Tue, Jan 01, 2013 - Page 13 News List

HTC launches ad, positive outlook for coming year

FRESH SALES PITCH:The company is expected to carry out a worldwide marketing and branding project, dubbed “Marketing 2.0,” to refocus its marketing efforts

By Helen Ku  /  Staff reporter

HTC did not make any forecasts about sales for the new year, nor did it comment on the International Consumer Electronics Show, which is to be held from Jan. 8 to Jan. 11 in Las Vegas, or its new products to be exhibited in the event.

Jeff Pu (蒲得宇), an equity research analyst at Taipei-based Fubon Securities (富邦證券), forecast HTC’s shipments this year would increase by 25.8 percent to 39 million units from 31 million units last year.

“HTC’s focus on maintaining a high marketing budget to keep its brand awareness is the right step,” Pu said in Fubon’s report, dated Dec. 17.

Pu said by telephone that he is optimistic that the penetration rate of HTC’s high-end 8X Windows Phone and low-end T328 series models would continue to increase in the US and China respectively, as the company begins to adopt new marketing strategies.

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