HTC says a comeback is on the way
HTC has had a run of misfortune over the past few quarters, but let us not forget that before the luck turned HTC had been on a six quarter streak of record-high sales. Now HTC plans to rebuild the brand and maybe even start fresh with a new slogan, ditching part or all the “Quietly Brilliant” slogan of yesterday.
The staff at CNET interviewed HTC’s marketing and sales lead, Jason MacKenzie for a look into how HTC plans to turn things around and tell us its story; one we hope you will grow to love.
One thing HTC plans to change is the joint marketing campaign that we think refers to the cheap plot carriers use to get customers to hand over their cash just to have a device that has “4G” in the name. While this may have come in handy last year when HTC was the first manufacturer to release a 4G smartphone on all the major carriers in the United States this year it has been nothing more than a waste of oxygen for people that have to spew it out when referring to a specific phone. An example of a phone that falls victim to this type of campaign is the HTC Evo 4G LTE. We really would have like to see the word “One” as part of this phones name; like HTC One Evo.
HTC wants to give all the spotlight to the unique features one encounters when using a device by the Taiwanese manufacturer. They plan to use celebrities , athletes, and super fans to highlight some of these features and to broadcast them using social media and other forms of broadcast media. Take for instance, some recent blog posts on HTC’s own website where a modeling photographer uses a HTC One X to do a photo shoot and a movie director does the same thing, but to make a short film. In those articles we are shown that we, as customers, have the same capabilities as a professional to produce quality photos and films without the help of expensive digital cameras.
Besides rebuilding the name HTC already stands for there are plans to break into new markets like China and India. We should also get to see how HTC handles the success of the HTC One series phones and gives them new life with a fresh release of flagship phones next year.
We hope the marketing focus and the next generation of handsets by HTC will be what people are looking for when selecting a smartphone or tablet. Although there are skeptics out there who think HTC will never reach the level of success it once had, the company is committed to deliver top quality smartphones and tablets supporting Android and Windows Phone 8 operating systems even with the upcoming iPhone and competitive sales from Samsung’s Galaxy lineup.
HTC’s Android user interface is mature and superior to its competitors, the physical design is built to last and unlike anything else on the market. With the right marketing direction, our beloved smartphone maker should be able to Wow! over some new and current Android fans. Rumor has it that HTC is geared up to take away some of Nokia’s spotlight with Windows Phone 8, as early as September 19th, with the introduction of a redesigned HTC hub for a bit of flare unlike any other Windows Phone on the market. Plus there will be a tier of phones to chose from.
Do you think HTC can get back some of the ground it lost over the past few quarters or will the struggle continue to spiral further out of HTC’s control?