HTC to fall short of its shipment target for 2016

HTC to fall short of its shipment target for 2016
The HTC 10 is the best flagship model ever produced by HTC. Still, in 2016 no one gave it a tumble. In a year when the Samsung Galaxy Note 7's disappearance from the market might have given HTC a boost, the company is going to ship far fewer smartphones than it it had in transit during 2015. It also will fall short of its internal shipment target for 2016. The HTC 10 had competition this year in the Samsung Galaxy S7, Samsung Galaxy S7 edge and the LG G5, among others,

HTC shipped 18 million units in 2015, but with shipments to the U.S., China and Europe falling this year, the company is expected to deliver just 10 to 12 million handsets for all of 2016. That works out to a decline of 33% to 44% this year. Part of the reason for the poor performance in the U.S. is HTC's continued lack of a marketing strategy. In addition, the company is apparently focusing on VR and its HTC Vive VR headset. When pre-orders for the pricey device started in the first quarter, HTC raked in $12 million in pre-order sales in the first 15-minutes. With a retail price of $799.99, focusing on the Vive could be quite profitable for the company. After all, in 2015 HTC stopped being the largest global smartphone manufacturer based in Taiwan. 

HTC's 2017 shipments are expected to continue lower due to further decline in Chinese sales. That is, unless the company comes up with something amazing for next year. HTC has revealed that it will hold an event on January 12th, just after CES 2017 in Las Vegas comes to an end. It would appear to be too early to announce the HTC 11 flagship, and too much of a big deal for the HTC X10 rumored mid-range sequel to the HTC One A9. Whatever it is, if it doesn't shock the world it is going to be more of the same for HTC, which means the trend of lower shipments will continue into the new year and possibly beyond.

source: Digitimes

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1. asirfaysal

Posts: 102; Member since: Jul 19, 2016

make it more expensive... karma!

3. trojan_horse

Posts: 5868; Member since: May 06, 2016

Karma's got nothing to do with HTC's pricing of it's smartphones... Samsung does price it's flagships more than HTC does, yet Samsung gets away with it... Meanwhile HTC doesn't get away with it. That's due to a mixture of innovation and brand fanbase than the "karma" you speak of.

8. raky_b

Posts: 434; Member since: Jul 02, 2014

you are right, it's not's just a fact that Samsung IS premium brand, HTC is NOT anymore. they should be compared to Alcatel, Lenovo, Acer...ore even One+, Xiaomi, Meizu... but, still at a day, HTC 10 costs some 80E more than S7, or just about as S7Edge. as good as it is, i can understand that they are trying to make it as premium phone, but they have lost all their buyers....and it is not a way to bring them back. and let me say just a fact that that was HTC's first phone in 2016,and only one that was any good...if only pricet litlle lower. is there anyone that thinks Bolt worth as they ask for it? or some other model....

9. sgodsell

Posts: 7605; Member since: Mar 16, 2013

This year alone we saw too many great phones appear on the market. When each one was released, it seemed like each OEM also released some great freebies with their smartphones. Which could have swayed a user to make a purchase for another device. The S7 or S7 Edge came with a free Gear VR headset. The LG G5 came with a free camera mod with battery, and they still include 100gb of Google Drive storage. The Pixels came with a free Daydream VR headset. To sum it up many OEMs included some freebies. From what I remember the HTC One 10 didn't include any freebies. I could be wrong, because different locations could offer different things, but from where I live. I saw no included freebies for HTC's 10. This could help sway some into purchasing or not.

12. Dragan

Posts: 4; Member since: Apr 03, 2015

I am from Serbia, Europe, and i got pair of high quality earphones. So you are write about regions, but i think that this is not only reason, thay cant be only one. Its the something whots goin on with Htc for about 3.yuear. Some mistakes in flagship models, like m8, m9. Not so good marketing like the athers, and too high price for all models. The new model 10. is almost without mistakes, and its wrily good phone, for me is the best. But still ...Htc mising something, to start selling bether. Whish tham all the best, cas without them, world of smartphones ..could be boring. Could be only Samsung and Apple fight !!!!

10. DGxumbreo7

Posts: 63; Member since: Nov 27, 2016

its more of the fact that people buy Apple and Samsung for the names alone hardly any other companies can claim this. When it comes to HTC people bought into it for the dual boom sound speakers which was a pleasant surprise on the m8. if they want another h grossing flag ship they'll need another good surprise. software and design aren't really a big issue unless you start talking cameras

2. Plasticsh1t

Posts: 3109; Member since: Sep 01, 2014

Start fresh with new management, new strategies.

4. Sidewinder

Posts: 515; Member since: Jan 15, 2015

The 10 was a good phone but so was the Galaxy S7 and S7 edge, the iPhone 7 and 7plus, the g5, the v20, the op3 and op3t, the axon 7, Huawei mate 9, Huawei p9, honor 8. People had too many choices and some were offering compelling features at half the price..

6. combatmedic870

Posts: 987; Member since: Sep 02, 2015

Well... I ended up with and s7 for 2 reasons. Free vr and free year of netflix. I did not know when I bought it that it was going to have a bootloader locked up so tight(tmoble). Had I known. I would have gotten an htc10. Lesson learned. I'm going to wait this time. If the s8 is also locked. I'll be on the HTC train.

5. basher

Posts: 116; Member since: Sep 20, 2015

Too pricey

7. raky_b

Posts: 434; Member since: Jul 02, 2014

suprised!? well, they did produce one good phone this year, HTC 10, but i guess they still belive they are "premium" brand, so it came too expencive...don't get me wrong, if S7 can cost 700€ quallity of HTC 10 does justifies price (but than, One+3 is same build quallity), but HTC is underdog now, it is not in same level as Samsung and Apple, so if they want to get a biger sale, they MUST go with same qullity and lower prices: rest of phones that HTC produced this year are not worth of mentioning....all ware overpriced junk, with hardware unused in last 2 years, so they have decided to try to sell it one more time in new cases. i guess they did not have money to order new HW from their suppliers, so they had to go this way...with unsold parts, that they have on lager from last 2-3 years. anyway, if new flagship comes with same spec as S8 and lower price point, maybe HTCwill survive, if not....i won't be sad for them, there are much better choises for us buyers.

11. Tooluka

Posts: 66; Member since: Nov 27, 2014

Small battery. Especially considering Sense and its performance degradation over time. All those A53 only phones are no-buy, same with SD4xx. Would be nice to see some SD65x or Kirin 95x phones and/or bigger battery. Otherwise HTC make some good phones.

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