New HTC brand slogan adopted: Bold, Authentic and Playful

By | April 24, 2013

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According to the Tencent News, HTC’s new brand slogan is formally exposed today on the new HTC One release conference.

Like HTC’s chief marketing, He Yongsheng, had revealed before that the company will no longer use the “Quietly Brilliant” as brand slogan in its product advertising. Along with release of the new HTC One today, HTC announced officially the stop of the use of “quietly brilliant” brand slogan, and enable the use of “Bold, Authentic and Playful” suggesting a chance on the product development, marketing strategy and channel mod.

New HTC One China version officially released

Today, HTC officially launched the new HTC One China version. The phone is regarded as a key strategic change made by HTC.

The new HTC One adopts aluminum alloy as body, 4.7-inch 1080P screen, with two color options, black and silver. It is worth mentioning that HTC One overcome the problem that metal body can not well transmit signal.

In term of hardware, the new HTC One is equipped with 28-nanometer Qualcomm Xiaolong 600 processor, built-in Krait 300 CPU, high-speed Adreno 320 graphics chip. In term of software, the new HTC One is equipped with the Android 4.1 operating system, Sense 5.0 interface, fusion BlinkFeed functions can be realized through the custom BinkFeed, personalized information center. HTC can provide more than 1,400 media information.

Regarding the camera features, the new HTC One camera is equipped with f/2.0 aperture 4.1 million pixels, which can obtain more than 300% of the amount of light of an ordinary cell phone camera to achieve the effect of more than 800 million pixels camera by suing the UltraPixel technology.

Change becomes HTC’s main theme

“To discover, to change” has become the main theme of the HTC One conference.

In the past two years, HTC had suffered falling profits for six consecutive quarters. HTC’s first-quarter revenue was $ 42.8 billion New Taiwan dollars (about 1.43 billion U.S. dollars), net profit was NT $ 85 million (approximately US $ 2,850,000) which indicated a 91.5 net profit drop compared with 1 billion New Taiwan dollars (about $ 33 million) in the same period last year.

Branding, marketing and channel are the three aspects that HTC will change. Previously, He Yongsheng said HTC will increase the digital marketing budget this year by 250%, and increase the traditional media marketing expenses by 100%.

Category: IT

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