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
GSK consolidates Pfizer consumer healthcare media with Publicis Media
Premium
32 minutes ago

GSK consolidates Pfizer consumer healthcare media ...

The win beefs up responsibilities for bespoke service platformGSK.

Premium
Are marketers right to turn their backs on personalisation?
Premium
6 hours ago

Are marketers right to turn their backs on ...

Four in five marketers are reportedly planning to stop investing in personalisation. Are they right?

Premium
OMD retains top global media agency title for 2019
Premium
6 hours ago

OMD retains top global media agency title for 2019

Agency will have billed estimated $19.6 billion by close of year.

Premium
IPG's MRM, McCann Health to wrangle GSK global creative pharma along with Publicis
Premium
6 hours ago

IPG's MRM, McCann Health to wrangle GSK global ...

Separately, WPP retains GSK's US pharma media business.