Sorry, HTC, but your One needed high sales volumes, not awards. Better luck with the M8

Sorry, HTC, but your One needed high sales volumes, not awards. Better luck with the M8
HTC ended 2013 by letting everyone know that its One Android smartphone received award after award from tech publications, blogs, editors and so on. We admit it, the HTC One is indeed a handset that truly deserves attention, and here at PhoneArena we gave it the 2013 Best Product Design Award. After all, what’s not to love about its beautifully-crafted aluminum case which encloses that excellent 4.7-inch 1080p display and those dual BoomSound speakers? Still, it turns out that a device worthy of admiration doesn't always mean much.

A recent tweet from HTC US asking customers to “name the top smartphone of 2013” was followed by other tweets from the company, which, of course, pointed out that the best smartphone of the year was none other than its One. But was it really the best, beyond its iconic design? With all the praise that the handset received since its initial launch (early 2013), it did not do too great sales-wise.

When it comes to global smartphone shipments, Samsung’s Galaxy S4 was, no doubt, one of the best performers of 2013, with 40 million units sold as of October. Apple’s iPhone was high up there, too, and the new 5S and 5C models, released in September, accounted for 9 million units sold in the first week-end only. HTC hasn’t revealed how many Ones it sold until now, but, whatever the numbers are, the company is far from the 2013 top 5 smartphone vendors. What’s more, HTC posted a net loss of $101.3 million in Q3 2013, thus indirectly confirming that its flagship handset couldn't help its fortunes. It’s true that the manufacturer's financial results for Q4 are looking better - however, that’s not thanks to increased smartphone sales; it’s merely the positive consequence of selling back its share of Beats Audio.

For all the awards that HTC is proudly reminding us of, one may wonder why the One isn’t in top sales of 2013. Could it be a marketing flaw involved here? There’s no way of telling, and HTC will likely not reveal why it couldn’t make a true hit out of this high-end, generally-acclaimed smartphone. The deal it signed with Hollywood superstar Robert Downey Jr. (a deal worth $12 million, mind you) didn’t do much good, either.

So, what’s next for HTC? Its couple of One spin-offs - the One Mini and One Max - haven’t lured significant numbers of customers, so the company desperately needs a new smartphone to fly off the shelves in 2014. This might be the HTC M8 (or One 2, or One+ - we’re still not sure what its final name is). From what we're hearing, the M8 supposedly features a 5-inch 1080 display, quad-core Snapdragon 805 processor, 2GB of RAM, a 6MP or 8MP UltraPixel camera, MicroSD card support, and a 2,900 mAh battery. It should run Android 4.4 KitKat with the new (yet to be announced) Sense 6.0 UI on top. These alleged features, alongside a great design and an attractive price point could make HTC's upcoming flagship a best-seller. If that doesn't happen, what was once a Quietly Brilliant manufacturer will be in danger of becoming just quiet. And irrelevant. But we don’t want that, because we like HTC. So - for the sake of innovation, fans and regular customers in general - we’re hoping to see great products from the company this year (not necessarily award-worthy, since awards alone don’t really generate profit).

references: HTC (1), (2)

Related phones

  • Display 4.7" 1080 x 1920 pixels
  • Camera 4 MP / 2.1 MP front
  • Processor Qualcomm Snapdragon 600, Quad-core, 1700 MHz
  • Storage 64 GB
  • Battery 2300 mAh(18h 3G talk time)



1. Teja171 unregistered

The next HTC one should be priced well enough to attract customers. Good luck HTC ,we

5. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013 you. There, you're welcome.

2. AfterShock

Posts: 4147; Member since: Nov 02, 2012

Ironic, I saw first HTC commercial for the phone last last night. Other then that, hardly heard a word about phone prior other then at tech sites. This is a large part of its failure IMO.

11. JewBakaUCFG

Posts: 176; Member since: Sep 25, 2012

Really? They dumped a lot of money into some pretty funny commercials with Robert Downey Jr. and ran them all the time. HTC = Hipster Troll Carwash HTC = Huge Tinfoil Catamaran HTC = Happy Telephone Company Didn't see those?

13. AfterShock

Posts: 4147; Member since: Nov 02, 2012

Not one honestly.

19. JewBakaUCFG

Posts: 176; Member since: Sep 25, 2012

Surprising. I couldn't avoid them. Watching cartoons? HTC commercial. Watchiing sports? HTC commercial. Watching news? Yep, you guessed it. HTC commercial. I guess it came down to regional demographics where they advertised the most.

26. Atlas

Posts: 158; Member since: Apr 15, 2012

I only saw them a dozen or so times, like I would see it none stop for a day and then not at all for as much as a month or so.

20. Wiki_jaan

Posts: 704; Member since: Jun 24, 2012

''here to change '' but ''crashed ''

3. pyradark

Posts: 895; Member since: Jun 10, 2012

Focus on midrange, that will do

17. sennarose88

Posts: 55; Member since: Jun 18, 2009

This. HTC midrangers currently generate ZERO interest (and sales), nobody cares about Desire this or Desire that. I see HTC is focusing hard on One series but nothing on Desire line.

30. kabhijeet.16

Posts: 894; Member since: Dec 05, 2012

Exactly... Success of Samsung is largely due to lot of options/sales in mid range.. Their high end phones do sell a lot but the huge sales in mid-range is what generates largest amount of revenue for samsung. Sony also has lately tasted success because of sales in mid range. Same is the case with Nokia. Lumia 520 is the most sold/popular WP device. Motorola is also slowly gaining some market all because of mid-range devices (Moto x & Moto G). If HTC makes the mistake of providing devices with mid-range specs at higher price, then they are surely doomed.

4. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

HTC is improving themselves, we can see it. The Android updates are faster than before. But, they still don't advertise much about their phones, is it so difficult to fork out a bit of money to advertise it on TVs and billboards? They can sign a deal with Robert Downey Jr. worth $12 million, why they can't fork out a bit money to advertise their phones? What's Ironic is that I saw the first HTC billboard showing the One, One Max, One Mini last month, and that makes me happy. lol And they overpriced their phones as well, the HTC One is more expensive than the Galaxy S4 (Octa core) when it first released in my country. Please HTC, don't overprice your phones, the way you price your phones are scary. So, I hope HTC will get back to it's place this year. Good luck, HTC!

37. __0__

Posts: 242; Member since: Jan 07, 2014

Dear 5 year old kiddo , The octa Galaxy crap four has the initial launching price of RM2199 , 16GB without LTE . the Galaxy crap 4 LTE retails for RM2399 32GB , LTE . While the HTC One retails for RM2299 with 32GB and LTE , its actually RM100 cheaper than a similarly equipped galaxy s4. So I don't think HTC One is overpriced , but i think the one max is really overpriced RM2499 at mid valley , less specs that my note 3 , no OIS and beats audio from the regular HTC One with a crippled fingerprint scanner. HTC NEEDS to improve their marketing and their after sales service , claiming warranty with HTC Has been a nightmare for my roommate. Sincerely , Jonathan aka god aka thelegend6657

38. __0__

Posts: 242; Member since: Jan 07, 2014

I think my note 3 is a better deal than the crappy GS4 LTE and rubbish octa

39. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Welcome back! You grow up so fast. ;)

40. __0__

Posts: 242; Member since: Jan 07, 2014

TQ kiddo , I was here before , but you called me racist . How's my TT?

41. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Nice car. Btw, I ain't a kiddo anymore, just forget about what we argued about last time. Don't tell me that you come back here is to revenge.

43. __0__

Posts: 242; Member since: Jan 07, 2014

Revenge , I am too busy for this s**t , its just a tech site full of trolls anyways. If I respond to every troll , wouldn't I be too busy ?

6. hboy857

Posts: 367; Member since: Jun 03, 2013

Love HTC One. Much better phone than GS4 in every aspect (except camera). All the have to do is improve their camera and marketing.

21. dratomic

Posts: 483; Member since: Oct 09, 2013

what a joke

31. milesboy5

Posts: 179; Member since: Nov 07, 2012

Its the guys opinion. I for one agree with him. The only negatives to the HTC One was the lack of megapixels they used to create Ultrapixels and not allowing the BlinkFeed to be removed without Sense 5.5. Other than that Boomsound is by far the best stereo speakers on a phone that I have encountered, Zoe may be one of the better camera software inventions outside of what Nokia has done, and the Snapdragon 600 running the show of a 1080p IPS display makes for a great experience on a great phone.

7. datphoneguy

Posts: 155; Member since: Sep 15, 2013

I absolutely LOVE my HTC One...I was drooling over it the day it leaked...spent sleepless nights waiting for my order to arrive....ripped it out of the box the day it came to my door, and it hasn't left my side since then. I personally love blinkfeed, love the smooth operation of the phone, absolutely LOVE the sound quality (with/without headphones) and the screen quality is simply to die for. ....but....the marketing for this phone has been virtually nil. When I ever have a phone-related discussion with people and I tell them I have an "HTC One", I get mostly comments like 'huh?' 'oh.....' 'what's that?' 'is that a chinese knockoff of the Samsung Galaxy?' (seriously) Really, the company has a HIT product on their hands....but today's attention deprived population isn't really going to dig and research online to find the "best" phone, they're only going to get the one that "everyone else" has (iPhone/Galaxy, etc.). So the company can send out as many Android updates it wants, it can make the next phone out of real gold, but at the end of the day, if they can't market the sh*t out of the M8, they are absolutely doomed. No ifs, ands or buts about it.

10. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Those people must be jealous, they're bored of the cheap glossy plastic on their Galaxy S4.

8. tiara6918

Posts: 2263; Member since: Apr 26, 2012

They need better marketing and raise brand recognition. Many people up till now dont know that such a company as htc exists. I think its a good idea with the recent leaks that the m8 isnt focused much on spec wars,people arent really after that for the company to generate huge volumes of sales but whats lacking and needs improvement solely lies on their strategy

9. radeon

Posts: 13; Member since: Mar 20, 2012

My guess is that the camera let down this amazing phone. Ultrapixel or anything !!! But a resolution of 4MP is just not enough. At least if they made it 8MP the sales would have been better I think.

12. nokia12

Posts: 610; Member since: Nov 19, 2013

blame it on their way overpriced junk at midrange and low end.. take any phone from desire series 200,300,500,700 all were way overpriced than Samsung and Sony.. cortex A5 with adreno 203 at 450$ when you can have krait with adreno 320 In xperia sp at 350$ ... you just cannot succeed because of high end phones you are not apple..

14. szaboagoston

Posts: 43; Member since: Nov 28, 2012

I own a GS4, G2, and a Nexus5 besides my HTC One, and they are all great phones. In my opinion the HTC One has great qualities at every area we usually rate in a smartphone (not just design). I'm not saying it can't be improved on, but overall, that phone is a league higher than ore the others. There is nothing wrong with the One, and it is definitely not the specs that are going to make a change. HTC has to learn to do business better, I guess.

15. Slammer

Posts: 1515; Member since: Jun 03, 2010

Well, the clear choice for me was Samsung. After years of HTC, its move to eliminate removable batteries and expandable SD slots, caused me to rethink my device strategy. I speak for many others that did the same. The web is littered with people aro nd the globe that have problems with embedded batteries, yet, but many people of these sites seem to want to ignore the issue simply because they feel if they haven't had a problem. But....what if it does happen? Imagine how humiliating or embarrassing it is to have a flagship phone dead due to a battery and you can't get to it. Don't think it can happen? Check the websites on removable vs non-removable. People will find that the beautiful aesthetics is an ugly trade-off. HTC didn't listen to us diehard consumers so we spoke with our feet. We don't want to spend 150 dollars for battey repairs and we don't want to pay extra for cloud storage. Give us removable batteries and expandable SD Cards and we just might return. John B.

22. outlawog

Posts: 47; Member since: Nov 27, 2013

Ever heard of a warranty? After two years of having a phone, your probably gonna get a new one anyway, and thats when your warranty becomes void.

28. Slammer

Posts: 1515; Member since: Jun 03, 2010

Most warranties cover batteries for only a year. Batteries typically start to fail outside of the year warranty but inside of the contract. This leaves the consumer holding the finacial bag for repair. Most insurance companies won't cover expendable components such as batteries which also gives the customer the finacial burden. It's a D bag move by manufacturers. Do you want the control? Or do you want to give it all to the manufacturers? John B.

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.