HTC China Head Ray Yam: Cloud Computing Extends Mobile User Experience
How could HTC attracts Chinese customers?
To some peoples surprise, there is a disparate array of competitors in many fields in terms of android phone market, computer vendors like Lenovo, telecom equipment manufacturers like HuaWei and ZTE, electrical appliance vendors such as TCL all tapped into the booming area.
According to Ray, HTCs competitive edge is its perception and understanding of user experience. The company pays close attention to end users in order to understand the way how customers use smartphone which enables the giant mobile device vender to devise intriguing features and combine HTC Sense UI and experience to cater for customers tastes.
Limiting factor of cloud: hardware capability
Ray also highlighted that, before cloud computing is prevail, mobile phone has to count on its hardware capability to deliver limited and restricted function and experience. Realized the ubiquitous pitfalls, HTC launched HTCSense.com, its own mobile cloud computing platform and an extension of HTC smartphone, to address the concern. With the new hardware, bigger computing power was enabled, including unlimited memory, remote control and management ! of cellp hone, ability to locate your lost phone, remotely upload your secret and important data to HTC cloud server before swiping it off, etc.
All these creative solutions are reliant on HTCs own cloud computing initiative, which can help HTC stands out and attract more customers.
Strategy in succeeding as a late comer: embracing the e-commerce trends
HTC is well known as the late comer to Chinese smartphone market, which came to China last year, with less distribution capacity compared to Motorola, Samsung and other brands which have been diving into Chinese market for many many years. Ray said that HTCs solution is embracing e-commerce trends. The company is launching its new official online shop, which is part of its internet sales strategy, based on which HTC is going to enhance its online presence with Taobao Mall (to be launch in mid-June), 360buy, Joyo(Amazon China), Gome online shop and Suning online Shop as well. HTC sees internet a more and more important distribution channel for smartphones. Ray told me that well see an increase in HTCs online marketing efforts as of this June.
On the other hand, HTC is expected to expand its offline sales locations from the currently 500 to 2,000 by the end of this year, in which some 100 of them will be HTC brand store.
HTC comes on stage mostly because of its cooperation with Google over GPhone serials and its aggressive moves in venturing into Android market, but actually, HTC to date is still the biggest partner of Microsoft regarding Windows Mobile system. With the release of brand new Wind! ows Phon e 7 mobile OS, Microsofts latest effort to take a slice in mobile market, HTC is also releasing Windows Phone 7 phones in Taiwan and Hong Kong area, while in mainland China, an release may rest with whether Windows Phone 7 supports Chinas WAPI standard or not.
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