Smartphone manufacturer HTC has announced Benjamin Ho as its new chief marketing officer. He joins to lead the company into its next phase of brand marketing and awareness.
Ho will be replacing current CMO John Wang in January and his first assignment will be to lead HTC’s new marketing strategy, known as ‘Marketing 2.0’.
“We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company," said HTC CEO Peter Chou. “Our growing brand, centred around our world-class innovation and design capabilities, will provide a global platform not just for HTC, but for Taiwan culture and innovation.”
Ho was previously vice president of business strategy and marketing at Far EasTone, and also spent time at Motorola as vice president and chief marketing officer.
Last month HTC announced that its total revenue for Q3 was $2.4 billion, down from $3 billion in the previous quarter, representing a disappointing 48 per cent year-on-year drop. While it’s not entirely clear how extreme this new marketing strategy will be, it seems HTC needs to fight back in the incredibly competitive smartphone market with something a little more than its previous ‘quietly brilliant’ campaign.
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