HTC’s CEO knows his company has a problem. It’s not that the smartphone pioneer doesn’t know how to make good devices—the HTC One X and One S were two of the best phones of 2012. It’s that the company has been outgunned on both the innovation and (especially) the marketing front by you-know-who. While Samsung has become the epitome of anti-Apple cool, it’s not clear what HTC stands for. After watching the unveiling of the HTC One this week, I’d say this perennial underdog has a chance to steal some much needed share away from its bigger rival. But to truly execute, HTC will need to follow my five tips.
HTC was smart to trot out an ESPN global sales and marketing president during its introduction of BlinkFeed, a new service for the HTC One that streams live updates to the phone's home screen. With more than 1,400 content partners in its stable, it's in HTC's best interest to leverage its partners to give this phone more scale.
Part of HTC's marketing budget must go to brands like ESPN, MTV, AOL and others so that anyone who tunes into SportsCenter or Snooki & Jwoww know that there's a new way to keep up on the latest scores and Snooki's top 5 diaper changing tips. Lip service on launch day just won't cut it; HTC must foster these partnerships heading up to and well beyond launch so that the One is top of mind when folks are watching these programs.
Editor-in-chief Mark Spoonauer directs LAPTOP’s online and print editorial content and has been covering mobile and wireless technology for over a decade. Each week Mark’s SpoonFed column provides his insights and analysis of the biggest mobile trends and news. You can also follow him on Twitter and Google+.