Smartphone Maker HTC Names Benjamin Ho New CMO

Chinese Electronics Firm Is Struggling With Declining Sales

By Published on .

Mobile device manufacturer HTC announced today that Benjamin Ho will be replacing current CMO John Wang in January.

HTC phone
HTC phone

Mr. Ho's first assignment will be implementing Marketing 2.0, a project HTC vaguely described in a statement as "refocusing HTC's efforts around holistic marketing and mass-market brand outreach." There was no indication as to how this will affect the company's "quietly brilliant" marketing approach.

A veteran marketer in Asian markets, Mr. Ho will report directly to CEO Peter Chou while president of global sales and marketing Jason Mackenzie will focus on sales strategy.

The move comes amidst falling revenues for the company. In the third quarter, HTC earned $2.4 billion, a 22 .8% decrease from the previous quarter and a 48.3% decrease from the same quarter a year earlier. HTC has also been losing global market share, slipping to 2% in third-quarter 2012 from 2.7% in 2011 and dropping from seventh place to 10th, according to market research firm Gartner.

Previously, Mr. Ho was VP-business strategy and marketing at Far EasTone Telecommunications. His work history also includes roles as CMO at Motorola Asia Pacific and as director at BBDO Greater China, Dentsu and Young and Rubicam International.

HTC did not return a request for comment at time of press.

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