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HTC was founded in 1997 and initially manufactured notebooks, later designing some of the world's first touchscreen and wireless devices in 1998. It created the first Microsoft smartphone in 2002 and first Microsoft 3G phone in 2005. The document discusses HTC, Samsung, and Apple as smartphone competitors and their market share and sales from 2010-2011. It also analyzes various consumer behavior concepts as they relate to each brand such as dogmatism, materialism, and cues/conditioning.Read less