HTC: Here's how we're going to get back into the game
The Taiwanese company plans to go bolder with its messaging to consumers and the media, relying less on joint marketing campaigns with the carriers and standing more independently to tell the HTC story. It will focus more on its products' advantages and better utilize more social media to recapture some of that loss buzz. It also plans on seeking out influential celebrities and "superfans" with a genuine appreciation for HTC's phones for more authentic endorsements.
The company is also pegging its turnaround on its One franchise of flagship smartphone, a renewed presence in Windows Phone 8, and further expansion into key markets such as China and India.
That's according to Jason MacKenzie, head of HTC's sales and marketing, who sat down with CNET yesterday to discuss the company's challenges, and how it plans to address them.
Once the darling of the smartphone world, HTC has hit a rough patch, having stumbled hard and fast late last year, and languished this year. It's not a coincidence that the company's struggles come as Samsung Electronics surged ahead to become the largest smartphone vendor, sharing a lofty leadership position alongside Apple and its iPhone . Some are unsure about HTC's prospects.