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

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

Related phones

  • Display 4.7" 1080 x 1920 pixels
  • Camera 4 MP / 2.1 MP front
  • Processor Qualcomm Snapdragon 600, Quad-core, 1700 MHz
  • Storage 64 GB
  • Battery 2300 mAh(18h 3G talk time)



1. wendygarett unregistered

Poor HTC :)

4. wiiandds

Posts: 64; Member since: Mar 15, 2013

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

12. Topcat488

Posts: 1415; Member since: Sep 29, 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.

23. Abbath

Posts: 99; Member since: Sep 16, 2012

or "Loudly Childish" xD not a hater just contributing to slogan ideas xD

32. WyclefJean

Posts: 44; Member since: Mar 05, 2013

brilliant..quietly ;)

56. rusticguy

Posts: 2828; Member since: Aug 11, 2012

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

8. thelegend6657 unregistered

Nice avatar Wendy.

16. tech2

Posts: 3487; Member since: Oct 26, 2012

its not her. Its the famous YouTube vlogger, iJustine

58. Dastrix unregistered

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

2. androidlikeaboss

Posts: 40; Member since: Nov 16, 2012

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

7. ajac09

Posts: 1482; Member since: Sep 30, 2009

They got nothing to show.. lol

3. jsdechavez

Posts: 800; Member since: Jul 20, 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.

27. MrJerry

Posts: 403; Member since: Oct 05, 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

34. SleepingOz unregistered

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

28. tusshharish

Posts: 342; Member since: Oct 23, 2012

htc :- quiet stupied......

30. rgxVOiD

Posts: 440; Member since: Aug 30, 2012

The irony...

35. phljcnth

Posts: 556; Member since: Apr 30, 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.

40. chocolaking

Posts: 495; Member since: May 22, 2012

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

5. xperiaDROID

Posts: 5629; Member since: Mar 08, 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! :(

11. zaxcer

Posts: 1; Member since: Feb 14, 2013

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

15. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Yeah, I agree.

25. tusshharish

Posts: 342; Member since: Oct 23, 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.......

31. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

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

44. b1acktiger

Posts: 223; Member since: May 19, 2012

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

21. dexter_jdr

Posts: 1163; Member since: Jun 28, 2012

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

6. EXkurogane

Posts: 863; Member since: Mar 07, 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.

14. weinerslav

Posts: 126; Member since: Jul 31, 2012

Spot on!

9. tiara6918

Posts: 2263; Member since: Apr 26, 2012

I'll miss that quietly brilliant logo...

10. Smart

Posts: 76; Member since: Aug 20, 2011

A typo there 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....

13. RomeoJDR

Posts: 245; Member since: Dec 09, 2011

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

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