HTC

HTC chief executive: “The worst has probably passed”

HTC chief executive: “The worst has probably passed”
After enjoying a moment in the spotlight as the Android success story in 2010 and early 2011, shares of HTC have plummeted to a six-year low, down 80% from the 2010 peak, but according to the company’s chief executive Peter Chou the worst time is over and the company is looking to a brighter 2013.

The worst for HTC has probably passed. 2013 will not be too bad. Our competitors were too strong and very resourceful, pouring in lots of money into marketing. We haven’t done enough on the marketing front. Although we don’t have as much money to counter [Samsung and Apple], the most important thing is to have unique products that appeal to consumers,” Chou said.

HTC has not yet unveiled new products, but is expected to overhaul its lineup at either CES or MWC. Next Monday, HTC will release its preliminary fourth quarter results and at the end of the month it will announce final results and guidance for the forthcoming quarters.

HTC is making some important advances in key markets. It has focused on China, a move that brought it bigger sales in the biggest phone market in the world. In Q3, HTC sold 2.8 million smartphones in China, more than Apple sold iPhones there.

Additionally, the company is trying to bring life to its marketing department, and the ended dispute with Apple over patents is also a positive thing.

"One thing I'd learned from last year is to act fast and be responsive to market changes," Mr. Chou added. "We are being more flexible now. We are constantly fine-tuning our sales plans and position in various markets."

Let’s see how this works out in 2013.

source: Wall Street Journal

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35 Comments

1. rusticguy

Posts: 2828; Member since: Aug 11, 2012

If apple makes less profit then worst is yet to come for HTC et al :)

3. MeoCao unregistered

can u clarify?

6. rusticguy

Posts: 2828; Member since: Aug 11, 2012

If they make less money by selling devices they will try and cover it up by suing -- their another main business -- which means troubles and more troubles.

9. MeoCao unregistered

lol, this is why HTC thinks they will do better than other Android OEMs, HTC has become a little brother of Apple and will not be sued.

14. Aeires unregistered

True, but I wonder if that'll last if HTC suddenly pulls a Samsung and blows past Apple in phones sold. Granted, that's an astronomically huge 'if' to pull off.

16. MeoCao unregistered

HTC must have something really big then, and they fear no1 once they reach that position.

28. gwuhua1984

Posts: 1237; Member since: Mar 06, 2012

I think HTC should be safe from any Apple threats for another 5 years. How long was that agreement for again?

13. darkkjedii

Posts: 31328; Member since: Feb 05, 2011

Man U can't go more than 5 minutes without mentioning apple can u? I notice I hardly see u on the android articles, just the apple ones. R u sure u dislike apple as much as u say u do?

2. MeoCao unregistered

Looks like Butterfly/DNA, One X+ are doing well

24. Lboogey6

Posts: 281; Member since: Jan 31, 2012

how so? if they are doing a complete overhaul they are showing the products are pushing as well as they would've hoped. To be honest this whole contract with one carrier thing isn't helping them succeed. I would love for HTC to be a power house again but they have to be smart spread the word market like no other and stop one carrier selling.

29. gwuhua1984

Posts: 1237; Member since: Mar 06, 2012

I think the one device that's really doing well at this moment is the Butterfly. Not sure how the DNA is selling in the States, but Butterfly is selling like hot cakes in Japanese and Taiwan with Taiwan sold out everywhere.

4. vladd100

Posts: 56; Member since: Jul 12, 2012

keyword: marketing ,marketing, marketing.......wakeup!!

10. tiara6918

Posts: 2263; Member since: Apr 26, 2012

Htc made the right decision of changing their chief marketing officer and this year will be a great start for the company. Marketing was what they really lack in order to sell more handsets

15. Aeires unregistered

Keyword: carriers, carriers, carriers! They need their high end phones to stop being exclusive to only certain carriers and offer them to everyone. Samsung killed it with the S3, making it available all over the world on a massive amount of carriers. HTC should have taken notes on that.

18. SellPhones82

Posts: 569; Member since: Dec 11, 2008

No, they need to quit locking their phones down! If I wanted a locked down phone I'd go with a iPhone. Most people get an Android device because they are "open" and they can flash other roms and kernels. Are there even any HTC phones released in the last year that you can get S-Off now? I thought about getting the EVO LTE but went with the GSIII after reading all the S-Off horror stories and that turns devs away from the device as well so there is little to nothing you can do to them. HTC lost many customers to Samsung because of this and I think it will continue unless they become more "dev friendly" like Samsung has done.

19. Aeires unregistered

Most people don't buy phones for that reason. There's no way you'll ever prove that the mod community is larger than the average Joe who walks into a store and buys phones. The mod community is good sized, but tiny in comparison to the overall phones sold.

21. z31k_3

Posts: 27; Member since: May 06, 2011

Maybe true, but we will have a huge impact on the others around us that will take our opinion over the majority. How many times have you asked someone who knows more about a subject, and just took their word for it just because they seem to know what they were talking about?? etc. most iphone owners.... I, for one agree. They really need to quit locking down and they need to quit with the intergrated battery..

23. Aeires unregistered

While I agree with you completely, that's still not enough to influence HTC's decisions. This is my personal opinion but I believe it comes down to market strategy. HTC's strategy is to sell quality phones and focus on the average consumer, hence all the things that drive the modding community nuts. Samsung's strategy is to sell as many phones as possible and not care so much about them because after one is released, they've already moved on to their next iteration. I believe HTC looks at their customers as one who holds onto their phones longer than a Samsung customer will. Regardless how many times it's posted, if you mod your phone you void the warranty. HTC doesn't want to deal with that so they make it more difficult for the modding crowd while focusing on the mainstream consumer. Samsung doesn't care, they just want to sell volume (with quality, just not as much as it could be if they slowed down). My two cents on the differences.

35. ftyler223

Posts: 140; Member since: Aug 06, 2012

Aeires. That is a very clever way of explaining the whole HTC Samsung sales comparison. Its true. HTC makes a much better quality phone than Samsung. I couldn't agree with you more.

25. Lboogey6

Posts: 281; Member since: Jan 31, 2012

its not the mod community people are already brainwashd to think only one brand of phone works (he who will not be named) lol so they are making sure that if they stick with or go to android they get the best of the best so if you hear numerous horror stories which do happen very often with htc they won't buy not to mention honest sales people will push away from it knowing it doesn't perform well for the same amount of money and two years on a contract. looking at the EVO line up kudos to releasin the first but everyone of those has had a pile of issues they have gotten better yes but i try not to count 3d version...ouch

31. SellPhones82

Posts: 569; Member since: Dec 11, 2008

Yes, the average Joe's outnumber the mod community by at least 5 to 1 but in the end it's still market share that HTC is giving up to Samsung and other OEMs. HTC also seems to be slower at getting updates out. Maybe it's because they do have too many phones out on different carriers and need to focus more on one main flagship phone and then a few mid to lower range phones. I thought that was something they mentioned last year yet the One X hit only AT&T, Sprint got an “EVO” version of it, T-Mo gets the X+, VZW didn’t get one at all and then launches the DNA which trumps the other three. The GS2 will get Jelly Bean...how many HTC phones release in 2011 year will see JB? The Design and 3D will not. The Shift and OG EVO never broke 2.3.4. Like others have mentioned, word of mouth and others experiences with a phone or OEM are key, I think as much or more than any ad campaign in some cases. A buddy of mines 3D was jacked for some reason after a recent OTA update and kept rebooting into the factory recovery for some unknow reason. He’d taken it to Sprint and they “tried” to fix it but were unsuccessful. It’d be an easy fix if his phone was rooted and had a custom recovery since I could then wipe /system and caches and make the phone run better that a stock 3D after we remove a ton of that bloat that only makes the phone run slower and use additional resources. Needless to say he’s now looking forward to his upgrade date so he can get a GS4.

5. Mozarrt

Posts: 301; Member since: Oct 08, 2011

Hope the new Windows Phones are also adding to a possible succes and profit next year.

7. preet27in

Posts: 173; Member since: Jul 07, 2012

htc u r really the best phone makers. look at their build quality and looks. they just beat any phone out there.and offcorse ur sense software is unique. all htc need is a big big marketing skills and moreover, even better camers with best music. no doubt one x and upper models have ver good camers but still they need improvements, in terms of zooming capabilities like nokia has. (808 pureview and lumia 920). and more improvement in music quality. i bet if they improve only a few of these things. HELL YA NO PHONE IS GNA BEAT THEM. UR THE BEST HTC. GOOD LUCK FOR FUTURE

26. Lboogey6

Posts: 281; Member since: Jan 31, 2012

lol wait did you mention best phone makers and then speak about just a few 0f the flaws they have come on marketing only does so much look at how much you see from windows marketing (no offense to wp owners) but thats still a slowly moving ship people wake up past phones fail after months and then current phone people are hesitant.

8. Berzerk000

Posts: 4275; Member since: Jun 26, 2011

Marketing + flagship across all carriers = success. You already make quality products, HTC, you just need to make them known and more available. No one is going to switch carriers for your devices HTC, they're good, but not that good.

11. amiroo

Posts: 269; Member since: Sep 03, 2012

i think the people must take reality .. HTC always produce most powerful & best quality and design & best support among the others.. but it isnt enough for their success.. their market is weak.. i belive that they return to peak of sells if they want & expand their adv.

12. cripton805

Posts: 1485; Member since: Mar 18, 2012

They need to modify sense and make it more customizable and add features. I like HTC quality. My old Droid Incredible was a great phone and a great flagship for its time.

17. parkwaydr

Posts: 572; Member since: Sep 07, 2011

HTC makes good phones. They just always seem to find a way to gimp them and never have a complete package. Either by leaving something out or a stupid exclusive carrier deal. The one x + should have been on more than just att. And the DNA should have been released on more than just Verizon. They need to stop keeping out things like SD cards. And start feeling quality products on multiple carriers. This is why Samsung scored huge with the gs111 it was a quality release sold through multiple channels.

27. Lboogey6

Posts: 281; Member since: Jan 31, 2012

.....i love this thank you.

20. InspectorGadget80 unregistered

I blame APPLE for BANNING HTC DEVICES earlier this year and making them loosing more money for each hand set sold goes into their greedy pockets

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