2012 has not been the greatest year for HTC as the company have struggled to compete against other smartphone manufacturers such as Apple and Samsung. In a bid to make 2013 a more successful time the company are introducing a new marketing strategy and restructuring personnel at the top of the company. This along with some strong new models such as the HTC Deluxe may well change the fortunes of the Taiwanese company.
In terms of personnel at HTC the company have changed around a couple of key roles in the hope to transform the sales of their handsets. The former Head of Marketing at the company, Jason Mackenzie, has been switched to a new role leading the global sales team for the company. Stepping into his old role is newcomer to the company Benjamin Ho. One of his first tasks will be to take charge of the new “marketing 2.0″ strategy which commences in January 2013. This new strategy focuses on “Holistic marketing and mass-market brand outreach” which will hopefully result in the companies devices selling in larger numbers and competing better against phones such as the Samsung Galaxy S3. HTC CEO, Peter Chou welcomed Mr Ho to the company saying “We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company”. With the HTC Deluxe due for launch in 2013 and the new HTC One X+ recently released the models are in place to help drive the company forward throughout the next year.
HTC look set to offer consumers a great selection of devices in 2013. The new HTC One X+ currently sits at the top of the range and is basically a new version of the original One X handset that was released earlier in the year. The model offers boosted processing power as well as more in the way of internal storage capacity. Early next year we will see the international version of the US model the Droid DNA released under the new name of the HTC Deluxe. This model will offer a large 5 inch display with 1080P resolution and quad core processing power. With a number of more mid range and entry level devices set to be released the companies range is shaping up to be very impressive indeed.
The changes to staff and marketing strategy along with strong new models such as the HTC Deluxe should ensure that the company enjoy a very successful 2013.