BBC: HTC aims to avoid One X mistakes with new mobiles

Published: 19 September 2012

Source: BBC News

CCS Insight was quoted in this article about the release of new phones from Taiwanese manufacturer, HTC, and the importance of learning from the mistakes made with its current flagship device, One X.

The problem, says one telecoms analyst, was that what budget HTC did have was spent on the wrong message.

"They had a rather spectacular but somewhat nebulous campaign of good-looking skydivers jumping out a plane in Arizona," says Ben Wood of CCS Insight. "Historically with HTC the product had always been up-front and they had been very successful with that, but with this campaign they lost that. The other thing is that previously operators had liked HTC products, liked the HTC people and therefore made promises in terms of supporting them."

Read the full article here