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New HTC CMO (Benjamin Ho)

HTC recently announced that they will be placing Benjamin Ho (Former Vice President of Business Strategy and Marketing of FarEasTone Telecom and former Motorola’s Ex-CMO) as John Wang’s replacement. 

The Next Web released this information to the public via an e-mailed letter by HTC. According to it, HTC said that Benjamin Ho will directly report to Peter Chou (HTC’s CEO) and he is tasked to “leading HTC into its next phase of brand marketing and awareness”. Meanwhile, current HTC CMO John Wang will be leaving his position this December. Sadly, the said e-mail did not further elaborate on Wang’s exit.

HTC also added that they will be changing the role of Jason MacKenzie (former Global Sales and Marketing President). HTC’s sudden reshuffling move will now make MacKenzie leave his current duties and was tasked to start focusing on their global sales strategy.

Now, it is said that Ho’s very first assignment is to lead HTC to its new marketing strategy (aka Marketing 2.0). The said marketing strategy focuses on HTC’s efforts in delivering “holistic marketing and mass-market brand outreach.”

Peter Chou (HTC’s CEO) said: “We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company,” he also added “Our growing brand, centered around our world-class innovation and design capabilities, will provide a global platform not just for HTC, but Taiwan culture and innovation.”

The current executive shuffling came at a time where HTC is struggling to sell their innovative smartphones (i.e. HTC One X+, HTC J Butterfly, HTC 8X, and HTC 8S) in a competitive market. This is the year where both Apple and Samsung are heavily dominating the market. With Samsung’s Galaxy S3 and Galaxy Note 2 and Apple’s iPhone 4S and iPhone 5, it is not that easy for HTC to break the current reign of Samsung and Apple even if they come out with amazing and powerful smartphones.

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