HTC planning a 2014 resurgence with a new marketing approach and wearable device
The HTC M8 may be the one device currently grabbing headlines around here, but HTC’s strategy to turn the things around in 2014 will rely on much more than a single flagship device. HTC Chairman Cher Wang and chief financial officer and head of global sales Chang Chialin sat down with Bloomberg recently to talk about the company’s plans for 2014. Chialin admitted that “2013 wasn’t a very good year for HTC. We have to admit we took our eyes somewhat off the ball in making sure we have a robust portfolio in the mid- and affordable end, which we’re fixing now.”
While smartphones will still be HTC’s main focus, the company is planning to introduce its first wearable device after many years of development. “Many years ago we started looking at smartwatches and wearables, but we believe that we really have to solve the battery problems and the LCD light problems. These are customer-centric problems.” Cher Wang did not reveal any details about the wearable device’s features or form factor.
When asked about HTC marketing strategy, Wang confessed that HTC has dropped the ball. “To tell the truth, we never think marketing is that important — this is really not very good.” The company isn’t quite ready to increase its marketing spend, but we could see a different approach in 2014. “It’s really not only the budget increase, it’s the way how you spend the money. Is it smart?” Wang said. “There’s a lot of ways to reach the audience right now.” HTC already has Robert Downey Jr locked in with a $12 million contract, so we should expect to see his face in TV ads and billboards across the globe once the HTC M8 is unveiled.