We all see the forces of change at work in our daily lives, and this is especially true in the mobile industry. Smartphones are touching people’s lives in ways that are constantly changing and could scarcely be imagined just a few years ago. HTC is proud to have played a definitive role in shaping today’s connected mobile world.
We’ve done that by creating innovative products that challenge the status quo and re-imagine what is possible. From the dawn of touchscreen wireless PDAs, to the world’s first Android smartphone, to the critically acclaimed HTC One of today, HTC has constantly changed the way you stay in touch with the people, information and content you care about. If there’s one constant in HTC’s 17-year history, it’s our eagerness to embrace change.
Now it’s time for HTC to change the industry once again. Since I joined HTC late last year, I’ve spent my time getting to know the company inside and out. HTC has already driven a dramatic shift in the smartphone experience this year. The introduction of the HTC One brought people amazing improvements in design, sound, content and mobile photography. But we need to do better in getting the word out. You may know HTC as the “Quietly Brilliant” company. We still cherish Quietly Brilliant as one of our most important internal values. But we also recognize that the world is constantly evolving. It’s time for HTC to step up and take up the mantle as a vocal and energetic champion of the very idea of Change. Change is in us. Now it’s time for Change to be in our name, too.
Today we are announcing an exciting new concept behind the HTC brand, the Change platform. This Change platform celebrates HTC’s unique, maverick approach to product design, innovation, and how people everywhere use mobile technology.
To kick off this new brand direction, we are excited to announce that we are working with one of the leading change-makers in entertainment, Robert Downey, Jr. If anyone has served as an agent of change to an industry, Robert Downey, Jr. is it. He’s a natural fit for HTC because his rebellious approach to acting and film-making mirrors our own disruptive impact on the mobile industry. He is the perfect partner to launch this bold new initiative with us.
But Robert Downey, Jr. is just the start. There is much more to come. Change is a long-term campaign that will itself change and evolve over time. We are committing to an unprecedented investment in marketing activities built around the idea of Change. You’ll see us use a variety of tactics and channels to highlight the ways that HTC has changed the face of the mobile industry through innovations like HTC BlinkFeed, BoomSound, and our UltraPixel camera with HTC Zoe. You’ll see our messages of Change pop up at retail, in print, online, and outdoors.
We’re excited, but we also know first-hand that change is never easy. We are clear on the challenges we face, both internally and in the marketplace. Over the past year, we have taken dramatic action to turn things around. We’ve streamlined our product portfolio. We’ve delivered compelling and innovative new experiences – not gimmicky features or the same-old same-old. Change is the latest example of how we are better aligning our marketing strategy to support sales.
If you want to change the world, you have to take risks. Those companies that are too afraid to fail just end up playing it safe. They will never really make a difference in people’s lives. They will never bring about true change, and in the end they will just fade away.
Change plays to HTC’s strengths. We know we can’t compete with our much bigger rivals on sheer ad spending alone. So we will shift the terms of the battle by competing on creativity and innovation instead. We are going to make the name “HTC” stand for playfulness, originality, innovation and spontaneity.
We’re confident in our ability to succeed. HTC is still a relatively young brand, with a heritage rich in innovation and great products, great people, and great customers. We are optimistic about the future. The Change campaign will help ensure that HTC continues to bring about positive change in people’s lives for years to come. We hope you enjoy the ride. It’s going to be fun.