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HTC has set its eyes on India as a major market for its smartphones. It has embarked on a major sales, marketing and branding exercise to boost its image in the minds of the Indian consumer. The Taiwanese smartphone maker, which is making a major attempt to reinvent itself, recently roped in Hollywood star Robert Downey Jr as its brand ambassador. The company has changed its slogan from Quietly Brilliant to Here’s To Change and has plans to invest significantly in its sales and marketing operations. “The ferocity of the smartphone category demands that all players have to increase their marketing spends,” says Jack W Yang, the president of HTC South Asia. He is responsible for driving sales, brand development and managing HTC’s operations in South and Southeast Asian countries including Australia and New Zealand. Most recently, Jack was head of iPhone and iPad sales in Southeast Asia for Apple, leading the company’s strategic product portfolio with focus on growth and profitability. He tells Sudhir Chowdhary that the mantra to succeed in the Indian market is to give the end-consumer the best smartphone experience and value for money. Excerpts:
Tell us something about your new sales, marketing and branding strategy.
Change is a fundamental part of life and of this industry. While its execution may be different, the idea of embracing, championing and pioneering change lies at the core of HTC’s DNA. We have been defying the status quo for communication, entertainment and creativity for the last 17 years and as a result, mobile phones today are unrecognisable from 10 years ago. Our new brand platform will play an important role in reaching a broader consumer audience and reinforcing our brand and products within the minds of people who are choosing their next mobile phone.
We are proud to stand for change and empower our customers to change the way they use technology to interact with the world around them. Companies that fear change can never be market leaders and we are proud to be a true pioneer of change in a market as competitive as ours.
What are the visible changes that we