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

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



1. IamYourFather6657

Posts: 321; Member since: Jul 01, 2012

go htc go go kick samsung's big fat butt

10. jaytai0106

Posts: 1888; Member since: Mar 30, 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.

32. joseg81

Posts: 204; Member since: Jul 15, 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.

3. babyk

Posts: 379; Member since: Nov 03, 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.

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).

23. lubba

Posts: 1313; Member since: Jan 17, 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!

4. lostdaynight

Posts: 31; Member since: May 16, 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.

39. lsutigers

Posts: 832; Member since: Mar 08, 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.

5. yadunandan

Posts: 2; Member since: Dec 31, 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.

6. MeoCao unregistered

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

8. Doakie

Posts: 2478; Member since: May 06, 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.

17. blahb

Posts: 48; Member since: May 16, 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.

40. ECPirate37

Posts: 338; Member since: Jul 14, 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.

12. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

Good luck for HTC! :)

13. Muhannad

Posts: 455; Member since: Sep 20, 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.

15. zekes

Posts: 230; Member since: Aug 14, 2012

htc u can do it love ur phones

16. dblue45

Posts: 77; Member since: Aug 26, 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!

19. StreetNerd

Posts: 870; Member since: Dec 08, 2010

Just focus on WP8!

20. ryq24

Posts: 875; Member since: Oct 17, 2011

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

22. snowgator

Posts: 3621; Member since: Jan 19, 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.

24. Johnnokia

Posts: 1158; Member since: May 27, 2012

Seems hard

25. KEVlN

Posts: 83; Member since: Aug 19, 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.

26. zekes

Posts: 230; Member since: Aug 14, 2012

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

30. Connie B

Posts: 31; Member since: Nov 13, 2009

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

27. JGuinan007

Posts: 699; Member since: May 19, 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 )

28. XPERIA-KNIGHT unregistered

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

29. Connie B

Posts: 31; Member since: Nov 13, 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.

31. XPERIA-KNIGHT unregistered

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

34. RomeoJDR

Posts: 245; Member since: Dec 09, 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.

36. majavaz

Posts: 1; Member since: Aug 14, 2012

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

* Some comments have been hidden, because they don't meet the discussions rules.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.