Samir Dixit
Aug 12, 2015

Can HTC be saved?

The 60 per cent drop in HTC's stock this year means investors are effectively saying the smartphone maker is worthless. But all may not be lost for the HTC brand, writes Samir Dixit of Brand Finance, Asia-Pacific.

'Hipster Troll Carwash': Though amusing, an expensive campaign starring Robert Downey Jr did not help (see below)

HTC was one of the most successful and most profitable OEM suppliers, and equally ambitious.

The company's move to transform from an OEM to a branded industry player was perhaps the most significant and the biggest strategic mistake which contributed to its downfall. Many in the company were reluctant about the strategic shift, while investors were clear in their disapprovalshare prices halved after the change in strategy was decided upon and declared in 2007....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
60% of Chinese brands make KOLs their social marketing focus
Premium
31 minutes ago

60% of Chinese brands make KOLs their social ...

TOP OF THE CHARTS: Short-video platforms and the embedding of purchase channels into content media are also on the rise.

Premium
‘I want to pay it forward:’ Spikes Asia See It Be It leader Valerie Madon
Premium
55 minutes ago

‘I want to pay it forward:’ Spikes Asia See It Be ...

Havas’ Southeast Asia chief creative speaks about adland’s progress on gender diversity, and the advice she has for future female leaders.

Premium
Jon Cook: ‘I was scared we would mess up an iconic Y&R or VML’
Premium
1 hour ago

Jon Cook: ‘I was scared we would mess up an iconic ...

Nearly a year after the merger, VMLY&R’s chief executive reflects on progress so far, on comparing notes with Wunderman Thompson and on applying lessons from China.