Home >> Marketing >> Article

HTC takes a step forward in smartphone war with HTC One

29-May-2013
Font Size   16
HTC takes a step forward in smartphone war with HTC One

As the smartphone war intensifies, with global and local brands competing to bring out a new product every quarter, Taiwan-based brand HTC is not left watching from the sidelines either.

The brand that has become significantly more aggressive in the last two years, unveiled its flagship smartphone, the new HTC One in Mumbai.

“Our focus is value for money and enhancing consumer experience. HTC One is our flagship device. We believe it is the best device on the table till now even from HTC as well as across the platform and is already getting a lot of rave reviews in the market. We aim to give consumers a new perspective of smartphones with this device. This campaign is targeted at the age group of 18 – 24 years – an audience we cannot live without and the strongest influencers in the market place today,” commented Manu Seth, Director Marketing, HTC India.

HTC’s latest offering competes with RIM’s Blackberry Z10, Nokia Lumia 920, Sony Xperia and Samsung Galaxy S III. The brand has tied up with Reliance Communication to strengthen its offering. Reliance GSM subscribers can  avail 1GB of 3G data free for three months along with free sharing of unlimited text, music, pictures and videos through WhatsApp and Facebook for three months.

Brand communication play
Social networking, staying connected with the world, and entertainment are the three parameters on which the brand has crafted its communication strategy.

The brand has introduced a new tagline for this campaign ‘What will you bring to life?’ after its last year’s campaign of ‘Recommended by’. This year’s campaign is a step towards personalisation.

The brand’s media mix consists of 50 per cent ATL and 50 per cent BTL activities. The focus is on experiential marketing with investment in retail, live demos and 1500 plus promoters in the market. The brand’s clear objective is to intercept consumers walking into the store.

“People today immerse themselves in a constant stream of updates, news and information. Although smartphones are one of the main ways we stay in touch with the people and information we care about, conventional designs have failed to keep pace with how people are actually using them. A new, exciting approach to the smartphone is needed and with the new HTC One, we have re-imagined the mobile experience from the ground up to reflect this new reality,” said Faisal Siddiqui, Country Head, HTC India.

The Indian smartphones market is estimated to be growing 75- 80 per cent year-on-year, and is touted to be the third largest market in the world by 2016.

This growth can be attributed to the affordability of smartphones, accessibility to the masses, and the incidence of 3G services.

The brand also has an aggressive push on the digital medium, particularly on social media with over a three-million fan benchmark. HTC India is number one social page for the brand globally. The brand will continue to create dialogue and conversation regarding its latest launch, interacting with the youth for their views on its latest offering.

Interestingly, HTC’s current consumer base is skewed towards 80 per cent male ownership, while 20 per cent is female ownership.

“Our focus will now be on product innovation and enhancing consumer experience; our brand tonality is changing to get more interactive. What has also worked in our favour is that we have not spread ourselves lean and thin but approached the market in a staggered manner by going with the top eight metros first, then top ten cities, followed by the next ten,” added Seth.

The brand believes its product has been its forte and the push on experiential marketing has paid off, along with localised campaigns, celebrity seeding and influencer programmes to establish a loyal database, which it aims to expand with a focus on youth.
  
With the continued growth of the smartphone market, it remains to be seen if HTC’s latest offering will be able to combat aggressive competition.

Tags Manu Seth HTC India Faisal Siddiqui

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey