We have extensively followed HTC since its Windows Mobile heyday, more than a decade ago, and when it was more of an ODM (Original Design Manufacturer). It then changed strategy attempting to becoming a major brand, liked by platform vendors (Google, Android) as well as operators and retailers. However, the growth story for such a potential smartphone manufacturer was short lived. Fast forward to 2017 and Google is buying $1.1 billion worth assets or rather access from HTC, especially to the R&D and IP resources, to solidify its own Pixel portfolio and potentially more.<\/p>
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HTC History<\/strong><\/p> HTC was the first partner for Google\u2019s Android phone called T-Mobile G1 launched at T-Mobile USA in Q4 2008 almost a year after iPhone\u2019s launch.<\/p> HTC started to ascend since then until its peak in 2011 with multiple flagships (e.g. HTC Incredible at Verizon, HTC Evo Shift 4G at Sprint, HTC Hero, HTC Thunderbird and more) at multiple carriers in USA, Europe and Japan.<\/p> HTC\u2019s growth in share also aligned to its marketing spend and growing brand awareness \u2013 for example from 2009-2011 it sponsored one of the most successful professional cycling teams.<\/p> HTC though was over dependent on its flagship series and operators\u2019 subsidy budgets. Since iPhone\u2019s expansion and the development of the Samsung Galaxy S series, HTC lost mindshare, declined in operators\u2019 priorities and thus lost market share.<\/p> Though Google now and then helped HTC by selecting it as an ODM for its Nexus and Pixel program, the brand was already on a downward trajectory.<\/p> For Google, apart from seeing HTC as a loyal partner it also believed in its smartphone R&D and manufacturing expertise; HTC had a deserved reputation for making some of the best smartphones available at the time in terms of performance and quality.<\/p> Motorola-Google deal<\/strong><\/p> With Motorola, for Google it was all about becoming vertically integrated like Apple, sooner or later.<\/p> The growing clout of Apple raking-in robust top and bottom lines, as well as premium smartphone users, could have been a part of decision to acquire Motorola (apart from Moto had strong IP portfolio) and Google can create its own branded franchise when the time comes.<\/p> However, this was a drag on its operational revenues and performance as Moto was not adding to any profits and losing money.<\/p> Also, there was a potential backlash from some OEM partners on this move and Samsung was already in process of getting close to Facebook (a big rival to Google in ad revenue) and build its own services on top of Android, indirectly nullifying Google\u2019s control over Android.<\/p> And with investors\u2019 pressure, Google let go of Motorola, just keeping the IP portfolio.<\/p> Entry of Pixel & need for an R&D team (HTC)<\/strong><\/p> As the premium market has been dominated solely by Apple and Samsung since then, Google felt a need to get a direct slice of the premium users, which is important for the Android platform and business model.<\/p> This has prompted Google to offer the best premium Android experience to its users via its Pixel phones which Samsung wouldn\u2019t be able to or want to offer.<\/p> To have a tighter integration of hardware and software and build own branded products, Google needs access to a good R&D team.<\/p> HTC being known for its R&D expertise, hardware design and integration, it is the natural fit and has been Google\u2019s partner since 2008.<\/p> So this investment, while is a business decision to have access to one of the best R&D team but also I believe is a sort of emotional decision to save its close partner.<\/p> However, with influx of $1.1 billion in HTC, HTC has another lifeline to build its business \u2013 focus on a narrow portfolio, be leaner and better operationally than before and be more agile.<\/p> There was never anything wrong with HTC products, they were industry leading, but the sales, marketing and operational strategies have always been ineffective against competition, diluting all the hard work put in by the R&D and manufacturing teams.<\/p> So this time around, this a special partnership and well worded by Google, \u201cthey will have access to HTC R&D and IP\u201d rather than full acquisition and upset its OEM partners.<\/p> But it remains to be seen if HTC invests more in smartphones as it is going to be tough to compete with the likes of Xiaomi with its completely aggressive price-spec, go-to-market model, or take that investment from Google and build a big VR\/AR and IoT business. The latter is perhaps the more plausible and prudent scenario.<\/p> Implications of HTC deal<\/strong><\/p> So for Chinese brands, it doesn\u2019t impact directly as very few Chinese brands are competing in $700+ premium segment and Pixel (built via HTC team now in-house) is designed to actually woo away iPhone users and keep a check on Samsung as it wanders away close to Facebook.<\/p> So Samsung will be the biggest one to lose as it is head on with its portfolio as well as smaller brands who do have one or two flagship phones like LG or Huawei.<\/p> For Samsung, obviously, if Google goes with OLED screens it is a big win and maybe an opportunity for other components like battery, memory and other passive components.<\/p> Apple may also see some churn to Pixel. But this is likely to be minimal compared to premium Android users from Samsung or others.<\/p> Google will have to scale-up the Pixel portfolio beyond a handful of markets to make its billion dollar investment worthwhile.<\/p> In summary, this is a big step for both parties, to (re)build their smartphone ambitions.<\/p> <\/p> <\/p> <\/p>","blog_img":"retail_files\/blog_1505999747_temp.jpg","featured":0,"status":"Y","seo_title":"Google-HTC deal: Make or break for both's smartphone ambitions","seo_url":"google-htc-deal-make-or-break-for-both-s-smartphone-ambitions","cms_link":"google-htc-deal-make-or-break-for-both-s-smartphone-ambitions\/2617","updated_at":"2017-09-21 19:17:20","time":"2017-09-21 18:45:48","authors":[{"author_name":"Neil Shah","author_description":"Research Director, Counterpoint Research","author_designation":"Research Director","author_company":"Counterpoint Research","profile_pic":"retail_files\/pic_author_1413368743_temp.png"}],"tags":["HTC","Google","Devices"],"url_seo":"google-htc-deal-make-or-break-for-both-s-smartphone-ambitions"}">
我们有广泛的跟踪宏达电Windows Mobile鼎盛时期以来,十多年前,当它是更多的ODM(原始设计制造商)。然后改变了策略试图成为一个主要的品牌,喜欢平台供应商(谷歌,Android)以及运营商和零售商。然而,这样一个潜在的智能手机制造商的增长故事是短暂的。快进到2017年,谷歌购买价值11亿美元资产或者说访问来自HTC,尤其是研发和IP资源,巩固自己的像素组合,可能更多。 HTC的历史 HTC是第一个伙伴谷歌的Android手机t - mobile G1称为启动了2008年第四季度的t - mobile USA iPhone的推出后近一年。 HTC开始提升从那时起直到2011年峰值与多个旗舰店(如HTC在Verizon难以置信,在Sprint HTC Evo 4 g转变,HTC英雄,HTC雷鸟和更多)在多个航空公司在美国、欧洲和日本。 HTC的增长份额也一致的营销支出和不断增长的品牌知名度——例如从2009 - 2011年最成功的专业自行车团队赞助。 HTC虽然结束依赖旗舰系列和运营商的补贴预算。自iPhone的扩张和发展的三星Galaxy S系列,HTC失去了思想,拒绝在运营商的优先级,从而失去了市场份额。 尽管谷歌现在然后帮助HTC通过选择它作为其Nexus的ODM和像素的计划,该品牌已经在一个向下的轨迹。 对于谷歌而言,除了看到HTC作为一个忠实的伙伴也相信其智能手机研发和制造技术;HTC的名声使一些最好的智能手机时的性能和质量。 谷歌和交易 谷歌与摩托罗拉,都是关于成为垂直整合像苹果一样,迟早的事。 日益增长的影响力苹果射入的健壮的顶部和底部行,以及高端智能手机用户,可能是决定收购摩托罗拉的一部分(除了运动有很强的IP组合)和谷歌可以创建自己的品牌特许经营时。 然而,这是一个拖累其运营收入和性能摩托没有添加任何的利润和亏损。 也有一个潜在的一些OEM合作伙伴的强烈不满和三星移动过程中已经接近Facebook(一个大的竞争对手谷歌在广告收入)和Android上构建自己的服务,间接地放弃谷歌的Android的控制权。 和投资者的压力,谷歌的摩托罗拉,只是保持IP组合。 输入像素&需要研发团队(HTC) 随着高端市场已经被苹果和三星完全主导自那以来,谷歌觉得需要一个直接的高端用户,这是很重要的Android平台和商业模式。 这促使谷歌向其用户提供最好的优质Android体验通过像素手机三星无法或想要报价。 的硬件和软件实现更紧密的集成,建立自己的品牌产品,谷歌需要访问一个好的研发团队。 HTC研发专业著称,硬件设计和集成,是自然健康和自2008年以来一直是谷歌的合作伙伴。 这投资,虽然是一个商业决定获得最好的研发团队还我相信是一种情感决定拯救它的亲密伙伴。 然而,流入11亿美元的HTC, HTC另一个生命线建立其业务——集中在一个狭窄的组合,是精简和更好的操作比以前更加敏捷。 从来没有什么毛病HTC产品,行业领先,但销售,营销和运营策略对竞争一直是无效的,稀释所有的辛勤工作的研发和生产团队。 这一次,这一种特殊的伙伴关系,由谷歌措辞,“他们将获得HTC研发和IP”而不是全面收购和打乱它的OEM合作伙伴。 但仍有待观察,如果HTC投资更多的智能手机,因为它是很难与与其完全积极price-spec小米、营销模式、或把投资从谷歌和建立一个大型虚拟现实/ AR和物联网业务。后者也许是更为合理和谨慎的场景。 宏达国际交易的影响 对于中国品牌,它不直接影响很少中国品牌竞争700美元+溢价部分和像素(通过现在HTC团队内部建立)实际上是为了挖iPhone用户和遏制三星接近了Facebook。 所以三星将是最大的一个损失,因为它是在其投资组合以及较小的品牌有一个或两个旗舰手机像LG或华为。 三星,显然,如果谷歌与OLED屏幕,这是一个重大胜利,也许一个机会等其他组件的电池,内存和其他被动组件。 苹果也可以看到一些生产像素。但这可能是最小溢价相比,Android用户从三星或其他人。 谷歌将不得不扩大少数市场以外的像素组合使其价值数十亿美元的投资价值。 总之,这对双方都是一个巨大的一步,(重新)构建智能手机的野心。
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