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Will HTC ever catch up with Samsung and Apple?

Published Mar 26th, 2014 11:15PM EDT
HTC vs. Samsung Smartphones
Image: Zach Epstein, BGR

HTC is killing it this week. The decision to release the HTC One (M8) on the same day it was announced was a brilliant move — the phone has been universally praised for its sleek design and any Android owner with an urge to upgrade has to be debating the pros and cons of taking the plunge. But the one thing that stands in HTC’s way is its lack of ability to gain the attention of consumers.

Roger Cheng at CNET has taken a look at the latest marketing data from Kantar Media, highlighting the improbability of HTC’s success despite the overwhelmingly positive reaction to the HTC One (M8). According to Kantar, Samsung spent $363 million in marketing in the U.S. last year, Apple spent $350.9 million while HTC spent just $75.8 million. With hardly a fifth of the advertising budget as the reigning champion of the Android smartphone market, HTC can’t gain enough momentum to battle for first place.

Speaking with an analyst, Cheng concludes that HTC probably won’t ever be a household name.

“They really need to raise their awareness in the marketplace,” said Maribel Lopez, an analyst at Lopez Research. “They’re nowhere to be found in certain markets. No one is beating down the door asking for an HTC phone.”


Jacob Siegal
Jacob Siegal Associate Editor

Jacob Siegal is Associate Editor at BGR, having joined the news team in 2013. He has over a decade of professional writing and editing experience, and helps to lead our technology and entertainment product launch and movie release coverage.