The Decline of HTC: A Battle of Perception and Poor Marketing Strategies

HTC, once a leading smartphone manufacturer, has struggled to regain its footing in the competitive market. The company's failure to adapt to changing consumer preferences and its poor marketing strategies have contributed to its decline. In Q2 of 2011, HTC held over 10% of the worldwide smartphone market share, but by Q3 of that year, its market share had dropped below 2%. This significant decline is a result of several factors, including the company's inability to compete with Apple and other manufacturers in terms of product quality.

One major issue facing HTC is its failure to differentiate itself from its competitors. Despite offering some impressive features, such as the HCC1, a beautiful phone that was praised by critics, the company has struggled to promote its products effectively. As noted in "The 22 Immutable Laws of Marketing," marketing is not just about promoting products, but also about creating perception and building brand awareness. HTC's advertising campaigns have been inconsistent and lacking, which has contributed to its declining market share.

Another significant challenge facing HTC is its lack of influence with carriers. The company's decision to sign exclusive deals with carriers has hindered its ability to reach a wider audience and has led to a fragmented brand image. This has resulted in HTC devices being saddled with bloatware, which has further eroded the company's reputation as a leading Android manufacturer.

HTC's struggles are not limited to its marketing and carrier relationships. The company's product strategy has also been questioned. In an effort to revamp its lineup, HTC has introduced several new products, including the Vive virtual reality headset. While this move shows promise, it is unclear whether it will be enough to turn the company around.

The success of HTC's virtual reality collaboration with Valve Corporation, the creator of the popular VR platform, could be a game-changer for the company. The Vive has the potential to be one of the most successful VR products in the market, and if HTC can leverage this technology effectively, it may be able to regain its position as a leader in the industry.

In addition to virtual reality, HTC is also exploring other areas, such as home automation. The company's Connected Products Business Unit, which was established last summer, will focus on developing products that integrate with smart home systems. This diversification strategy could help HTC tap into new markets and create new revenue streams.

The importance of creating a new category rather than competing in an existing one is a key takeaway from HTC's struggles. As noted by Sher Wang, the company's executive director of Global Marketing, "If we can be first in our category, that's what will drive our growth." This approach requires HTC to innovate and create products that are truly unique and desirable.

The concept of perception is also relevant here. When consumers ask for a tissue paper, they don't say "tissue paper." They ask for Kleenex because it's the first brand that comes to mind. Similarly, when looking for cellophane wrap, people don't ask for Saran Wrap. This phenomenon highlights the power of branding and perception in marketing.

To turn its ship around, HTC needs to focus on creating a strong brand image and promoting its products effectively. This requires a new approach to marketing that emphasizes perception over product features. By focusing on innovation, diversification, and creating a new category, HTC may be able to regain its position as a leader in the industry.

As a consumer, it's easy to forget about brands unless they do something remarkable. That's why marketing is so important. When we ask for a tissue paper, we don't think "tissue paper." We think Kleenex. This is because Kleenex is the first brand that comes to mind. Similarly, when looking for cellophane wrap, people don't ask for Saran Wrap.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

In the end, it's not just about promoting products; it's about creating perception and building brand awareness. As Sher Wang noted, "Our virtual reality product HTC VI received an overwhelming response." This response underscores the importance of innovation and diversification for companies like HTC.

As a geek, many of us have had to help our coworkers solve their computer problems. Sometimes we want to show them how to fix it themselves or do it for them. GotoAssist is a tool that allows remote support, enabling users to provide live or unattended support to any computer or mobile device. The app can be used on devices such as iPhones, iPads, and Android phones, and features screen sharing and the ability to diagnose and fix problems quickly.

One of the key features of GotoAssist is its ability to facilitate remote support. This allows users to connect with others in real-time, regardless of their location. The app also includes features such as session recording, which enables users to capture and save sessions for future reference.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

As we look to the future, it's clear that perception plays a crucial role in marketing. When consumers ask for a tissue paper, they don't think "tissue paper." They think Kleenex. This highlights the importance of branding and creating a strong brand image.

In the end, it's not just about promoting products; it's about creating perception and building brand awareness. By focusing on innovation, diversification, and creating a new category, HTC may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

By leveraging technology such as virtual reality and home automation, HTC can create products that are truly unique and desirable. This approach requires innovation, diversification, and a focus on creating perception over product features.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

By leveraging technology such as virtual reality and home automation, HTC can create products that are truly unique and desirable. This approach requires innovation, diversification, and a focus on creating perception over product features.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

As a consumer, it's easy to forget about brands unless they do something remarkable. That's why marketing is so important. When we ask for a tissue paper, we don't think "tissue paper." We think Kleenex. This is because Kleenex is the first brand that comes to mind. Similarly, when looking for cellophane wrap, people don't ask for Saran Wrap.

In the end, it's not just about promoting products; it's about creating perception and building brand awareness. As Sher Wang noted, "Our virtual reality product HTC VI received an overwhelming response." This response underscores the importance of innovation and diversification for companies like HTC.

As a geek, many of us have had to help our coworkers solve their computer problems. Sometimes we want to show them how to fix it themselves or do it for them. GotoAssist is a tool that allows remote support, enabling users to provide live or unattended support to any computer or mobile device. The app can be used on devices such as iPhones, iPads, and Android phones, and features screen sharing and the ability to diagnose and fix problems quickly.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

As we look to the future, it's clear that perception plays a crucial role in marketing. When consumers ask for a tissue paper, they don't think "tissue paper." They think Kleenex. This highlights the importance of branding and creating a strong brand image.

In the end, it's not just about promoting products; it's about creating perception and building brand awareness. By focusing on innovation, diversification, and creating a new category, HTC may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

By leveraging technology such as virtual reality and home automation, HTC can create products that are truly unique and desirable. This approach requires innovation, diversification, and a focus on creating perception over product features.

In conclusion, HTC's decline can be attributed to several factors, including poor marketing strategies and a lack of influence with carriers. However, by focusing on innovation, diversification, and creating a new category, the company may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

As we look to the future, it's clear that perception plays a crucial role in marketing. When consumers ask for a tissue paper, they don't think "tissue paper." They think Kleenex. This highlights the importance of branding and creating a strong brand image.

In the end, it's not just about promoting products; it's about creating perception and building brand awareness. By focusing on innovation, diversification, and creating a new category, HTC may be able to regain its position as a leader in the industry. With its virtual reality collaboration with Valve Corporation and its entry into home automation, HTC is taking steps in the right direction.

By leveraging technology such as virtual reality and home automation, HTC can create products that are truly unique and desirable. This approach requires innovation, diversification, and a focus on creating perception over product features.

"WEBVTTKind: captionsLanguage: enthis episode of andred authority is brought to you by go to assist the number one global market leader in remote support so big shakeup in the world of HGC this week with CEO Peter Chow being replaced by Shar Wang and perhaps most intriguing is in the press release announcing her appointment it was suggested that perhaps HTC might be admitting defeat in the smartphone market all together now check out this carefully worded statement by the new CEO of HDC chair Wang we pioneered the smartphone industry now we're applying that thinking to realize the potential of a new generation of connected products and services so said HTC co-founder and chairwoman Sher Wang in the press release that accompanied her announcement as CEO does this mean that HCC is admitting defeat in the smartphone market only time will tell but it does at least signal a pragmatic acknowledgement that the company will never again regain its 20 high if it stays on its current path you see HTC claimed over 10% of the worldwide smartphone market in Q2 of 2011 and was the market leader in the US in Q3 in 2011 that worldwide market share has now dropped below 2% the company posted an annual loss in 2013 and despite a return to narrow profitability in the last three quarters of 2011 sales are stagnant I know what you're thinking some of you thinking Jace HCC makes a gorgeous product the hcc1 is a beautiful phone I mean it's a knock out of the park especially the original hcc1 so if they make such a gorgeous phone why aren't they selling because marketing is not a battle of products it's a battle of perception if you read this book I talked about a couple weeks ago the 22 immutable laws of marketing it just spills out so clearly what's happening in the smartphone market right now why is Apple so much wildly popular than any other manufacturer when their phones aren't NE necessarily better it's a battle of perception not of products but that's not the only problem that HGC has combined that with a lack of influence with carriers feeds into HTC's biggest weakness over the last few years being forced into exclusive deals with carriers has hobbled HDC in the US with a fragmented brand and saddled its devices with bloatware it has slowed the Android update process eroding HTC's reputation as the leading Android brand and further to that battle of perception HTC's advertising campaigns have been questionable HTC climbed to its peak when it let the product do the talking the quote quietly brilliant slogan was inspired people recommended HTC phones and sought the mode because they were really good and there were very few comparable competitors at the time hiring Robert Downey Jr as your brand ambassador and making corny wacky ads that don't make even a mention of the product is the polar opposite of the original approach and it's no surprise surpris that it's not working so what's the new strategy well it turns out it may already be underway and in short it's virtual reality Sher Wang says the overwhelming response that our virtual reality product HTC VI received earlier this month underlies the importance of these new connected Technologies for our future if you haven't seen anything about it yet then it's time you take a look at HTC's virtual reality collaboration with the gaming giant valve the Vive has the potential to be the VR product of the next few years and if VR really takes off this time that could send HTC soaring to new heights the diversification won't end there because hgc's executive director of Global Marketing Jeff Gattis recently told international business times that the company's connected products business unit which was created last summer will also be tackling the home automation market now when I say the word fast food what do you think of McDonald's when you ask for a tissue paper you don't say tissue paper you you say may I have a Kleenex when you go to the kitchen looking for cellophane wrap you don't ask for cellophane wrap you ask for Saran Wrap that's because these products these services are first in their category they are top of Mind in the consumer Market that's why they win it's not a battle of products it's a battle of perception HGC needs to create their own category be first in that category and then promote the category whether that's virtual reality or some sort of new camera camera device or wearable device that's what HTC's got to do there's no long-term profitability being fourth or fifth in a category let's hope HTC can do it so as a geek I'm sure you've had the responsibility of helping your co-workers solve their computer problems sometimes you want to go in and show them how to fix it themselves or just do it for them and goto assist helps you do just that with goto assist remote support you can provide live or unattended support to any computer or any mobile device screen share with employees and diagnose and fix their support problems faster and more effectively and use goto assist apps to deliver support anytime anywhere from your iPhone iPad or Android device with the new seeit feature people can stream their smartphone's camera to go to assist so you can even see whether something's wrong in the hardware if you sign up today you can get a 30-day free trial no contract no credit card needed visit go to assist.com and click on try it free now and if you purchase a goto assist annual Plan before March 3 first you get a free Samsung Galaxy Tab 4 as well thanks for watching guys so please I want to hear from you what do you think HTC should do to turn their ship around let me know in the comments I'll be sure to read them you don't want to forget about my brothers and Android Josh Joan the Technic Kevin L and Chris Gary Ash and Taylor all working super hard to be your source for all things Android athis episode of andred authority is brought to you by go to assist the number one global market leader in remote support so big shakeup in the world of HGC this week with CEO Peter Chow being replaced by Shar Wang and perhaps most intriguing is in the press release announcing her appointment it was suggested that perhaps HTC might be admitting defeat in the smartphone market all together now check out this carefully worded statement by the new CEO of HDC chair Wang we pioneered the smartphone industry now we're applying that thinking to realize the potential of a new generation of connected products and services so said HTC co-founder and chairwoman Sher Wang in the press release that accompanied her announcement as CEO does this mean that HCC is admitting defeat in the smartphone market only time will tell but it does at least signal a pragmatic acknowledgement that the company will never again regain its 20 high if it stays on its current path you see HTC claimed over 10% of the worldwide smartphone market in Q2 of 2011 and was the market leader in the US in Q3 in 2011 that worldwide market share has now dropped below 2% the company posted an annual loss in 2013 and despite a return to narrow profitability in the last three quarters of 2011 sales are stagnant I know what you're thinking some of you thinking Jace HCC makes a gorgeous product the hcc1 is a beautiful phone I mean it's a knock out of the park especially the original hcc1 so if they make such a gorgeous phone why aren't they selling because marketing is not a battle of products it's a battle of perception if you read this book I talked about a couple weeks ago the 22 immutable laws of marketing it just spills out so clearly what's happening in the smartphone market right now why is Apple so much wildly popular than any other manufacturer when their phones aren't NE necessarily better it's a battle of perception not of products but that's not the only problem that HGC has combined that with a lack of influence with carriers feeds into HTC's biggest weakness over the last few years being forced into exclusive deals with carriers has hobbled HDC in the US with a fragmented brand and saddled its devices with bloatware it has slowed the Android update process eroding HTC's reputation as the leading Android brand and further to that battle of perception HTC's advertising campaigns have been questionable HTC climbed to its peak when it let the product do the talking the quote quietly brilliant slogan was inspired people recommended HTC phones and sought the mode because they were really good and there were very few comparable competitors at the time hiring Robert Downey Jr as your brand ambassador and making corny wacky ads that don't make even a mention of the product is the polar opposite of the original approach and it's no surprise surpris that it's not working so what's the new strategy well it turns out it may already be underway and in short it's virtual reality Sher Wang says the overwhelming response that our virtual reality product HTC VI received earlier this month underlies the importance of these new connected Technologies for our future if you haven't seen anything about it yet then it's time you take a look at HTC's virtual reality collaboration with the gaming giant valve the Vive has the potential to be the VR product of the next few years and if VR really takes off this time that could send HTC soaring to new heights the diversification won't end there because hgc's executive director of Global Marketing Jeff Gattis recently told international business times that the company's connected products business unit which was created last summer will also be tackling the home automation market now when I say the word fast food what do you think of McDonald's when you ask for a tissue paper you don't say tissue paper you you say may I have a Kleenex when you go to the kitchen looking for cellophane wrap you don't ask for cellophane wrap you ask for Saran Wrap that's because these products these services are first in their category they are top of Mind in the consumer Market that's why they win it's not a battle of products it's a battle of perception HGC needs to create their own category be first in that category and then promote the category whether that's virtual reality or some sort of new camera camera device or wearable device that's what HTC's got to do there's no long-term profitability being fourth or fifth in a category let's hope HTC can do it so as a geek I'm sure you've had the responsibility of helping your co-workers solve their computer problems sometimes you want to go in and show them how to fix it themselves or just do it for them and goto assist helps you do just that with goto assist remote support you can provide live or unattended support to any computer or any mobile device screen share with employees and diagnose and fix their support problems faster and more effectively and use goto assist apps to deliver support anytime anywhere from your iPhone iPad or Android device with the new seeit feature people can stream their smartphone's camera to go to assist so you can even see whether something's wrong in the hardware if you sign up today you can get a 30-day free trial no contract no credit card needed visit go to assist.com and click on try it free now and if you purchase a goto assist annual Plan before March 3 first you get a free Samsung Galaxy Tab 4 as well thanks for watching guys so please I want to hear from you what do you think HTC should do to turn their ship around let me know in the comments I'll be sure to read them you don't want to forget about my brothers and Android Josh Joan the Technic Kevin L and Chris Gary Ash and Taylor all working super hard to be your source for all things Android a\n"