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Title: Touch Screen

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Subject: Technology
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Date: May 24, 1999
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Length: 3 / 631
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In terms of marketing, HTC will need to fight even harder to keep its brand constantly visible and credible. Asian consumers are not only known for being fickle and less brand loyal but, also in the case of mobile phones, for having voracious appetites for changing models every six months...

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Asia has one of the highest rates of conversion compared to anywhere else in the world. 1. After reviewing the short case of Apple iPhone and HTC, undertake a short internet research exercise to discover the background and product range of HTC. What do you think has contributed to the success of HTC over a relatively short period of time? To what extent has this success been attributed to just the functional properties of the HTC phone as compared to more favorable perceptions and attitudes towards the HTC brand? Which is more important and why? Discuss...

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