warm tech around you
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HTC Rebrand Rebranding the HTC Experience
Ming-Hung Lin Product 7: Branding Art Center College Of Design Fall 2015 Instructor By: James Chu
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CONTENT
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02
Introduction.
Research.
Brief
Company overview
Brand Challenge
STEEPX Trends + Opportunities
Class Time-line
Consumer Archetypes Consumer Insights SWOT Analysis
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03
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Strategy.
Branding guide line.
Concept.
Value Proposition
Overview
Inspiration & Mood
Strategy Roadmap
Logo
Visual Brand Language
Brand Attributes
Writing our name
The HTC Journey
Positioning Matrix
Color palette
Ideation
Personas
Typography
Prototyping
Device photography
Refinement
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01 Introduction. Try to rebrand HTC, do research and analyze the possibility of HTC’s future. Finally, provide a solution plan. This is a project to learn how to rebrand a company.
Brief Brand Challenge Class Time-line
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More entertainment, more productivity. Load your smartphone with extra HTC apps, and enjoy the best smartphone features in the industry. Animated schedule and calendar synchronization, one-swipe autofeeds, cutting-edge camera tools, and more.
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Redesign the HTC Experience
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How do we enhance the HTC reputation The Challenge
Goals for enhance the HTC experience: Memorable Enjoyable Meaningful Reputation for users Productive
Objectives
• • • •
Redefine the future life with smart devices. Project trends in smartphone using. Promote HTC to enhance the reputation. Develop a tasteful visual style appropriate to the overall project.
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02 Research. Research of current global trends, industry trends and target audience trends brings clarity to HTC’s current position in the market.
Company overview STEEPX Trends + Opportunities SWOT Analysis Consumer Archetypes Consumer Insights Positioning Matrix
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Company Overview
HTC Vision The Pursuit of Brilliance is at the heart of everything we do, inspiring best-in-class design and game-changing mobile experiences for consumers around the world. At HTC, the Pursuit of Brilliance is the impulse to create, to venture into the unknown with an unwavering dedication to bring innovative design to life. It pushes us everyday to re-imagine new ways to connect the world, our consumers, and their pursuits in ways never before thought possible.
About the Company HTC Corporation. Full name: (High Tech Computer Corporation). It is a Taiwanese multinational manufacturer of smartphones and tablets headquartered in New Taipei City, Taiwan. Founded in 1997, HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobile phones, touchscreen phones, and PDAs based on Windows Mobile OS. HTC expanded its focus in 2009 to devices based on Android, and in 2010 to Windows Phone. HTC is also the pioneer in manufacturing the smartphones with Google Android operating system. As of 2011, HTC primarily releases and markets its smartphones under the HTC brand, ranking as the 98th top brand on Interbrand’s Best Global Brands 2011 report. A September 2013 media report stated that HTC’s share of the global smartphone market is less than 3 percent. However, a report published in April 2015 states that the market share has risen to 7.2 percent due to its strong sales of the HTC One M8 and Desire series. The stock price has fallen by 90 percent since 2011.
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Company Overview
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STEEPX Trends Research STEEPX is an in-depth framework to analyze current and future macro trends to explore prospective opportunities for innovation. STEEPX is an abbreviation for social, technological, economic, environmental, political and market sector trends. The following pages will attempt to identify these trends.
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STEEPX Research
Social
Take A Breather
Technological
New Generation
Economic
Integration Into Global Community
Environmental
Living Habits Changed
Political
Mobilized Activism
Market Sector
New Frontiers
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Social Take A Breather
Interpersonal Relationship
LOHAS
Network development allow the world’s people can easily make new friends. Even separated very far, people can quickly contact to each other. (facebook, Instagram)
LOHAS is an acronym for Lifestyles of Health and Sustainability, a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.
Opportunities
Opportunities
Way through gaming, increased time to play with friends.
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In the capitalist era, people have a lot of stress in their lives. People can go to relax in nature and take a break from the tedious life.
STEEPX Research
Smartphone Addicts Some mobile phone users exhibit problematic behaviors related to substance use disorders, such as preoccupation with mobile communication, excessive money or time spent on mobile phones.
Opportunities Create a time and space that is totally without these technology products. Back to the original conversation between short remote understanding of each other.
Education Popularity of smart phones and tablet computers allow children’s education have changed. Children can use interactive learning with a APP, it is more interesting compared to the older textbooks. This will reinforce the memory of knowledge.
Opportunities It can be toys, textbooks, playmates and friends.
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Technological New Generation
Sensors For Biomedical Bluetooth 4.0 has triggered an explosion in wearable sensors that transmit biomedical, exercise and environmental data to a smartphone — but each of these sensors requires a separate app.
Opportunities The sensors will not only enable us to monitor all of the aspects of our bio and environmental conditions, but prescribe preventive, precautionary and curative actions.
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Augmented Reality(AR) Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.
Opportunities Users can use the technology to get more information during their work, rescue, and entertainment.
STEEPX Research
Indoor Positioning (IPS)
Holography
Some mobile phone users exhibit problematic behaviors related to substance use disorders, such as preoccupation with mobile communication, excessive money or time spent on mobile phones.
Holography is the science and practice of making holograms. It appear to still be there, exhibiting visual depth cues such as parallax and perspective that change realistically with any change in the relative position of the observer.
Opportunities Clearer image can have more benefits in entertainment, medical.
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Technological New Generation
Bendable-Screen
E-Pocket & Key
Future phones will feature displays that curve around a smartphone slab, either as a tapered glass edge, dual-sided viewing and touch functionality, or a single wide screen that can be folded in half like a wallet without a screen-splitting hinge in the middle.
Mobile wallet adoption has been slow, perhaps because people don’t trust their phone to secure their money. But it had invented the technology, along with a range of tap-to-pair ear buds and docks from its accessory partners.
Opportunities
Opportunities
Foldable screen for smartphone, compact size.
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People may use your nfc smartphone to access anything you’d currently use a card or key to access.
STEEPX Research
Seamless Voice Control More mature and intuitive voice controls, and those that can handle all device commands, such as music playback, answer call, ringer on/ off and app booting, as well as information requests.
Eye Vein Biometrics Smartphones may recognize your eyes or your retina. This so-called “ocular scanning” or “eye vein biometrics” being developed by EyeVerify could be three times more secure than fingerprint ID.
Opportunities
Opportunities
More powerful processors will enable user to converse with their handset and turn the phone into a universal translator. Developing robotic personality, and it will only answer to you or other designated voices.
Users can go faster to operate system, and it is in a safe and a highly privacy circumstances
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Economic Integration Into Global Community
Developing Countries The population in developing countries is increasing every year. For the use of digital products has become more popular. The groups are usually used in smart device for the mid-range price.
Opportunities Produce affordable and durable device for this group of people.
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Necessities Smart device is already part of modern people’s lives. From children to older people are using it. Such lifestyle changes bring many business opportunities.
Opportunities As smartphones become necessities like toilet paper in general, it may be able to develop disposable device.
STEEPX Research
Accessible Luxury With an improvement of quality of life, people started asking good leisure activities and entertainment. Some high-spending tourism and products are not out of reach.
Opportunities Develop the use of expensive materials means sometimes is showing the status. As long as the product comfortable to use, naturally there will be consumers are willing to purchase it.
Ecosystem Because of the popularity of smartphones, application and accessories have produced in the market.
Opportunities Use application to help people’s lives more convenient.
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Economic Integration Into Global Community
Application Development
Accessories
There are thousands of applications, examples of an application include a word processor, a spreadsheet design and management system, an aeronautical flight simulator, a console game, a drawing, painting, and illustrating system, or a library management system.
There are many products need to combine with a smartphone for using. These ways to make the use of the original device has more possibilities. Such as mobile power pack, external lens and protector cases.
Opportunities Make original device has more possibilities.
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STEEPX Research
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Environmental Living Habits Changed
Cultural and Creative Industry Product design has the concept and connotation behind the product. It can be cultural, satire the social events and so on.
Opportunities It can be used different countries and cultural backgrounds as an inspiration.
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Environmental Issue For much attention to environmental issues, so the products specifications must do more consideration. Such as the choice of materials, power consumption, and waste recycling problems.
STEEPX Research
Competitors There are many smartphone brands, how to create its own unique character is very important. Consumers around the world preferred to buy Samsung and Apple first.
Brain Drain In Taiwan society, brain drain is a very serious issue. Because the national economic downturn, talented people go abroad to seek better employment environment.
Opportunities Creating a new product line or a new environment for users.
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Environmental Living Habits Changed
Cloud Computing
Population Growth
Cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive.
For the last 50 years, world population multiplied more rapidly than ever before, and more rapidly than it is projected to grow in the future. In 1950, the world had 2.5 billion people; and in 2005, the world had 6.5 billion people. By 2050, this number could rise to more than 9 billion.
Opportunities People can quickly share information. Not only a public area, But also can be a private space for families or business. Through cloud computing can save a lot of space for hardware.
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STEEPX Research
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Political Mobilized Activism
Authority Shift It is a government working for people era. Power is not only belong to a few people. Including business industry, they also need cooperate with government, to cause the double win result.
Opportunities Through cooperate with the government, it can use enterprise resources to seek opportunities to improve the community. Eventually benefit the public .
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Technology Development National government sponsored enterprises to do R & D design. So that enterprises can concentrate on developing new technologies. The help from government is usually stable and efficient.
STEEPX Research
Unmanned Aerial Vehicle
Tourism
Unmanned Aerial Vehicles (UAVs) is growing worldwide and several efforts are underway to integrate UAV operations routinely and safely into civil airspace. Currently, UAV operations are confined to special-use airspace or are limited in their access, for safety reasons, by a restrictive authorization process.
As US implements new visa rules for chinese tourists. In this way, countries that welcome chinese tourist may ultimately receive a growth in economy.
Opportunities
Opportunities
Personal and exclusive photographer. More interesting life record.
Target these urban nomads and build an ecosystem around their lifestyle. Seamless traveling and living ecosystem of products and services
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Market Sector New Frontiers
Gamification Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals. Gamification taps into the basic desires and needs of the users impulses which revolve around the idea of Status and Achievement.
Personalization Also known as customization, consists of tailoring a service or a product to accommodate specific individuals, as opposed to general groups. A wide variety of organizations use personalization to improve customer satisfaction, as well as for advertising.
Opportunities
Opportunities
Way through gaming, increased time to play with friends or make new friends.
Create common experience in which customers feel they are valued. Personal digital butler, concierge system. Personal coach, doctor, and pets.
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STEEPX Research
Robotics
Biomimicry
Robotics is the branch of mechanical engineering, electrical engineering, electronic engineering and computer science that deals with the design, construction, operation, and application of robots, as well as computer systems for their control, sensory feedback, and information processing.
Biomimicry is an approach to innovation that seeks sustainable solutions to human challenges by emulating nature’s time-tested patterns and strategies.
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Market Sector New Frontiers
Entertainment
Sensorial Experience
Entertainment is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight.
It’s any activity that promotes awareness of one or more of the five senses: hearing , sight , smell , touch, and taste. Sensory experiences would vary depending upon the age of the children.
Opportunities
Opportunities
Create a space for families or friends..
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The future of communications is not just only the picture and sound. Future can be transmitted the taste, bring an experiencing the real ambiance.
STEEPX Research
Computational Cameras Computational photography can improve the capabilities of a camera, or introduce features that were not possible at all with film based photography, or reduce the cost or reduce the size of camera elements.
Opportunities The camera of the future could redefine “ultra compact,� though, creating cameras that could be 0.5 inches in thickness and maybe with smaller dimensions than today’s cameras.
Elderly Care It is the fulfillment of the special needs and requirements that are unique to senior citizens. Such services as assisted living, adult day care, long term care, nursing homes, hospice care, and home care.
Opportunities Take care of the elderly people properly, and even their entertainment and doing exercise.
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Market Sector New Frontiers
Wearables They are clothing and accessories incorporating computer and advanced electronic technologies. The designs often incorporate practical functions and features, but may also have a purely critical or aesthetic agenda.
Sustainable Material Sustainable development (SD) is a process for meeting human development goals while maintaining the ability of natural systems to continue to provide the natural resources and ecosystem services upon which the economy and society depend.
Opportunities
Opportunities
While crossing the living room, a sensor on your wrist wearable notices your core body temperature is above average and automatically interacts with Nest thermostat to trigger the air conditioning..
It can be used on disposable commodities, such as create digital ticket and brochure.
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STEEPX Research
Summary STEEPX Trends Research
Cloud Computing Product Diversity Personalization Virtual Reality Technology
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Consumer Archetypes HTC’s target audience Nearly doubling with Americans 55+ over the past two years. Still, the overall penetration of ownership amongst 12-54 year-olds is now approaching 75%–more than double the penetration with 55+.Nearly doubling with Americans 55+ over the past two years. Still, the overall penetration of ownership amongst 12-54 year-olds is now approaching 75%– more than double the penetration with 55+.
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Strictly Business
The Indie Entrepreneur
Challenged Fighters
Just for Fun
Consumer Archetypes
Have Your Own Way
Curious Explorer
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Consumer Archetypes The adoption curve
Challenged Fighters
The Indie Entrepreneur
Strictly Business
Innovator
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Early Adopters
Early Ma
Consumer Archetypes
Just for Fun
ajority
Have Your Own Way
Curious Explorer
Late Majority
Early Adopters
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Strictly Business
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Consumer Archetypes
Age
35-65
Education
College and Masters Education or Above
Occupation
Business People, Employee (eg, Sales, Marketing, Consultants, Manufacturers, Designers, etc)
Income
$45,000 - 90,000+ USD
About
Business people often use the phone send and receive email. Smartphone, network, Long battery life, formal suit, pomade, leather shoes, laptop, pen, notebook. Need show their profession, play social golf, good memory, scheduled plan.
Brands
Attributes
Banana Republic, Armani, Porsche design, Calvin Klein, Kenneth Cole, BMW, Rolex, Mercedes-Benz, Tumi
Frequent Flier Road Warrior Compulsive Loung Hopper Ambitious Executive Serious Mentor
Adopter Type
Innovator
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The Indie Entrepreneur
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Consumer Archetypes
Age
25 - 35
Education
College Education
Occupation
Business People or Owner (eg, Sales, Marketing, Consultants, Manufacturers, Designers, etc)
Income
$30,000 - 45,000 USD
About
Usually they have marketable skills. They have a passion to do things by hands, Such as wooden furniture and leather goods. Enjoy photography, play musical instruments. They go to a concert or exhibition leisure time. Clearly knows of their goals in life. Concerned about national politics, attention to environmental issues. A sense of justice.
Brands
Ray-Pans, J.crew, Nike, Minicooper, Leica, Levi's.
Attributes
Bold Enterprener Living-in-the-moment Dreamer Hopeless Romantic Diligent Businessperson Dynamic Pragmatist environmental protection
Adopter Type
Early Adopters
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Challenged Fighters
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Consumer Archetypes
Age
Ranges
Education
College and Masters Education or Above
Occupation
Business People (eg, Sales, Marketing, Consultants, Manufacturers, Designers, etc)
Income
$25,000 - 40,000 USD
About
They have Inconvenient movement, Government allowance, Perseverance, Blind Cane, Wheelchair, Hearing Aids, Prosthetics, optimistic mind Need family support, go into nature, contact with the community,.
Brands
Old Navy, Gap, Nike, Adidas, American Eagle
Attributes
Life Fighter Optimistic Adamant Heart Positive Thought Perseverance Derive Benefit
Adopter Type
Early Majority
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Just for Fun
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Consumer Archetypes
Age
12 - 24
Education
Little or Some College Education
Occupation
Students, Part-time workers,
Income
ďź„500/ month stipend
About
Brands
Attributes
Prefers Apple products, e-book, use facebook or twitter, black coffee, work alone, play skateboard, instagram, go to movie theater, Karaoke, dressing, night clubs, Curious about sex, love Need know friends' comment, be outstanding, build friendship, Learning the basics, Apple, Samsung, Nike, Adidas, Fujitsu, GAP, MUJI,
Adaptable Nomad Connected Quirky Introverted Longing For Love Rebellious Phase
Adopter Type
Early Majority
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Have Your Own Way
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Consumer Archetypes
Age
65 - 75
Education
Some College
Occupation
Retired People (former white-collar)
Income
$ 6K / month (retirement check)
About
Likes drinking tea, Chardonnay, watching movies at home, play crosswords, playing golf, playing chess, go hiking, prebyopia. Available time, spare cash, slow action, rich life experience. Hoping have more time to get along with family, travel, focus on health
Brands
Chevrolet, Tatung, Fila, Ralph Lauren, Volvo, Whole Food
Attributes
Pets lover Responsible Parents Life mentor Spiritual leader Patient listener Calm wisdom
Adopter Type
Late Majority
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Curious Explorer
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Consumer Archetypes
Age
4-6
Education
Currently in elementary school
Occupation
Currently in elementary school
Income
$5-10 / week allowance
About
Like cartoons, ipad games, ride bikes, Barbie dolls, Marvel heros, playing kitchen, legos, space, dinosaurs, ask questions, reading books, Need safe enviroment, Non-toxic material, Colorful toys, Sound and light effects, ice cream, sweet foods
Brands
Jansport, McDonald's, Nintendo, Lego
Attributes
Questions Everything Loves to read Imaginative story teller Innocent Angel Naive
Adopter Type
Early Adopters
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SWOT Analysis SWOT Analysis is another in-depth framework to understand one’s company and see how it compares to other similar companies within the same industry. It helps to identify sets of strengths, weaknesses, opportunities and threats for the company.
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Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis
Company
HTC quietly brilliant
Competitors
Apple The only thing that’s changed is everything.
Samsung Inspire the World, Create the Future
Xiaomi Always believe that someting wonderful is about to happen
SONY make.believe
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SWOT Analysis
HTC
quietly brilliant
About the company
HTC brings brilliance to life through leading innovation in smart mobile device and experience design. Beginning with a vision to put a personal computer in the palm of our customers’ hands, we have led the way in the evolution from palm PC to smartphone. The Pursuit of Brilliance is at the heart of everything we do, inspiring best-inclass design and game-changing mobile experiences for consumers around the world. At HTC, the Pursuit of Brilliance is the impulse to create, to venture into the unknown with an unwavering dedication to bring innovative design to life. It pushes us everyday to re-imagine new ways to connect the world, our consumers, and their pursuits in ways never before thought possible.
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HTC Strengths
Products
Service
Customization-New Phones Yearly
Quality customer service
Wide range of product portfolio
Retail stores are spacious and comfortable
New manufacturing plant in China has reduced logistics and supply chain costs Already developing VR device
Sales Channel
Brand Image
New manufacturing plant in China has reduced logistics and supply chain costs
Quietly Brilliant Professional Beautiful Android phones
Opportunuties
Products
Service
Growing demand for quality application processors
Medical Care
Growth of tablet market (new product)
Children learning material
Produce VR products
Family time
Develop accessories
Promote HTC design lab
Back to original
Sales Channel
Brand Image
Increase in popularity and sales of smart phone
Environmental friendly Sustainable Family Kids teaching materials
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SWOT Analysis
Weaknesses
Products
Service
Lack its own OS and software
Regional, city first
Mostly Touch phones
Few accessories
Sales Channel
Brand Image
Limited advertising and marketing
Brand awareness is weak No Brand Image
Threats
Products
Service
Threat from cheaper substitutes
Smartphone APPs only
Rapid technological change
Sales Channel
Brand Image
Physical stores will increase the cost of sales
No one remember it Brand awareness is weak
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HTC (cont.) Strengths
Marketing
Visual Identity
Urban people from middle and upper income class
Professional
Robert Downey Jr was spokesperson
Opportunuties
Marketing
Visual Identity
The Third World & developing countries
Design a new product like HTC one series, a outstanding
Elderly care Children Sports Photographer
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Environmental protection (greeen color?)
SWOT Analysis
Weaknesses
Marketing Too much competitorsN
Visual Identity o idea for “HTC” meaning? Slogen “quietly brilliant” is true? Too professional, not friendly
Threats
Marketing
Visual Identity
Saturated smartphone markets in developed countries
Looks like a German brand Not bold
Price wars
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SWOT Analysis
Samsung
Inspire the World, Create the Future
About the company
For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media. Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Samsung is taking the world in imaginative new directions.
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Samsung Strengths
Products
Service
Samsung enjoys the widest range of product portfolio which includes Mobile phone, Tablet, TV/Audio/Video, Camera, camcorder, Home appliance, pc, peripherals, printer, memory cards and other accessories
Product Training
Samsung enjoys the first mover advantage in terms of introducing advance features in LCD, refrigerator, Air conditioner etc
Samsung has the ability and resources to use the latest technology and offer new and exciting features frequently. Worldwide Warranty
Sales Channel
Brand Image
Samsung took advantage of the growing economy of Asian market by setting up manufacturing plant in India there by reducing logistics and supply chain costs.
Samsung recently has attracted ample positive press, thus its reputation continues to grow and has a positive impact on the operations of the company. Practical Kpop
Opportunuties
Products
Service
Samsung could make an effort to launch creative products first, rather than after its competitors.
Samsung could start creating software's for their hardware devices and reduce outsourcing.
Increase in the need for mobile phones, Samsung could exploit this need well.
Sales Channel
Brand Image
Its financial position is strong and there is a scope of entering into unrelated diversification
Samsung should participate in product development and attract more customers. It should also consider participating in various events to attract attention. Big screens become "trendy." Fashion
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SWOT Analysis
Weaknesses
Products
Service
The demand for LCD panels is expected to decline in the future
System instability
Samsung is a hardware leader but has too much of dependence for software from other parties.
Many Samsung products are not user friendly, therefore consumer often hesitate to switch to Samsung products even if the price and quality is exceptional.
Sales Channel
Brand Image
Samsung does not charge high price for its products, therefore often people relate the low price to begin a supplier of low quality products.
Questioned the quality of products Value for money
Online stores which sell a wide range of products are giving better deals as they don't incur cost in distribution channel
Threats
Products
Service
Samsung has wide variety of product lines, failure of one product line will have impact on the other and will result in brand dilution.
Android OS updating problem High set up and operation cost for such a company.
Samsung never introduces a new design on its own, it always waits to attack it's competitors.
Sales Channel
Brand Image
Retail Chains like Bigbazaar sell consumer electronics and home appliance in low cost strategy which are procured in bulks from foreign market
Patents Lawsuit With Apple Cunning Slippery
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Samsung (cont.) Strengths
Products
Service
Samsung holds significant market share in most of the product categories
Samsung is a reputed name and many people are familiar with it around the world.
Samsung has a wide product range, which allows them to grab ample market share from various markets.
Opportunuties
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Sales Channel
Brand Image
Products
Service
Samsung should make an active effort to offer unique products to customers, in order to grab more market share.
Samsung could launch sub brands to the company, with new and improved strategies.
Sales Channel
Brand Image
SWOT Analysis
Weaknesses
Threats
Products
Service
Samsung faces immense competition from new companies and online companies.
The products are not innovative, it look all the same.
Sales Channel
Brand Image
Products
Service
Saturated smartphone markets in developed countries
Too many brands use this color as a brand vision, such as Dell, HP
Samsung is facing threats from many other low cost companies. Various companies have realized the importance of advertising, therefore Samsung will be subject to a lot more competition as advertising creates and draws attention of consumers Price wars
Sales Channel
Brand Image
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SWOT Analysis
Apple
The only thing that’s changed is everything.
About the company
Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Its hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, and the Apple Watch smartwatch. Apple’s consumer software includes the OS X and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services include the iTunes Store, the iOS App Store and Mac App Store, and iCloud.
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Apple Strengths
Products
Service
Many own multiple products (Mac, iPhone, iPad, Watch, etc.)
Apple App Store is an excellent source of revenue from the sale of applications written for iOS.
Apple owns their Operating System (iOS), which is used across their entire product line allowing them to sell a complete product without paying large royalty payments to their competitors.
Apple iTunes Online Store Apple iCloud storage and backup services provide for a predictable recurring revenue stream.
Sales Channel
Brand Image
Excellent Research & Development division that is able to deliver products that customers will stand in line to buy.
Global reach, Apple's brand is strong around the globe.
Rock-Solid Finances
Fashion
An innovator and technology leader.
Simplicity
Opportunuties
Products
Service
Apple Music, fan community ecosystem and music service.
Apple Music, fan community ecosystem and music service.
Apps for Apple Watch will become a major revenue source
Apple CarPlay, still very new, huge license opportunity for Apple. Gaining access to cable TV cord cutters. Apple HealthKit, more integration into Apple watchOS, providing additional app sales.
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Sales Channel
Brand Image
Product development cycles have shortened in the mobile phone market, giving Apple a bigger opportunity in upgrade sales.
Keep simplicity
SWOT Analysis
Weaknesses
Threats
Products
Service
Apple tends to lead innovation and then watch other companies control the market once it has reached the tipping point and wider consumer adoption.
Security concerns. Hackers we’re able to gain access to celebrity phones via iCloud.
No major improvements in latest product versions
Incompatibility of Apple products and services with other products and services
Sales Channel
Brand Image
As smartphones continue on their journey to become a commodity, companies like Samsung will continue to apply pricing pressure.
Higher prices
Products
Service
Larger screen size on the iPhone 6 Plus could hurt iPad sales.
Pandora, Amazon Music and other streaming music systems will continue to make it less attractive for consumers to actually buy music or subscribe to Apple Music
Mobile Phones based on Google's Android Operating System continue to be a formidable competitor.
Sales Channel
Brand Image
New manufacturing plant in China has reduced logistics and supply chain costs
Technology moves quickly, new threats from startups are likely. Nothing sepcial
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Apple (cont.) Strengths
Marketing
Visual Identity
Apple AppStore reached over 100 billion downloads in June 2015. Over 1.5 million apps are available.
Simplicity
Consumers like bigger phone screen sizes, sales for iPhone 6 and iPhone 6 Plus have eaten into Samsung's market share.
Opportunuties
Products are easy to use, almost intuitive. Grey, white and Black
Marketing
Visual Identity
Microsoft release new native apps for Microsoft Office making the iPad even more business enterprise friendly and a top choice to Fortune 500 executives.
Samsung could launch sub brands to the company, with new and improved strategies.
Apple continues to increase adoption in the enterprise, previously owned by Dell & IBM.
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Trendy
SWOT Analysis
Weaknesses
Threats
Marketing
Visual Identity
Premium Pricing continues to drive away price conscience buyers, price sensitive consumers tend to not consider Apple in buying decisions.
Too concrete
Marketing
Visual Identity
Cheaper laptop computers from Dell, Toshiba, HP, Sony and Lenovo and a low cost Windows 10 OS to OEMs will continue to add pricing pressure on Macs.
Product category name is easy to guess
Price war
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SWOT Analysis
Xiaomi
Always believe that someting wonderful is about to happen.
About the company
Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that high-quality technology doesn’t need to cost a fortune. At Xiaomi, we’ve brought together smart people from Google, Kingsoft, Microsoft, Motorola, Yahoo, and other Internet and tech companies from around the world to bring that vision to life. We create remarkable hardware, software, and Internet services for – and with the help of – our Mi fans. We incorporate their feedback into our product range, which currently includes Mi 4, Mi 3, Mi Pad, Mi Box, Mi TV, Redmi 1S and Redmi Note, Mi Power Bank and other accessories. We sell direct to customers to keep our prices competitive. And with more than 18 million handsets sold in China in 2013 and products launched in Taiwan, Hong Kong, Singapore, Malaysia, Philippines, India and Indonesia, we are ready to go global.
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Xiaomi Strengths
Products
Service
Smartphone
create a unique brand with a superior user experience by building and capitalising on its own MiUI ecosystem.
Wearable device Tablet PC Flexible and customisable products
Sales Channel
Brand Image
Effective online business model
Experienced business units
Existing distribution and sales networks
Practical Trusted brand in China
Opportunuties
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Products
Service
Low-cost and high-performance characteristics
Create a strong user experience and unique branding and ecosystem
Sales Channel
Brand Image
SWOT Analysis
Weaknesses
Products
Service
Future competition
Quality and after sales services are weak
Future profitability Restricted technology research and development by Google
Threats
Sales Channel
Brand Image
Low cost distribution strategy may not be effective in other markets
Start lately, lack credibility. Questioned the quality of products
Products
Service
Large competitors moving into low cost market (Samsung)
Government regulations
Patent litigation battles
Sales Channel
Brand Image
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Xiaomi (cont.) Strengths
Marketing
Visual Identity
Innovative marketing approach
Energetic Combination of letters M and I. Simple and easy to remember and speak out.
Opportunuties
Marketing
Visual Identity
Global markets
Design of a new logo
Income level is at a constant increase
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SWOT Analysis
Weaknesses
Threats
Marketing
Visual Identity
Difficulty to obtain loyal fanbase and brand advocates outside China
Copying design
Marketing
Visual Identity
Large competitors moving into low cost market (Samsung)
Too much similar logos
Over reliance on e-commerce as primary distribution channel Increasing rates of interest
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SWOT Analysis
SONY
make. believe
About the company
Sony Mobile is a wholly owned subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone and tablet portfolio, Sony Mobile delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences.
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SONY Strengths
Products
Service
The company is synonymous with technological excellence and has a rich heritage of technological expertise.
Out of all its products at present, Sony's success with the Playstation is most noteworthy
Home console Cameras
Sales Channel
Brand Image
Excellent Research & Development division that is able to deliver products that customers will stand in line to buy.
The company has a strong corporate culture of investing in research and development for a long term approach. High Quality (made in Japan)
Rock-Solid Finances PlayStation
Opportunuties
Products
Service
Sony’s photography division would be a great way for the company to generate revenues.
Sony has developed the console with indie developers in mind and this would be a great way for the PS4 to have exclusive content which will not be on the other consoles.
Tablets Smartphones combine with home consoles.
Sales Channel
Brand Image
Untapped Markets- such as Rural markets
Strengthen entertainment-Playstation High quality Waterproof Japanese aesthetic styling
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SWOT Analysis
Weaknesses
Products
Service
The high cost of media production, especially in its television business, has affected the company's pricing strategy.
Incompatibility of Sony products and services with other products and services
It's also losing market share to manufacturers, such as LG and Samsung.
Threats
Sales Channel
Brand Image
While diversifying into too many business segments, the consumer electronics giant has shifted its focus from its core competency -- making great consumer-electronic products.
High price Brand visibility goes down (smartphone)
Products
Service
The Xbox One console is a threat for Sony.
The company's Playstation network was hacked, resulting in leakage of customer information, such as credit-card data.
Sales Channel
Brand Image
New manufacturing plant in China has reduced logistics and supply chain costs
Higher prices than competition
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SONY (cont.) Strengths
Opportunuties
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Marketing
Visual Identity
A strong foothold in the entertainment industry with Sony Music and Sony Pictures has been beneficial to the company by offsetting losses in its consumer-products division.
Easy to remenber
Marketing
Visual Identity
The company has the opportunity to enter the healthcare-imaging sector in a significant way through a possible acquisition of a 30% stake in Olympus
Elevate style with fashion
Pronouncing is easy Market segmentation
SWOT Analysis
Weaknesses
Threats
Marketing
Visual Identity
Premium Pricing continues to drive away price conscience buyers, price sensitive consumers tend to not consider Apple in buying decisions.
Dull
Marketing
Visual Identity
The way in which investors sell their investments can affect the way in which Sony generates external financing. If investors are cautious of the long term viability of Sony, they can be seen as a risky investment for lending institutions.
Connect with priecy
Boring Direct
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Consumer Insights Smartphone user survey results
What is your age?
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Consumer Insights
Which of the following smartphone brand are you using?
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Consumer Insights Smartphone user survey results
What do you like most before you purchase a smartphone?
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Consumer Insights
Which of the following activities do you usually do on your smartphone?
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Consumer Insights Smartphone user survey results
What do you think the negative impact caused by smartphones?
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Consumer Insights
What is the future function do you want it in a smartphone?
Remote Control
Portable Projector
Fully Voice Control Identification
Foldable Touch Screen Check Food Toxicity Medication Reminder
Over Using Reminder
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Summary 72 Questionnaires
Tracy
Milton Yates
Feng
Shawn Yu
Clair
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Consumer Insights
Apple and Samsung are the two most recognized companies. Customer review and Brand reputation are consumers biggest concern. Most people who use smartphones are for personal reasons, not work. Over using smartphones will indirectly affect user concentration and strain relationships with people. Sending or receiving instant messages along with taking photos are the most used features. Lack of privacy, smartphone addicts, Sense of insecurity. Connected smart home products linked to smartphone can create additional convenience to the users’ life.
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Positioning Matrix Tone vs. Quality
Hig
Leisure
P
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Positioning Matrix
gh-end
Professional
Opportunity: Develop products with professional and plain, easy to use it. Threat: Most of consumers rather spend money on fancy looking products.
Plain
99
Positioning Matrix Variety vs. UX
User Ex
Product Variety -
User Ex
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xperience +
Positioning Matrix
Opportunity: Develop more different product lines, enhance the UX service. Threat: Too much exist products competitors.
Product Variety +
xperience -
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Positioning Matrix Tone vs. Presence
Gl
Opportunity: Most of Brands don’t have strong brand image rely on their culture. Threat: People don’t care about the cultural story behind, UX is the most important thing.
Cultural
Reg
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Positioning Matrix
lobal
Contemporary
gional
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Positioning Matrix All Brands
Pr
Lifestyle
Aff 104
Positioning Matrix
emium
Professional
fordable 105
Positioning Matrix All Brands
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Positioning Matrix
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03 Branding Strategy. Thorough research and analysis opens up a clear strategy for HTC.
Value Proposition Strategy Roadmap Brand Attributes Personas
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Current HTC Current Offerings
Persist In Difference
Quietly Brilliant
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Professionalism
Value Proposition
Accessible Service
Relentless Pursuit Perfection
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Future HTC Future Offering
Education & Outreach
Premium Experience
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Health Caring
Value Proposition
Humanity
Family’s Shangrila
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Value Proposition Future Offering
HTC allows users to connect all over the world from socializing to exchanging ideas while ultimately expanding their horizon. Through technology, HTC integrates lifestyle, health, and cultural experiences in people’s daily life.
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Value Proposition
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Strategy Roadmap HTC’s Strategy
Current Strategy Current most smartphone companies are targeting both fashion and entertainment to maximize their profits.
Fashion
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Entertainment
Strategy Roadmap
Future Strategy In the future, HTC will keep their advantages and do more efforts on people and culture. Let the brand associated with the humanities.
People
Culture
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Strategy Roadmap Short Term Cooperate with the government
Products
• Offer niche market for smart device ; slowly fade out visible bulk inventory • Entering social housing, let citizens get the experience for using HTC products.
Services
• Set up education programs/workshop. Trying let citizens know Taiwanese local brand, introduces an smart device is how to produce it. And educate children the proper using way of smart device. • Cooperate with local convenient stories
Sales Channels
• No selling to the general public. • HTC provide proposals to the Ministry of Education.
Target Market
• • • • • •
Marketing
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Challenged Fighters Family Reunion Curious Explorer Retired Sages Just for Fun Indie Entrepreneur
Value Proposition
Mid Term Development of new products.. • Cooperate with other local brands to produce new products
Long Term Promote to world • Development of new products. • Release tourism presentation app.
• Development of new products..
• Expanding the variety of courses, giving students more choice. • Summer camp • Science Exhibition competition
• Start relates to the tourism industry. • Cooperate with hotel, transportation companies. • Personal caring • Families caring
• Rental from school • Online shop • Show this concept product in a retail store
• Schools, hospitals • Online shop • Retail stores • Trade show
• Challenged Fighters • Family Reunion • Curious Explorer • Retired Sage
• Promote close relationship with schools and local hospitals. • Patients will notice that medical use htc smart device.
• Challenged Fighters • Family Reunion • Curious Explorer • Retired Sages • Just for Fun • Indie Entrepreneur • There are government-certified brand can make people or foreigners with confidence. • The ultimate goal is to make HTC and Taiwanese humanities in a strong correlation.
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New Brand Attributes The Following are words to describe HTC repositioned core brand.
Professionalism
Quietly Brilliant
Accessible Service The Current HTC
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Persist In Difference
Relentless Perfection
Styling
Hardware Specs
Brand Attributes
Real Impact
Unending Curiosity
Seamless Convenience
The New HTC
Ubiquitous Presence
Premium Aesthetics
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04
HTC branding guide line. Here is a snapshot of all the basic elements making up our brand. Each element has a specific role and a relationship with the other basic elements. The following pages outline each element and how to put it all together.
Overview Logo Writing our name Color palette Typography Device photography
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Overview Logo
Primary color palette
Headline and body copy font
Tone of voice
Gotham
straight up, curious, friendly and real
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@£$%^&*()_+}“:?
Device photography
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HTC Basic Elements
Here is a snapshot of all the basic elements making up our brand. Each element has a specific role and a relationship with the other basic elements. The following pages outline each element and how to put it all together.
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Logotype
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HTC Basic Elements
This is our logo. It has been specially created and is unique to HTC. There is none other quite like it. It will appear on almost every piece of communication. To ensure it communicates to its best, the following pages outline several guidelines to observe. Please refer to the color pallete page for more color values. HTC Green
Pantone 376 CMYK 75 5 100 0 50% RGB 65 173 73
50%
Please note
Always use master digital artwork. Never try and recreate the logo yourself. 131
Logotype - Variants Logo - with strapline
Logo - without strapline
warm tech around you
• • • • • •
Website Advertising Digital advertising Brochure cover TV end frame Business card
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• Device • Stationary • Signage • CO-branding in partner environment
HTC Basic Elements
In essence we have 2 logo variants, as shown on the left. The logo with a strapline, and logo without strapline. We have outlined in the following pages when and how to use the correct logo.
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Logotype - Black And White Variants Logo - with white strapline
Logo - without strapline
Logo - with white strapline
Logo - without strapline
Logo - with white strapline
Logo - without strapline
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The white logos are for extreme circumstances when a color or the black versions are not an option, for example placed on a dark colored background in a co-branding environment.
HTC Basic Elements
When it is not possible to use our Warm Gray 1 background or white, you may use a black background for the color logo to sit on. When it is not possible to reproduce our logo in color we have one color versions, available in black - for placing on a white background, and white versions for reversing out of a black background. We really like our color logo, it will help us to build a recognisable brand. Therefore we only use one color versions in exceptional circumstances, such as when one color print limitations are in place.
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Logotype - Partner Environments On brand background colors
White
25% Warm Gray 1
Warm Gray 1
Warm Gray 3
Light Orange
Light Green
Orange
Green
Light background colors
Light Red
Light Pink
Dark background colors
Red
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Magenta
HTC Basic Elements
This range of colors allows for the HTC logo to appear in color with the quietly brilliant strapline in either black or white.
Black
Light Black
Off White
With light background colors use the black version of the HTC logo. The color version of the HTC logo may not have optimal standout.
Light Blue
Sky Blue
Light Gray
With dark background colors use the white version of the HTC logo. The color version of the HTC logo may not have optimal standout.
Blue
Cyan
Gray
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Logotype - Clear Space
Optimal clear space 2 ‘T’ Minimum clear space 1 ‘T’
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HTC Basic Elements
To maximise the impact of our logo, ensure that no other elements appear too close to it. The area of clear space is defined by using the x height of the logotype, i.e. the height of the letter ‘T’. This rule applies to all variants of the logo. The minimum clear space is for applications with restricted size or technical limitations, i.e, signage, website and banners. For all other application we use the 2 ‘T’ clearance space rule. This area of separation is a minimum and should be increased wherever possible.
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Logotype - Positioning Positioning guides
Print applications
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HTC Basic Elements
Advertising
Template specific Template specific
Here are details on how to place the logo on applications. The Positioning guide shows the amount of clearance from the edge of the application that is needed. It is determind by the ‘X’ height of the letter ‘T’. For print applications we have four positions the logo can sit, as shown far left. Keep things consistent, if your producing a series of leaflets, then stick to one position. We prefer top right. All advertising applications should be signed off with the logo and strapline bottom right. Please check the advertising guidelines for specific rules.
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Logotype - Sizes In print
12 mm Minimum size, without strapline: 12mm
X mm Minimum size, with strapline: 16mm A6: 18mm A5 and DL: 25mm A4: 38mm A3: 50mm A2: 70mm A1: 100mm A0: 138mm
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On screen
80 pixels Minimum size, without strapline: 80 pixels
X pixels Minimum size, with strapline: 95 pixels Standard size: 140 pixels
HTC Basic Elements
Here are listed the logo sizes to be used for the most common formats in print. Please refer to the advertising guide for more specific sizes and guidance. Also here are logo sizes for screen with and without the strapline.
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Writing Our Name
HTC Htc
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hTC
htc
HTC Basic Elements
When communicating our name in written text, whether by hand, typed, set in body copy or as a headline, it should always be HTC all in capital letters (uppercase).
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Writing Warm Tech Around You
warm tech around you
Warm tech around you Warm Tech Around You WARM TECH AROUND YOU
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HTC Basic Elements
When communicating warm tech around you in written text, whether by hand, typed, set in body copy or as a headline, it should always be warm tech around you all in lower case letters (no caps).
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Color Palette Primary palette
HTC Green Pantone 376 CMYK 50 0 90 0 RGB 105 180 15 Hex #99CC33 RAL 120 70 75
HTC Warm Gray 1 -25% Pantone Warm Gray 1 - 25% tint RGB 240 240 236 Hex #F0EFEC
White
Black
Pantone -
Pantone Process black
CMYK 0000
CMYK 0 0 0 100
RGB 255 255 255
RGB 30 30 30
Hex #FFFFFF
Hex #1E1E1E
RAL 9003
Secondary palette
HTC Warm Gray 3
HTC Warm Gray 6
HTC Warm Gray 9
HTC Warm Gray 11
Pantone Warm Gray 3
Pantone Warm Gray 6
Pantone Warm Gray 9
Pantone Warm Gray 11
CMYK 9 12 12 20
CMYK 14 19 21 38
CMYK 23 32 34 53
CMYK 26 36 38 70
RGB 199 194 186
RGB 165 157 149
RGB 130 120 111
RGB 103 92 83
Hex #C7C2BA
Hex #A59D95
Hex #82786F
Hex #675C53
RAL 060 70 05
RAL 060 60 05
RAL 080 50 05
RAL 080 40 05
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HTC Basic Elements
There are four colors in the HTC primary palette, HTC green, HTC Warm Gray 1 at a 25% tint, black and white. HTC Warm Gray 1 and the white are used as background colors only. HTC Green is for the logo and for highlighting large areas, for example the inside front cover of a brochure. Use the black for all the type (headings and Body copy) and the illustration. Using Pantone Warm Gray 1 To achieve the optimal background color we use this pantone at a 25% tint. Secondary palette We have an additional four Warm Gray colors that we use for charts and diagrams or when more color depth is required. The main places we see these colors used will be PowerPoint, annual reports and the website. Color balance The rule we have is that HTC green should be used sparingly; around 5% of the overall color in any given application. Black will be used for all the copy and illustrations; therefore around 25%. The background color can be either white or 25% Warm Gray 1. Brochure spreads and technical documents will obviously use more black for the copy. Devices Please refer to the Device and packaging guide for color usage rules specific to the devices.
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Typography - Headline And Body Copy Primary weights for headlines and body copy
Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@£$%^&*()_+}“:?
Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@£$%^&*()_+}“:?
Secondary weights for sub headings and highlighting text blocks
Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@£$%^&*()_+}“:?
Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@£$%^&*()_+}“:?
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HTC Basic Elements
Our corporate font is Gotham, it should be used in all printed materials for headlines, body copy and highlight text. When technically possible it should be used for digital media. There are 4 weights that we use: Light, Book, Medium and Bold. Digital usage Due to technical limitations and licensing issues, Gotham should be replaced with Arial for on screen applications and digital templates (website, Powerpoint, Word and email).
On screen substitute font
Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@ÂŁ$%^&*()_+}“:?
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Typography - Body Copy - Explanation Matching to Gotham
Gotham san serif
Round, open characters
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Even line weight throughout
large ‘x’ height
HTC Basic Elements
When searching for a font it is important to match it in tone and feel as closely to Gotham as possible. Look for a modern, san serif typeface with a technical feel. It should be clean with an even line weight throughout and if possible have a large ‘x’ height There are 4 weights of Gotham that we use, so if possible look for a typeface with a family of weights.
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Typography - Rules Body copy font
Secondary Headline font
Body copy examples
Who we are Who we are
Gotham Book. Lorem ipsum dolorsit amet, consectetur adipiscing elit. Aliquam accumsan, mauris vel euismod vehicula, mauris neque tincidunt elit, a adipiscing nulla metus vitae lacus. dignissim eu sit amet nisi. Iriure tatio eugait la feummy nulluptatem nonsequis adit augiam, conulput iliquisi tat. Facin ero delent la autpat. Lorper secte magnis et, si. Gotham Light. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam accumsan, mauris vel euismod vehicula, mauris neque tincidunt elit, a adipiscing metus. Conse volore del ullan hendre etum quis eros et, quissed tat iureetumsan essequisl ilisi tin henibh elit wisi. Nullaoreet amet, si blandre modolore vel ullan henisit eugait lam num iriure tem quis nos amet irit ing enisi tat. Duipsum nulputp atismodip et lan ut lore mod eu feuisi exeros nos nosto diam dolenibh et praesed tatum
Quotes and highlight text Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam accumsan, mauris vel euismod vehicula, mauris neque tincidunt elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam accumsan, mauris vel euismod vehicula, mauris neque tincidunt elit, a adipiscing nulla.
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HTC Basic Elements
Keep it clean and simple. The typography rules are set to ensure consistency across HTC printed literature. Body copy When writing body copy use either Gotham Book or Gotham Light. Text should always be aligned left. Always write in sentence case, never in uppercase. Quotes and highlight text Quotes and highlight text can be set in either Gotham Book, Light, Medium or Bold. Use color where needed from our color pallete. The Gotham font is used for all headlines. Use either Gotham Book or Light in Black, Warm Gray 9, Warm Gray 11 or HTC green.
Please note All device names must appear in black (except online when they appear in HTC green). Please refer to the Advertising, Online and Literature guidelines for further color usage.
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Device Photography
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HTC Basic Elements
Level 1 photography is for all advertising and brochure covers. It’s important that our devices are presented in a consistent way, this will help to build a globally recognisable and strong brand. The devices should be shot placed on a white or HTC Warm Gray 1 at a 25% tint background with a natural shadow. This is important because as we add the illustrations, we need to make it look believable that the phone has been placed on a sheet of paper and the illustrations added around the device. All devices should be shot in color, showing the screen display. It may be easier to set up the lighting to shoot the devices and then set up for the screen, and then add the screens in post production. This will help with the problem of screen glare but the final shots need to look real, not CGI. It is important to always photograph our devices in a premium way, showing the best angle and features. Devices are not shot in a persons hand.
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Life Style Photography
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HTC Basic Elements
Life style photography is for showing the design details of our devices. It can never be used for advertising or brochure covers, but is specifically for brochure spreads, inside device leaflets and image galleries on our website. We want to show our devices in an honest and real way, like we show our device photography always placed down on a surface. So the rule for life style photography is that they should always be shot placed on a piece of paper with a shadow. They can be angled, rotated or the camera zoomed in to show a detail. The screen can be on or off, but we need to make sure the screens look real and not artificially added in post production. Video and online 3D usage The same rules apply for when creating a video or a CGI 3D version for on screen usage, i.e. shoot with the device casting a natural light shadow.
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05 Concept.
Introducing new HTC home products to enhance the user experience.
Inspiration & Mood Visual Brand Language The HTC Journey Ideation Prototyping Refinement
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HTC Product Design
Real Impact It is our belief that technology’s purpose has always been to bring humanity together to overcome and conquer difficult challenges. That is why we always design our technology to generate a real impact – to serve a greater, human purpose that every single human being can benefit from.
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Unending Curiosity At HTC, we go where others haven’t thought to. Breaking down barriers and creating industry firsts is a large part of our history, which is why HTC has become synonymous with innovation, engineering breakthroughs, and designing the future of human communications as we continue to expand into uncharted product territories. ​
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HTC Product Design
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Seamless Convenience HTC providing everything the customer needs, not just what is required to meet the minimum standards. It’s about making sure that they don’t have to wait and wonder. Customers will appreciate a smooth, seamless process for addressing their needs.
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HTC Product Design
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HTC Product Design
Premium Aesthetic Dual-tone all-metal body features mirrored edges that are ergonomically tapered to effortlessly fit your grip. Its unibody back is curved to achieve the streamlined look and feel of the iconic HTC One series smartphones. LEARN MORE
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HTC Product Design
Ubiquitous Presence By placing customers at the heart of everything we do, we make things simple and go out of our way to accomplish the impossible by exceeding expectations and invoking surprise.
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Product Design ​Future Pursuits
warm tech around you
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HTC Product Design
This evolutionary path is a piece of the much larger journey we aim to take in the future. As we expand into new categories with the Re camera and other upcoming products, it is important to remember what brought us to where we are now, and why we do the work we do.
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SHI Food Management App
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HTC Product Design
Scan all the ingredients which can help to track the expiry date and send notification Along with the smart band htc TAN, it can also suggest the most fitted recipe. Search by cuisine, menu item or specific store and filter store hours, reviews.
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YI Smart Clothes Hanger
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HTC Product Design
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YI Smart Clothes Hanger
HTC LIFE SYSTEM
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HTC Product Design
Through the internet, YI will gather the most update weather information and personal preference. Along with the smart band TAN, TAN and YI can work together. track user’s body condition, then calculate the most suitable outfit accordingly.
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YI Smart Clothes Hanger
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HTC Product Design
Through the internet, YI will gather the most update weather information and personal preference. Along with the smart band TAN, TAN and YI can work together. track user’s body condition, then calculate the most suitable outfit accordingly.
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YI Smart Clothes Hanger
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HTC Product Design
Through the internet, YI will gather the most update weather information and personal preference. Along with the smart band TAN, TAN and YI can work together. track user’s body condition, then calculate the most suitable outfit accordingly.
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YI Smart Clothes Hanger
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HTC Product Design
Through the internet, YI will gather the most update weather information and personal preference. Along with the smart band TAN, TAN and YI can work together. track user’s body condition, then calculate the most suitable outfit accordingly.
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YI Smart Clothes Hanger
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HTC Product Design
Through the internet, YI will gather the most update weather information and personal preference. Along with the smart band TAN, TAN and YI can work together. track user’s body condition, then calculate the most suitable outfit accordingly.
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TAN An advanced wristband to elevate every day.
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HTC Product Design
Track steps, distance, calories burned, floors climbed & active minutes. Records the user’s health and sleeping quality. Sync states wirelessly & automatically to leading smartphones and computers It can also detects users’ emotion fluctuation and give the user a sentence from friends, family, or your idol. The design inspiration was come from Chinese culture– feel the pulse. It’s like using fingers to touch on the skin to feel the pulses.
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KAN Smart Home Security Camera
Automatically capture video clips when specified events, such as motion detected in your living room, occur. The Motion Sensor can monitor movement in your home and send you alerts if there’s unexpected activity when you’re away. It can trigger lights and other connected devices to turn on when there is movement, and monitor temperature. Inspired by the shape of the human eyeball.
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HTC Product Design
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