The so-called customization, that is, according to the different needs of customers’ custom exclusive products, giving consumers more personalized intelligent device, purchase experience and after-sales service. On April 2nd, 2013, HTC media seminar was held in Beijing, China. Mr. Ren Weiguang, the CEO of Chinese market and HTC vice president, product marketing general manager Mr. Lin Zurong attended the activity, introduced to the media about the domestic e-commerce and service customization strategy, which was also a core marketing plan in the rest of 2013.
Take a broad view to the mainstream of the market, the phenomenon of smartphone homogeneity was becoming more and more serious. But for consumers, the expression of differentiation and super performance changed to the focus of their attention. Realized customer demand, and then assembled the product, shipped directly to the customer, this is the famous “Dell model”—walk the way of customization. Nowadays, HTC desired to be the “Dell” in cellphone market. To be specific, HTC have launched a new e-commerce sites, online sales could be customized with the base of HTC E1. Furthermore, it was important to mention that a numerous number of celebrities would participate into the project, therefore, users could DIY a phone extremely similar with his idol’s. This was the first time for smartphone manufacturer tried to customized hardware in the field of mobile electricity.
HTC E1 (603 e) is a mid-range product with a large touch screen and a dual core processor, and its perfect self-timer function. The machine in the HTC website only sold for 1799 yuan at present. Moreover, the procedure of customization operation was precisely supplied on the official website: http://www.htceshop.com/. Besides, there was always an online customer service in case of any confusion during the process. Users could then accessed into “I want to DIY” service, trough the selection of individual birthday, gender, constellation and other detailed information, the system would automatically recommend a configuration. Otherwise, it could be totally customized by the users if they were dissatisfied with system configuration. Some fine-tuning of adjustment could also be designed by customers themselves. Altering the phone memory, camera pixels and color were fully depended on personal preferences. Finally, they also could choose the required accessories as well, which greatly saved the resources. In general, customized content included: ROM space (8GB/16GB), camera pixels (5,000,000 / 8,000,000), back cover color (six kinds: white/pink/blue/black/golden/grey) and accessories (the user can choose whether chargers, headsets and other accessories).
Customization must be involved in the design, production, logistics, and every aspect from order to sales. HTC was about to set up their own disposition center in the factory. Thus, all customizable parts will be sent to their own manufactory. Form the perspective of technology, HTC now could produce a customized packaging of a cell phone completely within 20 minutes, but there might be a problem was “expansion of capacity under the order’s pressure”.
It was undeniable to say that HTC E1 has been an “aristocratic” model in the cellphone market, its “customization” service has pioneered the new product model and marketing channel in smartphone industry, which has brought the unprecedented surprise and experience for the users.