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HTC will ditch 'quietly brilliant' slogan, confirms HTC One delayed because of camera supply issues

Posted: , by Victor H.

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HTC will ditch 'quietly brilliant' slogan, confirms HTC One delayed because of camera supply issues
HTC has delayed its One flagship Android phone for late April due to camera shortages, but the company plans to radically change its marketing approach. The first step? Get rid of the ‘quietly brilliant’ logo appearing at the end of most of its ads.

“We have a lot of innovations but we haven’t been loud enough,” HTC’s marketing chief Benjamin Ho said.

HTC has definitely become more aggressive with marketing lately as it gave people One devices for demonstration purposes right outside the place where Samsung showed its new Galaxy S 4. It has also kicked off “#theNextBigFlop” Twitter campaign against Samsung.

The company has more than doubled its marketing budget for this year, raising it 250% over what it was in 2012.

Finally, HTC’s marketing head confirmed that it was the camera unit that was made specifically for the HTC One that slowed down production:

“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,” he said. “There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.”

source: Wall Street Journal

61 Comments
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posted on 25 Mar 2013, 07:41 17

1. wendygarett (unregistered)


Poor HTC :)

posted on 25 Mar 2013, 07:45 13

4. wiiandds (Posts: 60; Member since: 15 Mar 2013)


I agree. They should have had more made if that was the camera they wanted to use

posted on 25 Mar 2013, 07:59 12

12. Topcat488 (Posts: 1169; Member since: 29 Sep 2012)


Okay cool, so now you (HTC) go from "Quietly Brilliant", to "Loudly Stupid"...

If the camera is not ready on time, which delays the shipments, run and tell it to the king... "The Sky is Falling", shout it to the world.

posted on 25 Mar 2013, 08:48 8

23. Abbath (Posts: 99; Member since: 16 Sep 2012)


or "Loudly Childish" xD

not a hater just contributing to slogan ideas xD

posted on 25 Mar 2013, 09:33 5

32. WyclefJean (Posts: 38; Member since: 05 Mar 2013)


brilliant..quietly ;)

posted on 25 Mar 2013, 17:39 2

56. rusticguy (Posts: 2828; Member since: 11 Aug 2012)


Loudly Arrogant ... because they slept with the enemy so "iNduction cloned" :D

posted on 25 Mar 2013, 07:51 9

8. thelegend6657 (unregistered)


Nice avatar Wendy.

posted on 25 Mar 2013, 08:14 14

16. tech2 (Posts: 2325; Member since: 26 Oct 2012)


its not her. Its the famous YouTube vlogger, iJustine

http://www.youtube.com/user/ijustine

posted on 25 Mar 2013, 17:54

58. Dastrix (Posts: 612; Member since: 23 Nov 2012)


Well, then what Mr. Benjamin Ho really meant was "We have a lot of innovations but we have been too quietly brilliant."

posted on 25 Mar 2013, 07:44 28

2. androidlikeaboss (Posts: 40; Member since: 16 Nov 2012)


Good job HTC! Show Samsung and its fanboys what you've got!

posted on 25 Mar 2013, 07:50 15

7. ajac09 (Posts: 1367; Member since: 30 Sep 2009)


They got nothing to show.. lol

posted on 25 Mar 2013, 07:44 16

3. jsdechavez (Posts: 708; Member since: 20 Jul 2012)


While HTC and others were innovating, Samsung was on full marketing and promotion of their excellent Galaxy flagships (and with it, unfortunately, comes most of the bloatware S features that I never use). About time HTC plays rough.

posted on 25 Mar 2013, 09:04 6

27. MrJerry (Posts: 397; Member since: 05 Oct 2012)


Getting tired of people like you.....

In your theory, can I say the entire idea of blink feed and zoe are blotwares? If not please tell me the difference and don't get me wrong cause I don't think they are blotwares

posted on 25 Mar 2013, 11:14 4

34. SleepingOz (unregistered)


"How to disable/remove Blinkfeed?" was one of the first question asked about the HTC ONE on XDA.

posted on 25 Mar 2013, 09:06 4

28. tusshharish (Posts: 342; Member since: 23 Oct 2012)


htc :- quiet stupied......

posted on 25 Mar 2013, 09:19 7

30. rgxVOiD (Posts: 435; Member since: 30 Aug 2012)


The irony...

posted on 25 Mar 2013, 11:14 2

35. phljcnth (Posts: 282; Member since: 30 Apr 2012)


That's because only Samsung can do innovations and smart marketing all at once. Ain't HTC trying to do the same things Samsung has been doing? They're desperate 'cause they're near to their last ball.

posted on 25 Mar 2013, 12:34 4

40. chocolaking (Posts: 461; Member since: 22 May 2012)


Full on marketing is the key to make money!
Innovation is not a key to grow the company.

posted on 25 Mar 2013, 07:45 9

5. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


They shouldn't think about Ultrapixels, just put a 16 MP camera on the phone and its good to go right? (Sigh) Poor HTC! :(

posted on 25 Mar 2013, 07:58 10

11. zaxcer (Posts: 1; Member since: 14 Feb 2013)


That's the problem with everyone. How about getting some innovation rather than going by the same s**t always?

posted on 25 Mar 2013, 08:10 5

15. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


Yeah, I agree.

posted on 25 Mar 2013, 09:02 4

25. tusshharish (Posts: 342; Member since: 23 Oct 2012)


but who said it to use that crap for very great flagship........they should launch it first in midranger phone and should see result ..........if it sucesses then use to flagship............many people go with 'z' because of camera.......

posted on 25 Mar 2013, 09:31 5

31. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


I'm using the Z, and I can say that the camera is nice, but not the best.

posted on 25 Mar 2013, 13:04

44. b1acktiger (Posts: 210; Member since: 19 May 2012)


That's a very stupid idea. just keep it in your mind.

posted on 25 Mar 2013, 08:21 2

21. dexter_jdr (Posts: 1161; Member since: 28 Jun 2012)


they already put 16mp on a phone. but nothing happened. lol

posted on 25 Mar 2013, 07:48 7

6. EXkurogane (Posts: 863; Member since: 07 Mar 2013)


“We have a lot of innovations but we haven’t been loud enough”

Yep, they should ditch that slogan, and change it to show that how big-mouthed they have been, like how Peter Chou said they want to beat Samsung, how they rubbished Nokia's Pureview technology, how they appeared in Samsung's Galaxy S4 event and how they exchanged trolling remarks with Samsung UK in Twitter.

I couldnt think of any ideas for them. Do drop in some suggestions. :D

Dont get me wrong, i dont hate HTC; i like their products more than Samsung's, just being sarcastic, because they have been loud but in my opinion some of their innovations doesnt live up to my expectations. They only have the rights to be loud mouthed if they can deliver what consumers expect.

posted on 25 Mar 2013, 08:00 5

14. weinerslav (Posts: 126; Member since: 31 Jul 2012)


Spot on!

posted on 25 Mar 2013, 07:51 9

9. tiara6918 (Posts: 1490; Member since: 26 Apr 2012)


I'll miss that quietly brilliant logo...

posted on 25 Mar 2013, 07:54 8

10. Smart (Posts: 76; Member since: 20 Aug 2011)


A typo there Victor...it should be "Quietly Brilliant"

And about HTC going fierce is a good news for the Android market.....All manufacturers of Android phones are doing excellent jobs with offering the consumers a host of choices....

My heart is set for the HTC One...but one cannot go wrong with Galaxy S4 too....

posted on 25 Mar 2013, 07:59 7

13. RomeoJDR (Posts: 240; Member since: 09 Dec 2011)


Delaying the release of a phone for a camera with performance no one is raving about besides HTC

posted on 25 Mar 2013, 08:18 4

17. anshul0000 (unregistered)


dont appreciate innovation?

posted on 25 Mar 2013, 08:21 6

20. _Bone_ (Posts: 2137; Member since: 29 Oct 2012)


What innovation.

posted on 25 Mar 2013, 08:37 11

22. wendygarett (unregistered)


Boomsound with non-pentile 1080p screen :)

posted on 25 Mar 2013, 09:03 5

26. dexter_jdr (Posts: 1161; Member since: 28 Jun 2012)


:facepalm:

posted on 25 Mar 2013, 12:51 1

42. user312 (Posts: 68; Member since: 21 Aug 2012)


Just like the white iPhone 4s.

posted on 25 Mar 2013, 08:20 6

18. _Bone_ (Posts: 2137; Member since: 29 Oct 2012)


Quietly delayed.

posted on 25 Mar 2013, 08:21 5

19. anshul0000 (unregistered)


htc is working hard to promote the One...especially in India....

posted on 25 Mar 2013, 08:51 7

24. lee480 (Posts: 177; Member since: 24 Sep 2012)


Quietly Dying

posted on 25 Mar 2013, 09:15 4

29. pyradark (Posts: 781; Member since: 10 Jun 2012)


Quietly Losing Money!!
The delay will really hit HTC bad, no matter how many ads they make, after people eyed on Xperia Z, this time people will GO for S4. So good bye HTC

posted on 25 Mar 2013, 10:24 5

33. tll84 (Posts: 13; Member since: 28 Jul 2012)


"It has also kicked off “#theNextBigFlop” Twitter campaign against Samsung."

Yikes, they might need to check the definition of 'flop' because I think they might be a little out of touch with reality.

venturebeat.com/2013/03/20/samsung-galaxy-s-iv-pre​orders-446-higher-than-galaxy-s-iii/

posted on 25 Mar 2013, 11:14 7

36. gazmend (Posts: 6; Member since: 08 Dec 2010)


i had a htc one x+ and now a have galaxy s3 and a must say that galaxy s3 is so far better than htc one x+ (battery live is very very much better than htc , the lag in htc is so frustrated me, the display man its like you wathch plasma vs Led ( amoled),camer is better than htc around 20% etc) sory for bad english

posted on 25 Mar 2013, 12:44 3

41. chocolaking (Posts: 461; Member since: 22 May 2012)


Sorry, I can not agree with your comparison. I am pretty sure you are just making shiat up. you are here just to trash htc. So I gave you a vote down.

posted on 25 Mar 2013, 13:02 1

43. Taters (Posts: 3490; Member since: 28 Jan 2013)


Sounds spot on to me.

posted on 25 Mar 2013, 13:04 1

45. gazmend (Posts: 6; Member since: 08 Dec 2010)


no really a had a htc one x + am not trash a love sense clock but notificaton bar it so lagy when you make a call recive sms mail , lag when you open contact and some apps like browser etc

posted on 25 Mar 2013, 16:02

54. TROLL (banned) (Posts: 4851; Member since: 13 Apr 2012)


Tegra3 CPU is worser than S3 SOC

posted on 25 Mar 2013, 19:18

60. Berzerk000 (Posts: 4100; Member since: 26 Jun 2011)


Actually, if I remember correctly, the Tegra 3 in the One X+ scored similarly in benchmarks to the Exynos 4412 in the S3. It was Sense that made it laggy.

posted on 25 Mar 2013, 13:17

50. gazmend (Posts: 6; Member since: 08 Dec 2010)


and yes you must push the right up (volume up down) plastic to have good wifi signal you will know what a mean if you hav htc one x

posted on 25 Mar 2013, 13:09 3

47. yajia1 (Posts: 112; Member since: 22 Aug 2012)


I hear you. I had the One X and replaced it with S3 when I lost it. So happy with the decision. Everything else is better with the Galaxy S3. Smoother UI, I can readily disable Touchwiz out of the box without root (Sense cant be disabled, it will still run even if I am using Nova Launcher), so much better battery and pretty much everything else except for the design and the screen. The One X's screen's just so gorgeous. I guess the same will be the case between One and S4. Don't know about the new screen though. Reviews about the screen of S4 seems rosy.

posted on 25 Mar 2013, 13:12

49. gazmend (Posts: 6; Member since: 08 Dec 2010)


yes but now a like much more the display on s3 ist so black which was not with one x+

posted on 25 Mar 2013, 16:04

55. TROLL (banned) (Posts: 4851; Member since: 13 Apr 2012)


Blame the CPU it's Tegra3 not Htc or Android

posted on 25 Mar 2013, 11:15 1

37. preet27in (banned) (Posts: 173; Member since: 07 Jul 2012)


thats good to hear htc iS moving on with emphasis on marketing, a very good step rather. ur the best phone makers htc .BEST OF LUCK. CHEERS

posted on 25 Mar 2013, 11:16 1

38. preet27in (banned) (Posts: 173; Member since: 07 Jul 2012)


WE WILL MISS UR "QUIETLY BRILLIANT LOGO:.. BUT CHEERS !!!!

posted on 25 Mar 2013, 11:22 2

39. SleepingOz (unregistered)


While you're at it, HTC, try to fix its "premium" build as well!
http://imageshack.us/photo/my-images/545/img0465is.jpg/

posted on 25 Mar 2013, 13:11 3

48. Taters (Posts: 3490; Member since: 28 Jan 2013)


I can honestly say the following issues will most likely be present on the HTC One when more people get their handsets judging by precedent.

Chips or flaking like the iPhone 5 and black One S

A gap on the Sim tray slot. I swear, it seems like they don't even check the clearance and pass everything.

A gap near the camera lens and flash.

Light leakage through the USB port

Ear piece hiss, not sure but might be a beats or amp thing

Loose and rattling volume rocker.

Loose screen or able to discolour the edge of the screen if you squeeze hard enough.

And many more...their quality control is really bad and they pass everything. If that handset in that picture wasn't drop and actually passed inspection, then they are even worse than last year and last year was bad with One X and 8x.

posted on 25 Mar 2013, 13:18 1

51. SherlockHolmes (Posts: 125; Member since: 10 Apr 2012)


My Friend Premium Quality Material never means it is unbreakable !!
It means it has exceptional well quality then the Plastic Used by the Samsung Galaxy S4 !!

posted on 25 Mar 2013, 13:20

52. SleepingOz (unregistered)


Exceptional quality indeed!

posted on 25 Mar 2013, 17:48

57. rusticguy (Posts: 2828; Member since: 11 Aug 2012)


Aluminum manufacturing has high carbon footprint that plastic i think.

posted on 26 Mar 2013, 07:07

61. dexter_jdr (Posts: 1161; Member since: 28 Jun 2012)


lol. now i believe that nokia N8 is the best aluminum bodied phone.

posted on 25 Mar 2013, 13:04 2

46. Taters (Posts: 3490; Member since: 28 Jan 2013)


If they really want to win their customers back, their next slogan should be...

Our quality control doesn't suck anymore and there are no more massive manufacturing defects, I swear!

posted on 25 Mar 2013, 16:02

53. daniel_bargs (Posts: 325; Member since: 27 Nov 2010)


having a hard time producing a 4mp camera because the earth is currently producing 13mp cameras nowadays.

technology only goes forward.

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