HTC seeking solace in business market

HTC seeking solace in business market

HTC is turning attention to the b2b market to try and reverse its financial tailspin, by enticing resellers with training, support and ‘best in class’ capabilities across its full handset range.

The Taiwanese manufacturer has endured a difficult year of declining profits and boardroom turmoil, but has sensed an opportunity in the enterprise market with its HTC Pro product for businesses. Talking at Tech Data Mobile’s live networking event in London last week, HTC distribution enterprise sales manager Parm Khanghura said: ‘If you’ve got an appetite within your business to approach that b2b sector, we’ve got the resources with HTC Pro to help with educating customers and training employees.

‘We’re not just looking at large, corporate, 100-plus types of organisations. A lot of these elements fall into the SMB space as well. HTC Pro is a global initiative and it’s really about putting businesses first. It’s not purely something we execute on the devices, it’s an ecosystem.’

Last month Mobile revealed that HTC’s vice president of commercial operations, Oliver Schulte, was leaving for rivals Caterpillar, while Sarah Mansell and Gaelle Walton, channel marketing chief and head of retail distribution respectively, were also leaving, adding to the mass exodus of executives since UK head Phil Roberson left earlier this year. The company continues to post tumbling revenue figures and announced significant job cuts in America, but its recent devices have generally received rave reviews. 

Khanghura said he wanted these reviews to sell the manufacturer as a business proposition on the strength of the handset’s capabilities. He said businesses look at ‘four things’ when deciding on a device – ‘the cost, security, productivity and management’. He told a room of potential resellers that the One family handsets were safe with 256-bit encryptions, secure enough for ‘central government finance’, while productivity was high on the agenda with its ‘best in class’ email functionality and preloaded Polaris Office.

He said: ‘Regardless of the pricepoint, the devices in our portfolio offer a common experience. At the bottom end of the portfolio we have the Desire 300, the 500 sitting in the middle and then the Desire 601, a device that isn’t quite in the channel at the moment. The Desire family has really hit a sweet spot in terms of the reseller community.’

HTC features like BlinkFeed and BoomSound, as well as the ultrapixel cameras present in some devices, were highlighted as key business functions despite appearing more consumer orientated. Khanghura added: ‘What does BoomSound mean for business? If you go to a conference with that capability you get a really good experience. We were the first to deploy ultrapixel cameras, and we’re engaging with engineers, retailers and insurance houses where the camera is key.

‘From a business perspective you expect a phone to do the simple features like make a call. We have SenseVoice, a dual mic system, so even in a noisy environment like a building site and a train station, background noise is drowned out and voices are amplified. Our devices offer a great return on investment.’

Author: Matthew Campelli
Written by Mobile Today
Mobile Today

Comments

This is the ADD that is HTC. First it was Beats that was going to differentiate them, bust. Then it was the HTC One X and their awesome marketing. ...
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