Abstract
The smartphone has ushered in a new generation of mobile Internet devices. A four-inch-long smartphone enables the sharing of real-time information and knowledge, and it can transform lifestyles. People use smartphones to obtain, share and exchange information whenever they desire. The speed of information processing is accelerating, and real-time communication is becoming universal and is no longer constrained by time and space. Now smartphone has become one of the necessaries in everyone’s daily life. In this paper, I will analyze the smartphone industry first and investigate the global smartphone market by analyzing its growth and the competitive situation. Based on these analyses, I discuss the business management and competitive strategies of HTC who have successfully made the transition into a branding company.