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HTC set for major changes in marketing approach: CEO

2013/02/20 13:34:24

Taipei, Feb. 20 (CNA) Taiwanese smartphone maker HTC Corp. will see major changes in its marketing and innovation efforts this year as the company seeks to rebuild its brand image.

Peter Chou, chief executive officer of HTC, said Tuesday that his company will more aggressively promote its products on its own in the future rather than overly relying on its partnerships with telecom operators.

The new marketing strategy, targeted particularly at the United States and Europe, will focus on "pushing the brand" and "driving demand," Chou said at a press conference in London to unveil the new HTC One phone.

"We will see major changes this year," he said. "We will communicate with consumers more directly, which can be described as a watershed for building our brand image."

"HTC led the industry in technology innovation in the past, but the marketplace has changed. We also need to change in terms of our market positioning and execution," Chou said.

HTC, the world's No. 5 smartphone vendor, unveiled its new HTC One smartphone in London and New York on Tuesday, hoping that revamped camera and audio features will give it a boost in taking on South Korean rival Samsung Electronics Co. in the Android market.

The new device sports a 4.7-inch display with full-HD resolution of 1920 x 1080 pixels, a 1.7-gigahertz quad-core processor and a new "UltraPixel" camera that enables ultra-sharp photo shooting and video recording, HTC said in a statement.

The Android-powered model also features a cutting-edge audio technology called "HTC BoomSound" that offers dual frontal stereo speakers with built-in amplifiers, which is being used in a mobile phone for the first time, the company said.

The HTC One will go on sale globally in March in partnership with more than 185 telecom operators and distributors -- the most in the company's history.

(By Esme Jiang and Jeffrey Wu)