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It will also up its marketing campaign

HTC has seen its fair share of losses in its recent past, but the smartphone maker has a plan to turn things around in 2014. 

According to a new report from Reuters, HTC will sell more mid-tier and affordable smartphones as a way of filling in the gaps in its offerings.

Apple and Samsung dominate the high-end smartphone market (which HTC said it abandoned in November 2013) while Chinese competitors like Xiaomi have taken over the low-end. So HTC has decided to focus on the mid-tier range, offering products that cost around $150-$300. 

HTC said it won't get into the  "very, very low-end market," but will release a new flagship this year. 

Aside from jumping into the mid-tier, HTC also said it needs more aggressive marketing this year than it did in the last. 

In 2013, HTC hired actor Robert Downey Jr for some of its TV ads, where it promoted its "Here's to Change" campaign. But HTC feels it needs to do more in order to reach beyond "tech-savvy 20 to 30-year-olds."
HTC is trying to fix its growth problem in China as well, where the highest-growth price bracket is under $150. But HTC only has two phones out of its 53 available that fit into this category. Twenty-one are over $500, while the rest fall somewhere in between. 
HTC is hoping for a recovery after seeing its global market share fall to just 2 percent in 2013. It also reported its second straight quarter of operating losses last month. 
But analysts have said that HTC's problems aren't really price or marketing, but rather underwhelming products that don't bring anything new to the market. 
An HTC earnings guidance presentation is expected later today. 

Source: Reuters

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Fell Flat
By Reclaimer77 on 2/10/2014 11:33:29 AM , Rating: 4
In 2013, HTC hired actor Robert Downey Jr for some of its TV ads, where it promoted its "Here's to Change" campaign. But HTC feels it needs to do more in order to reach beyond "tech-savvy 20 to 30-year-olds."

To me the campaign fell horribly flat and didn't speak to me as a consumer at all. "Here's to Change"? You're trying to sell devices, not get people to vote for Obama. Wtf? Whoever came up with that campaign needs to be fired.

Take a page from Samsung's playbook, and market the devices themselves and specific features of those devices. Not some vague and cryptic "Change" mission statement. You're selling phones, not a way of life.

Did the average person even know the HTC One was the only smartphone with front facing STEREO speakers? Probably not, because you focused on "Beats" audio instead, which no one cares about and Dr. Dre stopped being relevant 20 years ago.

RE: Fell Flat
By retrospooty on 2/10/2014 1:10:52 PM , Rating: 2
Yup... The commercial didn't really show anything about the phone or what it does, nor did it emphasize any of its assets. I saw the commercial, thought it was cool and kind of funny and thought zero about buying anything from HTC.

RE: Fell Flat
By amanojaku on 2/10/2014 1:32:08 PM , Rating: 2
And Dr. Dre said: "You're just jealous 'cause you ain't ballin' on a Huge Tinfoil Catamaran."

RE: Fell Flat
By Flunk on 2/10/2014 4:56:26 PM , Rating: 2
I think the biggest problem is market vs delivery method. How many tech-savvy 20 to 30 year-olds watch TV commercials? If they watch TV, and not all do, they have DVRs and just skip the commercials.

RE: Fell Flat
By Reclaimer77 on 2/10/2014 7:37:38 PM , Rating: 2
You don't have to watch TV to see commercials. Within hours of Samsung's commercial campaign poking at Apple customers waiting in line, the whole thing went viral big time. TV or no TV, you saw the commercials online anyway.

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