Friday, May 25, 2007
HTC Takes On New Direction and Branding - Or Not?
Posted by Mike Temporale in "NEWS" @ 08:00 AM
http://www.theregister.co.uk/2007/05/18/htc_new_strategy/
"HTC said last week that it would adopt a new global marketing strategy in which virtually all its products would be HTC-branded. This is dramatic because the company had previously been a flagwaver for the trend for handset makers to minimize or erase their own brands in favor of those of the operator. The cellcos have been increasingly keen to control the branding balance of power and to dictate design terms to their phone suppliers, an ambition that has been fiercely challenged by the handset majors, especially in Europe, where the manufacturers' names carry most weight."
It seems to me that this would be a very bad move for HTC and I have to question the truth of it. I can't find any reference to this new direction in HTC's press release. As far as I can tell, and from what I can gather from contacts at HTC, the existing strategy of working with carriers as well as releasing items under the HTC brand, has not changed. In other words, it's business as usual at HTC.
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