HTC reshuffles and embarks on new marketing strategy
A management swap at HTC could provide the company with the marketing boost it needs to shift more handsets
HTC has announced a bit of a shake-up in personnel and company strategy as part of a bid to turn around its ailing smartphone business.
The Taiwanese manufacturer revealed that its head of marketing, Jason MacKenzie, will be moving to lead the company’s global sales efforts.
The new head of marketing will be Benjamin Ho, who will be piloting a ‘Marketing 2.0’ strategy from January 2013 with the aim of ‘holistic marketing and mass-market brand outreach.’
‘We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company,’ said Peter Chou, CEO of HTC.
Despite producing high quality handsets and undergoing something of a re-branding with its ‘One’ series HTC sales have continued to fall below expectations.
Revenue has dropped for four consecutive quarters and HTC’s market share is still in decline, while investor confidence and company stock prices have plummeted in the last year.
HTC does need a big, clever play to reverse its fortunes and in order to do this an injection of fresh blood seems like the right idea.
Whether or not Ho can bring about a substantial enough shift, however, remains to be seen.