HTC to focus on fewer smartphones, more ‘Hero’ devices in 2012
In 2011, HTC sold dozens of different handsets based on roughly fifteen core devices (that’s a little more than one core device per month). But after a sharp decline in profit late in 2011, HTC is now looking to tighten things up and focus more an quality rather than quantity for its handset portfolio in 2012.
Phil Roberson, from HTC UK, told MobileToday that the company will be changing its strategy to feature fewer models of handset throughout the year while pushing out devices which are focused on great specifications and quality.
Phil also suggested HTC will take a backseat in tablet market without leaving it. For months now we’re been heading rumors about the upcoming HTC Quattro Android tablet, but this new announcement from Roberson could mean that the device will not be making its debut at Mobile World Congress next month.
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.
‘So 2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.
Despite the fall season, HTC’s UK Executive Director emphasized that the company performed well when you take all of 2011 into account.
We had a fantastic year, with 65% growth year on year in the UK. But in Q4 we delivered a lot more products than in the past. Now we want to create more of a ‘hero’ approach. We make great phones, but it is hard to do that when the portfolio is spread too much.
It’s clear that HTC’s we approach is intended to give them a stronger foothold in the mobile sector in 2012. We’ll have to wait to see how HTC’s new lineup at MWC plays out before we can judge them on their new strategy.
Do you think HTC’s plan to scale things back will pay off?