Taiwanese manufacturer HTC has announced plans today to bring in a new marketing executive in an effort to help get the company get back on track. The new marketing lead, Benhamin Ho, who has served as CMO of Motorola and VP of business strategy and marketing at Far EasTone Telecommunications Co. will join the company in January. Current marketing and sales executive Jason Mackenzie will be shifted to focus solely on the company’s sales strategy, while CMO John Wang has opted to leave the company entirely.
HTC has struggled to match the competition in recent months, losing valuable market share to manufacturers like Samsung and LG. Ho plans to rebuild the company’s current marketing and business strategies, with his first project being titled “Marketing 2.0.” Mr. Ho will report directly to Chief Executive Peter Chou, who has been taking a bit of heat himself for the recent undoings of the company.
HTC went on to admit that it expects next quarter’s revenues to drop another 14.5 percent in the final quarter, equating to a total loss of 23 percent over the previous year.