HTC wants some of Samsung’s Galaxy magic, recruits former marketing star to help

HTC 1 M8 back logo

A new report says the former head of mobile marketing at Samsung, Paul Golden, has joined HTC as a contractor, although his exact role within the firm isn’t certain. While Golden himself isn’t a household name, his work with Samsung is better known. He claims to have “created and launched” the Galaxy brand for Samsung, a strategy which catapulted it to stardom several years ago. 

According to Golden’s LinkedIn page, he still works for the marketing consultancy Brand Slam – which lists Samsung’s turnaround as one of its achievements – so his role at HTC may be temporary. Will his assistance be enough to add some much needed Galaxy-style magic to HTC’s brand profile?

Bloomberg says its sources indicate Golden is an advisor to HTC’s chairperson Cher Wang, and that he has been present at meetings throughout April. Given his background, he is most likely to be advising on marketing and promotional strategy, an area where HTC has suffered. HTC hasn’t confirmed Golden has been brought onboard, telling Bloomberg only that it “continues to invest in talent and recruitment,” but offering no specific details.

Strong marketing campaigns have never been HTC’s forte, and the company has long blamed poor communication with customers for its dwindling market share. It has also repeatedly promised to turn things around. Since dropping the Quietly Brilliant campaign, we’ve seen Robert Downey Jr., Gary Oldman, and even Hipster Trolls have a go, and now, it appears the man behind Samsung’s Galaxy is next in line. 

Shortly before the HTC One M8 launch, the company’s chief financial officer said the new phone, along with an unannounced smartwatch, will be instrumental in turning around its fortunes. Apparently, the watch isn’t expected to be on sale until the latter half of 2014, and Golden’s appointment – even if it is only short term – could be to assist in hyping up the One M8 and smartwatch combo. 

Mobile

Why premium is the most overused, and least understood, word in tech

Everyone has heard the word premium, and many of us will have purchased a premium product, but what does premium actually mean, and why is it used so much in tech? Here's why it's so popular.
Deals

Make some time for the best smartwatch deals for March 2019

Smartwatches make your life easier by sending alerts right on your wrist. Many also provide fitness-tracking features. So if you're ready to take the plunge into wearables and want to save money, read on for the best smartwatch deals.
Gaming

The best of the last generation: Our 50 favorite Xbox 360 games

The Xbox 360 thrived during a generation where games were plentiful. Here's our list of the best Xbox 360 games of all time, including all game genres and even a few special indie hits.
Movies & TV

Stay inside this winter with the best shows on Hulu, including 'Legion'

It's often overwhelming to navigate Hulu's robust library of TV shows. To help, we put together a list of the best shows on Hulu, whether you're into frenetic cartoons, intelligent dramas, or anything in between.
News

Browse safely and securely with Opera’s unlimited VPN on Android

Opera has added a new VPN to its Android browser, offering an easy way to keep your privacy and data locked up solid, and with no limits on usage or cost, you can keep it on all the time.
Product Review

The new iPad Mini certainly isn’t a beauty, but it performs like a beast

Apple’s new iPad Mini has beastly performance, fluid iOS 12 software, and good battery life. It also looks like it came straight out of 2015, because the design hasn’t been changed. Here are our impressions of Apple’s new 7.9-inch…
Mobile

You can now listen to Google Podcasts on your desktop without the app

The Google Podcasts app is no longer entirely necessary to listen to the podcasts it offers. With a simple tweak of the sharing URL, you can listen to a Google Podcasts podcast on your desktop or laptop without the app.
Mobile

Need a quick battery boost? Try one of our favorite portable chargers

Battery life still tops the polls when it comes to smartphone concerns. If it’s bugging you, then maybe it’s time to snag yourself a portable charger. Here are our picks for the best portable chargers.
Mobile

The Samsung Galaxy S10 5G might be a few short weeks away from launch

Samsung has announced a whopping four new Galaxy S10 devices, from the low-cost S10e to the triple-camera S10 and S10 Plus. But it's the Galaxy S10 5G that steals the show as it's among the first 5G-ready smartphones to hit the market.
Computing

T-Mobile goes after big cable companies, pilots wireless home internet service

In a shot at big cable companies, T-Mobile is launching a new pilot program to bring an unlimited wireless LTE home internet service to up to 50,000 homes across the United States by the end of 2019.
Mobile

Type away on the best iPad keyboard cases, from the Mini to the Pro

Whether you're looking to replace your laptop with a tablet or merely want to increase your typing speed, a physical iPad keyboard is the perfect companion to the iPad. Check out our top picks for every available iPad model.
Mobile

Apple patent suggests Apple Watch bands could have built-in fitness indicators

Apple may be exploring ways to make Apple Watch bands a little more useful. A new patent has been filed by Apple that suggests Apple Watch bands could eventually have indicators for things like fitness goals.
Mobile

Apple patents hint at improved Apple Store and unboxing experiences

It looks like Apple is working on ways to improve the Apple Store and product unboxing experiences. The company has been awarded a few patents, largely for tech that can be used in product packaging to ensure products stay charged.
Wearables

Fossil made a smartwatch in 2004, and it’s part of a new brand retrospective

Fossil has been making watches for 35 years, and to celebrate the anniversary, it has a new retrospective exhibit complete with the first smartwatch it made — the Wrist Net watch from 2004.