Bite works with HTC, the Taiwan-based global smartphone manufacturer that is becoming a pioneering, global brand. While HTC has prospered in Asia, the company lacked a consistent brand positioning to captivate and convince its Australian carriers and consumers.
Bite’s Asia Pacific team has supported HTC from developing compelling messages for C-Suite executives to providing media training for the entire regional management team. We positioned HTC front and centre for milestone media interactions with CNN and other international media, and have handled marketing communications for the launch of a succession of innovative smartphones across Australia, with support in Hong Kong and Singapore.
HTC’s carrier network has increased by 125%. From an almost zero base, HTC smartphones now regularly feature in top tier lifestyle publications. Core viewpoints have been delivered in 92% of the coverage secured. By the end of Q4, 2008, HTC was within 3.1% market share of brand leaders RIM and Apple and had become regularly pitted by media as the only true “iPhone killer’. In a dramatic shift from previous management, HTC ANZ Country Manager, Anthony Petts is now perceived as a smartphone ‘voice’ in Australia.
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