HTC to boost its marketing budget by 30%, increase retail presence

htc-logosmall A bit more industry news for those who are interested in that kind of thing.  According to, again MobileToday, HTC is set to boost its marketing budget by 30% to, according to David Catt, current acting country manager for the UK and Ireland, to  ‘improve customer awareness … At the moment, we haven’t got as strong awareness as our European colleagues because the UK is very network orientated. You need to be bullish in a marketplace like this.”

To further improve exposure of customers to HTC’s products, HTC is in talks with Carphone Warehouse, Phones 4u and JAG to sell directly through multiple retailers. ‘We’ve been engaging with Carphone, Phones 4u and JAG over selling directly through them. As with all manufacturers, we need to keep our options open as to how we bring our products to the market.’

HTC is also extending its exclusive distribution deal with Brightpoint,  the leading global communications technology firm that specializes in the distribution of wireless devices and providing logistics services to the wireless industry,  by one year until April 2010. HTC said they were ‘pleased with the job Brightpoint has done … The model that we’ve got with them is working very successfully. Brightpoint are growing in the data space and we see their reach increasing.’

Concentrating on increasing consumer awareness and getting the product in front of buyers in the cell phone store would seem to be a very appropriate response to managing the looming threat on the consumer downturn on  HTC’s business, two factors which almost certainly has been instrumental in the success of devices like the Samsung Omnia for example.

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