HTC names new CMO as it looks to ramp up sales

HTC has appointed David Chen as its chief marketing officer as recent cost cutting measures to lift its marketing and sales operations helped offset weak sales.

HTC One M8 Gold
The HTC One (M8) was launched today (25 March), a high-end device the company hopes will help it become known as a “thought leader”.

Chen’s appointment confirms the departure of predecessor Ben Ho, whose exit had been rumoured for nearly three months. He is to report to chairwoman Cher Wang and will work closely with chief executive Peter Chou and chief financial officer Chang Chia-lin.

Chen takes over the marketing reigns at a time when the company will be quietly confident it can grow the brand after recent cost cuts helped put it on the path to recovery from losses earlier this year. Unaudited profit for the three months to September was T$640 million (£13m), significantly more than the T$216.23 million (£4m) predicted by analysts.

The performance backs claims from HTC’s last quarterly earnings report that cost cuts had bolstered efficiency across its marketing and sales functions.

Despite the upturn, HTC faces a tough undertaking to win back lost share in a competitive smartphone market. Sales in September fell 7.9 per cent year-on-year to T$16.7 billion, the company said. Year-to-date revenue through September was down 13 percent to T$140 billion.

The business has struggled to woo users to its flagship One M8 phone despite a positive reception and a high profile ad campaign, thought to be worth more than $1bn. HTC had hoped the phone and the subsequent marketing around it would transform perceptions of the brand and help it to achieve a target of double digital market share in the UK.  

Prior to his appointment Chen was the company’s chief development officer.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here