HTC vows to ramp up marketing

It’s no secret that HTC is in a world of trouble and its failure to stick to the HTC One launch schedule is making life for the Taiwanese phone maker even worse.

Now, though, HTC plans to turn a page and adopt a new, much more aggressive marketing strategy. HTC’s marketing chief Benjamin Ho said the company will be making some big changes. First off it will ditch its “Quietly Brilliant” slogan in favour of something a little louder.

“We have a lot of innovations but we haven’t been loud enough,” Ho said.

That is an understatement.

HTC has failed to get its message across, plain and simple. Its 2012 lineup was excellent, but nobody except the tech community bothered reading the reviews. The approach simply wasn’t consumer-focused enough. For years, HTC’s target audience were Windows Mobile and Android enthusiasts rather than mainstream consumers. The approach backfired badly, culminating in a massive slump in sales and revenue late last year.

According to the Wall Street Journal, HTC is now gearing up to pull out all the stops and connect with consumers who had never even heard of Windows Mobile. Ho declared HTC will increase its digital marketing budget by 250 percent this year and boost traditional media marketing by 100 percent.

Ho also confirmed that a component shortage was to blame for the HTC One delay.

The phone uses an innovative camera, which is apparently so “innovative” that the supplier couldn’t ramp up production fast enough.