CPM
Market share
Financial situation
BlackBerry
Weight Rating
W Score Rating
1
2
0.2
0.2
1
3
0.15
0.15
HTC
W Score
0.4
0.45
Product uniqueness
0.08
4
0.32
2
0.16
Consumer loyalty
0.11
3
0.33
2
0.22
Sales distribution
0.1
3
0.3
4
0.4
Global expansion
0.15
3
0.45
4
0.6
Organization structure
0.09
1
0.09
2
0.18
Price competitive
Total
0.12
1
1
0.12
1.96
3
0.36

2.77
Market share
Figure 1 Global market share held by leading smartphone vendors from Q4 2009 to Q3 2014
Figure 2 BlackBerry and HTC in figure1
Unfortunately, both of them performed really worse, theirs market share lower
and lower even be kicked out from “top 10” after 2012 Q3, so it is hardly to get
theirs accurate data (they be put in “others”). We think BlackBerry is the worse
one because they have up to about 1/5 share, still lost them in 4 years.
(Data from: www.statista.com, http://tinyurl.com/lfgygt4 )

Financial situation
Table 1 BlackBerry financial situation
S tatem ents of O p erations(In M illions of U S D )
Net income
Earnings per share
2012/3/3
2013/3/2
2014/3/1
1,164
2.23
-646
-1.23
-5,873
-11.18
Table 2 HTC financial situation
net income
Earnings per Share (EPS)
2011
61,975.80
7.27
2012
16,813.58
1.97
2013
-1,323.79
-0.16
Both of them is facing tough financial situation, but the BlackBerry is worse to
need to consider about sold out company.
(Data from each group’s financial ratio homework)

Product uniqueness
Smartphone manufacturer share by operating system
Q1 2014, US mobile subscribers
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Windows Phone
0.3%
Windows Phone
0.4%
42.5%
28.7%
7.0%
6.8%
5.7%
2%
Windows Phone
2.0%
3.4%
Apple
Samsung
LG
Motorola
HTC
BlackBerry
Nokia
others
Android OS
Apple IOS
Windows Phone
BlackBerry
The BlackBerry operation system is really different with his competitor, this
factor provide a high security system. In the other side, it become a barrier to
new subscribers to adapt.

Consumer loyalty
According to the survey, the brand loyalty between HTC and BlackBerry didn’t
have obviously differentiation. But the performance of HTC have decreased,
they have bottomed up in 2014, comparably the BlackBerry still has some
advanced since 2011.

Sales distribution
Though both Blackberry and HTC have approximately the same situation in Sales
distribution,we considered that HTC ranked the third place of the most famous
celephone worldwide.(market share:adout 2%,annual market ranking:the
11st)Therefore,HTC had more adventages than Blackberry in Sales distribution.
 Global expansion
Comparing other competitor, such as Android or Apple, Blackberry is not
famous in Asia.For example, HTC has high market share in Asia.In addition,well
designed User interface and useful touchscreen made HTC expan worldwide
easily. Most of theirs subscribers is in Europe, Middle East and North America.
Also for the different language type, the QWERT keyboard was not for Chinese
user and the Blackberry HQ didn’t have official system version in Chinese or
Japanese. It makes the development of Blackberry in global market be limited.
 Organization structure
From 2011 to 2013 Blackberry had laid off up to 9000 employees, replacing
numerous executives and change CEO for two times. The unstable management
team makes this company always in an uncertain and confusing situation. HTC
were relatively stable to their Organization structure.

Price competitive
Blackberry’s Prices were relatively higher than HTC’s.Because of different
strategies in prices, HTC provided diverse products to every price
level.While,there were only few different in function to any product.This
strategies could catch most of the need of customers. Blackberry have higher
prices due to spacial system and High security of its server.