Taipei, Dec. 31 (CNA) Taiwan's HTC Corp., the world's No. 5 smartphone maker by market share, unveiled its latest TV commercial on New Year's Eve, ringing in the new year with a goal of reinforcing its brand image, CEO Peter Chou said Monday.
"We'd like to use this commercial to show our confidence and readiness to usher in the new year," Chou said at a press briefing.
The 60-second commercial, shot in Taiwan with a cast of HTC employees, conveys the message that everyone should work together despite any challenges, Chou said.
"We believe in dreams and the value of persistence," he said. "Although we may encounter difficulties and challenges along the way, we never fear facing them. Instead, challenges give us motivation to improve."
HTC had a rough year in 2012, with falling revenues, sliding share prices and patent lawsuits.
The Taoyuan-based company reported NT$207.87 billion (US$7.15 billion) in consolidated revenue for the first 11 months of 2012, down 34.83 percent year-on-year from NT$318.99 billion in 2011.
Its shares also hit a low of NT$194 in early November after sliding from around NT$1,300 in April 2011. HTC shares closed at NT$300 on Dec. 28, the last business day of the year in Taiwan.
Although HTC can now focus more on product innovation since its patent settlement with rival Apple Inc., analysts cautioned that the Taiwanese company is still facing problems such as loss of market share in the U.S. and intensifying competition in China's smartphone market.
Chou, however, expressed optimism about the future, saying that the company is ready for and looking forward to 2013.
"We have faith in ourselves and think that we are not inferior to any other company. HTC has a unique value," Chou said. He declined to specify the company’s plans for 2013.
"Taiwanese enterprises have the spirit of determination to survive crises and to recover at critical moments," he told the media.
The new HTC commercial will air on all major local TV channels from Monday until Jan. 3.
Established in 1997, HTC currently has over 20,000 employees worldwide and has created over 100,000 jobs along with its business partners.
(By James Lee)