Sometimes it goes to connect mobile handset manufacturers’ fate to a single product. Apple has understood his Iphone, even if it is a mobile phone that has been in several different versions.
and HTC have their new phone, the HTC One. It was unveiled in February and was received very warmly received by the press technique tester with inbuilt camera, aluminum shell, stereo speakers on the front, and so on.
HTC One is admittedly just one of many phones from HTC. But right now it seems a lot of HTC’s future hang on how things are going right for the phone and if it is sufficient to boost the depressed company.
Among investors have concerns about HTC’s development has been significant. Worries subsided nor when it turned out that the sales start for the new top model had to be postponed, partly because of problems with components to the camera.
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HTC has otherwise made a pretty impressive trip. The company began as a contract manufacturer that produced mobiles for other manufacturer’s behalf. It went really well and HTC regarded as a reliable supplier, until the company decided to change strategy.
By manufacturing to other HTC had learned how the process works and the CEO Peter Chou, who also co-founded the company in 1997, wanted to make mobiles in their own name. 2006 saw the launch HTC seriously as a global brand, a name that would compete with large companies such as Nokia and Sony Ericsson.
The latter two did it for other reasons, not so good for. But HTC got instead compete with other companies, and especially when Apple and Samsung, which together dominate the market for smartphones.
Periodically it went pretty well. HTC was among the first to use both Google’s Android operating system and Microsoft’s Windows Phone. The company was also the first with a series of things and in 2011 succeeded HTC settle in as one of the largest manufacturers in the world of smartphones and had a really strong position in the important U.S. market, where HTC a period actually was greatest in smartphones.
But then there was much that went wrong. HTC did not get into marketing and establish the company as a strong brand.
predecessor the HTC One, who went by the name HTC One X, also ended up in the middle of the large patent row between mobile manufacturers and delayed. Although the cell phone was praised by critics, but here was the marketing bad and it then led to the conclusion that the product manager Kouji Kodera had to leave the company. It was he who was behind the One X series which did not sell well, even though it was considered good.
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difficulties have understood also affected the mood of the company and for the last two years, it is at least six senior managers who had quit. The atmosphere was hardly better after the report for the first quarter published. It showed in almost free fall with an almost wiped out profits.
During the last quarter HTC was not on the list of the world’s ten largest manufacturer of mobile phones and had then, according to research firm Gartner, less than 1.8 percent of the market. Two years earlier, HTC was the seventh largest. Looking only to the market for smartphones, HTC’s share fell from 10 to less than 4 percent.
development has naturally also made its mark in HTC’s share price development. In mid-2011 it stood at the top but has since lost three quarters of its value.
Peter Chou has said in an interview with Bloomberg himself indicated that there was a change in the market. Consumers increasingly look for really strong brands, such as Apple and Samsung with huge advertising budgets.
HTC has however not invested enough in marketing. The company has more hoping for some products stand out so much of their own power that they still sell well. The example of the HTC One X shows that this is not so.
more money for marketing, it will be. But hope is also understood that the new HTC One itself can lift company. In particular, Peter Chou hopes on it according to the business newspaper The Wall Street Journal he should have promised to resign if the cell phone is a success.
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