HTC spills red ink with its preliminary Q2 earnings report

The HTC One M9 and all of its variants do not seem to be resonating with the smartphone buying public. The company just released a preliminary look at its second quarter numbers, and they are not good. For the three month period ending in June, the company reported an operating loss of $166.2 million USD. Revenue totaled $1.07 billion USD. The company's net loss after taxes was $256 million USD, which works out to a quarterly loss of 31 U.S. cents per share.

HTC's second quarter was in stark contrast to the profitable first quarter that HTC reported. That three month period saw HTC bank profits of $11.6 million USD on revenue of $1.3 billion USD.

Realizing that the HTC One M9 is not going to compete with the Samsung Galaxy S6, Samsung Galaxy S6 edge, Apple iPhone 6, Apple iPhone 6 Plus and the LG G4, the company announced that it would be unveiling a redesigned flagship "hero" phone in October. Reportedly named the HTC Aero, the phone is said to employ new imaging technology for its rear camera.

Can a new phone turn around HTC? A 180 degree turn is going to require that the company improves its marketing. This weekend, we saw a good indication that this is possible with a series of blind test ads for the HTC One M9. This is the best marketing campaign we've seen from HTC's camp in a long, long time.

source: HTC via AndroidCentral