Benchmarking HTC's Business Model

In 2006 HTC unveiled a PDA phone under the hTC Z brand, making the launch of its own-brand business. HTC' s decision to move into own-brand operation is due mainly to its declining ODM business; however, HTC will continue to focus mainly on ODM for telecoms, and gradually secure its position in the own-brand market. Although HTC has developed clear-cut product and marketing positioning strategies and strong R&D competence, there are some challenges that HTC needs to solve before it becomes a first-tier brand. This report will analyze HTC' s existing business models and the future development of its own-brand business.