TAIPEI CITY, TAIWAN: HTC has handed the CMO role to newcomer Idris Mootee, whose background lies in innovation and design as well as marketing.
Mootee is CEO and president of Idea Couture, a Canadian agency specializing in wearable technology, interactive design, and research.
He will replace Ben Ho, who quietly left the phone-maker last year after a high-profile campaign for HTC's flagship smartphone failed to win market share.
"We can confirm that Idris Mootee has been appointed the CMO and adviser for HTC," an HTC spokeswoman said. "Idris has extensive experience in marketing, strategy, and design, which will be of great value to HTC’s business strategy as an innovation leader going forward."
Despite HTC chasing Apple with a relentless focus on design and innovation and releasing well-received devices such as the HTC One (M8), the firm has failed to recapture its former glory.
A glance at HTC's smartphone market share from 2010 onwards shows the firm peaked in 2011, at one point holding almost 11% of the global market, according to Statista.
By the end of 2012, that had shrunk to zero, behind upstart brands like Lenovo, Huawei, Xiaomi, and established leaders Samsung and Apple. It also faces a challenge from Indian brand, Micromax, which claims to be the biggest phone-maker in India.
This story originally appeared on Marketing