HTC hopes to turn things around with ‘Marketing 2.0’

HTC hopes to turn things around with ‘Marketing 2.0’It’s been a tough old time of late for HTC, former darlings of the Android world, with reduced forecasts and tumbling sales and what have you.

But the Taiwanese manufacturer hopes to turn things around with a spot of reshuffling, most notably the appointment of Benjamin Ho as HTC’s new CMO (chief marketing officer).

Benji makes the leap from Taiwan's Far EasTone Telecommunications, where he served as vice president of business strategy and marketing. He also worked as CMO for Motorola.

HTC’s current CMO, John Wang, will abandon ship in December, though it’s not clear if he’s jumping or being pushed.

As for the new guy, an HTC statement explains: "Ho's first assignment will be to lead a project, dubbed internally as Marketing 2.0, refocusing HTC's efforts around holistic marketing and mass-market brand outreach.”

Earlier in the week, we heard the somewhat shocking news that Sony took third place in the Q3 smartphone wars. Sony? The Japanese manufacturer with the Xperias? Really?

That would put HTC in sixth place, behind Samsung, Apple, Sony, RIM and ZTE. HTC’s Q3 market share, according to IDC, dropped to around 4% from 10.3% in the same quarter last year. Oh dear.

And speaking of HTC's marketing, remember that frankly terrible ad (YouTube) for the HTC One X? Sigh.

via: Fierce Wireless

Read more about: AndroidWindows Phone

Add a comment

Pondlife  Nov. 30, 2012 at 14:05

Getting more real handsets in store like Samsung is with the note 2 and s3 and Nokia is doing with the wp8 phones should be a good starting point.
But marketing's not the only part of the company needing a 2.0 update...

AhmadCentral  Nov. 30, 2012 at 17:47

Will be interesting to see how they can turn this one around/

Pondlife  Nov. 30, 2012 at 17:54

They'll take a leaf out of the Nokia handbook for turning things round... Oh...

Treab  Nov. 30, 2012 at 23:12

ahh htc and your advertising... who the hell was nick jojola anyway...


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