 6.0

Connectivity

Wi-Fi Yes Yes Yes

Wi-Fi standards

supported

802.11 b/ g/ n 802.11 a/ b/ g/ n NA

Bluetooth Yes, v 4.00 Yes, v 4.00 Yes

DLNA Yes No No

45

SIM 1

SIM Type Nano-SIM Micro-SIM Regular

SIM 2

SIM Type Nano-SIM Micro-SIM Regular

Sensors

Compass/

Magnetometer

Yes Yes No

Gyroscope No Yes No

After comparison of three selected models of different brand it is resulted that HTC Desire

816 have certain added features over other selected models of different brands.HTC is better

in comparison with Battery Capacity, Display Revelation and Pixel Process, External

Storage and Camera Capacity etc.

46

CHAPTER-6

FINDINNGS, SUGGESTIONS AND CONCLUSION

FINDINGS:

The following findings are resulted after the respondents survey conducted in chapter no-

4 and results of the comparison of selected models of different brands in chapter no 5

with mobile strategies:

Majority of the respondents 80.04 %( 120) are having HTC mobile earlier with their

friends and relatives..

Majority of the respondents 39.3 %( 59) prefer HTC Explorer model in comparison of

other HTC models.

34.01 %( 51) respondents prefer less expensive mobile of HTC having range less than

Rs.10000.

Majority of the respondents 39.3 %( 59) are saying that is invert that maturate of

customers. HTC brand for young generation. HTC mobile has certain future. But it is

user friendliness is the major for it clarity.

40.6 %( 61) despondences said that Sony Xperia is the main competitors of HTC

mobile in the market.

47

After comparison of with HTC, Karboon and Panasonic the following result is:

The battery capacity is highest in HTC as compared with karboon & Panasonic. So

the customers who need this feature prefer this model.

The hardware processer is highest in HTC as compared with karboon, Panasonic. So

the customers prefer HTC in comparison to others.

The camera pixel property is highest in HTC and karboon as compared with

Panasonic. So the customers prefer HTC and karboon.

The Dimensions (mm) is highest in HTC has compared with karboon and Panasonic.

So the customers prefer HTC in comparison to other brands.

The Expandable storage capacity is highest in HTC as compared with Karboon and

Panasonic. So the customers prefer HTC in comparison to others.

SUGGESTIONS

They are few suggestion that the analysis.

Only few respondents are satisfied in HTC EVO 4G model. So, the company will

take necessary steps to improve the HTC EVO 4G mobile model features.

Although HTC has certain better features than other brands in the market, still it

required more features to be added in HTC mobile, because of larger competition in

mobile industry.

It is suggested that the price of the different models of HTC brand should be reduced

in comparison to other brands in the market as HTC models are expensive like HTC

816, and HTC EVO 4G etc.

There is a need for better sound effect, storage capacity and picture quality in HTC

mobile as customer suggested the same.

48

CONCLUSION

From the study, it is revealed that the most of the advertisements by HTC mobile

have positive impact on the minds of the customers. The company needs to give more

advertisement frequently through various media to increase the sales and to reduce the

switching over to other brands. The company should also work upon to provide better

after sale service and other facilities as demanded by customers and this will enhance the

company image and help company to grow further. The company should give more

offers which fulfill the needs of the customers.

BIBLIOGRAPHY

WEBSITE VISITED

www.htcmobiles.in

www.historyofmobiles.in

www.google.com

www.htc.com

www.Htc.co.au

www.htc.co.in

www.myphonefacter.in

www.en.wikipedia.org/htc

49

CHAPTER-7

ANNEXURE

MARKETING STRATEGIES OF HTC MOBILES-

A STUDY OF KAITHAL CITY

1. Do you have HTC mobile phone earlier with your friends and relatives?

a) Yes b) No

2. Which model do you prefer under HTC?

a) HTC Explorer b) HTC Touch HD

c) HTC Desire 816 d) HTC EVO 4G

e) HTC Inspire

3. What is the price of your mobile?

a) Less than Rs.10000 b) Between Rs.10001 to 20000

c) Between 20001 to 30000 d) Above 30000

4. Which of the following is the strength of HTC mobile phones?

a) User friendliness b) Price

c) Sound effect d) Clarity

5. Are you satisfied with picture quality?

a) Highly satisfied b) Satisfied

c) Neutral d) Dis satisfied

e) Highly Dis-satisfied

50

6. How long are you using the HTC mobile phone?

a) Less than one year b) one to three year

c) Above three years

8. Rank the factors influence you to buy HTC mobile?

a) Sound effects b) Brightness

c) Battery performance d) Storage capacity

e) Picture quality f) Price

g) Service

9. When compared to other, HTC mobile phone is?

a) Excellent b) Very good

c) No idea d) Bad

e) Very bad

10. According to you who is a sound competitor to HTC mobiles?

a) Sony Xperia b) Black berry

c) Samsung d) Apple

11. In which model you suggest the HTC mobiles like HTC Explorer/HTC Touch

HD/HTC Inspire/HTC EVO 4G/HTC Desire 816 anybody?

a) Yes b) No

12. If YES means, which model you suggest

____________________________________________________________

13. In HTC mobile you are using which android version?

a) Cupcake b) Eclair

c) Gingerbread d) Ice cream sandwich

e) Jelly Been f) Kit Kat

14. In your HTC mobile all android apps will supported or not?

a) Yes b) No

51

15. Give the RANK to your HTC mobile phone?

Particulars Ranking

Battery backup

Quality

Performance

Brightness

Cost

16. Suggestions

------------------------------------------------------------------------------------------------------

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Signature of the investigator Signature of the respondent

Date……………….. Date…………………

Place…………….. Place………………..