Thu, Aug 16, 2012 - Page 13 News List

‘Kill bureaucracy,’ HTC chief tells staff

CHALLENGES:The company confirmed that Peter Chou had sent an e-mail urging all workers to talk less, do more and promote innovation to keep the firm competitive

Staff writer, with CNA and Bloomberg

For example, HTC has not been able to deliver effective marketing messages, instead sending messages that were too complicated for the average consumer to comprehend, Yen said.

Moreover, HTC’s internal quality control and public relations problems following several product quality cases have caused significant harm to its brand equity, he said.

Yen also voiced concern that HTC has its feature-planning team in Seattle and hardware team in Taipei, with each team having a different product focus.

“We think HTC needs to go back to the fundamentals of user experience, providing consumers with smooth, reliable, and intuitive features, before thinking of adding more differentiated features,” Yen said.

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