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HTC looks to new CMO and marketing strategy to turn things around

Posted: , by Michael H.

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HTC looks to new CMO and marketing strategy to turn things around
HTC hasn't been doing as well as you might expect recently. Despite putting out a string of quality One series devices, the company has had four straight quarters with falling revenue. Well, the company thinks the issue may be in marketing, and has named a new Chief Marketing Officer (CMO) and a new "Marketing 2.0" campaign.

Current CMO John Wang will be replaced by Benjamin Ho who had been the CMO at Motorola and the VP of business strategy and marketing forTaiwanese operator FarEasTone Telecommunications. Additionally, Jason MacKenzie will no longer be the president of global sales and marketing, and will instead work on global sales strategy. 

When Ho takes over as CMO, his first job will be to implement a new marketing strategy, which has been dubbed "Marketing 2.0" internally at HTC. The strategy will launch in January, and is intended to be "holistic marketing and mass-market brand outreach." 

It will be interesting to see if marketing is the answer, because it's hard to imagine HTC making better devices than the DROID DNA

source: The Next Web

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posted on 28 Nov 2012, 20:27 3

1. darktranquillity (Posts: 284; Member since: 28 Feb 2012)

i think one sd slot in one x and s would've changed the game for htc. Here in india htc one x and samsung galaxy s 4 are sold at the same price and then who will go for a 26gb one x with no sd slot while samsung s4 with plenty of internal and external memory is there?

posted on 28 Nov 2012, 20:31 1

2. RaKithAPeiRiZ (Posts: 1488; Member since: 29 Dec 2011)

Agree , even Here in Sri Lanka the prices between the s3 and one x is same , and both have sold equally ,so if they improve the marketing they will re take the second position back I own a one x

posted on 28 Nov 2012, 22:24

16. Nadr1212 (Posts: 741; Member since: 22 Sep 2012)

Benjamin Ho, Ho, Holy SHIP!!!!!!!

posted on 29 Nov 2012, 03:36 1

25. CODHP13 (Posts: 13; Member since: 27 Nov 2012)

Finally I found a sri Lankan one x user. @rakitha but here s3 is leading on high end phones. (most of us get it from other countries) I also hav one x enjoying it a lot except the awful battery life btw did u get the 4.1 update.

posted on 29 Nov 2012, 03:51

30. RaKithAPeiRiZ (Posts: 1488; Member since: 29 Dec 2011)

Nope ,update is still issued for Customer I.D 038-044 ...most of the devices in India and Sri Lanka have I.d 001 ,I'm on 001 so guessing jellybean will be arriving in December hopefully

posted on 29 Nov 2012, 03:53 1

31. CODHP13 (Posts: 13; Member since: 27 Nov 2012)

Mine is CID 044 and I bought it here. I got the update last Sunday.

posted on 29 Nov 2012, 04:05 1

33. CODHP13 (Posts: 13; Member since: 27 Nov 2012)

Sorry. Last Tuesday.there is nothing to boast on the update except Google now.

posted on 29 Nov 2012, 14:42

43. CanYouSeeTheLight (Posts: 1116; Member since: 05 Jul 2012)

What? What about the improved smoothness of the UI, the redesigned camera app that is much faster (i took 99 pics in about 11 seconds), the much improved browser that is so fast and fluid now, the audio output improved severely, improved gaming performance... I could go on and on about what has improved.. :D

posted on 28 Nov 2012, 20:32 8

3. redmd (Posts: 1268; Member since: 26 Oct 2011)

I wish I could go to India to buy that galaxy s4.

posted on 28 Nov 2012, 20:35 5

5. Izzy_V (Posts: 216; Member since: 07 Jul 2012)

I know right? Here in the U.S. we're going to get it in like 6 months and by then India's going to be using the Galaxy S7. :(

posted on 28 Nov 2012, 20:35 1

7. RaKithAPeiRiZ (Posts: 1488; Member since: 29 Dec 2011)

As for internal storage it is enough ,but htc has put the battery in such a way the entire PCB has to be removed ,even the new DNA and Dlx has the battery between the PCB and display ,this has to sort of stop ,if htc makes a high end phone with a removeable battery And possibly add a USB org and or a Sd expansion slot they will have a winnner

posted on 28 Nov 2012, 22:14 7

15. thelegend6657 (unregistered)

Sd slot is nice to have , but not a must . 32GB of internal will do it for me .

Removable battery ? I much rather have the unibody design . I have phones with removable battery all my life and i never really open it . Who the hell changes batteries all the time ?

Some cosy users may not buy the one x based on these points you mentioned , but trust me , you will learn to live with it

posted on 28 Nov 2012, 22:10 7

14. thelegend6657 (unregistered)

In malaysia here 32GB one x is cheaper than 16gb GS3 . This proves than Samsung made overpriced products .
If its my money , i will pick the one x

posted on 28 Nov 2012, 22:41

17. someones4 (Posts: 625; Member since: 16 Sep 2012)

For some odd reason, malaysia only gets 16 gb for every phone model except those with fixed storage. As for the price, you just need to hunt around.
Also, certain aspects of the one X such as audia quality, aren't as good as the galaxy. Just saying frm experience.

posted on 28 Nov 2012, 23:13

18. thelegend6657 (unregistered)

Asus transformer Infinty comes with 32GB with sd card . Samsung GS3 32GB is available at KTS cellular , for a price of rm2100 . Why pay extra for the 32gb version when you already have the SD slot ? Just buy a 32gb class 10 sd slot !

posted on 28 Nov 2012, 23:49

21. thelegend6657 (unregistered)


posted on 29 Nov 2012, 03:14

23. someones4 (Posts: 625; Member since: 16 Sep 2012)

No 32GB on Digi /Maxis/Celcom. never heard of KTS cellular..

posted on 29 Nov 2012, 03:31

24. thelegend6657 (unregistered)

On carrier ? No . But at least maxis give you free cloud storage .

My aunt bought her 16gb GS3 at KTS klang hq . They also own several maxis outlet .

No 8 & 10 Jalan Goh Hock Huat 41400 Klang, Selangor Darul Ehsan

Where you live ?
I live in klang

posted on 29 Nov 2012, 05:33

36. someones4 (Posts: 625; Member since: 16 Sep 2012)

klang is quite far.. fromPJ. not a fan of cloud, still prefer micro sd. Also, i'm sure you know that sd card in malaysia is quite expensive., even then, the 32 gig card is quite rare.
Will wait for galaxy S4 and sony Odin.

posted on 29 Nov 2012, 06:31

37. thelegend6657 (unregistered)

Not really that far , at least what i feel , just half an hour of driving . Well , SD cards wasnt really that expensive . You just have to know where to look , of course stuff in PJ is gonna be more expensive than Klang . 16gb SD (dont know what class ) is around rm20 . KTS free my aunt a 16GB sd . I know people from these business , i just have to call and tell him what I want . Btw , what are you using now ?

posted on 29 Nov 2012, 16:47

44. someones4 (Posts: 625; Member since: 16 Sep 2012)

my trusty galaxy s2

posted on 29 Nov 2012, 18:12

45. thelegend6657 (unregistered)

Which one the i9100 or i9100G ? My father have a i9100G and the graphics sucks

posted on 29 Nov 2012, 20:25

46. someones4 (Posts: 625; Member since: 16 Sep 2012)

first shipment all are i9100

posted on 30 Nov 2012, 01:28

47. thelegend6657 (unregistered)

Lucky you

posted on 28 Nov 2012, 23:14 1

19. thelegend6657 (unregistered)

Yup , speakers on the GS3 sounds better . I agree .
But the One X+ sounds better than the GS3

posted on 28 Nov 2012, 20:33 3

4. XPERIA-KNIGHT (unregistered)

AMAZING MICHAEL!.......simply amazing, HTC has humbled themselves and accepted the fact that .......Some things gotta change if we are to go futher! .......simply amazing news

O and to answer that last question in this article..........it is markerting failure and specializing in that will without a doubt.......have a significant impact on their game...........great news once again

posted on 28 Nov 2012, 20:35 3

6. redmd (Posts: 1268; Member since: 26 Oct 2011)

marketing strategy you say? HTC you better find some of the comments here on PA. people have been complaining about non removable battery and non expandable storage. you don't need that strategy. you just give us good products and surely people will buy it.

posted on 28 Nov 2012, 20:41

8. XPERIA-KNIGHT (unregistered)

thats all apart of the "marketing strategy" bro trust me......

posted on 28 Nov 2012, 20:56

10. lyndon420 (Posts: 4384; Member since: 11 Jul 2012)

I must say that I miss the sdcard and removable battery option. Not a fan of limitations...something I'm not used to as an htc user.

posted on 28 Nov 2012, 20:50 4

9. lyndon420 (Posts: 4384; Member since: 11 Jul 2012)

Takes money to make money. All I see are Samsung commercials and the odd apple one. WP's pop in and out every now and then.

posted on 28 Nov 2012, 20:56 7

11. Mr.Alawi (Posts: 14; Member since: 05 Apr 2012)

i don't think the problem is how the devices are...look at iPhone it has sealed battery and no SD Card slot and non is complaining... IMO they done well in making devices such as one X+ and Droid DNA and i do blame Verizon not HTC for 16GB on DNA... but other than that those devices are really nice in design and spec.. What is really missing it's their marketing cause where i live at i can hardly see any ads for HTC.. Maybe ads from telecom company but that’s it i don't see ads from HTC itself so I think with boost in marketing HTC will be back again :)

posted on 28 Nov 2012, 21:05 2

12. XPERIA-KNIGHT (unregistered)

nail on the head bro.......no doubt

posted on 28 Nov 2012, 21:07 2

13. Rydsmith (Posts: 530; Member since: 20 Jun 2012)

Hey HTC, remember the guy that did the amazing "You" campaign...you should give him a call back.


posted on 28 Nov 2012, 23:25

20. guest (Posts: 338; Member since: 13 Jun 2012)

They don't need a new CMO they need more mAh! I bought the note 2 because that is the device with the biggest battery on T-Mobile. The size is still tough to get used and the less than 300 PPI is rough on the eyes but I need something that will get through the day with heavy use. The note 2 is barely cutting it right now at the end of the day I am at 14% battery after unplugging this morning. If the one x had the same sized battery I would have totally bought that instead. A nice design and slick GUI is useless if the phone is a paper weight at 1 pm!

posted on 29 Nov 2012, 09:07

39. androidsbiggestfan (Posts: 76; Member since: 09 Aug 2011)

I apparently you haven't used an HTC device lately. With my EVO 4G LTE, I have no problem getting through full days even with very heavy usage.

posted on 29 Nov 2012, 09:32

40. guest (Posts: 338; Member since: 13 Jun 2012)

Sorry not going to switch to Sprint and pay more to have a better battery. My brother had the one S it died within 6 hours of unplugging with moderate use. I told him no way it must be broken. So he sent it in for a warranty repair and same thing. I loved my mytouch 4g but the battery life wasn't that great. At least I could swap batteries if necessary. If you watch all the reviews of other htc phones you will hear the same thing. The evo lte is the only one x variant with a decent battery that could last. I just got a used one for my brother's gf so we will see how long the battery lasts.

posted on 29 Nov 2012, 01:27 1

22. tiara6918 (Posts: 2036; Member since: 26 Apr 2012)

This is the kind of news I've been waiting for. Htc needs to think of new marketing strategies and I'm glad to see that they're finally making the move. Marketing is their biggest and only problem and it is the reason why their handsets are not selling well. Sad to say the truth but some people have never even heard of the brand "htc", whenever my friends ask me which phone I'd want, I tell them I want an htc one x and they're like"what?","what galaxy is it?","h...what?" and I get angry with hearing those kind of statements. Htc needs to start advertising their phones nonstop now!

posted on 29 Nov 2012, 04:02 1

32. XPERIA-KNIGHT (unregistered)

lol forgive me for saying this but .......u got some retarded friends if they dont know who HTC is......lool

but then again, this just goes to show you how much apple and samsung have STOLEN the media!.............and i mean that literal

posted on 29 Nov 2012, 03:37 1

26. Dubskillz (Posts: 9; Member since: 19 Jun 2012)

Support phones that are less than 6 months old(EVO 4G LTE) and respond to your customers! That alone would keep people from jumping ship.

posted on 29 Nov 2012, 03:38 1

27. Glim12808 (Posts: 394; Member since: 26 Oct 2011)

Hasn't HTC been selling more phones than Motorola this past several years? So how would the former marketing manager of Motorola, which sold a lot less phones than HTC, help HTC to sell more phones?!!

Shouldn't they hire somebody with a proven track record?!!

posted on 29 Nov 2012, 03:38 1

28. Dubskillz (Posts: 9; Member since: 19 Jun 2012)

HTC... just like the Titanic... Quietly Sinking.

posted on 29 Nov 2012, 03:48

29. CODHP13 (Posts: 13; Member since: 27 Nov 2012)

Whatever strategies u implement on marketing I prefer these plans.
1. Rather than releasing beefy hardware phones continue supporting your flagship.
2. Release a phone with better hardware only once a year.
3. Listen to your users. We always ask you faster updates and improved battery life.
4. Support your devices by giving new update for atleast 2 years. (asking 2 years because most of us get 2 year contract.
5. This is important and difficult. Innovate things which should be unique and available only on your mobile.
6. I always prefer apple's strategy except their closed relationship wit other devices and that f***ing iTunes. Get on your own foot and go forward. Make us smile by your services it is more than enough to takee over the industry.

posted on 29 Nov 2012, 04:11

34. CODHP13 (Posts: 13; Member since: 27 Nov 2012)

New head should read this article and comments

posted on 29 Nov 2012, 04:45

35. Martine (Posts: 102; Member since: 20 Oct 2011)

I think they should also improve their customer support which is non-existent in my country.

for example, HTC One S is cheaper than Galaxy S2, while HTC One X is way cheaper than Galaxy S3 but no one buys them simply because there is no customer support / service center at all.

posted on 29 Nov 2012, 12:40

42. b1acktiger (Posts: 223; Member since: 19 May 2012)

They need good sales figures so that the devices will return to service centre when it gets faulty. opening a new service centre for a 20 handsets sold is like suicide. They dont have much money to throw everywhere. They aren't like Samsung or LG or Sony which makes everything under the sun. They only make phones..

btw, where are you from ?

posted on 29 Nov 2012, 09:04

38. AppleConspiracy (Posts: 637; Member since: 18 Oct 2011)

I recently wrote an article about reasons why HTC is unsuccessful. It's a complicated story, but I think better marketing division won't help them much. They have many flaws in marketing, but not enough to generate such a failure in last year or so. It's more dependent on the forces they cannot control - cultural dynamics in which there is only two opponents - Apple and Google - in which Google is in fact associated with Samsung. They simply follow the same falling path of all other major manufacturers except Samsung, and HTC feels it the most because only two years ago they were on top.

posted on 29 Nov 2012, 11:16

41. gwuhua1984 (Posts: 1237; Member since: 06 Mar 2012)

I've been talking about HTC's marketing strategy for the longest time.

T-Mobile is a market, AT&T is a market, all carriers are individual markets. One X on AT&T and One S on T-Mobile... that's just not very smart. If people like me didn't care for the quad-core nvidia chip, we would of just waited and gotten the SGS3 on T-Mobile and HTC would of lost more business. Why would customer settle for less when they don't have to.

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