HTC hasn’t been “loud enough” and it plans to turn up the volume on its marketing efforts, starting by retiring its “Quietly Brilliant” tagline.
Speaking with the Wall Street Journal, HTC CMO Benjamin Ho said the company’s new approach will be “bolder.”
Ho said that HTC will increase its digital marketing budget by 250 percent over 2012.
The new bold way of doing things at HTC was on display in New York at Samsung’s big Galaxy S 4 launch party. HTC deployed a street team to the event to demo the company’s new flagship Android smartphone, the One, for the people waiting in line outside for Samsung’s party.
The One was introduced in February with simultaneous events in New York and London but its U.S. release date has yet to be announced. In the interview, Ho also explained that the delay for the One was due to a component shortage.
HTC’s new marketing plan comes as the company continues to struggle.
Earlier this month HTC released its unaudited consolidated revenue for February, which totaled $385 million, a 44 percent drop from the $685 million it posted in February 2012.
According to recent numbers from IDC, HTC only held 4.6 percent of the global smartphone market at the end of 2012, down from the 10.3 percent in controlled at the end of 2011. The study estimated that HTC shipped 32.6 million smartphones in 2012.