In 2006, HTC launched a new smartphone line under its own name. The company was now firmly on the path to becoming an own-brand manufacture company. Up to the end of 2010, it had developed more than 50 models of smartphone. Each was a world class product designed to deliver a unique and customized wireless telecommunication solution to the customer. Such a smooth transition from a subcontractor to a brand marketer surprised many investors, given that initial launch of the HTC brand triggered a sharp drop in its stock price by approximately US$1 billion in total value.