HTC to storm SA with One

2013-03-20 08:26
The HTC One will be launched in SA. (Duncan Alfreds, News24)

The HTC One will be launched in SA. (Duncan Alfreds, News24)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories


HTC One camera

2013-03-20 08:22

HTC's Jon French chats about the light sensor of the One smartphone in this YouTube video.WATCH

Johannesburg – HTC is on a charge to grow its user base in South Africa as the company prepares to launch its One in the local market.

"The last year has been a year of growth, but also learning as well, learning about the market, and learning a lot about ourselves, to be honest," Jon French, HTC vice president of sales and operations for the EMEA region told News24.

The One represents HTC's challenge to South Korean rival Samsung which launched the latest version of its Galaxy S smartphone.

Samsung dominates the Android market, even though HTC was one of the first manufactures to employ the mobile operating system on its devices.

In SA, HTC opened a dedicated office as the company looks to grow market share, but it has been difficult.

Marketing message

"You won't find many people in the organisation - in fact, anybody in the organisation - who's happy with the results over the last 12 months," said French.

He indicated that despite the impressive HTC hardware, the marketing message had not succeeded in creating brand awareness.

"We've got great products; we've got great features, and maybe we didn't communicate them as clearly as we should have done."

For the HTC One, expected in stores in May, the company plans a multi-layered campaign that will focus on the user experience of the device.

"We learned that lesson, so the marketing you'll see of the HTC one will be all around the features including the design as well.

"It’s a difficult thing to get across in advertising, but when you touch it; feel it, pick it up, it really does become a unique selling point for the product itself," French said of the unibody aluminium device.

HTC brand ambassadors are actively engaged in training store managers and staff on what the device offers as part of the company's strategy to grow its base.

Strategic planning

It has also employed a new distribution company that has a higher capacity to deliver devices to customers faster than was possible previously.

"I think where we're going to put our focus, our time, energy and our money, is making sure we get this product in the hands of people," said French.

He conceded that HTC had a smaller marketing budget than rivals, but insisted that strategic planning would see a growing footprint for the brand in SA.

"We're being quite selective with our partners, in trying to understand which of those stores, which of those channels, really sell HTC phones today."

French said that HTC's long term plan over the next year included a selective approach to maximise the move toward smartphones that could see more customers buying more HTC devices.

"We're not going to put everything on the table all at once in a kind of do-or-die approach. What we want to do is we want to focus our investments; focus our efforts with the customers."

- Follow Duncan on Twitter

- News24
Read more on:    htc  |  mobile

Read News24’s Comments Policy 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
Add your comment
Comment 0 characters remaining

Inside News24


Stand up paddler rides over shark!

This stand up paddler had no idea that a great white shark was directly beneath him when he went gliding out to shore.


Where were you when you last felt alive?

Bear Grylls’ top 10 things kids should do outdoors
You HAVE to see this MTB Tsunami Fip!
Mountain unicycling – say WHAT?
Top tips to ensure you’re running right

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now! - shop online today

Deal of the week!

20% off Afrikaans books, music and DVDs. Offer valid while stocks last. Shop now!

Save up to R1000 on Hisense smartphones!

View the large range of Hisense smartphones. Buy today and save up to R1000!

Hot gaming titles – available for pre-order!

Call of Duty: Advanced Warfare Day Zero Edition, Far Cry 4, Grand Theft Auto 5 and more. Pre-order now!

Get a free eBook

Buy 3 eBooks and get the cheapest FREE. Offer valid while stocks last. Shop now!

Bargain box – 60% off

Reduced prices, very limited stock. While stocks last. Hurry and shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25


Pushing too hard and doing too much may have left you feeling drained and overwhelmed. You may need time out to recharge and 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.