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HTC's U.S. market share slides despite advertising blitz
Central News Agency
2013-12-07 10:04 PM
Taipei, Dec. 7 (CNA) Taiwanese smartphone maker HTC Corp.'s recent promotional blitz failed to boost its brand awareness in the United States as its market share in the U.S. fell from July to October. HTC hired actor Robert Downey Jr., the star of the "Iron Man" and "Sherlock Holmes" film series, in August to be the spokesperson for an advertising campaign aimed at restoring luster to the struggling company's brand. The campaign kicked off with an ad on YouTube on Aug. 15 and was followed by a series of TV commercials and ads before movies. The latest survey issued by market research firm comScore said, however, that HTC's market share in the U.S. had fallen to 6.7 percent at the end of October from 8 percent in July. HTC ranked fourth among major smartphone brands in the U.S., behind Apple Inc.'s 40.6 percent, Samsung Electronics Co.'s 25.4 percent and Motorola's 7 percent. Motorola, now a Google subsidiary, replaced HTC as the third largest smartphone vendor in the U.S. in October by gaining 0.1 percent in market share during the period. LG Electronics came in fifth with a 6.6 percent market share. Among the five top brands in the U.S., Samsung registered the highest share growth from July to October, with a gain of 1.3 percent. Apple's share rose 0.2 percent, according to the survey. Analysts said the HTC One max model launched in October in the U.S. also did not help boost the company's market share.

Market research firm Trend Force said earlier this week that HTC shipped about 1.6 million smartphones in both October and November, and it estimated fourth quarter shipments at 5.2 million units, down 40 percent from its year-earlier level. (By Chao Wei-lan and Sofia Wu)

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