HTC gives its CEO the boot, a new leader will try to bring the company back into relevancy

HTC gives its CEO the boot, a new leader will try to bring the company back into relevancy
Once a smartphone giant, HTC today is barely being mentioned in tech news as the company experienced a major decline in popularity, sales and pretty much every other aspect of its smartphone business. If you want to know more about why that happened, check our article about HTC’s misfortunes.

In that context, the news that reached us today via PR Newswire wasn’t a big surprise: HTC has replaced its CEO. The name of the new person in charge of the company is Yves Maitre. He’s coming from Orange, one of the world’s largest telecoms, where his latest position was Executive Vice President of Consumer Equipment and Partnerships. Clearly he’s someone that knows a thing or two about selling smartphones.

The former CEO, Cher Wang, is getting what could be called an honorary discharge from her position and will remain in the company as Chairwoman of the HTC board. She believes that Maitre is the right person to take over for the “next stage of our journey”. Seeing how this journey appears to be a trip towards rock bottom, the new CEO has quite a challenge in front of him. Here’s his comment about HTC’s present and future:



XR refers to extended reality, which is another term for augmented reality. HTC’s Vive headsets have been the company’s shining beacon and it seems like we’ll see even more efforts directed towards improving that technology. It’s not clear yet what the new CEO plans to do with HTC’s smartphone division. The mention of 5G gives hope that someday we might see an HTC flagship with the new technology, but it’s possible that the company only looks to use it for wireless VR/XR headsets in the future.

While some might say the move is too little too late, the optimists among us will go: better late than never! Hopefully, we’ll see at least some revival coming from HTC in the upcoming months and years.

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19 Comments

1. bucknassty

Posts: 1350; Member since: Mar 24, 2017

honestly, i do not know what could really bring HTC back from the dead.... they use to listen to consumers then they just went AWOL and doing stupid crap... then that snapdragon 810 burned them from the inside

5. TBomb

Posts: 1549; Member since: Dec 28, 2012

My guess is something in the AR/VR/XR space. The Vive, while I never used one, seems really cool. I could see it becoming a Premium consumer product or a B2B product. I envision arcades popping up at malls or in shopping centers where there's VR-style games vs the joystick games.

11. Altema

Posts: 12; Member since: Dec 26, 2014

Bucknassty - The SD 810 was a bad processor, but HTC didn't design it. Everyone had problems with the 810, but in the end, the HTC M9 did better with it that any other 810 equipped phone.

16. mzs112000

Posts: 5; Member since: Jun 24, 2019

I remember LG decided against the 810 for the G4 and V10, they thought it would cause overheating. So they went with the 808 instead, and it was almost worse than the 810. That's part of why LG is where they are now. HTC IIRC was the only company that didn't have severe heat issues due to the 810.

6. TheOracle1

Posts: 2329; Member since: May 04, 2015

She should have been sent to a psychiatrist instead of retaining the chairmanship. In fact the whole senior management team should have their heads examined for ruining an excellent company.

18. Mike88

Posts: 435; Member since: Mar 05, 2019

Build their own OS if they can

2. User123456789

Posts: 996; Member since: Feb 22, 2019

They need to build phones out of Taiwan. Somewhere cheaper.

4. gadgetpower

Posts: 265; Member since: Aug 23, 2019

Good luck HTC.

7. aegislash

Posts: 1509; Member since: Jan 27, 2015

Putting lipstick on a pig, essentially. HTC has a boatload more work to do if they want their name to be as known as it once was.

9. dimas

Posts: 3380; Member since: Jul 22, 2014

So they just had a new CEO and you're already shutting him down? You are an intelligent human being.

8. RoryBreaker

Posts: 230; Member since: Oct 11, 2015

So basically signing on the be the captain of the Titanic...after hitting the iceberg!

10. Altema

Posts: 12; Member since: Dec 26, 2014

This is good news. Their hardware is not the problem, it's marketing. Did you know HTC phones had Quick Charge 4.0 and USB Power Delivery... two years ago? That USonic headphones changed the audio world, and they didn't bother telling anyone? That the U12 Plus FRAME is an engineering masterpiece with aspects that Samsung tried to emulate, and failed? That Apple tried to make a sapphire screen and failed so hard that it bankrupt the companies that were working with them? And meanwhile, HTC pops out full sapphire screens in mass production like it's nothing. Engineering and brilliant minds are an HTC hallmark, but sales will be nonexistent if they live in a box.

12. Whitedot

Posts: 823; Member since: Sep 26, 2017

They sold all engineering muscle to Google I doubt punch line will be concentrated around smartphones. Though given I Yves connection with Orange there might be phones coming back to carriers. There is only one female capable of bringing the best out of technology and it's Lisa Su.

14. Ashoaib

Posts: 3296; Member since: Nov 15, 2013

HTC have an arrogant management. Which consistently failed to understand the customers and the market. They failed to plan and planned to fail. HTC was consistently releasing phone in high prices, when there was a need to sell phone in lower prices than the competition.

15. Blazers

Posts: 750; Member since: Dec 05, 2011

Yves is all smiles right now. Let's see if he's still smiling a year or two from now.

17. mzs112000

Posts: 5; Member since: Jun 24, 2019

IMO HTC can come back to dominance by adopting a different sales strategy. How about, taking a page out of OnePlus's playbook, and put out some "flagship killers". You know what, lets form a new phrase, lets call it "budget-phone killers". Why? If I go to my nearest MetroPCS store, what do I see? I see iPhones and Galaxy S10 on one wall, everywhere else, I see crappy phones like the LG Aristo 2, or the Coolpad Legacy(which is actually decent compered to the other phones on sale at Metro). If HTC could create a strong budget phone, with a FHD+ display, great battery life, decent camera, swap the slow Snapdragon 400-series for a faster MediaTek CPU, and sell it for $200, they'll sell like hot cakes.

19. EclipseGSX

Posts: 1777; Member since: Oct 18, 2011

They need to go back to the Evo 4G days. A better flagship and not more new models every 3 months.

21. ijuanp03

Posts: 612; Member since: Dec 30, 2014

They don't even have a 2019 flagship

22. Sale247

Posts: 73; Member since: May 08, 2014

HTC marketing was terrible!! I can't see why they can't make good phones in the future? They just need good marketing. In my country, I never saw a commercial of HTC phone (when they made great phones) but I see Samsung Note 10 commercial every half hour!! And iPhone commercial every hour or so... HTC can produce a great phone, but they need MARKETING!!

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