HTC goes for US Brand Name Recognition
As Windows Mobile geeks, we all know the HTC brand name. However, the average consumer in the US is clueless that Hi Tech Computers (HTC) is the world’s largest maker of Windows Mobile phones. HTC is trying to change this in the US with a multi million dollar advertising campaign dubbed “Set Your Fingers Free” which will be running in print, outdoors, online and on cable TV channels. The TV spot can be seen on HTC’s US web site. It looks like the ad campaign is an admission that people want to use their fingers rather than a stylus, and of course it is an ode to the iPhone…
In an attempt to develop more brand awareness in the US, a year ago HTC placed it’s logo on the back of each phone.
US residents can now also sign up for HTC’s e-Club which includes hot fixes and ROM upgrades, however it is not much good unless you own an HTC branded device (no carrier devices can be registered). When I tried to register my unlocked AT&T Tilt which is an HTC Kaiser, I received this message: “Unable to register your serial number. The serial number you entered is not for an HTC branded product”.
In addition to several e-tailers, Best Buy has started selling HTC branded devices. Will HTC sell the Touch Diamond through these channels?