The new HTC One mobile phone into HTC can help to continue the brilliant?

to the opening of the annual world's largest communications show MWC 2013, HTC in Britain and the United States to launch the annual flagship product new HTC One (research code for M7). HTC has a long-standing history of the topic of new products, starting with the first smartphone HTC G1 to support the fourth generation Wireless (4G)-smart phone HTC EVO 4G.     New HTC One This 2013 annual HTC Flagship machine can become the key to the vibration? HTC faces tough challenges as a representative of Taiwan's smartphone industry, and HTC, once one of the world's top five companies in the smartphone market, is well-deserved. In the past, HTC began to work as a foundry, and then became a O2, Orange, T, I-mate, Vodafone and other large customers to provide custom-made products OEM manufacturers, at that time also enjoyed a very good profit. But HTC's vision is longer and the importance of its own brand has been recognized early, because the foundry business does not have its own brand and value cannot be upgraded. At last, HTC made up its mind to decide the operation strategy of HTC as its own brand.     After nearly five years of efforts and successfully seize the smartphone market demand, HTC to lead the competitors more than 6 months of technical advantages in the market to break a day, is the earliest launch of the Android operating system products brand manufacturers. HTC, which cannot be compared to the smartphone's top two, has decided to focus its resources on new product development.      In the past, HTC CEO Peter Chou has repeatedly said that HTC is to do world-class innovation products and to regain the market share. However, after several years of rapid development (global smartphone shipments have increased by more than 200 million units in the last three years), we are getting closer to the target of smartphones for most phones, and the 2013 global smartphone market will challenge annual shipments of 1 billion units. That means more than half of the world's mobile phone shipments are smartphones.


The result of a large number of new competitors is that the average price and profit of the product are gradually reduced, and the whole smartphone market is left with excess profits and the rest of the industry is bracing themselves! Samsung and Apple, the two big smartphone giants, have accounted for half of global shipments, and Samsung's share of the market has risen from 19.9% in 2011 to 30.4% per cent, Shipments from 2011 to 97.4 million to 2012 213 million units!  It was the biggest winner of the smartphone market last year, and Apple's share grew from 19% in 2011 to 19.4%, and shipments rose from 93 million in 2011 to 135.8 million in 2012.


 


     As the Chinese brands such as ZTE (ZTE) and China's Huawei are selling in the Chinese market, and Sony's restructuring of the product line after a wholly-owned Sony Ericsson Brand has been significantly more effective, The entry price and the high price brand's attack let HTC in 2012 first fell out of the global smart phone five brands!      According to IDC, a market research institute, HTC is no longer the world's smartphone five in the fourth quarter of 2012, and HTC has fallen out of the top five global smartphone brands since 2008. After the fourth quarter of 2008 became the global smartphone fifth, HTC climbed the peak in 2011, and even rose to 4th.      But at present HTC shipments have fallen behind Huawei, Sony and ZTE (the first three shipments in the fourth quarter of 2012 are more than 9.5 million units, but HTC shipments only more than 7 million units). The fall in revenues and shipments is closely related to the new type of machine that HTC extended until November last year, and because of the fierce competition in the smartphone industry, the industry has already heard that HTC has twice revised its orders for 0 component suppliers in the first quarter of this year, and may even be less than the fourth quarter of last year.      In the face of more and more fierce market competition, the size of the smartphone is not the same as the top two of HTC decided to focus resources on new product development. In the past, HTC CEO Peter Chou has repeatedly said that HTC is to do world-class innovation products and to recapture the market share, ahead of the annual world's largest communications exhibition MWC 2013, HTC launched its annual flagship product new HTC One.      New HTC One, published in London, will attract more than 500 global media and telecommunications industry guests to join the conference, in New York, the simultaneous release of the venue also has 200~300 media and telecommunications participants. Including Chairman Wang, CEO Peter Chou, the chief financial Officer Zhang Jialin, the new marketing chief He Yongsheng, Asia general manager Dong Junliang all went to London for the annual new product release will be the largest in years.      A large number of new competitor input results in the product average price and profit gradually reduced, the entire smart mobile phone market only the top two have excess profits, the rest of the industry are suffering! 2012 HTC Shipments also declined.      This year HTC chose to publish a New generation of flagship models simultaneously in the UK and the United States, and the global telecoms industry is also more platform-wide, and the newer HTC one is expected to be listed in mid-March 2013, with two colors of glacier silver and Jedi black being 16G, 32G, 64G, will be through the world's 185Telecom and major distribution partners, including Germany, Britain, France and other pan-European markets, the North American market and the South American market, the major telecom industry, the Chinese market has been deeply deep, including China Mobile, Unicom, China Telecom. HTC Internal to a new generation of flagship is quite confident, more optimistic will be the best-selling machine of the year.      Ahead of the opening of the annual world's largest newsletter, MWC 2013, HTC launched its annual flagship new HTC one in Britain and the United States. 2012 HTC launched the one series is not just a simple new product, but also symbolizes HTC product naming and product positioning of a new era.      In the past, mobile phone manufacturers in the design of products most of the trend of machine-sea tactics (mobile phone leading Nokia to play the most incisively): A large number of different specifications and different price, suitable for each consumer group of mobile products, But the disadvantage is derived from the Dazzle model name also blurred the focus of consumers. Steve Jobs, who used to stick to minimalism, has broken the tradition of the mobile phone industry: There is no complicated machine-sea tactic, consumers simply choose the iphone 4, iphone 4S or iphone 5, plus 16GB, 32GB, 64GB capacity differences, A glance at the price and product positioning.      In the past the naming of HTC Products is very creative but less continuity: HTC Magic, HTC Wildfire, HTC Wildfire S, HTC Legend, HTC Desire, HTC Desire S, HTC D Esire HD, HTC incredible and other product names are basically not connected. The 2013 annual flagship new HTC one is still a name, and HTC CEO Peter Chou also pointed out that to build a brand is to insist, one is a good brand name, name and product is also very consistent, Because this is the one, choose to continue as a brand name. I believe that with the constant insistence and the gradual recognition of consumers, HTC one brand value will rise.      2012 HTC launched one of the series is not just a simple new product, but also symbolizes the HTC product naming and product positioning of a new era. Refreshing hardware and software features HTC has a long-standing history of creating new product topics, starting with the first Android smartphone HTC G1 to the first smartphone EVO 4G that supports the fourth generation of wireless communications (4G).


      Since it is the flagship, New HTC one hardware specification top nature is not surprising, but the topic is the courage to break the market has the logic of design thinking. In addition to the high specification hardware such as UltraPixel optical lens technology, there is the exclusive feature of HTC Sense 5 interface integration, as well as the optional dynamic HTC BlinkFeed homepage feature that emphasizes user intuitive interface and social application, in the shadow Voice function more and more consumers pay attention to the trend under, HTC Sense TV can become the embodiment of television remote control, and the HTC Zoe Photo album can automatically combine the photos into a short film and match the relevant music, wonderful clips vividly.      believe that with the constant insistence and gradual recognition of consumers, HTC one brand value will be rising, the brand of medium-level products will benefit. New HTC One Design fashion simplicity, the use of integrated aluminum alloy chassis, the mobile phone below the function key section to simplify the return key and home button, Brand logo HTC also moved below the same time to reduce the level of operation, emphasizing the user intuitive response.      Aluminum alloy materials have the strength of the metal, and light weight, but also easy to heat, at the same time strong compressive resistance, in the mechanical strength, wear resistance has been greatly improved. HTC Desire S and HTC Sensation are all representative products of aluminum-metal chassis smartphones, and this time HTC is again using aluminum as a mobile-phone shell, and the US technology media CNET is sure its design team is creating an attractive, unique and feel-high new product.      New HTC One has a front-stereo speaker, a radio with a noise to enhance the call quality, while the LHDR microphone is rated almost as a concert sound quality. In the software and user interface, HTC launches 3 interfaces for users to choose from, including HTC BlinkFeed home page, Android, and new interfaces designed to consider iOS user habits. The HTC BlinkFeed home page will be the user friendly information flow interface, can provide users with the most real-time dynamic information and integration of more than 1400 more than 10,000 media content worldwide, including AOL Media Group, ESPN, MTV, Vice Media, Coolhunting and Reuters and many other media.      HTC's new HTC BlinkFeed home page is the user friendly information flow interface that provides users with the most immediate dynamic information and integrates more than 1,400 more than 10,000 media content worldwide. The first generation of HTC One series was launched in 2012.Revolution: At that time, the biggest limitations of mobile phone camera function, not only have dual shutter, HDR, continuous and Benku side beat function, its focus speed, shutter camera speed and camera function start time are close to the human perception of the limit. The eye focus can be focused in 0.3 seconds, HTC one can be done in 0.2 seconds, so that people do not feel the eyes before it has been completed.      Consumers use the HTC One mobile phone to take photos and photography as a way of limiting the past and enjoy the experience of taking photos. Continuing the legacy of the previous generation, new HTC one's most interesting feature is its redefinition of mobile phone photography! Like the previous history of the official blog preview and the market's prediction of image innovation, New HTC one introduced an optical lens technology called UltraPixel sensors (about 4 million of the number of paint elements), compared to the traditional smartphone lens absorbs more than 300% of the light, By increasing the photosensitive range of each unit area, that is, the area of each unit is actually increasing, but the overall number of pixels is actually reduced, and it is emphasized that any light source can take the best photos.      New HTC One introduced the technology of optical lenses called UltraPixel sensors (about 4 million of the number of paint elements), absorbing more than 300% of the light from traditional smartphone lenses.      According to HTC official say, although this technology relative to the overall picture element, the resolution has decreased, but in the image level, color performance can be improved. On the other hand, the HTC Engineering team believes that in the package of light, photosensitive area design is also very important, rather than the pursuit of the number of painting to increase, but may allow the image noise increases, while reducing the high pigment also can be specific to reduce the image storage space occupied. As the performance of the mobile phone lens has gradually increased, many users have found that photos in the phone take up significant space, and transferring photos in the phone to increase storage space becomes one of the daily tasks.      But while most of the use of mobile images is still viewed on a handheld device or shared primarily by a community network (many users never print photos taken by mobile phones), the emphasis on mobile phone usage is still the top priority. New marketing thinking to meet the 2013 smart phone market war as smartphones gradually enter the maturity of the product, the entire market ecology has gradually changed, the best example is the past five years to lead the direction of the smartphone market, Apple is now the people to see the decline of the target, Its share price has slipped from its highest point to more than 30%. In terms of hardware performance alone, rarely has a higher-order model to be ahead of rivals, which is now a bit inferior to the current market share of HTC is more advantages than disadvantages. With the butterfly machine HTC Butterfly HotThe sales situation plus the new HTC one hardware specification upgrades, should have a small appeal to consumers.      with the butterfly machine HTC Butterfly sales and new HTC One hardware specification upgrades, should have a small appeal to consumers. In addition to the shift in product design philosophy, HTC Chief executive Peter Chou stressed that HTC's marketing strategy will change significantly this year, with more than HTC's telecoms partners in the past, but will be more direct with consumers in the future, as a way of imitating competitors such as Samsung in key landmarks around the world, Frequently held flagship product experience events, successfully attracting users who are not interested in smartphones to start using such products, HTC hopes to promote brand awareness and product demand through further experience communication, retail access and other aspects.      This is an important watershed in HTC's decision to shift from a foundry to a brand: In the past, HTC relied more on technology-leading edge, but will now focus more on product positioning and implementation. In direct communication with the public media advertising, the end of 2009 HTC launched a combination of quietly brilliant and you campaign brand image ads to make people's eyes a bright, the ad on the line let HTC Brand's global visibility jumped significantly, But after this, HTC's impressive advertising is not much.      The first half of 2012 for flagship type HTC One X launched an ad that highlights its camera function through high altitude skydiving is not bad, but the more abstract form makes it harder for consumers to resonate, or even be seen as HTC One X sales are not as much of a culprit as Samsung GALAXY S III i9300, which makes HTC increasingly face the problems of marketing and advertising for product sales.      with a cautionary tale, the He Yongsheng of HTC's long power marketing has changed a lot, and the marketing team led by He Yongsheng is now more respectful of the regional differences than the one advertised to the world. In addition to global advertising, there are more flexible strategies for major regional markets. In Greater China, for example, HTC decided to invite the Taiwanese rock group to act as the brand spokesperson for May days, while the May day broker Shei Zhifen has confirmed the news to the Apple Daily, and league, the lead singer of May, also disclosed the message indirectly through a personal Facebook fan group, I believe that in the near future will see May days endorsement new HTC one ads.      The first half of 2012 for flagship machine HTC One X launched a parachute through the sky to highlight the function of its own advertising is not bad, but more abstract form to make consumers more difficult to resonate.      With the end of the MWC 2013 of the annual world's largest communications show, which also symbolizes the upcoming 2013 smartphone war, Samsung has confirmed that it will launch the annual flagship Samsung GALAXY S4 in mid-March, And with the rising share of Samsung, the cycle of Apple's only new machine in one year seems to be shrinking: The iphone 5 has been on the market for less than three months, and the iphone 5S 0 component has been ready for sale. In the face of fierce competition, how can HTC effectively manage the supply of key 0 components such as panels, touch-conductive films, camera lenses and other competitors, including Samsung GALAXY S4? This will be the issue that the brand's supporters are most concerned about.       Future HTC may be able to imitate competitors, such as Samsung in the global major cities around the important landmarks, the frequent hosting of flagship product experience activities.