HTC’s “quietly brilliant” tagline has sevred the company well over the years, but HTC’s new chief marketing officer, Benjamin Ho, thinks it’s time for things to change. In an interview with the Wall Street Journal, Ho revealed that HTC will be retiring the company tagline and changing its marketing strategy by cranking up the volume.
We have a lot of innovations but we haven’t been loud enough.Benjamin HoHTC
While HTC’s social media has been making a lot of noise about #theNextBigFlop from Samsung, HTC will most likely be focusing the majority of its time and money on traditional ads that show off the numerous consumers benefits of the HTC One. HTC’s marketing team will have a lot more money to work with in 2013. The company’s digital marketing budget has been increased by 250%, and traditional media marketing spending will see a 100% increase. A few HTC One commercials have already been released, but we suspect HTC has at least a few more up its sleeve.
Benjamin Ho also addressed the delay of the HTC One. Ho admitted that the HTC One Ultrapixel camera sensor is the reason for the delay, but he did not address the rumors claiming that the supplier no longer sees HTC as a tier-one customer.
Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage. There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.Benjamin HoHTC
If HTC can sort out the Ultrapixel supply issues and get the HTC One to market, do you think the HTC One and the company’s new marketing strategy can help HTC reclaim its place as a market leader?