Integrated Marketing Plan Example

HTC faces stiff competition with Apple and Samsung. Apple’s iPhone is considered as the benchmark of the industry and operators such as Spring is willing to pay $15.5 billion dollars to Apple just to have the right to sell iPhone. These demonstrates the popularity and the strength of iPhone. Furthermore, Apple’s iOS has much higher number of application downloads and higher revenue for the developers than the Android system. This signifies that developers with limited resources might only release their newest application for iOS. This is shown through the number of available apps for iOS against Android, with iOS having around 200,000 more apps than Android. This makes iOS more attractive than Android to the consumer. This in

* Revenue generated from selling Microsoft mobile devices may be affected by the downward trend of the popularity of the Microsoft mobile operating system.

For 30 years, Microsoft has been creating versions of Windows, an operating system for personal computers (PC’s). These versions of Windows, and other operating systems, have revolutionized today’s technology, allowing you to do things like surf the web, almost instantly receive messages, and even calculate the fastest route to somewhere! Microsoft Windows has rapidly evolved with today’s technology ever since 30 years ago.

Today, Microsoft is worth seventy-two billion dollars. Now, one of the biggest questions are “Microsoft or Apple?”. Many people prefer a Windows 10, but others prefer a

2000-2006: HTC made first time profits when it engineered and developed PDA for Compaq computer. HTC made an alliance with top hardware companies and became best hardware maker which led to release of the XDA, the first Windows based smartphone by collaborating with Microsoft. HTC operated in ODM business and Mobile operator business. HTC designed customized phones for Mobile operators based on their specifications which led them to gain attractive contracts from different Mobile operators. HTC contracts with mobile operators was reason for HTC’s early success. HTC relationship with Handspring to develop Treo smartphone facilitated the opportunity to learn about software and User-Interface design. By 2006, HTC was shipping more than 70% of the world Windows Mobile smartphones.

Microsoft is a highly diversified company. Its technologically-related products span from software to music players to game consoles to web browsers to search engines to phones. However, its flagship product, the product which has been the primary driver of its profits has been Microsoft Windows, the ubiquitous operating system that runs on virtually every computer in the world. Windows has been deemed so critical that even Microsoft's competitor Apple was effectively forced by market pressures to allow its Macs to run Windows, in an effort to boost sales. "As astounding as Apple's success has been, it hasn't put a dent in the Microsoft Office monopoly. [Current CEO] Ballmer and company still profit on every Macbook running Word, Excel and PowerPoint" (Greg 2012).But while Microsoft continues to make its highly profitable Windows products (despite industry criticism about its user features); it has struggled to diversify in its many critical areas, most notable in its music, phones, and Internet service.

Keen on addressing these issues, the company’s management had to react fast, and this is how the birth of windows 8 surfaced. One main impact this change had management, is coping with competition from the established mobile app developers: android from Google and apple. Commanding a considerable market share was a daunting task for management. Statistics from the industry show that, android, the leading mobile app provider, releases between 10,000 and 140,000 new apps every month. Windows 8 released only 200, 000 apps in the first year of its operation which is far below the trendsetters, android. Windows 8 was also built to support only Microsoft specific apps, which made rolling out the change a more complex undertaking to management. To deal with these change demands, the company’s management, embarked in restructuring the organisation in order to incorporate they change demands (Rash, 2013). This began with reorganising the employees into new structures, which meant new duties and responsibilities.

Two operating systems currently dominate the smartphone market, Apple and Android. It all started six years ago when Google launched its android system. However, its approach was much different. Google had made just the software, not the device, giving the software free to phone makers to alter and adjust in anyway they pleased to fit their over 70 different phones. Google believed that by offering it free, in the long run would create more internet friendly phones and more ad views for Google. I think that this strategy was successful due to the fact that Android is the world’s most popular operating system loved by many smartphone users. My point here, that Android is the better operating system, than Apple, should interest those who are

 Develop complementary products to the smartphone: Given the hypercompetitive landscape, innovate and develop new products that leverage the Android OS. This will create inter-compatibility between HTC’s products. HTC’s prior expertise in notebooks should assist their entry into the emerging tablets product category, which would complement their current product portfolio.

Microsoft Windows is a group of graphical operating systems that control the hardware and software found on certain devices. The different operating systems that Windows encompass, shape the way computers work and look. There have many different versions of Windows since its initial release and each version has only gotten more powerful and better. Windows can be found on many computers, tablets, and smartphones. This product like most of Microsoft’s products is marketed towards business and personal use. An additional product of Microsoft’s is Windows Phone is a cluster of cell phones that run using Microsoft Windows software. Their cell phones are primarily targeted at consumers and not for use in the professional setting. The smartphones that Microsoft make are not popular due to its design, and proneness to glitches and bugs. Because of the glitches and design Microsoft holds less than 2% of the smartphone market share. It is widely suggested the Microsoft’s phone line will continue to fail.

“Connecting People. Our goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. Our challenge is to achieve this in an increasingly dynamic and competitive environment” (Nokia, 2014)

HTC Corporation (HTC) is a Taiwanese operation founded in May 1997 in Taiwan, which is one of the most influential, creative and leading players in global telecommunications with an n increasing influence in the industry’s future (HTC quietly billion, 2012). HTC’s portfolio includes smartphones and tablets powered by the Android and HTC Sense™ operating systems (HTC Annual Report, 2010). Focusing on smartphone market; devoting to innovation and design in the mobile phone industry; and committing to develop exceptional technology and products to cater for the diverse and exceed needs of users are HTC’s current brand strategies. In addition, HTC response to market changes fast and provides

smartphones, first dual-mode GSM/ WiMAX phone, first 3G Android phone, and first 4G LTE Android phone. Also, HTC Sense, launched in 2009, was a momentous breakthrough that revolutionized the mobile phone experience. Consistent innovative product launches also enhance the visibility of the company 's brand. The company 's significant R&D capabilities gives it’s a competitive edge to reach the market first with many industry leading innovations and features. Strong relationships with industry leaders The company has strong relationships with many technology companies and telecom service providers. It maintains strong long-term partnerships with technology industry leaders, including Microsoft, Google and Qualcomm, which serve as active labs of research and development and product evolution. For instance, HTC 's launch of the world 's first Windows Mobile smartphone and first Android smartphone is an example. These partnerships ensure that the hardware, software, and content management and delivery systems are united in seamless and intuitive ways. HTC 's products are currently sold through major carriers and local retail channels in major markets in Europe, the Americas and Asia.

Microsoft is the most established software giant and Nokia is the company that is the icon for electronic and communication equipments. Microsoft had a partnership with the computer manufacturer IBM that made the software of Microsoft from DOS to modern Windows 8 famous and most used. The same underlying principle of symbiosis has been used inn this alliance. There are many reasons why Microsoft had to enter the cell phone industry. Arch Rival Apple came out with the iPhone and revolutionized the mobile world. Though the gadget was not a direct competitor, Microsoft was out of a huge potential market, namely the mobile segment.

Prior to the turn of the 21st Century Nokia been the leader of world telecommunications. Nokia the town had diversified into the business in the 1990’s after producing everything from toilet roll, rubber boots, and televisions within its eleven divisions. (Sainsbury 2013:55). However in recent years, Nokia’s telecommunications sales has decreased with net sales falling by 17% from 2013/14 (Nokia Annual financial reports page 93). Previously they have been delving into a more software driven acquiring Gate 5 and Navteq both software companies. Nokia also adopted Microsoft’s Windows Phone Operating System for Smart devices as an alternative to IOS and Android in the hope of bolstering their competiveness within the market in 2011, as well as the purchase