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  • HTC's Jeff Gordon: "It would be fun if we had the marketing dollars that Samsung has" (interview)

HTC's Jeff Gordon: "It would be fun if we had the marketing dollars that Samsung has" (interview)

Posted: , by Ray S.

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During CTIA 2013, which took place last week, our own John V. got the chance to meet up with HTC's Jeff Gordon, who's the company's Senior Global Online Communications Manager. We spoke with Jeff about a bunch of interesting topics, including the company's latest products and the current position of HTC with regards to its competitors. He shared many intriguing details with us, so be sure to hit that Play button and enjoy the interview!

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posted on 28 May 2013, 04:52 19

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

That's so true. At my place here, you see Samsung ads everywhere; newspapers, TV channels, cinemas, etc. Other brands, not just HTC, you dont see them much.

posted on 28 May 2013, 05:52 22

8. MCrapp (Posts: 318; Member since: 07 Apr 2013)

At my place I can see plenty Htc ads(I don't watch tv) and some websites try show HTC One almost every day.

posted on 28 May 2013, 07:45 14

16. SleepingOz (unregistered)

Same here! HtC One ads are on every satellite tv channel.

posted on 28 May 2013, 10:05 5

22. chocolaking (Posts: 494; Member since: 22 May 2012)

here in canada, i see one little flyer with HTC ads.
and the rest of the store is filled with samsung crap.
telus, rogers, bell, wind, virgin, you name it.
samsung spend all consumer's money on making more ads and seel you cheap product.
why the fcuk doesn't ppl realize that.
Samsung = fake = lie

posted on 28 May 2013, 10:32 10

26. MCrapp (Posts: 318; Member since: 07 Apr 2013)

Samsung=Note2= Happy Users

posted on 28 May 2013, 14:12 2

34. donfem (Posts: 646; Member since: 30 Mar 2011)

Attention seeking

posted on 28 May 2013, 15:41 1

37. SleepingOz (unregistered)

Hahaha relax dude. It's just business, you know.
Being mad at Samsung won't affect their sales at all. You're just making your life a lil bitter.

posted on 28 May 2013, 17:44

38. Stuntman (Posts: 836; Member since: 01 Aug 2011)

When HTC was the biggest Android manufacturer in Canada a couple of years ago, I saw a lot of HTC ads on TV. Now, it's Samsung that's the biggest and I see Samsung ads everywhere. There's definitely a corelation here.

posted on 28 May 2013, 18:28

39. doejon (Posts: 398; Member since: 31 Jul 2012)

yes even in the europe champions league is sponsored by HTC

posted on 28 May 2013, 09:37 4

20. NickPeters (Posts: 74; Member since: 24 Oct 2012)

UEFA Champions League and Euro League, anybody?

posted on 28 May 2013, 04:55 44

2. MCrapp (Posts: 318; Member since: 07 Apr 2013)

It would be fun if HTC can update phones like Samsung!!!!!

posted on 28 May 2013, 04:57 23

3. _Bone_ (Posts: 2154; Member since: 29 Oct 2012)


posted on 28 May 2013, 05:06 6

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

Have to agree with this one. The One X. =/

posted on 28 May 2013, 05:17 16

7. MCrapp (Posts: 318; Member since: 07 Apr 2013)

Look at the Htc Sensation (no more iHTC for me)

posted on 28 May 2013, 06:08 3

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

Sensation? I believed the problem with that one was battery life?

posted on 28 May 2013, 06:35 3

11. Jonathan41 (Posts: 532; Member since: 22 Mar 2012)

I have a unlocked HTC One X and still I get updates all the time. Plus HTC One has already had some updates.

posted on 28 May 2013, 07:29 1

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

The One X is on 4.1 Jellybean with 4.2 scheduled to be released next month...

posted on 28 May 2013, 12:36 1

31. hypergreatthing (Posts: 43; Member since: 13 Jun 2012)

Or didn't have a history of locked bootloaders?
I mean that alone is a huge reason to stay away from HTC. It's gotten better, but having to submit keys through a website and getting a custom unlock program just to put root? No thanks,

posted on 28 May 2013, 04:59 14

4. SuperMaoriBro (Posts: 526; Member since: 23 Jun 2012)

One x was a terrible product. Sure it looked beautiful but mine was buggy. Constant dropouts, lockups, launcher reloads etc. Unfortunately this has put me off trusting htc and buying another one of their devices

posted on 28 May 2013, 10:11 1

24. chocolaking (Posts: 494; Member since: 22 May 2012)

Dude, you would experience worse if you had the highly promoted with exploded battery phone.
the drop out calls and laggy UI is so terrible. even their new phone this year with 4+4 core still lags..

posted on 28 May 2013, 13:51 4

32. tedkord (Posts: 11700; Member since: 17 Jun 2009)

No it doesn't. My current dual core GS3 doesn't lag. I tried the GS4 in store this past week - zero lag. If you have to lie to support your position, your position is weak

posted on 28 May 2013, 15:30 2

36. E.N. (Posts: 2610; Member since: 25 Jan 2009)

The S4 does lag. About half of the reviews in YouTube mention lag. Phonedog.com's Samsung fanboy Aaron Baker even made a video blog of how lag on a top notch phone like the S4 is completely unacceptable, which I agree

posted on 29 May 2013, 05:17

48. SuperMaoriBro (Posts: 526; Member since: 23 Jun 2012)

I actually have the s4 now. Im very happy with it. So glad I ditched my one x. Im not a fanboy of any brand or platform. But I am speaking from experience. I also owned the s3 which I also hated. But the s4 for me is an alround better device imho.

posted on 28 May 2013, 05:11 4

6. Andrew10301 (Posts: 14; Member since: 30 Aug 2012)

I liked my one x so much I got a one x plus. Other than the at&t update delays and poor battery life I'd say its the best of 2012. But I do think if HTC were to market as well and much as Samsung they'd be much better off

posted on 28 May 2013, 06:26 17

10. donjunior (Posts: 50; Member since: 28 May 2013)

HTC = Shrinking Company. Samsung will always be the King.

posted on 28 May 2013, 08:26

18. rgxVOiD (Posts: 440; Member since: 30 Aug 2012)

"Viva la Vida"

posted on 28 May 2013, 06:42 18

12. FlushGordon (unregistered)

Too bad they don't have the Moolah and the resources

HTC is a stingy company in shambles

All they could just do is post idiotic envy-ridden tweets like ''The Next Big Flop''

posted on 28 May 2013, 10:13 2

25. chocolaking (Posts: 494; Member since: 22 May 2012)

posting tweets is better than telling lies isn't it?

posted on 28 May 2013, 10:57 1

27. MCrapp (Posts: 318; Member since: 07 Apr 2013)

Telling lies? What lies?

posted on 29 May 2013, 00:01

44. ncarlosmiguel (Posts: 206; Member since: 14 May 2013)

10M units sold within the 1st month isn't a flop is it?

Sadly, your beloved company lied to you.

posted on 28 May 2013, 07:14 2

13. Diego! (Posts: 575; Member since: 15 Jun 2009)

Yeah... right! There was a time when they were more successful than Samsung and they had a very lame and poor marketing strategy as they did until... now! :| They should reconsider their marketing strategies instead of wishing of having the money their competition has. In which case, Samsung was smarter than HTC and paid attention to marketing in order to get success.

posted on 28 May 2013, 07:18

14. StreetNerd (Posts: 819; Member since: 08 Dec 2010)

sadly no new WP Flagship this year =(

posted on 28 May 2013, 08:26 5

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

As expected,sammy fanboys thumbing down positive comments of those who comment something good about HTC. Please get a life and stop trolling!

posted on 28 May 2013, 08:29 2

19. ryq24 (Posts: 724; Member since: 17 Oct 2011)

Maybe htc should merge or sold to a bigger company in order to beef up their cash reserve.

posted on 28 May 2013, 09:50 1

21. taz89 (Posts: 2014; Member since: 03 May 2011)

The reason the likes of Samsung,apple,Microsoft etc have twh huge marketing budgets is because they are successful..course anyone would love to have a huge budget but even these beg companies did not start of with a huge budget they have now but had to work for it for a number of years if not decades...also its not just amount of money you have but how well you useit.

posted on 28 May 2013, 14:10

33. donfem (Posts: 646; Member since: 30 Mar 2011)

In my opinion, having a sizeable budget geared towards sales means confidence in ones products. If sales were not so good, of what benefit is a sizeable budget? Which buttresses your point that over the years, companies accumulate chunks of cash through product sales.

posted on 28 May 2013, 10:07 1

23. InspectorGadget80 (unregistered)

How bout market your products like Samsung doesn't matter if you have millions of dollars like Samsung. or hire another new marketing manager.

posted on 28 May 2013, 11:14 3

28. Whateverman (Posts: 3262; Member since: 17 May 2009)

It's kinda hard to except HTC as the underdog here. They had their chance and really blew it by putting out lackluster phones with the same old boring UI. And they are horrible with updates, so marketing dollars doesn't really tell the whole story. Just look what they've done to degrade the Droid Incredible and One X brands. Sense 5 looks much better and the hardware speaks for itself, but if they have to support their devices, drop the branding and give their phones some identity... The One, the One X, One X+, One V, One S...WTH! Finding cases and even reviews for the One was a nightmare because every other One comes up! And what will the successor to the One be, the One 2? HTC has the engineering and design know how, but their marketing and consumer perspective is null. Drop the focus groups and hire us tech fans, we are the bridge between your vision-less corporate mentalities and the consumers you have no clue how to reach.

posted on 28 May 2013, 11:35 3

29. wh3resmycar (Posts: 3; Member since: 05 May 2013)

It would be great if htc designers grow brains and added a microsd slot with their flagships. Im happy with my xperia zl....

posted on 28 May 2013, 11:37 8

30. lallolu (Posts: 472; Member since: 18 Sep 2012)

HTC is just using Samsung's marketing as the key to Samsung's success. Well, it is not. Samsung tries to make their phones meet the expecations of people. Samsung gives SD card, bigger and removable batteries, powerful chipset and very good camera. HTC does not understand that people appreciate these things. I see HTC One's adverts a lot on the TV in Sweden but I know I will not buy it. I will choose S4 over it just for the camera. I can live with the lack of SD card and lower non-removale battery but the camera... NO!!!!

posted on 28 May 2013, 14:53 3

35. HDShatter (Posts: 1021; Member since: 17 Jan 2013)

Ad blockers = never see any stupid ads.

posted on 28 May 2013, 20:43

40. shotine (Posts: 26; Member since: 11 Jan 2010)

Samsung keeps to the true android expierence with interchangable batteries, upgradeable memory and a android interface that looks more like stock android instead of like the title interface that htc is going with.

posted on 28 May 2013, 21:34

41. Taters (banned) (Posts: 6474; Member since: 28 Jan 2013)

Typical loser attitude from HTC. Assuming that they do not need to improve and just need marketing. Totally ignoring the fact that Samsung has been manufacturing and designing every product under the sun for years. Just maybe it is their experience making great and reliable products and not just marketing HTC.

Until them and their fans can get that through their thick skulls, HTC will always be an epic fail and their fans will always be rooting for a garbage company.

posted on 28 May 2013, 23:04

42. Berzerk000 (Posts: 4275; Member since: 26 Jun 2011)

Marketing is a MAJOR part in Samsung's success. Any company can make a good product, but if you don't market it, it will fail. Samsung does make a good product, I had very little problems with my GS2, and so far have no problems with my GS3, but without marketing their products would flop. I've had just as many problem with my Samsung devices as I did my HTC devices, the difference between them being that Samsung marketed their products more and sold more than HTC did many times over.

Look at HTC's current success in marketing. In Q4 2012, HTC sold about 7 million units, that accounts for all of their devices available at the time over a 3 month period, all of their devices at the time had little to no marketing. Now, HTC has sold over 5 million units of the One in just 1 month; that's 1 phone, almost matching their entire Q4 line up in sales in a fraction of the time. You know why that happened? Because HTC is marketing the absolute crap out of the One, I can't go a day without seeing a HTC One commercial. Yes, the GS4 sold double that in the same time frame, but that's because not only does Samsung have marketing, but they also have reputation. Marketing a good product creates a nice effect;

Make a good product, market it, get good sales. Next year;
Make a successor to that good product, market it, people recognize it, get better sales.

Samsung is riding on that effect. HTC can't get that same effect, because for the last year or so they've been lacking the same recognition Samsung has, because they've been drowned out by Samsung's marketing.

This year however, HTC is fighting back with their own marketing, and the sales show it. If HTC is getting these kinds of sales with just a good product and marketing, wait until next year when they get closer to Samsung's level of recognition.

The One is an amazing product. Every review I've seen places the One as a very worthy competitor to the GS4. I think you're just a blind hater who is too ignorant to see that HTC makes very good products and is in the middle of a comeback from a very bumpy year.

posted on 28 May 2013, 23:42

43. Taters (banned) (Posts: 6474; Member since: 28 Jan 2013)

Please. I buy so many electronic products that it is bordering on obsessive. All of my HTC products had huge glaring flaws and none of my Samsung products have had these issues. Coincidence? I think not. Their poor sales is a direct reflection of their garbage products and when they do sell, their return rates make the headlines. Enough said.

posted on 29 May 2013, 00:27 1

45. Berzerk000 (Posts: 4275; Member since: 26 Jun 2011)

I do find it coincidental that every HTC phone you bought had major flaws. The only problem I had on my HTC devices was that Sense was too heavy (it wasn't too much of a problem on my Mytouch 4G), and the battery was sub par, they got me through a day, but without much to spare.

In fact, the only problems I ever hear about HTC products is that Sense is too heavy and the battery isn't great. Other than that, it's just the regular first batch defects and the rare defective batches that every manufacturer has trouble with.

I think you just Google "*insert HTC device here* problems," list every single problem you find and complain about it, then you just ignore every defect Samsung products have. I can do that too, watch;

Galaxy S3;

Random freezes
Exynos exploit
Unexplained cracked casing
Screen burn in
Random WiFi disconnection
Excessive battery drain
Sudden death

HTC One X;

Weak/no WiFi connection
Display discoloration
GPS problems
Charging issues

iPhone 5;

Light leakage
Bent aluminium frame
Purple glare on camera
Excessive battery drain
Scratches out of the box

It's easy. When I do that, all products seem like garbage.

posted on 29 May 2013, 00:41

46. Taters (banned) (Posts: 6474; Member since: 28 Jan 2013)

Return rates do not lie. AT & T already said in one of the phonearena articles that they had more HTC One returns vs. very little GS4 returns. I work in the industry and this is definitely the trend.

Besides, XDA are the biggest nitpickers ever and you clearly see more HTC gaps, buttons that dont work posts then anything you might find on the GS4 forums.

It is not a coincidence, stats do not lie. HTC loving and Samsung hating fan boys do.

posted on 29 May 2013, 01:14

47. Berzerk000 (Posts: 4275; Member since: 26 Jun 2011)

I can't find the article you're talking about, mind posting a link?

Those gaps and buttons not working are mostly first batch issues. This has been a common thing when a new and anticipated phone releases, 2 months or so after the initial release is when quality control is at its highest and stabilizes. Within the next month you'll see those issues become much less frequent and eventually become rarities, just as it did for the GS3 and iPhone 5.

Major problems of the GS4 lie with the software; like half the storage being taken up on the 16 GB model, and the phone lagging frequently due to terrible optimization. Also the great features that take up that memory only work in perfect conditions; like Smart Pause won't work in you're in a dark room, check Pocketnow's review of the GS4 on how these "features" eating up your memory aren't so helpful. The GS4 also has overheating issues, WiFi connection problems, and screen ghosting.

Are you calling me a HTC loving Samsung hating fanboy? I don't think so, considering that I'm enjoying my GS3 right now, and I had a nice time with my GS2 once I put Nova Launcher on it. I prefer HTC, but I have nothing against Samsung and would gladly use one of their products as my daily driver. I just think you're blowing these HTC problems out of proportion, and are minimizing the problems Samsung has.

posted on 29 May 2013, 08:16

49. Taters (banned) (Posts: 6474; Member since: 28 Jan 2013)


Bezerk. Not letting me reply on my HTC device so I just started a new post.lol

Last paragraph. Trust me, this thing happens a lot more with HTC than any other manufacturer. Just do the math, less HTC One's sold but more returns. It should be less returns for less sold. Those are bad numbers and also facts. Not speculation like what you are suggesting.

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