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."

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  • Almero - 2012-05-17 19:26

    HTC is not a Chinese company, it is a Taiwanese company.

      DuToitCoetzee - 2012-05-17 20:59

      They said a Chinese brand and Taiwanese is Chinese! Read a bit up on their history.

  • Benn - 2012-05-17 19:44

    Best phone that I have had.In fact, my whole family has one. In the rest of the world, they are seen as being on par with I-Phone, but for some reason, Africa is a problem. I suppose that is true in many areas.

      Stirrer - 2012-05-18 09:56

      Got the HTC Desire, AWESOME phone! Of course Android rocks, too :D

  • Neville - 2012-05-17 20:14

    Had an HTC TytnII, worst phon ever. Put me off HTC for life.

      mattewis.kat - 2012-10-01 14:23

      I have an HTC Flyer tablet! Absolute rubbish which also put me off HTC for good. After numerous attempts to try and convince them to fix the issues on their up to now only tablet offering, I eventually gave up and currently I'm counting down the 10 months left on my contract after which I can bid it farewell! The "Apple-like attitude" is clearly evident, where HTC remove basic Android functionality from their devices to make life easier for them - like a tablet without USB master functionality. Maybe they also want to create an "HTC-Tunes" so you really have to battle to download anything to the device! At least Apple aren't only interested in getting new customers, but they also do effort in retaining their present ones! Something HTC clearly still has to learn. The "Quietly Brilliant" slogan is like calling a Basset Hound "Flash"!

  • DuToitCoetzee - 2012-05-17 21:10

    I am using a HTC Z Desire and it is a brilliant phone. I see that the Z series is not available anymore and all will think I am talking of a s , but no, it was launch/available in end 2010 begin 2011 and is still going. My phones usually last me a year or 14 months max, but it seams this one will stuck with me for a while. The Z is the one that is a touch screen and has a keyboard that slide out to the side. Must say I would like it if they bring out new models. For some reason I cant get a liking in BB. Bought my daughter one, but not for me.

      Kobus - 2012-05-18 08:58

      I think you're the one who should read up bit on proper Taiwanese history, Most Taiwanese would tell you that they Taiwanese is not Chinese despite a very complex historical political situation. Any organization would only tell you they are chinese if under political pressure or threaten by Chinese.

      DuToitCoetzee - 2012-05-18 09:21

      @Kobus. Once again I will advise you as well. Read a bit about their history. Go to Taiwan and look at their statues. They pointing to mainland China with the meaning attached that "one day we will take it over again, be part of mainland and rule it the none-communist way. yes acceptance kick in with realizing that China mainland became a bull in the world and therefore the partly scrabbling back to seen as an independence state with people called Taiwanese. I support their stand on independence, but I will not be foolish and ignore their history and not admitting that they are Chinese. The big dragon is now awake and their little "brother" also want to share in it seeing that Taiwan's economy is now overshadowed by China. The point that these people made was that it was the 1st Chinese brand that was in the top 100 and being a Chinese he will and can use those words to his advantage.

      Kobus - 2012-05-18 10:24

      @DuToitCoetzee,I've been to Taiwan and lived there for 2 years. I am quite aware that they still have statues of the dicatorship Chian Kai-hek. Previous president Chen Sui Bien & DPP tried to removed it but the KMT opposed it. There are many people who're still political brainwahsed by the KMT. Note that KMT Chinese Nationalist Party is foreign government in exile on Taiwan. By saying or claiming that Taiwanese is Chinese only makes the Communist Chinese Government happy and more in control or that you support them. Are you sure you know the proper history of Taiwan and not political brainwashed or distorted one set by either the KMT or CPP 1895: Taiwan (Formosa) became Japanese territory for 50 years, having been ceded "in perpetuity" to Japan by the Manchu rulers under the Treaty of Shimonoseki. 1952: After WWII, The San Francisco Peace Treaty stated that Japan would surrender the islands of Penghu and Taiwan, but it never stated to whom, no country was designated. The Allies did not recognize any transfer of the sovereignty of Taiwan to “China” upon the Oct. 25, 1945 Japanese surrender ceremonies. 1945: Taiwan became independent but was short lived when Chiang Kai-shek's Chinese Nationalist Party (KMT) illegaly invaded Taiwan after losing the Chinese civil war in China to Mao Zedong's Chinese Communist Party (CCP) after WWII. 1947 February 28: Over 30,000 Taiwanese were massacred by Chinese Nationalist (KMT) soldiers also known as “228 incident” or “White Terror.”

      morne.deklerk - 2012-06-13 07:46

      I am still on an HTC Hero! with the last upgrade i opted for a Samsung Tablet. Google the tech specs between Samsung Galaxy III and HTC One X...HTC is far more superior.

  • Lacrimose - 2012-05-17 21:30

    As European users are abandoning their HTCs for other more reliable brands, where else are they going to dump their outmoded, bug-infested devices?

      Saffa in Asia - 2012-05-17 23:24

      I have a HTC Desire HD, it is a brilliant phone, rivals the iPhone in quality and knocks the stuffing out of the much lauded Samsung Galaxy which everyone raves about (what a poorly constructed and cheap feeling and looking phone that is). It is far from outmoded and has one of the nicest touch screens around.

      Benn - 2012-05-18 03:41

      HTC in Europe and the UK is doing well- device of the year in 2011. My son in the UK alternates between the HTC and I-Phone every 18 months. BB is seen as a plastic childs toy, for the 3rd World. Explains why value of stock has dropped from 70 to 7 $US billion

      Kobus - 2012-05-18 09:07

      Who would of thought that HTC would become the top smartphone in the U.S edging out Apple and Samsung.

      Stirrer - 2012-05-18 10:00

      Lacrimose, where on earth did you get that info from? The only two brands getting abandoned, are Blackberry and Nokia. HTC is getting stronger by the day.

  • farhaad.karim - 2012-05-18 06:59

    I have htc hd2 now for 18months now,longest ever I had 1 phone for.Running android gingerbread rom 2.3.7 and windows mobile (dual boot)...Phone is awesome

  • Tuco - 2012-05-18 08:49

    Samsung Galaxy SII still rocks, can't wait for the Galaxy SIII. I just love competition. works better for us consumers.

  • Kobus - 2012-05-18 09:06

    Who would of thought that HTC would become the top smartphone in the U.S edging out Apple and Samsung.

      DuToitCoetzee - 2012-05-18 09:51

      Thanks for the link Kobus. I currently pondering what my next cellphone will be. Even knowing that I will still take months to decide.( I do not do contracts and buy all my stuff cash) This article is now copy and saved to read at a later stage. There is nothing wrong with my current HTC, but I just gave my back-up phone to my cousin and need a 2nd phone or a 1st choice one and make my current HTC my back-up. Luckily Vodacom gives one rewards to lower the new phone's cost.(average between 4000 and 5000 a month and due to international calls some months as high as 9000)

  • Kobus - 2012-05-18 09:40

    HTC is Taiwanese Company, Not Chinese. Most Taiwanese will tell you that they Taiwanese is not Chinese despite a very complex historical political situation. Any organization would only tell you they are chinese if under political pressure or threaten by Chinese. The following article states that it is Taiwanese Company.

  • kobusvm - 2012-06-22 12:55

    I have said this in a comment on another thread as well ... HTC can only begin to dream to take on the Samsung and Apple brands if they can wake up and get their brand out there. I have a One X, and I am very pleased with the device. But that is all I have ... a very nice phone with nothing else. No accessories (Samsung and Apple's accessories launch with the device). No local support (I know they supposedly founded a local office, but where are they? Where is their web site, contact details, etc.). No marketing (Samsung / Apple is on every ad post and in every gadget shop everywhere, with accessories). The HTC shop in Vodaworld still don't have anything for the One X ... This all means I have this amazing multipurpose computer phone that I cannot do anything with. GPS navigating while driving is impossible, because there is no car cradle available. Operating the phone on a desk next to a PC screen is cumbersome, since I do not have a desk dock. I have to carry it REALLY carefully, because their is no cases / screen guards.

      mattewis.kat - 2012-10-01 14:31

      Oh, they phone you from some or other internationally based call center when you lodge an inquiry! They just can't help you, because those poor call center operator people are utterly clueless! Fortunately for me I had HTC Flyer tablet experience before my phone contract was due for upgrade, and I thus got a Samsung Galaxy Note on the day it launched, in stead of the initially intended HTC phone. The very next day I bought a car cradle for the Note at the Vodaworld Samsung shop! Quite frankly, I wouldn't swop my Note for a "more advanced" HTC One X even for half the monthly subscription fee!

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