HTC, the developer and manufacturer of Windows Mobile based devices, has announced its plans to attack the European market directly, as well as build on its ODM activity.
HTC is investing millions to build a senior sales and marketing team based in Berkshire, UK and position itself closer to the European market.
The new European-based operation is intended to bring HTC closer to the local market, so it can offer existing partners, including Orange, T-Mobile, O2, Vodafone and Telefonica, as well as new affiliates, a quicker route to market and a better understanding of local nuances.
HTC’s ODM business model allows it to offer operators differentiation through form factor, materials, finish, colours, software and applications. HTC said its status also enables it to help its partners to take advantage of new growth streams such as digital music, photography and portable business applications.
Peter Chou, President of HTC says, “Strengthening our presence in Europe is a key milestone for HTC; it clearly demonstrates our strong commitment to delivering the very best-of-class products to our partners.”
The new European team is headed up by Florian Seiche, whose job title is vp of HTC Europe. Seiche was formerly Director of Devices for the Orange Group and VP and General Manager for Siemens Communications, North America. He said that 3G will offer broader adoption of smartphones in Europe.
“The flexibility of the Windows Mobile platform combined with the opportunities of 3G means that they are no longer the preserve of mobile enterprises but have the potential to hit the broader consumer market. Our European operation and commitment to driving product innovation, as well as dedicated partner support, means we’re able to fulfil the challenging needs of a changing and exciting market,” says Seiche.
HTC’s Window Mobile 5.0 phones include the Qtek 8310, a GPRS/EDGE capable smart phone with QVGA screen, mega-pixel camera and optional WiFi and the Qtek 9100, a GPRS/EDGE capable compact messaging PDA with a slide-out keypad and mega-pixel camera. The flagship device, the Qtek 9000, is an executive-style 3G capable PDA with a high resolution twist and fold VGA screen, megapixel camera and WIFI built in.
As well as offering partner support, HTC has also set up distribution partnerships with Dangaard and Brightpoint to retail its own products through the Qtek brand, giving it a dual ODM/ OEM feel, similar to Israeli developer Emblaze Mobile.