updated 12:42 pm EDT, Mon March 25, 2013
Chief Marketing Officer claims bolder marketing in future
HTC is dropping its use of the term "Quietly Brilliant" in its marketing efforts. Chief Marketing Officer Benjamin Ho revealed the tagline retirement without revealing a successor, but did confirm that the company will be improving its marketing efforts, as well as confirming the HTC One launch delay was caused by a shortage of camera sensors.
Speaking to the Wall Street Journal, Ho claimed that HTC would be doubling its traditional media marketing spend, while digital marketing will increase by 250-percent. "We have a lot of innovations but we haven't been loud enough," said Ho, adding that future marketing from the company would be bolder. Evidence of a bold approach was seen by the publication during the Samsung Galaxy S4 launch, where HTC attempted to ambush the event by mocking Samsung's "The Next Galaxy" tagline with the hastag "The Next Big Flop."
As for the company's own products, Ho confirmed that a lack of supply of its UltraPixel-based 4-megapixel custom camera sensor was behind the HTC One's launch delay. "There is some shortage, because the phone's camera was designed specifically for us, and production cannot be ramped up so quickly," stated Ho.
The company's latest results showed its fourth quarter of 2012 earned only 9-percent of the profits from the same period the previous year, lower than analyst predictions. The HTC One may help the company in the next few quarters, but it is unclear by how much.