Camera Blamed for Delays, as HTC Throws Money at New Marketing Push

By Gary Cutlack on at

HTC's new marketing boss Benjamin Ho has confirmed that camera component difficulties were behind the short delay in getting its new HTC One out to the world, with the bespoke "ultrapixel" unit leading to supply problems.

Speaking to the press, Ho said: "Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage. There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly."

Ho also outlined some of HTC's new plans for pushing itself back into the hearts of the public, claiming the company will be boosting its digital marketing budget by 250 per cent this year, also doubling the amount it spends on shouting about its products through traditional methods.

The company is also set to drop the "Quietly Brilliant" tag line from its campaigns, as Ho admitted it needs to be bolder in shouting about how nice its telephones are to the world. [WSJ]