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

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



1. darktranquillity

Posts: 285; Member since: Feb 28, 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?

2. RaKithAPeiRiZ

Posts: 1488; Member since: Dec 29, 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

16. Nadr1212

Posts: 741; Member since: Sep 22, 2012

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

25. CODHP13

Posts: 13; Member since: Nov 27, 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.

30. RaKithAPeiRiZ

Posts: 1488; Member since: Dec 29, 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

31. CODHP13

Posts: 13; Member since: Nov 27, 2012

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

33. CODHP13

Posts: 13; Member since: Nov 27, 2012

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

43. CanYouSeeTheLight

Posts: 1122; Member since: Jul 05, 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

3. redmd

Posts: 1943; Member since: Oct 26, 2011

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

5. Izzy_V

Posts: 216; Member since: Jul 07, 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. :(

7. RaKithAPeiRiZ

Posts: 1488; Member since: Dec 29, 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

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

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

17. someones4

Posts: 628; Member since: Sep 16, 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.

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 !

21. thelegend6657 unregistered


23. someones4

Posts: 628; Member since: Sep 16, 2012

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

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

36. someones4

Posts: 628; Member since: Sep 16, 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.

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 ?

44. someones4

Posts: 628; Member since: Sep 16, 2012

my trusty galaxy s2

45. thelegend6657 unregistered

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

46. someones4

Posts: 628; Member since: Sep 16, 2012

first shipment all are i9100

47. thelegend6657 unregistered

Lucky you

19. thelegend6657 unregistered

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

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 is markerting failure and specializing in that will without a doubt.......have a significant impact on their game...........great news once again

6. redmd

Posts: 1943; Member since: Oct 26, 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.

8. XPERIA-KNIGHT unregistered

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

11. Mr.Alawi

Posts: 14; Member since: Apr 05, 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 :)

12. XPERIA-KNIGHT unregistered

nail on the head doubt

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.