HTC plans to emulate Apple’s way to change the marketing strategy to regain lost share in the smartphone market.
HTC first for operators to produce customized mobile phones started. HTC has recently increased advertising investment, through sound, lens design elements. Prominent brand image, the company’s global sales and marketing executive Jason Mackenzie. But he refused to disclose the specific spending.
According to statistics, HTC’s global smartphone market share once halved from 10.7% in the second quarter of last year to 4.5% in the first quarter of this year. In the face of fierce market competition, HTC began efforts to catch up with the pace of Apple and Samsung. The second quarter, the company’s share rose slightly to 5.8%.
“We want to be more bold,” Mackenzie interview with the media in New York, said, “can not be complacent.”
HTC’s slogan is “being humble see excellence” (Quietly Brilliant), the company’s TV ads in the United States for the first time in November 2009. Mackenzie said that the purpose of advertising is to get people into the store before you buy, to form a good impression on HTC phones.
The HTC advertising information focused lens, sound, and other functions. The company spent 300 million U.S. dollars last year and acquired American rapper Dr Dre audio technology company Beats Electronics 51% stake.
“We are changing the marketing strategy to communicate directly with users.” Mackenzie said, “Apple has changed the pattern.
Over the past four quarters, the HTC sales data failed to meet analysts’ expectations. Last month, the company expects third-quarter revenue at the lowest possible 22% lower than the average estimate of analysts. Dragged down by the poor performance this year, the company’s share price has fallen 48%.
HTC first for operators to produce customized mobile phones started. HTC has recently increased advertising investment, through sound, lens design elements. Prominent brand image, the company’s global sales and marketing executive Jason Mackenzie. But he refused to disclose the specific spending.
According to statistics, HTC’s global smartphone market share once halved from 10.7% in the second quarter of last year to 4.5% in the first quarter of this year. In the face of fierce market competition, HTC began efforts to catch up with the pace of Apple and Samsung. The second quarter, the company’s share rose slightly to 5.8%.
“We want to be more bold,” Mackenzie interview with the media in New York, said, “can not be complacent.”
HTC’s slogan is “being humble see excellence” (Quietly Brilliant), the company’s TV ads in the United States for the first time in November 2009. Mackenzie said that the purpose of advertising is to get people into the store before you buy, to form a good impression on HTC phones.
The HTC advertising information focused lens, sound, and other functions. The company spent 300 million U.S. dollars last year and acquired American rapper Dr Dre audio technology company Beats Electronics 51% stake.
“We are changing the marketing strategy to communicate directly with users.” Mackenzie said, “Apple has changed the pattern.
Over the past four quarters, the HTC sales data failed to meet analysts’ expectations. Last month, the company expects third-quarter revenue at the lowest possible 22% lower than the average estimate of analysts. Dragged down by the poor performance this year, the company’s share price has fallen 48%.
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