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(The topic of the article) - Essay Example

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“To Catch Up, HTC Needs Galaxy Lessons” This article by Brustein (2013) compares two smart phones specifically; the HTC one and the Samsung Galaxy S3. The main premise this article centers on is that even though HTC phones are technologically more sophisticated, it is Samsung that ends up making the majority sales in the android phone market…
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Download file to see previous pages The Samsung phones although not as technologically superior, advertise the pros they have very well and thus get due recognition. Secondly, another difference is that Samsung invests a lot in and makes its phone launches a large, flashy party of sorts which serves to attract more customers. HTC on the other hand, although has joined this trend with the launch of the One x, is not doing its launch on the scale and with all the glitter and glamour that Samsung uses and which attracts potential consumers. Thirdly, HTC really needs to pick up its sales figures. Because Samsung is a larger company, it is able to meet sales quotas, unlike HTC which is smaller and had to “roll out” sales when the HTC One x was launched. HTC’s inability to meet production and sales quotas also means that it gets left behind in the race to capture more market share. Lastly, but importantly, the success of an android phone also depends on how well it collaborates with network carriers. Samsung beats HTC here as well and is featured prominently on the marketing efforts of all prominent carriers in the USA and HTC remains over shadowed by it. Since network carriers get consumers on long term contract basis, HTC loses out on a considerable market share as the carriers promote Samsung more and customers are thus diverted away from HTC and onto Samsung phones. Personally, I am in complete agreement with the points of view provided in this article comparing HTC and Samsung. The average customer does indeed not realize nor use the full feature capacity that phones like the Galaxy S4 and the HTC One x offer, however this does not mean that HTC takes a step down from its vantage point of technological superiority. To play this subtle strength to their advantage, the only thing they need to do is step up their advertising. Increased marketing budgets and efforts and generally more prominent advertisement of HTC’s superior features will help the customers realize its superior capabilities and maybe this will help in shifting the trend away from Samsung and towards HTC. There are a number of people who are tech savvy and realize and appreciate the superior quality and features that HTC offers them; however the challenge is to spread this trend in the entire market. Although Samsung is using more or less the same amount and types of features in their phones compared to HTC, they put in a handful of flashy features which although not very function add to the glitter and over all appeal of the Samsung phones. Furthermore, companies like HTC need to realize the changing market dynamic and implement the changes they will need to incorporate to adapt to these changing market dynamics and manipulate them to their advantage. Secondly, the issue of not collaborating will with the network carriers is an important aspect of gaining market share for android phones in the market. HTC particularly has a reputation of being a hassle for network carriers to deal with and thus the business relationship cannot be characterized as friendly and is terse at best. Due to this negativity, carriers are not inclined to push HTC’s phones in their advertising campaigns or otherwise to their competitors. In the same vein, when the supply of HTC’s phones is so unstable in the market, consumers who originally wanted an HTC will sometimes settle for competitors’ ...Download file to see next pagesRead More
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