When HTC brought in Benjamin Ho to serve as the company’s new chief marketing officer, it was apparent that HTC was looking for a change. Based on the company’s financial situation, the HTC One is arguable the most important phone HTC will ever launch. To guarantee that phone’s success, HTC will scrap the “quietly brilliant” company tagline and take a more aggressive approach in an effort to compete with Samsung and Apple.
In a recent interview with the Wall Street Journal, Benjamin Ho revealed that HTC is increasing the digital marketing budget by 250% while traditional media marketing spending will go up 100%. While more marketing dollars will certainly help the HTC One gain market awareness, Benjamin Ho also interested in ramping up the volume in the way the company talks about the product and its unique features.
“We have a lot of innovations but we haven’t been loud enough.”
During the interview, Benjamin Ho also admitted that the HTC One’s Ultrapixel camera sensor is to blame for the delayed launch. As we suspected, the component supplier is experiencing issues ramping up production of the sensor which has been designed specifically for the HTC One.
“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. 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
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