HTC’s ‘Quietly Brilliant’ Strategy Failing

HTC’s ‘Quietly Brilliant’ Strategy Failing

CEO of the Taiwanese manufacturer has announced disappointment amidst dwindling sales figures for last year; HTC’s ‘Quietly Brilliant’ tagline seems to encapsulate the company’s problems down to a tee.

Peter Chou revealed in an interview with the Wall Street Journal that its wide range of products released last year was not the root of the company’s problems. Instead the issue, according to the CEO, lays in their lack lustre marketing strategy.

Chou acknowledged that “our competitors were too strong and very resourceful, pouring in lots of money into marketing”, whilst admitting that “we haven't done enough on the marketing front".

HTC emerged as a well know brand in the mobile phone world back in 2011, and boasted a successful year of sales. However, as 2012’s sales figures have emerged, it would seem that the company’s ‘Quietly Brilliant’ strategy may in fact have become a ‘quietly confident’ one, thus leading to disappointing results last year.

Chou announced in the interview that the company will aim to reinvigorate HTC’s marketing of its products, including the One SV which was released in the US this month. It is said that it will make the most of advertising using social media platforms, as well as celebrity endorsements. He also urged that the company will up its efforts to keep up-to-date with market trends. “We've got a great product”, Jason McKenzie, Head of Sales and Marketing for HTC added, “When I demo [the phone] I always get a 'wow' reaction. We need to deliver that 'wow' in our communication."


With the Taiwanese manufacturer set to release more models in its One Series this year, we will have to keep a close eye on whether the company will continue to lie in the shadow of more boastful competitors such as Apple and Samsung, or whether 2013 will be the year that HTC becomes boldly brilliant.


Written by Charlotte Kertrestel