This year saw smartphones break into the mainstream and become the new standard. Smartphone ownership has now grown beyond the early adopters, and you will see significant growth in the mid-tier market. So smartphone users will be increasingly less familiar and even uncomfortable with mobile technology.
It is extremely important that these new smartphone customers have a quality experience straight off the mark, so we will see a lot more investment and effort into understanding how we can meet customers’ needs with a simpler package. We also need to think about how we communicate to them in a way that is not complex or technical, but focused on the benefits they will enjoy and value.
2011 is going to be a really good year for smartphone fans. Android is now mature, and the Android Market is the fastest growing app store in the industry. This is attracting a lot of people to the OS – both customers
The new smartphone world is driving constant innovation, and as a result, there is plenty of room in the market for new platforms. Windows Phone 7 for example has made quite an impression in the months following its launch. The experience is new and different to anything else in the market. It is an exciting platform and we expect people to rally around it. HTC will continue to focus on Android and Windows Phone 7 because they both offer great people-centric communication, and we strongly believe that is the way forward.
The central role mobile phones play in our daily lives continues to grow, and 2011 will be no different. Your phone contains your most valuable information; your contacts, your memories stored in pictures and videos, and your music collection. As a result, we have seen the growth of mobile services delivered through the cloud. It represents the next evolution in the mobile phone experience. Now if you lose your phone, you can locate it using your PC.
If you leave it at home, you can still check your text messages on a computer. This is an extension of the mobile experience, breaking out of the small screen, and further integrating into your everyday life. These are the kinds of services that we believe will shape the market in years to come – they will certainly be a key focus for us.