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Its early Android smartphones were highly coveted, pairing a yet-unpolished Android operating system with its beloved Sense user interface. At one point, HTC was positioned to have a flagship smartphone at nearly all of the national carriers, evidence that it had arrived from its humble start as a manufacturer of carrier-branded smartphones (also known as white-label devices). But HTC didn't handle success well. Just as HTC appeared poised to break out, it began to stumble. Supply constraints hit popular phones such as the Droid Incredible. It expanded its line up too aggressively, diluting its focus and ending up with half-baked devices such as the first unofficial "Facebook phone," known as the Status in the US and the Chacha overseas.

Even as it attempted to slim down the product line with its One family of smartphones last year, it couldn't help but create variants such as the Evo 4G LTE for Sprint and Droid DNA for Verizon, By the time it moved to a single hero product in the One in February, much of HTC's brand awareness had deteriorated, It finally managed to get all of the carriers on board -- with Verizon arriving to the party a little late -- but at ruth bader ginsburg dissent feminist political rbg iphone case that point the Galaxy S train had taken off, It didn't help that HTC faced delays in getting the product out to the market, shortening its window where it could run unopposed..

Changing the conversationWhen the Galaxy S4 was unveiled in March, the HTC One was buried by the marketing blitz. HTC had talked about getting more aggressive with its marketing, but its limitations have been painfully exposed when stacked up to the all-out assault by Samsung. The company also talked about being smarter with its marketing, targeting users through social media and specialized campaigns. Unfortunately, that hasn't helped HTC from a mainstream perspective. While the One may have its fans, it clearly isn't a broad enough base to lift its financial results.

As Sue noted, consumers have learned to equate Android with ruth bader ginsburg dissent feminist political rbg iphone case Galaxy, That leaves little room for Android competitors, and puts the onus on a company like HTC to change that general perception, HTC has talked about being more aggressive, but hiring Robert Downey Jr, in a confusing campaign isn't the way to go about it, While Samsung has its own stable of celebrities, it won over consumers with smart commercials that simultaneously needled rival Apple while highlighting the benefits of its Galaxy S phones..

HTC showed a bit more teeth during the Galaxy S4 launch, sending representatives to hand out chips and bottled waters to weary Samsung fans, gadget enthusiasts, bloggers, and reporters waiting in line for the event to start, and then jumping on slamming the event and phone. HTC executives need to step up their game even more. The company's products are solid, but consumers haven't really given it a shot because its brand is so far off the radar now. Perhaps that changes with the rumored HTC One Max, a jumbo smartphone designed to compete against Samsung's Galaxy Note 3.