HTC is no longer “quietly brilliant” after the company on Monday announced that it has ditched its former slogan.
Instead of remaining quiet, the company plans to go on a marketing blitz that will see a 250 percent increase in the firms 2013 ad spend.
Speaking to the Wall Street Journal, Chief Marketing Officer Benjamin Ho claimed, “We have a lot of innovations but we haven’t been loud enough.”
Proof of HTC’s more aggressive advertising approach has already been witnessed. During the Samsung Galaxy S4 press event, HTC changed the company’s “The Next Galaxy” tagline with “The Next Big Flop.”
Ho also admitted that HTC is facing an uphill battle as the company continues to fight against a lack of supply for its UltraPixel-based 4-megapixel custom camera sensor. Ho says of the supply issue and resulting HTC One delays: “There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.”
HTC has struggled to keep up with Apple, Samsung, and other competitors in the smartphone market. HTC’s most recent Q4 2012 financial results showed only nine percent of the profits it had earned in the same quarter the year prior.
The HTC One is the firms flagship smartphone for 2013 and is being largely seen as the company’s best attempt yet to niche out a spot for itself in the increasingly crowded smartphone market.
Are you ready to give the HTC One a try, or did you move on while HTC was being “quietly brilliant”?