How to Use ABC Books All the Way Through High School

How to Use ABC Books All the Way Through High School We often think of ABC books as being educational only for young children. However, alphabet books can be successfully used for students in the elementary grades all the way though high school. No, not your typical A is for apple, B is for bear books, but ABC book format. Using the ABC outline  as  a guide for writing  allows for a creative, concise presentation of the subject matter and is versatile enough to use for nearly any age, ability level, or topic. What You’ll Need to Create an ABC Book ABC books are simple to make and dont require anything beyond basic supplies you probably already have in your home or classroom unless you want to get fancy with them. Youll need: A composition book or supplies for making your own book (such as a mini book or accordion book)​Pencil or penCrayons, markers, or other art medium for illustratingSample ABC books (The series, Discovering America State by State  provides a wonderful example of how much or how little detail can be included in a book using the ABC format.) If you want to get a bit fancier, a blank book, available at craft stores or online retailers, is a good option. These books have a blank, hardback cover and blank pages, allowing students to customize and illustrate every aspect of the book. A book intended for journaling can also make a  fabulous option for an ABC book. How to Write an ABC Format Book An ABC format book is an excellent alternative to a  traditional written report and an ideal tool for review. By listing a fact for each letter of the alphabet  Ã¢â‚¬â€œ one letter per page of their book  Ã¢â‚¬â€œ students are pushed to think creatively (particularly for letters such as X and Z) and write concisely. The requirements for an ABC book can be adjusted based on a students age and ability level. For example: Elementary-aged students may be required to write one or two sentences for each fact, A-Z, or even. Primary grade students may even be required only to write, â€Å"A is for†¦Ã¢â‚¬ Older elementary and middle school students may  be required to write a paragraph for each letter.High school students might have a lengthier expectation for written work or simply be expected to include greater detail. All ages should illustrate their work with  the  level of  detail  expected based on their  age and ability level. How to Use ABC Books The ABC format allows for versatility across all subjects, from history to science to math. For example, a student writing an ABC book for science might choose space as his topic, with pages such as: A is for asteroidP is for planetZ is for zero gravity A student writing a math ABC book might include pages such as: F is for fractionG is for geometryV is for variable You may have to allow your students to be creative with some words, such as using words like eXtra or eXtremely for the letter X. Otherwise, those can be difficult pages to fill. When creating ABC books with students, consider using them as a long-term project over the course of a particular unit of study. For example, your students might spend six weeks on one ABC book. This time-frame provides time for students to spend a bit of time on the book each day. Suggest that students complete a rough outline on regular paper or in an extra composition book. They can add facts as they progress through the unit or lesson and spend time developing the concepts before transferring them to the final book and completing the illustrations. Encourage your students to complete their ABC book by creating a cover design and including  an author page on the inside of the back cover. Dont forget your authors head shot! Students  could even write a synopsis for the book on the back cover or inside the front cover, and ask their friends for review blurbs to include on the front or back cover. ABC books provide children with a framework for summarizing facts and details. This framework helps kids stay on track and flesh out the details of the summary without feeling overwhelmed. Not only that, but ABC books are a fun project for students of all ages  and one that might even get your reluctant writers excited.

The Dos and Donts of Job Hunting While Youre At Work

The Dos and Donts of Job Hunting While Youre At Work One problem with job hunting when you work in an open office is the lack of privacy, which can be reminiscent of a college dorm. Since you can’t put up your own partitions, learning how to use stealth moves while job searching can help you. There are ways to practice your stealth without putting on a fake nose and eyeglasses while pretending to be a visitor to the office, and these tips can help you out. Handling Phone Calls at the OfficeSince you can’t hold a conversation with a recruiter using only words such as uh-huh or no, talking to a recruiter while at the office is not a good idea. It is a better idea to set your phone on voicemail, and give the recruiter a callback when you are somewhere else, whether it’s another part of the building or at a local cafe during lunch hour. The main point is to keep others in your office from knowing you are job searching, or the next person who finds out about it might be your boss.Using Company Phones or Other EquipmentI f you are using a company phone to receive or make phone calls about job listings, you might as well go ahead and put up a banner that says you are job hunting. Other employees might overhear those phone calls and deduce that you are job hunting. In addition, many employers monitor computer use in the event employees are playing on the Internet instead of working, and finding that an employee has been checking the job classifieds could be problematic. Don’t use company phones or emails to contact others about job openings. Instead, only use your personal phone number and email to job hunt.Keeping It PrivateWhile you may have friends among your coworkers, the fastest way for the news to get around that you are job hunting is to share that information in the office. If you feel you have a friend in the office whom you can absolutely trust, you should still think twice before taking that person into your confidence.Social Media MistakesEmployers frequently check social media emp loyee accounts, LinkedIn and other sites to see what employees are doing. If you have updated your profile or resume, it might end up reported back to your boss. Turning off features that broadcast updates and making your information private can help. Actively broadcasting that you are job hunting on social media websites is a bad idea and would be better left to private messaging only to individuals you trust.Advertising on Job BoardsAdvertising on job boards lets you job hunt while keeping your personal information private. While this may not be the best way to job hunt, since an employer has to actively search for someone with your qualifications, it is one way to keep the news that you are job hunting from the eyes of your current employer.Updating Your ResumeIf you need to update your resume and don’t want to post it to LinkedIn or other sites where this might be discovered, then do it in private on your home computer, of course. Apply directly to job sites or companies and include your new resume from home. The personal approach can take more time for you to find the right job but can receive more attention from employers who are really interested in your talents.Don’t Go to Interviews From the OfficeOne mistake job hunters make is that they make interview appointments from the office or take personal leave during the day. It can look suspicious when you normally dress in comfortable clothing for the office and one day show up wearing a suit for a lunch with a friend. Change of style in clothing can be a big clue that something is up. In addition, taking time off using the pretext of a doctor’s appointment is doing a disservice to your current employee. Schedule interview appointments for weekends or evenings when you are off and it will cause you less stress and help protect the fact that you are job hunting.Job hunting while employed in an open office atmosphere takes finesse and caution so the entire office doesn’t find out . TheJobNetwork offers an easier way to job hunt and not miss jobs for which you are qualified. After you fill out your qualifications and job interests, we search around the clock for positions that would interest you and send these job listings as email alerts. If you wish to be more proactive in your search, you can also look for employment yourself on the job site. Sign up with TheJobNetwork to let us do the job hunt for you.

Workshop 5 Essay Example | Topics and Well Written Essays - 500 words

Workshop 5 - Essay Example Part of the restructuring that happened in the auto industry is the changing of the labour regulations and practices to enable the auto industry cope and compete with the new economic environment. The major labor regulation change in the auto industry was the Labour Conract Law which stipulate open term contract. It meant that employer-employee relationship mist be written in a contract the failure to do so would mean the indefinite employment which employers cannot just terminate. The law also stipulated labour dispatching which requires the labour contract between the service provider and the employee will be fixed for more than 2 years and the employee will be remunerated monthly even if there is no work to be done. In the labour practice, globalisation has provided employers greater latitude to easily reduce its workforce depending on the demand of the market. Where before workers had job security, it is now underpinned by a one year contract as stated by the new Labour Contract Law. 2. What is the role of unions in China? How does China’s Political System impact this? Should unions be founded on supporting the workers in China or the Organisations/Government? Justify your answer. The role of unions in China is to motivate employees to achieve the objective of the enterprise rather than represent and perform functions that are typically associated to HR in capitalist countries. This means that unions are still subordinated to the Communist Party, an arrangement compounded by the This set up of unions being subordinated to the Communist Party defeats the very purpose of union of why they were set up. Even in the former Soviet Union, workers were represented by the union whom in turn are represented in the Communist Party. With the current set up in China, workers are virtually powerless and voiceless to air their grievance or plight or to even make suggestion to make their conditions

The Debate over Physician Assisted Suicide Essay

The Debate over Physician Assisted Suicide - Essay Example Thus, the campaign in Indiana to get PAS legislation on the ballot should focus on these aspects. One should take into account the possible counter-arguments that could be raised by the opponents of PAS. It should be kept in mind that there are strong oppositions from the part of physicians, legal commentators and sociologists as many hold that physician-assisted suicide is nothing but willful killing. The opponents also may argue that it is more significant to protect and preserve human life. Therefore, it is imperative that the campaign for PAS should postulate that such patients who cannot fulfill social responsibilities and societal expectations would cause social instability and as such, Physical Assisted Suicide can be permitted in exceptional cases where the patient leads a miserable life and has no hope for recovery from the deadly disease or illness. This paper seeks to convince the audience/readers that PAS is worthy of being legalized in Indiana and in doing so the paper t hrows light on the specific characterizations of Indiana voters as well. It can be identified that the Indiana voters have remained reluctant towards legalizing PAS in the past. The Indiana Code  §35-42-1-2.5 ‘prohibits assisted suicide’ by law and it has been brought under the general homicide laws (Legal Status of Assisted Suicide/Euthanasia in the United States). However, the emergence of such controversial cases as Terri Schiavo, Barbara Howee, and Nancy Cruzan has prompted many to rethink of legalizing PAS. Terri Schiavo had to remain in ‘persistent vegetative state’ for 15 years until she was permitted for PAS on March 31, 2005; Barbara Howe was totally paralyzed and breathing with a ventilator for many years; and Nancy Cruzan, an auto accident victim, had also to remain in persistent vegetative state for a number of years (Jost 423). Undoubtedly, anyone who has witnessed the sufferings, misfortune, agony and frustration experienced by these patient s as well as their intimate relatives will think in favor of PAS. In this respect, the Oregon's Death with Dignity Act has rightly recognized the personal rights of patients; however, it is quite unfortunate that the Supreme Court ruled that there are no fundamental or constitutional rights that support any arguments in favor of physician-assisted suicide (Park 283). Indiana, too, can follow the example of Oregon if the Indiana voters show empathetic feelings towards the suffering and pathetic persistent vegetative state of many of its brothers and sisters. While PAS is opposed for moral and ethical reasons, it is high time that the Indiana voters realized the factors that favor PAS. One needs to understand that the demand for PAS is strongly rooted in human rights theories and the concept of patient autonomy. PAS can also be regarded as quite ethical and moral as the termination of life occurs at the request of the individual himself when the physician realizes that ‘to conti nue letting this individual live, would be more harmful than dying’ (Center for Bioethics: University of Minnesota 41). Similarly, there are sound arguments that the patients have the right to die with dignity rather than leading a death-like miserable life. In physician-assisted suicide, the choice to end one’s life rests completely on the patient himself or his/her family. The Indiana voters need to have a thorough understanding of the arguments

Social Implications of Surveillance and Security Essay Example for Free

Social Implications of Surveillance and Security Essay Academic Skills – Essay Plan. a. Essay Question: Discuss the social implications of Surveillance and Security (technologies) dealt with in this course. b. Thesis Statement: Surveillance and security plays an active role at a point in everyone’s life by concentrating on the protection of people and property. They both demonstrate that monitoring is of importance. THIS ESSAY ARGUES.. – How Surveillance and Security deal with social implications: First – the surveillance of children There are positive and negatives to both aspects How it is affecting children lives It is a benefit to them – protecting them Who is actually monitoring/ watching them( parents, teachers etc) Protection over people Second – the importance of policy development through the use of cameras Through images – eg that can be used in court Cameras – images – then can be used in court to save others and prove evidence that a person is guilty. Security – protection over property Thirdly – linking – how both surveillance and security (different) One plays a specific role One is more involved in .. certain aspects Helped to do ** They both link as they are both protecting something of importance Helping to keep the world, environment etc safe. ^ bring in other examples – random ones Both Surveillance and Security have from an angle – helped to protect, manage, direct and influence people by monitoring their behaviour, activities and changing information. This essay argues that the social implications of both surveillance and security †¦ In terms of child surveillance – the social implications are the fact that it is affecting children lives, they are surrounded by this whole process of being watched. For example they could be out with friends and still feel on edge c. Point 1: statement plus evidence ( ie. Quote / paraphrase/summary plus give reference to source): Focuses on children in terms of surveillance and the social implication on that topic (case study) focused on – Article â€Å"The Surveillance of Childrens Mobility† In a sense to be a child is to be under surveillance Children surveillance Parents watch their children to keep them safe and to correct their behavior Teachers keep an eye on students to enforce classroom rules and to maintain discipline Managers of shopping malls and ,any other semi-public places use a variety of methods to keep young people under control in order to maintain those spaces for adult usage, sensibilities and consumption Depending on age, which is critical in this context, it can be argues that surveillance as care is a necessary condition of nurturing and educating children and young people As absence of surveillance has been seen as critical to children’s wellbeing and development in some romantically derived liberal regimes of child nurturing. Some regimes ( as in alternative education systems) are now very much the minority as more attention is focused on the child in the family, the school, public space, by parents, educators, the state nad corporations. Freedom for children is (developed world) urban space has become problematic , particularly in the modern era. d. Point 2: statement plus evidence ( ie. Quote / paraphrase/summary plus give reference to source) Focuses on the importance of policy development through the use of cameras ( images and video evidence) as a form of security – to keep us safe. Security is evident through images and video evidence The process of providing evidence that the images are real Used as evidence in court and in formal internal disciplinary matters, they were asked to describe how the images are â€Å"safeguarded†(protected) How they were labeled as to location and time and what chain of custody policies ensured that the images were not tampered with and were they actually the ones the charges were based on Images were common when it came to criminal  or civil. The media were intrigued by the video evidence as it established who commited what crime, although readers not knowing that they were being perceieved by the false truth Images were publicized widely in local newspapers, on television stations and were often shown on news programs. It was proven by the research program that videos played a huge role in assisting in criminal prosecutions, almost as many agencies reported that they had used images from their surveillance systems as evidence in employee disciplinary actions. e. Point 3: statement plus evidence ( ie. Quote / paraphrase/summary plus give reference to source) link them both together now. f. Conclusion: restating thesis and suggesting a connection between different points It is clear therefore that the social implications of the technologies, Surveillance and Security play a vast role in society. The use of monitoring children (is shown) has a direct influence on their well-being, knowing where they are and what they are doing. This adds a sense of relief to important people in their life surrounding them although it interferes with a child’s independence throughout their life. Monitoring is evidence that this activity prevents accidents and inappropriate behaviour, but also encourages good behaviour. The use of monitoring through cameras not only keeps people and property safe but it is a source of evidence ( in terms of images and video evidence) that can be used to provide evidence to prove the elements of a case of the elements of a defense. Child safety, Stuructured separation and property adds a sense of protection ensuring them to feel safe and secure The social implications both surveillance and security deal with being monitored Surveillance of Children Having parents, guardians, managers, teachers etc be a logical ending to what has been previously been discussed. It must pull together all of the parts of your argument and refer the reader back to the focus you have outlined in your introduction and to the central topic. This gives your essay a sense of unity. never contain any new information. usually be only a paragraph in length, but in an extended essay (3000+ words) it may be better to have two or three paragraphs to pull together the different parts of the essay. add to the overall quality and impact of the essay. This is your final statement about this topic; thus it can make a great impact on the reader. This includes observation from a distance by means of electronic equipment, or inception of electronically transmitted information. Thesis Statement a. tells the reader how you will interpret the significance of the subject matter under discussion. b. is a road map for the paper; in other words, it tells the reader what to expect from the rest of the paper. c. directly answers the question asked of you. A thesis is an interpretation of a question or subject, not the subject itself. The subject, or topic, of an essay might be World War II or Moby Dick; a thesis must then offer a way to understand the war or the novel. d. makes a claim that others might dispute. is usually a single sentence somewhere in your first paragraph that presents your argument to the reader. The rest of the paper, the body of the essay, gathers and organizes evidence that will persuade the reader of the logic of your interpretation. e. Social Implication – pertaining (relating) to human relations, companionship, society or community and its organizational structure. f. g. This means what you do, in terms of your lifetime, how do your decisions effect How does monitoring through parents etc effect the children How does the use of photos and video evidence affect the end result in protecting / putting the bad away example in jail or be charge with an offence. Protects no only that person but others – saves lives When references sources – how do we reference?

Corporate Interests and Their Impact on News Coverage Essay -- Media P

Corporate Interests and Their Impact on News Coverage Hypothesis There is no denying that news media is big business. The complete coverage of stories and investigative reports are certainly at risk with the rise of media as a business, rather than strictly a service to the public. Over the past few years, there have been a number of cases where television stations or news publications have killed news stories or forced reporters to slant stories due to pressure from advertisers or those in power at the news. This paper will attempt to examine the relationship between social responsibility and news editors, and apply ethical theories to explain what should and can be done. Should editors have the power to kill or slant stories, depending on their own interests or those of their advertisers? Literature Review A number of books and articles investigated the relationship between corporate and advertising interests and news coverage. In the May/June 2000 issue of Columbia Journalism Review, Lowell Bergman wrote an article entitled, "Network television news: With fear and favor." Bergman sums up his findings by saying, "Executives of the network news divisions say that they will report any story of public interest and import without fear or favor, without considering its potential commercial consequences. They say that, but they do not believe it" (p. 50). Karl Idsvoog's journal article, "TV sitting on stories to improve ratings," claims that "the decision on when (or if) to run a piece is no longer determined just by asking is the report concise, clear, and well produced; is it fair, thorough and accurate? There are now more critical questions. What's the lead-in? Where do we place the promotion? Will it deliver bett... ...V sitting on stories to improve ratings. Nieman Reports, 1, 38. Jensen, C. (1996). Censored: The news that didn't make the news and why. New York: Seven Stories Press. Kirtley, J. (1998). Second-guessing news judgment. American Journalism Review, 20, 86. Krajicek, D.J. (1998). Scooped! Media miss real story on crime while chasing sex, sleaze, and celebrities. New York: Columbia University Press. McCartney, J. (1997). News lite. In B. Levy & D.M. Bonilla (Eds.), The power of the press (pp. 44-54). New York: The H.W. Wilson Company. Trigoboff, D. (2000, August 28). Reporter wins in milk suit. Broadcasting & Cable, 130, 27. Winch, S.P. (2000). Ethical challenges for investigative journalism. In M. Greenwald & J. Bernt (Eds.), The big chill: Investigative reporting in the current media environment (pp. 121-136). Ames, Iowa: Iowa State University Press.

Htc Business Model Essay

Executive summary Using Google’s Andriod platform has given HTC a boost, but now the Taiwanese handset maker are vulnerable to underwhelming sales in America and Europe. Their hope? China. HTC only entered China in early 2010, much later than its established peers. It is playing catching up with international premium brands, such as Apple, Samsung and LG, where HTC is currently aiming to get a slice of the pie. However, the company is also facing stiff competition from local brands who operate at the lower price market. In this Global Marketing proposal, we propose several initiatives for HTC to grow its current 1% marketshare in the China mobile phone market, including new products for HTC to tap into the lower price market as well as localized promotion campaigns to sell phones in rural areas. It is time for HTC to sway away from satisfied with being ‘quietly brilliant’. Context analysis Company Background HTC Corporate, founded in 1997, was a relatively obscure Taiwanese original design manufacturer (ODM). Incorporated as High Technology Computer, HTC focused on manufacturing of computer notebooks. The company created the world’s first pocket size PC in collaboration with Microsoft in 1998[1]; it later developed the iPAQ, one of the earliest PDA for Compaq in 2000. HTC’s close tie with Microsoft led them to develop XDA[2] in 2002, first ever smartphone operated on Windows. The company remained true to ODM principles when it produced smartphones by efficiently catering for carriers’ specifications and requests. HTC’s ODM smartphones continued to generate profit margin as high as 20% compared to industry average of 5%[3]. According to Harvard Business Review, HTC shipped more than 70% of the world’s Windows smartphones in 2006 at its peak. HTC won a reputation for excellent smartphones. But it wanted more, and began to invest more in innovation before eventually creating its own brand in 2007. HTC set up a unit called Magic Labs[4], where engineers from various disciplines come up with lots of ideas, even if most were quickly discarded. From this unit bred several ground breaking ideas, including HTC touch, a touch screen device that appeared few weeks before Apple’s first iPhone; and first ever Android phone in collaboration with Google. Reaping from the Android’s high penetration rate, the company experienced unprecedented growth from 2008 onwards and became the top seller of smartphones in America in 3Q of 2011, according to Canalys Research. HTC has recently eclipsed Nokia in market capacity and has climbed up to the no.3 spot for smartphones sold worldwide, behind Apple and Samsung. In terms of brand equity, the company has invested heavily in developing its own brand and broke into Interbrand’s top 100 Brands 2011[5] (no. 98) . China: Macro-environmental Factors Politics China remained a single party directed country since the founding of People’s Republic of China in October 1949. Putting political ideologies differences aside, efficient decision-making is widely seen as a characteristic of China’s political system. The profound changes that have taken place in various fields of this nation: from Deng Xiaping’s Special Economic Zone in the 80s to the economic leaps in the turn of the century. Inefficiencies in the political system such as corruption still exist today, but China’s communist party has taken bold steps for reform. The party has embraced market socialist economy to lead China out of poverty and soar to one of the most powerful nations in the world. Economic Despite China has mounted new heights in her economy, outshining Japan as the second largest economy in the world, the slowdown in economic growth has not abated. The housing boom in the past decade is now over, implying that growth now weigh on heavy industry and local consumption. In the past, China has offered massive infrastructure stimulus, as it did to prop up growth following SARS and the global financial crisis. However, local governments have learned not to overheat the economy, as evidenced by the late 2011 credit crunch in Wenzhou[6]. Central government is expecting a moderate GDP growth of 6%, but China is due for correction in its property and possibly stock market. Social China’s Communist Party maintained its strong foothold in the nation, as the country enjoyed a period of unprecedented prosperity in the past decade. As China’s economy take flight, the number of local billionaires and millionaires grew by leaps and bounds. The wealth gap, at the same time, widened drastically. As a consequence, there have been several localized pro-democracy campaigns since 2011. Termed ‘Jasmine revolution’, citizens used social network site such as microblogs to organize public protests demanding fairness, housing and food – social issues that are often overlooked during economic boom. Such unrests were quickly put to rest as Beijing aims to mitigate any form of dissidents since learning the hard lessons from Tiananmen protests in 1989. Other than localized protests and occasional controversy in human rights, China’s social order have been maintained. Technology China has sparked its technological boom since it gained accession to the world trade organization in 2001. Internally, China has developed a matured internet market which now boost one of the largest internet users in the world. In mobile phones, the market evidenced a dynamic growth due to the rapid development of mobile subscriptions and growing third-generation (3G) networks. China: Smartphone Market Industry analysis After China’s telecommunications operators acquired 3G licenses, they formed several strategic alliances with mobile phone brands. For example, China Unicom has established alliances with Apple’s iPhone and Lenovo’s LePhone, whilst Motorola and HTC and strategic partners with China Telecom. Customer analysis According to government statistics in 2012, China has become to first country to top 1 billionThe cell phone users, a soar from 2010’s 787 million users. The number of users is equivalent to 74% of China’s population. That being said, only 14% of users are 3G users. Mobile phones are seen as a necessity, as customers regularly use phones for texting and micro-blogging. Competitor analysis Mobile phones are relatively consolidated in China, with the top five brands deriving nearly 72% of total retail volume stales in 2010[7]. Top five brands are Nokia (34.2%) , Samsung (18.1%), LG (6.8%), ZTE (6.3%) and Huawei (6.3%). Apple (1.4%) and HTC (0.7%) are late boomers in the market, with both companies having entered China in 2009 and 2010 respectively. According to market research by Canalys[8], international brands such as Samsung, Apple and HTC should continue to dominate in the space above RMB2,500 (US$400). Leading local tier-one brands, such as Huawei and ZTE, are diversifying beyond the entry level by launching a number of high-profile, flagship smart phones. As of late, Lenovo has made efforts to penetrate the low cost, rural market by introducing models starting from RMB700 (US$158). Company Analysis HTC in China HTC only entered China in 2009 and occupied a market share below 1% as of figures in 2010. Its strategy is to challenge Samsung and Apple as the biggest smartphone players in Mainland, but it also faces stiff competition from local brands such as Tianyu and ZTE Despite its geographic proximity in Taiwan, HTC started off late in China than in richer parts of the world largely because the country’s 3G structure was not as matured in 2009 as today. Targeting & Positioning HTC’s mission statement is â€Å"to become the leading innovative supplier of mobile information and communication devices by providing value-added design, world class manufacturing and logistic and service capabilities.† Whilst this may have been a successful formula over the past 10 years in geographic location, HTC is in danger of falling behind competitors in China. HTC currently has 10% of the market for smartphones costing more than RMB2,000 (US$320). Its strategy is to target those high-end customers who utilizes 3G network and appreciates international brand. As if HTC’s Magic Lab works tirelessly to come up with numerous innovative products, HTC currently adopts a similar volume approach in its phones. HTC regularly pushes forward phones in the market. In 2011, when Apple had launched one new iPhone, HTC introduced fifteen new models. HTC’s Challenge After a meteoric rise which placed it briefly atop the U.S. smartphone sales charts, HTC revenue as a whole in the first two months of 2012 was a staggering 45% down on last year. HTC has run afoul of punitive legal juggernaut Apple, which delayed the availability of HTC’s handsets. Determined to avoid the fate looming over troubled rivals like Research in Motion, HTC saw a big revitalization push in China, championed by several flagship phones such as HTC One X and Evo 4G Lite. Sales in Europe have been dropping but HTC saw better than expected revenue in China. The rise of HTC in China despite its late entry could be partially attributed to their advanced operating systems with Android and excellent hardware, such as dual core processing units and friendly features where the phone rings louder when in a bag. But with competitors catching up hardware specifications overnight these days, can HTC sustain its China growth? The challenge of HTC faces is not neither simply in hardware nor software. HTC needs to formulate a marketing and branding strategy for China, as to fend off the fierce challenge by international brands (Apple, Samsung) and local players. Proposed Marketing Campaign For the proposed marketing campaign, we propose a bi-polar approach to target existing high-end customers of HTC’s and also tap into the basic customers specturum, an area HTC has not entered so far. High-end customers HTC is currently focusing on high-end customers who are tech savvy, able and willing to pay for premium mobile phones. These high-end customers are currently up and coming professionals, live a fast moving lifestyle and mostly reside or work in first or second tier cities, such as Beijing, Shanghai and Xi Chuan. All of these customers have subscribed or are going to subscribe 3G network, in order to make the most of out HTC’s smartphones. In addition to product quality and operating system, high-end customers nowadays also care about brand reputation and image. The proposed marketing campaign for HTC’s high-end customers is therefore to enrich the brand experience and differentiate HTC’s personality. Basic customers As mentioned earlier, 3G users accounts to less than 20% of China’s mobile phones market. According to market analysis, local players, best represented by ZTE and Huawei, are more popular amongst price sensitive mass and lower-end customers. These basic customers reside in third tier cities or rural areas, demand basic functions for their phones and also aspires to own a smartphone one day. Product Designers collaborations are nothing new. Indeed, they are now a well-established marketing tool – as well as source of income. Standard Hotel Group in America has joined forces with the likes of surfwear brand Quiksilver to provide exclusive trunks and bikinis that guests can purchase in the group’s resorts. H&M, the Swedish fashion behemoth, took rise after asking Karl Lagerfeld, designer for Chanel and owner of Fendi, to come up with a special collection back in 2004. For mobile phones,it is no different story. RIM collaborated with Porsche design and launched a high-end luxurious blackberry in 2011. LG and Prada started working together in 2006[9] and continued to attract fashionistas for their crossover phones. For high-end customers, HTC should leverage connection with a renowned brand within the Chinese community and produce collaborate products. Nike would deem to be an appropriate choice, given the brand is held in high regards among Chinese and its innovative brand image aligns with that of HTC’s. Nevertheless, Nike has strong connection with Apple as Nike currently produces Nike+ – a tracking device that connects an athletes’ performance data with iPhones, iPods etc. If there is a brand for up-and-coming professionals which matches HTC’s pricing and targeting strategy, Adidas would be a great fit. Rather than choosing a luxury brand such as LVMH or Gucci, a partnership with Adidas could not only appeal to the sports lovers, but also be perceived as socially acceptable. Partnering with luxurious goods might risk further alienation as the wealth gap widens in China. Adidas is actively investing on its mi adidas platform that rivals Nike+. The sports company enjoys a good reputation in China after sponsoring Team China in Beijing Olympics, and its innovative roots in products and designs could enrich the HTC brand experience. For basic customers, HTC could build 2G or even very basic 3G phones to attract the mass. With much reduced functionality and a lower price point, HTC could attract the 80% users who have not yet subscribe to 3G network. While the simpler handsets should have less fancy functions, embodying the HTC names mean that that the phones should still be innovative. HTC could be more localize with these phones by having local functions such as Chinese keyboard and improved durability that adapts to environment in rural areas. Perhaps basic phones could have a brighter screen for users to view the screen easily in open rural areas, or made in anti-sand materials as desertification is common in northwest China. Aside from hardware reengineering, HTC needs to redesign its software capabilities. HTC is relatively weak in content when compared to rivals such as Apple. It has no plans to launch its own app store, preferring instead to reply on Android marketplace and its apps. HTC acquired French content provider Abaxia in June 2010[10] to develop innovative apps for its devices. Recently, it has installed digital map apps in HTC Sense interface. Currently, there is a market gap in smartphone manufacturer originated apps in China. Almost all of the apps available on Android/iPhone system are developed by individual software company. HTC could potentially develop operating system with apps linked to popular Chinese social media sites, such as QQ and Sina’s Microblog. Price HTC should continue to target upper tier price points for its high end customers. Its currently price point closely resembles Apple’s and Samsung’s, averaging around RMB2,500 (US$400). The high price setting strategy further illustrates HTC’s ambition to compete with the international brands but the company could consider undercutting its price by a fraction, say less than 10%, than the leaders so as to gain stronger market share. Price reduction should not be advertised aggressively, as it might signal a loss in quality. For products in the lower end market, HTC should try to be a price leader in the arena. Lenovo markets its cheaper line of phones around RMB700, and HTC should try to undercut Lenovo. It is important to capture the basic customers first, with the hope that HTC could persuade basic users to switch to more expensive phones over time. Place According to Economists, HTC now as 2,300 authorized retailers in China. Apple has 3,500 – not withstanding its flagship Apple store and website – while Nokia and Samsung have 9,000 each. HTC could open more shops by granting authorized retailers license, but it is easier said than done as brands jostle retailers for shelf spaces. Rather than investing heavily in opening its own shop, HTC could form a strategic partnership with popular online shop Taobao or Alibaba to reach customers in the second or third tier cities to compliment its e-shop. Further place promotion could been referred in ‘HTC ambassador’ campaign in People section. In first tier cities, HTC could theoretically leverage on Adidas’s store presence and distribution network. Nonetheless, HTC should adopt a selective approach by opening flagship store that can illustrates its customer experience. Promotion In HTC’s incumbent global marketing campaign, the company slogan is ‘quietly brilliant’. HTC commercials do not focus on the precise functionality of their handsets but the way people use them. The concept itself is intuitive, but the campaign is not as much advertised in China as other places – the slogan does not even has a Chinese translation. As a result, HTC’s promotion in China is product focused. HTC One X advertisements were filmed where a photographer takes pictures with HTC phone while skydiving – stressing the superior camera quality of the handset. To revamp the promotion campaign, HTC should first come up with a better slogan for China or even for its global campaign. Stressing on the way people interact with HTC cell phones is a good idea, but conceptually the slogan could be more straight forward – Nokia’s ‘connecting people’ or LG’s ‘life is good’ are good examples. For China specifically, HTC needs to build on build on enriching users experience. Yan Siqing, chief operating officer of China Telecom said HTC grew rapidly despite its late start because it provided a â€Å"good user experience†. Nationwide promotion campaign should focuses on how HTC helps people to capture their moments in life. Whether is at work, in sporting moments or vacation, a user-friendly HTC handset is always there to make things happen. People Simliar to Unilever’s â€Å"Shakti Revolution† to help women in rural India to become entrepreneurs[11], HTC could foster partnership with non governmental organisations, banks and local counties, to promote handsets at rural areas through employing ‘HTC ambassadors’. Ambassadors are underpriviledged residents in country sides and they are invited to become direct-to-consumer sales distributors for HTC’s basic handsets for second or third tier cities. Contrary to normal mom-and-pop shops, HTC should provide training in selling, commercial knowledge and bookkeeping to help ambassadors become micro-entrepreneurs. This proposal could not only expand HTC’s reach in the lower tier markets, but also been seen as a socially responsible act of goodwill. ———————– [1]Kim R. & Yoffie D., HTC Corp. in 1999, 8th Dec 2009, Harvard Business Review [2]Sourced online: http://xda.o2.co.uk/ [3]Kim R. & Yoffie D., HTC Corp. in 1999, 8th Dec 2009, Harvard Business Review [4]HTC: The brand from no where; The Economist, 7th Apr 2012, sourced online from [5]http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx [6]Wolfe A, Gurushina N & Gassambe I, China Outlook: The Tao of Hard Landing, 28 May 2012, Roubini Global Economics Report [7]Mobile Phones in China, Category Briefing, 19 Sep 2011; Passport GMID [8]http://www.digitimes.com/news/a20120619PR203.html [9]http://www.gizmag.com/lg-prada-collaborative-phone/20862/ [10]http://www.ubergizmo.com/2010/06/htc-acquires-abaxia-to-strengthen-its-software-capabilities/ [11]http://www.unilever.com.au/sustainability/casestudies/economic-development/creating-rural-entrepreneurs.aspx