HTC focuses on content with new exec appointment

HTC's appointment of a chief content officer will lead the smartphone maker to sell apps, movies and games, say analysts

High Tech Computer (HTC) named its first chief content officer this week, showing how the Taiwanese smartphone maker aims to push more deeply into content, in addition to hardware, for a long-term competitive edge.

HTC picked Shashi Fernando as chief content officer to signal its commitment to developing content as a pivotal component in its devices, the company said Tuesday. In February HTC bought Saffron Digital, the mobile video firm Fernando founded in 2006, another sign of its content development ambitions.

Content will be a crucial part of HTC's future, the company said.

HTC isn't the first smartphone manufacturer to take an interest in the market for downloadable games, apps, and other content.

Apple set the trend with its app store for the iPhone. Since then, RIM has opened an app store for BlackBerry users, while the Android Market offers apps for smartphones from Google and the many other vendors of smartphones running the Android OS. Nokia, too, has its Ovi Store for phones running its soon-to-be-abandoned Symbian OS, while Samsung Electronics runs an app store for phones running its proprietary Bada software platform.

Developing the market for content "is going to be the key driver for the branding of smartphones," said Wai Ho Leong, regional economist with Barclays Capital in Singapore. "This is really going to be a deciding factor, the way brands will be differentiated."

HTC may design its own applications or contract with third-party designers, analysts say, though apps for smartphone operating systems such as Windows and Google Android already sell on HTC devices. Future HTC smartphones would be designed to steer users toward a range of unique downloads, they say.

"HTC may not do its own content, but the new officer could go find partners," said Tracy Tsai, principal analyst with Gartner in Taipei.

The smartphone maker sold 24.67 million units last year, up 111 percent over 2009. It anticipates a strong 2011 with its recent release of new Android and Windows phones and its first tablet, the HTC Flyer.

Join the PC World newsletter!

Error: Please check your email address.

Tags research in motionconsumer electronicsShashi FernandosmartphonesSamsung ElectronicsSaffron DigitalPhonesHigh Tech Computer

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ralph Jennings

IDG News Service
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?