Partnering is an important issue for HTC to drive growth and market-share - but HTC's go-to-market-strategy is not just about partnering.
Not so much noticed (at least in Europe), HTC has been building an impressive number of 630 own HTC-branded retail-outlets showcasing and selling its products. HTC has already been aggresively pushing this network across locations in the US and Asia (including - besides China - e.g. Vietnam).
Recently, it has opened its first outlet on the European continent in Copenhagen/Denmark. But there is more to come: HTC plans to triple its sales-network to 2.000 locations until end of 2011.
In today's dynamic times, relying on one (distribution-)strategy alone is not enough. By pursuing a direct and an indirect distribution-strategy, HTC is preparing for different market-scenarios that could evolve in the Digital Arena. On the one hand, strong ties with telecoms-operators allow for a massive sales-push today and in the future. On the other hand, driving its own brand into the end-consumer market with own shops helps HTC to establish itself as a branded consumer product and strengthens its direct distribution activities as well as fosters being an attractive partner for distributors like Telcos, retail-chains and eCommerce players.