HTC Gears for Aggressive New Ad Campaign to Regain Market Share
Following the forecast of a wider than expected net loss of revenue for the first quarter of 2014 as it battles intense competition from the likes of Apple, LG and Samsung, Taiwanese smartphone maker HTC is gearing to make marketing improvements with a renewed focus on mid-tier devices.
HTC's Chief Financial Officer, Chialin Chang has stated that plans to strengthen its "mid and affordable" product portfolio will see the company in a stronger position at the end of the year. He also confirmed that HTC is preparing an "exciting marketing campaign" which will help it "communicate better" with consumers.
In 2013, HTC invested in a $1bn advertising campaign featuring actor Robert Downey Jr as brand ambassador, however this failed to resonate with consumers.
Chang has said that HTC will now look to launch a "very aggressive campaign" in order to extend its audience beyond young, tech savvy customers.
The company faces a tremendous challenge to claw back market share from increasingly successful rivals - according to Strategy Analytics, two years ago HTC had a 10% share of the global smartphone market, but currently they hold just a 2% share.