HTC’s Marketing Chief Tells CNET he’s Confident about 2014

April 8, 2014 - Written By Alexander Maxham

It’s no secret that HTC is struggling. But we do want them to make a comeback as we love their devices and software. HTC has had trouble making a profit over the past couple of years, and this past week their Q1 earnings came out and they didn’t look good at all. HTC’s marketing Chief, Benjamin Ho, stated that he’s not worried about the past quarter’s numbers but that he’s “pretty confident” about the rest of 2014 thanks tot he HTC One M8.

“I wouldn’t be too concerned about our business based on the few couple of months. I rather take a longer term perspective. The One M8 will be pretty successful, while where we suffered share losses last year was in the mid- and low-tier,” he said to CNET. Ho also reminds us that the HTC One outsold the One X from the previous year, so he’s looking for the M8 to outsell the M7 from last year. It’s well known that the HTC One M8 was the company’s most popular smartphone, but playing both sides of the fence, it was also their first phone that wasn’t exclusive to just one carrier or region.

The company is going to be selling a number of Desire devices to fill out their mid-range and low-end portfolio as well as keeping the M7, One Mini and One Max on store shelves. To ensure that they have a pretty wide range of devices available at all price points, without really saturating the market. Which is a good thing.

HTC’s marketing campaign for this year is pretty interesting, basically that they don’t make smartphones for everyone, and to ask the internet. Last year, we raved about the HTC One from build quality to the software experience. And this year is pretty similar to that. So it’s a good idea, but the thing is, will it work? That’s what will be interesting about this ad campaign.