Fri, May 17, 2013 - Page 13 News List

HTC pins market share hopes on the new HTC One

By Helen Ku  /  Staff reporter

Smartphone vendor HTC Corp (宏達電) yesterday said global shipments of its new flagship device, the HTC One, would double this month from last month, strengthening its belief that it could soon regain its lost market share following heavy marketing spending this year.

“The new HTC One attracted overwhelmingly positive feedback from nearly every market the company has explored since it was launched. Market demand is much better than expected,” HTC North Asia-Pacific Region president Jack Tong (董俊良) said in Taipei yesterday.

Tong made the comments while joining a pre-tour press conference arranged by US-based circus Cirque du Soleil, which is to stage Michael Jackson The Immortal at Taipei Arena from June 28 to June 30.

Tong said the HTC One, the company’s newest Android-based smartphone, which it hopes will improve its fortunes in the competitive smartphone market, is a product designed to meet consumers’ needs, especially regarding audio and photographic quality.

As the activation rates of the phone has been growing steadily every week, sales of the HTC One are “very likely” to surpass that of the HTC Butterfly — another 5-inch Android smartphone seeing strong demand in Japan, the US and Taiwan — sometime this quarter, he added.

To promote the HTC One, the company this year invited popular Taiwanese rock band Mayday (五月天) and singer Wang Lee-hom (王力宏) to be product spokespersons. The collaboration with Cirque du Soleil also reflects the Taoyuan-based company’s new marketing strategy after losing ground to South Korea’s Samsung Electronics Corp and iPhone maker Apple Inc.

“HTC understands the importance of communication with consumers and the company will continue efforts to effectively market its products and brand this year,” Tong said.

Meanwhile, Samsung yesterday announced that renowned Taiwanese talk show hostess Dee Hsu (徐熙娣), better known as Little S (小S), and Golden Horse Award-winning actor Ethan Ruan (阮經天) are to be Samsung’s flagship Galaxy S4 smartphone spokespersons this year.

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