Peter Chou, chief executive officer of HTC, said some of the problems his company had were from overly relying on partnerships with telecom operators.
The new marketing strategy, targeted particularly in Europe, will focus on “pushing the brand” and “driving demand,” Chou said at a press conference in London.
He said that HTC and its partners would see major changes this year as the company attempts to communicate with consumers more directly.
In the good old days HTC led the industry in technology innovation but the marketplace has changed. HTC needs to change in terms of its “market positioning and execution”. Market positioning is low and someone will have to be executed.
HTC unveiled its new HTC One smartphone in London and New York on Tuesday with revamped camera and audio.
Chou did not say why he felt that the company had been let down by its business partners. But there was a feeling that the company had suffered from poor marketing as the telcos pushed phones from Samsung and Apple instead.
The cunning plan seems to be for HTC to take a more direct marketing approach, although this might create a backlash against the company from business partners who feel left out of the loop.