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Sun 1 Apr 2007 04:58 PM

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HTC steps up marketing efforts as it plots launch of regional office

Smartphone and personal digital assistant maker HTC has begun an aggressive marketing campaign to signal its arrival in the Middle East region.

Smartphone and personal digital assistant maker HTC has begun an aggressive marketing campaign to signal its arrival in the Middle East region.

The company, which is currently trying to build its brand in the Middle East after traditionally acting as an OEM, is also planning to open a new regional headquarters in the UAE. Taiwan-listed HTC claims the office will act as the ‘nerve centre' for its sales, marketing and customer services operations in the Middle East and Africa. Anju Arora, marketing manager for HTC in the Middle East and Africa, insists the Middle East is becoming an "increasingly strong" market for the company as it looks to build brand recognition. "HTC has been making and supplying ground-breaking PDAs and smartphones for 10 years, but until now our products have been branded by others," said Arora. "People who purchased a personal mobile device of any kind were likely buying an HTC device. Now, having identified a strong demand for our own-brand products here in the region, our strategy is to design, manufacturer and distribute them under the HTC name. We have pinpointed the needs of customers in the Middle East with extensive market research," she added.

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