HTC makes great phones, all you have to do is pick one up to figure that out. So why has it struggled to compete during the last couple of quarters? The company’s CEO says part of the problem is that it hasn’t done enough on the marketing front. We have to agree; if you watch TV, chances are you know about the Galaxy S III because Samsung bashes Apple so frequently in its commercials. And of course you know what a typical Apple commercial is like. But what about HTC? Rarely do you see one highlighting its products.

“Our competitors were too strong and very resourceful, pouring in lots of money into marketing,” HTC CEO Peter Chou told The Wall Street Journal recently. “We haven’t done enough on the marketing front.” Chou also said that “the worst for HTC has probably past” and that this year “will not be too bad.”

Chou admitted that HTC doesn’t have the kind of cash on hand that Samsung and Apple do for marketing, but that it does have the power to create unique products that will stand out in the market. So what’s he going to do to make sure he can take on the big dogs this year? ”One thing I’d learned from last year is to act fast and be responsive to market changes,” he said, noting that HTC is “constantly fine tuning” its approach in various markets.

We hope so, because Apple and Samsung aren’t slowing down anytime soon.