HTC believes they have the best smartphone in the world, and they are not afraid to let you know. The Taiwanese manufacturer once embraced “Quietly Brilliant” as their company motto, but now they have adopted a new strategy to promote their flagship HTC One.
“With a continuation of a plastic body, and a larger screen being the most obvious physical change, Samsung’s new Galaxy pales in comparison to the all-aluminum unibody HTC One,” said Beh Ho, HTC’s new Chief Marketing Officer. “This is more of the same. HTC remains the best option for those people looking for the best technology wrapped in premium design. Our customers want original cutting-edge technology, mouth-watering design and a premium feel from their mobiles, which is why we created the HTC One.”
HTC President Jason MacKenzie echoed those comments. “Watching the presentation, it looks like [Samsung] invested a lot in marketing instead of innovation.” He went on to criticize Samsung’s Unpacked event by saying the Galaxy S 4 lacked any significant new features, and noted that many of the software components demonstrated already existed in previous Android smartphones.
We haven’t spent any quality time with Samsung’s new flagship phone, so it’s too early to tell which one will come out on top. However, even if HTC does end up offering a better product, Samsung will be able to outspend them in the marketing department by the billions.
Over the last couple of years we have witnessed Samsung launch an attack campaign against Apple, and it has worked for the most part. The Galaxy brand is now viewed as hip and cool among American youth, while Apple is being seen as the brand of an older generation.
I don’t know if HTC’s louder strategy will be successful, but I can’t wait to see them debut their new marketing message to the public.