Apple's Smartphone Rivalry with HTC Heats Up

During last year's World Series, many U.S. baseball fans had their first introduction to HTC (2498:TT), a Taiwanese company that makes smartphones. After years as an outsourcing specialist that focused on producing handsets and other electronic devices for such customers as Palm (PALM), HTC was pushing aggressively to emerge from the shadow of its well-known clients and establish a name brand of its own. As part of the campaign, HTC bought prominent space on Yahoo! (YHOO) and YouTube (GOOG), as well as a spot during a Yankees-Phillies game. The tag line of the campaign: "Quietly Brilliant."

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