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HTC to lower smartphone output in 2012, focus on “hero” devices


HTC used to be the king of Android: its Nexus One was a piece of Google-endorsed design marvel; its Hero was sleek, and the Legend beautiful. But somewhere along the way it got caught up in trying to please everybody and in turn started pleasing nobody.

Last year HTC released nearly a dozen phones in Canada, from the HTC Sensation to the Status to the EVO 3D to the Amaze. All of them are excellent products marred by a confusing and inconsistent nomenclature (so the Amaze is more sensational than the Sensation, right?) but this will change in 2012.

According to HTC UK head Phil Roberson, “we have to get back to focusing on what made us great – amazing hardware and a great customer experience. We ended 2011 with far more products than we started out with. We tried to do too much.” While the company still made a (comparatively) small $365m profit last quarter, it was a decline of 26% from the previous one. More importantly, market share and consumer mind share have eroded, too.

In Canada, the “hero” devices are the Samsung Galaxy S II series, which HTC CEO Peter Chou called “nuclear weapons.” And though HTC has seen its fair share of success, 2012 needs to be a year of regrowth and rebuilding for them, focusing on fewer smartphones centred around a core brand.

HTC is expected to debut big things at Mobile World Congress at the end of February.

Source: Mobile Today
Via: The Next Web

  • Mark

    Can’t wait to see what they do this year. I’ve always been a fan of HTC and I’d love to see a sort of “Nexus Two” device with a solid build and ICS.

  • Joe

    This doesn’t surprise me at all. The cell phone hardware market is way over saturated. There should be no reason that a cell phone is considered out dated in less than 12 months, but it continues to happen. Hardware manufacturers need to focus on only putting out a couple of real good quality handsets in a year, not 10 or 15 of them. And as much as I’m not a fan of Apple, they’ve got it right. One new handset in a year and they sell them by the millions.

  • Joe

    This doesn’t surprise me at all. The cell phone hardware market is way over saturated. There should be no reason that a cell phone is considered out dated in less than 12 months, but it continues to happen. Hardware manufacturers need to focus on only putting out a couple of real good quality handsets in a year, not 10 or 15 of them. And as much as I’m not a fan of Apple, they’ve got it right. One new handset in a year and they sell them by the millions.
    This over saturation does no one any good – especially when most people are tied into 2 and 3 year contracts. How many people actually keep their phone for the duration of their contract?? Exactly!

  • Cody

    Great news, “Quality not quantity”. A couple phones a month and one or two per year that really stand out and overpower the rest.

  • Bill

    This doesn’t surprise me at all. The cell phone hardware market is way over saturated. There should be no reason that a cell phone is considered out dated in less than 12 months, but it continues to happen. Hardware manufacturers need to focus on only putting out a couple of real good quality handsets in a year, not 10 or 15 of them. And as much as I’m not a fan of Apple, they’ve got it right. One new handset in a year and they sell them by the millions. This oversaturation doesn’t do anyone any good, especially those who are tied into 2 or 3 year contracts. How many people actually keep the same handset for the duration of their contract??? Exactly..

  • bigman

    Personally have a galaxy nexus and i love it, ive used my friends htc amaze and think even though the pump out allot of phones they pump out allot of quality phones

  • kenypowa

    This is exactly what HTC needs to do. Love all their devices so far and Amaze 4G is truly a remarkable device.

  • bob

    There is no problem offering many different phones if they are different.
    The problem of HTC is that they release the same phone again and again
    with only minor modifications.
    The Desire Z, for instance, had a keyboard. But Sensation, Sensation XE, Amaze, Raider? Pretty much all the same. Just like Desire HD = Incredible S = Panache = Desire S. When devices are so similar, they should keep the same name. The Raider should have been the Sensation LTE or something like that.

    • Joe

      so… all RIM phones then..

  • GENERAL WONG

    so, less quantity for more quality.

  • Joel

    I agree. Too many silly names. If the HTC Amaze is just an updated Sensation, then call it a Sensation II. And if you need different phones for 4G, LTE, just add it to the name.

    Honestly, we’re good with numbers if preceded by a sub brand name. We can figure it out.

    But we have trouble figuring out whether the HTC Legend we’re buying is an old, new or ancient phone.

  • MrMarvelous

    Good stuff. My last three to four handsets have been HTC. But I recently have picked up a galaxy nexus. I feel that htc put out too many cookie cutter copies of phones last year. Looking forward to great things from them in 2012.

  • Richard

    I love HTC. Not much of a Samsung/Nexus type person, as the layout seems to a little weird, with the menus buttons moving and disappearing from time to time. Cant wait for the new sense with ICS.

  • cave johnson

    @Richard, there are plenty of ICS ROMs available for a slew of HTC devices. Looking great so far IMO (and it’s still a beta release)

  • theonlyone

    Hopefully Sense 3.6 isn’t as much of a memory and CPU hog.

  • j.ryan

    This is excellent news for shareholders.

  • Ivan

    Kinda sad it took them so long to wake up. Now they just need to decide to lead the pack with regard to hardware, rather than skimping.

  • epgomez

    my wish list. better battery life. software updates quickly up to three years or more. if not then im not interested

  • Andy A

    Give me a keyboard phone this year HTC!

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