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

During CTIA 2013, which took place last week, we got the chance to meet up with HTC's Jeff Gordon, who's the company's Senior Global Online Communications Manager...
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49 Comments

13. Diego!

Posts: 864; Member since: Jun 15, 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.

14. StreetNerd

Posts: 870; Member since: Dec 08, 2010

sadly no new WP Flagship this year =(

17. tiara6918

Posts: 2263; Member since: Apr 26, 2012

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

19. ryq24

Posts: 874; Member since: Oct 17, 2011

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

21. taz89

Posts: 2014; Member since: May 03, 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.

33. donfem

Posts: 708; Member since: Mar 30, 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.

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.

28. Whateverman

Posts: 3295; Member since: May 17, 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.

29. wh3resmycar

Posts: 3; Member since: May 05, 2013

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

30. lallolu

Posts: 731; Member since: Sep 18, 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!!!!

35. HDShatter

Posts: 1021; Member since: Jan 17, 2013

Ad blockers = never see any stupid ads.

40. shotine

Posts: 26; Member since: Jan 11, 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.

41. Taters

Posts: 6474; Member since: Jan 28, 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.

42. Berzerk000

Posts: 4275; Member since: Jun 26, 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.

43. Taters

Posts: 6474; Member since: Jan 28, 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.

45. Berzerk000

Posts: 4275; Member since: Jun 26, 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 Overheating 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.

46. Taters

Posts: 6474; Member since: Jan 28, 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.

47. Berzerk000

Posts: 4275; Member since: Jun 26, 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.

49. Taters

Posts: 6474; Member since: Jan 28, 2013

http://www.phonearena.com/news/HTC-One-selling-well-but-not-as-well-as-the-Samsung-Galaxy-S4_id42651 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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