HTC targets SA with new campaign

2012-05-17 19:04
Cape Town - Mobile phone manufacturer HTC Corporation is targeting South Africa as it launches a new range of devices to gain a foothold into the smartphone market.

"Now we feel we're at a stage where we need to take more personal responsibility for the growth of our brand within the African market overall," Jon French, HTC vice president of sales and operations for the EMEA region told News24.

HTC has established an office and team in SA so that the firm which introduced Android smartphones in 2008 can change consumer perceptions of the brand.

"They [team members] have to make sure that HTC is front and centre not only in our customers' minds, but in consumers' minds as well. They have to duplicate the same kind of brand growth that we've had in other parts of the world," French said.

He conceded that some consumers were unaware of the HTC brand message, but said that the company was determined to improve brand recognition.

Premium brand

"Right now, It would be fair to say that maybe you don't see HTC in the same way you see it in the US, the UK, Germany, or even certain parts of Asia, but that's only because we haven't concentrated our brand awareness activity, which we certainly want to do now.

"We have a great success story in all of our major markets; it's just time that we replicate the same success in South Africa."

Several manufactures on the Android platform have recently launched smartphones, employing the strategy of a premium brand. Samsung launched the update to it Galaxy range; Sony Mobile has also updated its Xperia devices.

HTC launched the One Series as its premium product range and the brand has already received some international recognition.

"The One Series will be the premium product range but first and foremost: HTC quietly brilliant - that's what we need to get across. We're the only Chinese brand that got into the Interbrand Top 100. It was a weird number: We came 98th, but for a brand that's only 4 years old, we were really pleased with that," said French.

He hinted that the company was not only focused on selling the device, but would like to create a loyal following, similar to Apple fans who line-up around the world when the US company launches a new product.

"We have to create an awareness - a kind of emotional response of what HTC stands for."

- Follow Duncan on Twitter
Read more on:    htc  |  taiwan  |  mobile

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

linking and moving

2015-04-22 07:36 publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24


Millions of plastic particles in our food!

Scientists and researchers believe that almost five million tons of plastic is dumped in the oceans every year and it’s affecting our food.



Plastic on your plate
Prince George the green prince?
Lean, green, drifiting machine
One man's $1 million vision for an eco Africa

Book flights

Compare, Book, Fly

Traffic Alerts

Trying to keep time for your social commitments and friendships as well as taking care of work and health obligations can be more

There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.