Upwardly Mobile We Learn How

¶ … Upwardly Mobile we learn how the owner of HTC makes the cellular phone a household name. Mr. Peter Chou is responsible for this feat, but it did not happen overnight. Although HTC is not on the same level as the Apple iPhone or the Blackberry, it is becoming a well-known and well sought after phone in America. HTC made high end smart phones for Western countries in the past, so they know what people want when it comes to a smart phone.

When they decided to branch out on their own and make smart phones under their own name it wasn't an easy task and strategic international marketing was needed. Given Mr. Chou's extensive background in technology, he has a head start on knowing what is appealing to consumers. He also has a talented group of workers whom he allows to explore their talent without a ton of restrictions. Making a quality smart phone was not the issue since HTC has been doing this for other countries for years.

Getting the name out to other countries in order to build the brand is what Mr. Chou was up against. Since the iPhone and Blackberry are probably the two phones that most Americans are keenly aware of, HTC has big shoes to fill in order to step into the ranks of these two phones. Both the iPhone and Blackberry are coveted by many, however many cannot afford these phones as well as the pricey data plans that must be carried along with the phones.

What HTC can do to make their phone internationally recognized is to fashion it so that the appearance is similar to the top smart phones and include some of the features that critics complain these top phones do not have. Then, they could market the phone at a lower price than the competitors. Mr. Chou also was smart to hire Horace Luke, an American who is a former Microsoft employee.

Who better to advise him on the American consumer than someone who has worked for a top technology company in the United States and has a good feel for what American consumers are looking for when it comes to smart phones. If Mr. Chou uses all of his resources, their target market could include not only those individuals who simply cannot afford the top smart phones, but also those individuals who are looking for something better than what they have at a lower cost. Mr.

Chou would be wise to use a celebrity as a marketing tactic. He could use someone that appeals to the younger generation and may not command a large salary as someone who is considered a seasoned actor or actress. Commercials could be run on television stations that appeal to a certain audience in order to break into the market. Over time the phone could then be marketed to different audiences. He also needs to find a catchy slogan that will help in branding.

Once people identify the phone with the brand, it will be easier for him to reach his goal of being one of the top five smart phones. Mr. Chou could also take a page from Apple's book and allow only one provider to carry his phone, but only for a certain number of years and only after the phone has gained some level of popularity in the American market. Allowing only one cell phone carrier to sell the phone gives it the illusion of exclusitivity.

The fact that only at&T carries the iPhone (for now).