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HTC chief executive calls all staff to 'kill bureaucracy' in 'we are coming back' leaked email

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HTC chief executive calls all staff to 'kill bureaucracy' in 'we are coming back' leaked email
HTC is facing troubles nowadays – the company lost its huge momentum in 2011, and in the last four quarters it's been struggling to recover it with no success. This has prompted HTC chief executive Peter Chou to address all of its employees including chairwoman Cher Wang and the board of directors with an August 9th email entitled “we are coming back.”

In it, Chou issues a call to arms: Please make sure that we kill bureaucracy. Stay firm with the hero innovations and make them even bigger and deliver them.”

HTC's head reassured its staff that the company has managed to deliver some great products like the HTC One X and the difficulties its facing are short term, so there is no need to lose morals. He also made it specifically clear that he is well aware of all the problems HTC is facing.

“We have people in meeting and talking all the time but without decision, strategic direction or sense of urgency,” Chou explained in the email. “Bureaucracy crept in without clear ownership. We agreed to do something but we either didn’t do it or executed it loosely.”

“We are disappointed that our sales are down while smartphone market share is growing,” Chou added. He also made it extra clear that while rivals can use their scale, brand recognition and huge marketing money, HTC has to rely on its innovations and perfect quality of products. We sincerely hope that this brings HTC staff morale up and the company remains competitive – it could only benefit the industry. What do you think is the reason why HTC stumbled and can't recover? How would you fix that?

source: Bloomberg via ZDNet

HTC's signature industrial design on its flagship devices - HTC Desire, Sensation and One X
HTC's signature industrial design on its flagship devices - HTC Desire, Sensation and One X
HTC's signature industrial design on its flagship devices - HTC Desire, Sensation and One X

HTC's signature industrial design on its flagship devices - HTC Desire, Sensation and One X

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posted on 15 Aug 2012, 08:35 28

1. IamYourFather6657 (Posts: 321; Member since: 01 Jul 2012)


go htc go
go kick samsung's big fat butt

posted on 15 Aug 2012, 09:22 10

10. jaytai0106 (Posts: 1225; Member since: 30 Mar 2011)


Yeah go HTC!! I think common people had bad experience with their heavier version of the Sense and didn't think their phones were smooth, so when the upgrade comes around they went with other phone maker. Even with their best phone out there right now, HTC ONE X, the Sense 4.0 is still as smooth as it should be (coming from personal experience). I still think it's horrible if I get out of an app and the Sense has to reload... I really hope the Sense 4.1 and Jelly bean will make the One X faster to handle its beautiful Sense. On top of that, they need to bring the true multitasking back. I really don't want to reload a webpage every time I get out of it really quick to answer a text.

posted on 15 Aug 2012, 16:08 3

32. joseg81 (Posts: 164; Member since: 15 Jul 2011)


i agree about sense. if they gave users options as in sense or stock i think they'd win ppl over. also if they started listening to their customers more and provide decent support for the handsets already out there they'd do better.

posted on 15 Aug 2012, 08:42 3

3. babyk (Posts: 221; Member since: 03 Nov 2011)


There is only one reason..Quadrant and antutu benchmark scores. Htc will see an increase in sales after beating galaxy s3 with its 4.1 sense and 4.04 update which already proved to be much better and faster than galaxy s3.

posted on 15 Aug 2012, 09:23 7

11. Aeires (unregistered)


Disagree. Jelly Bean, not benchmarks is what is needed. HTC, be the first OEM to adhere to a strict update policy and you'll go far, you already make some great phones (maybe drop Sense or tone it down though).

posted on 15 Aug 2012, 12:08 1

23. lubba (Posts: 1310; Member since: 17 Jan 2011)


I'm sorry, the mass consumers have no clue what you're talking about. Therefore super specs alone won't save HTC. I firmly believe it's the overall flaw in design and the short lasting appeal Sense UI. i also firmly believe Samsung cloned the iphone which lead to their success. Look at GS3, looks just like iphone 3G! Is this something HTC has to do as well? Maybe but no that's not HTC. Its time for HTC to reboot their design and sense or just don't use sense period!

posted on 15 Aug 2012, 16:14 1

33. lyndon420 (Posts: 1713; Member since: 11 Jul 2012)


I hate samsung, and if i wanted something that looks like an iphone...i'd get an iphone. I love android but sammy went too far with their cloning efforts.

posted on 16 Aug 2012, 00:40 1

42. Jphones (Posts: 233; Member since: 10 Feb 2012)


up to the 2 jacks above me are you seriously saying the SG3 looks like an iphone 3g which is 4 years old? please stop eating apple cores and wake up. HTC makes great phones had a sensation best phone i've had loved it. They just don't have the marketing cash stash as apple and samsung kinda hard to when all you make in this country is phones. Design yeah needs some tuning but beside that and some sense touch ups they'll get back on their feet

posted on 15 Aug 2012, 08:44 7

4. lostdaynight (Posts: 4; Member since: 16 May 2011)


Uhhhh....what innovations? Sense has the same flip clock from 2009 as its signature look, but now with a slightly tweaked font.

They made a huge deal about "ImageSense" and how it had a dedicated chip and a camera sensor that let in so much more light, but HTC One X pictures look like pretty much any other 8 megapixel shooter. Not even as good as iPhone 4S or Galaxy S 3 camera optics.

They took the pretty good ICS/Jelly Bean method of multitasking and placed with some weird WebOS-looking thing that's more limiting and shows way less options.

If they want to innovate, DO THAT. Kill Sense and replace it with either stock Jelly Bean OR a superlight skin with only the lightest of tweaks. Work on ImageSense to actually create some awesome camera optics.

posted on 15 Aug 2012, 21:37 1

39. lsutigers (Posts: 710; Member since: 08 Mar 2009)


Uhhh, I have both an EVO LTE and a GS3 and the EVO takes better photos, hands down. The camera app is also more refined and faster.

posted on 15 Aug 2012, 08:46 6

5. yadunandan (Posts: 2; Member since: 31 Dec 2010)


HTC needs to speed up with product innovation, giving more RAM in phones so that they have an extended lifecycle with multiple Android releases happening frequently. Also, the speed of bringing latest Android versions to consumers should be expedited. HTC can also go in for increased R&D to bring more innovative and differentiating features in its phones. Beats Audio has been a good move, more such partnerships will greatly help HTC.

posted on 15 Aug 2012, 08:47 4

6. MeoCao (unregistered)


This sounds good, first step is JB upgrade for 1X and 1S.

posted on 15 Aug 2012, 09:14 8

8. Doakie (Posts: 1183; Member since: 06 May 2009)


Carrier exclusives in the One X and One S, fixed battery, and no micro sd card support. Those were the deal breakers for me. If the One X was on T-Mobile, had a user replaceable battery and a micro sd card slot I would have bought that instead of my Galaxy S3. And before I get criticized, I actually do carry around two spare batteries on me everyday. With my superintendent job I kill my phone before noon most days, also I switch phones multiple times per year, so the ability to swap my micro sd card is essential to me. HTC got away from what it takes to be an Android manufacturer, they started thinking like a fruity company.

posted on 15 Aug 2012, 10:07 3

17. blahb (Posts: 47; Member since: 16 May 2012)


Same feelings towards the lack of removable battery and Micro SD card. If my GNex didn't have a removable battery I'd have gone with the S3. Really would have liked to stick with OneX variant but those two reasons will keep me away for good.

I know everyone is pushing the cloud usage but I want my pictures, videos, music, etc. on an SD card I can easily move btw devices. The removable battery should be a given unless I could get 8 true hours of heavy use.

posted on 15 Aug 2012, 22:40 2

40. ECPirate37 (Posts: 88; Member since: 14 Jul 2011)


I agree about the fixed battery and no memory card thing. I am a free lancer which means I can be at work for 14 hours and not have an outlet with me. I always carry two extra batteries with me as well. And I have 2-32 gig memory cards. I store a lot of files and presentations as well as music, videos, and other things for when I am out. I will NOT buy a phone without the ability to change batteries, or use a memory card. It just doesn't fit my life.

AND I LOVE HTC. My favorite phone company.

posted on 15 Aug 2012, 09:28 4

12. PhoneArenaUser (Posts: 5471; Member since: 05 Aug 2011)


Good luck for HTC! :)

posted on 15 Aug 2012, 09:29 6

13. Muhannad (Posts: 455; Member since: 20 Sep 2011)


HTC "stumbled" because of shortcomings in their products, they used to have the display issue but they perfected in their new phones (e.g SLCD2). But other than that they just have great looking phones with a great skin but they are held back by stuff like small batteries which to top it off are non-removable and also no microSD for expansion. Also, they have a camera interface superior than any offering yet it's held back by very normal photos not better than the 4S or S3.

posted on 15 Aug 2012, 09:37 3

15. zekes (Posts: 206; Member since: 14 Aug 2012)


htc u can do it love ur phones

posted on 15 Aug 2012, 10:06 2

16. dblue45 (Posts: 77; Member since: 26 Aug 2009)


I've owned all of those 3 devices they've given pics of! Being a proud owner of HTCs I believe in HTC and they will return and will continue making high class Android smartphones unlike the plastic Samsung!

posted on 15 Aug 2012, 10:13 3

19. StreetNerd (Posts: 700; Member since: 08 Dec 2010)


Just focus on WP8!

posted on 15 Aug 2012, 16:19 1

35. lyndon420 (Posts: 1713; Member since: 11 Jul 2012)


Makes as much sense as "just focus on the BB platform". Not exactly a viable platform at the moment.

posted on 15 Aug 2012, 11:05 2

20. ryq24 (Posts: 479; Member since: 17 Oct 2011)


include micro sd slot and change your marketing team, hire a new ad agency..

posted on 15 Aug 2012, 11:12 2

22. snowgator (Posts: 3199; Member since: 19 Jan 2011)


Good luck HTC. After the experience with the WP Titan (absolute crap phone, returned 3 times) and now with the Titan 2 (jury still pending), I am going to have to see big time improvement.

I love the "feel" of HTC though, so I am hoping they do not leave their strengths to try and compete.

posted on 15 Aug 2012, 13:01

24. Johnnokia (Posts: 488; Member since: 27 May 2012)


Seems hard

posted on 15 Aug 2012, 13:14 4

25. KEVlN (Posts: 83; Member since: 19 Aug 2011)


Im confident htc will get back on top eventually. Htc is more than capable of releasing the latest and greatest. They just gotta keep up with the competition and push there products further so they stay ahead. The One X was a good start this year but they'll have to do much better to shake off their past years reputation.

posted on 15 Aug 2012, 13:29 1

26. zekes (Posts: 206; Member since: 14 Aug 2012)


true thay will come back mabe that 5 inch phone will do it i hope

posted on 15 Aug 2012, 14:06

30. Connie B (Posts: 20; Member since: 13 Nov 2009)


But they need to make the battery removable and include expandable memory.

posted on 15 Aug 2012, 13:43 2

27. JGuinan007 (Posts: 629; Member since: 19 May 2011)


HTC could get back on track if 1. they return to removable batteries 2. Return to expandable micro sd card slot 3. No locked bootloaders (be a friend to your customers not carriers as the customer chooses your phone) 4. Fast updates 5. Bigger batteries 6. Really support Devs ( like XDA they fix most of your bugs and streamline and tweak your UI to work correctly, fast and smooth and for free help them help you )

posted on 15 Aug 2012, 13:46

28. XPERIA-KNIGHT (Posts: 2384; Member since: 08 Aug 2012)


MAKE MORE PHONES LIKE THE EVO 4g LTE.........and keep your updates on time and you got this in the bag HTC

posted on 15 Aug 2012, 14:04

29. Connie B (Posts: 20; Member since: 13 Nov 2009)


HTC, here is some free advice from me. The ultimate phone at the moment is the Samsung Galaxy S3, which has expandable memory, a removable battery and a 4.8" screen. If a HTC super phone do not have at least these features people will buy the Galaxy S3 almost every time.

posted on 15 Aug 2012, 14:29 2

31. XPERIA-KNIGHT (Posts: 2384; Member since: 08 Aug 2012)


Come on dude or madam........The Evo 4G LTE has a 2000 mAh battery, an expandable memory slot (SD) a 4.7 inch beautiful screen AND not to mention a WAYY better design than the GS3, samsung just markets the S3 better with comerecials thats all....The Evo is obviously a better choice than the S3.... no doubt about it

posted on 15 Aug 2012, 16:14

34. RomeoJDR (Posts: 237; Member since: 09 Dec 2011)


Keeping products relevant for a longer period of time by providing software updates and doing so timely. All manufacturers are slow updating their phones but HTC is in the back of a bad pack. Alienating previous HTC faithful who splurged buying the Jet stream tablet to find out 6 months later will never see the light of a software upgrade and the Flyer never beyond Honeycomb does not do them well as it is safe to assume they won't be buying an HTC much less any future phone after experiencing that neglect. Sure they might be few but those are (were) your loyalist and that's a valuable foundation to break. It is a shame because they are the Apple of Android when it comes to build a quality outside of the Verizon models that always appear inferior in that aspect. I like Sense but drop it if it makes things that much more difficult to carry out timely upgrades.

posted on 15 Aug 2012, 17:09

36. majavaz (Posts: 1; Member since: 14 Aug 2012)


DEAR HTC,

If you want success, improve this:
-Photo/Video quality
-SD card
-Sense UI

Thanks

posted on 15 Aug 2012, 17:19 1

37. SuperMaoriBro (Posts: 268; Member since: 23 Jun 2012)


I am a One X owner - I wont buy another HTC phone - buggy, wifi drop outs, annoying browser "blinking" arrghh!

posted on 15 Aug 2012, 17:45

38. Berzerk000 (Posts: 3947; Member since: 26 Jun 2011)


You can do it HTC. I've loved your products for a long while now, you've pioneered a lot in the industry, and you could be on top. Your designs are unmatched, and your Sense UI is very intuitive, making it my favorite custom UI from any other manufacturer; you are easily my favorite manufacturer. No matter how much I love Sense, you need to remodel it. Though a nice portion of people enjoy Sense, HTC really shines to everyone when it is using stock Android.

posted on 15 Aug 2012, 22:52

41. robocopvn (Posts: 175; Member since: 10 Mar 2010)


HTC has problem with their marketing, I think. Their product is very good quality, as always !

posted on 16 Aug 2012, 01:30

43. DigitalMD (Posts: 226; Member since: 17 Feb 2010)


Sense : is the albatross around HTC's neck, but they can;t see it.
It's holding them back and has become too unwieldy to update and too intrusive to enhance the UI experience, yet they won't scrap it and start fresh. HTC has become the RIM of the Android world. They are falling behind the major players and can't even get updates out in a timely fashion, much less innovations. They are stuck in 2008 while the smartphone world leaps ahead every 6 months.
Another failed quarter will put them in take-over territory.

posted on 16 Aug 2012, 10:14 1

44. kimmartian (Posts: 1; Member since: 15 Aug 2012)


Chief the reason why is because uguys r not innovating, the new HTC one x was absolutely horrible. My first true love was the HTC evo, oh my, this was an awesome phone and I am a big critic of cell phones. I just recently got the Samsung 3 galaxy and that phone was absolutely crap a lot of features that was built it in that phone it could not do. I gave it back and I forced myself to get an iPhone ( this is my first iPhone). The Samsung galaxy 3 was hyped up it didn't live to its standards and the screen was horrible when I got on the internet on it. I love HTC and always will but the company or any cell phone company has to bring in something innovating other wise u r not going to make it.

posted on 17 Aug 2012, 00:03

45. Android4u (Posts: 456; Member since: 16 Aug 2012)


Don't care what happens. I just love my HTC evo 4G lte

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