updated 10:20 am EDT, Mon October 26, 2009
HTC You campaign inverts iPhone tactic
HTC today began its first ever large-scale marketing campaign aimed at boosting its market share. The "You" promos will include TV ads (viewable below), billboards and other spots and is ultimately expected to reach 95 percent of US cellphone users as many as 36 times before the end of the year. The 10 largest markets, including Atlanta, Los Angeles, New York City and Seattle, will receive particularly heavy advertising.
The approach is characterized as deliberately opposite from that of Apple and shifts the focus to how the smartphone can adapt to people rather than focusing solely on apps or hardware. An initial ad, "Anthem," focuses on real situations such as those working late or checking to see if someone is safe. Later ads three weeks in are expected to center on more specific features.
Advertising of the sort is timed crucially for HTC, which has seen its profit slump as it has struggled to gain recognition compared to more heavily-promoted rivals like the BlackBerry or iPhone. The Taiwan-area phone maker is considered the strongest backer of both Android and Windows Mobile and is often considered one of the largest alternatives for modern smartphones as a result. It already provides Windows Mobile phones to all four US carriers and should serve three out of four with Android by the end of this year following the Hero (pictured), myTouch 3G and Verizon's upcoming Droid Eris.