HTC Strategy for 2012: Don’t Make a Ton of Gadgets Just Make Awesome Ones!
Last year, buying a HTC smartphone was made so hard by all the new ones being rolled out pretty much every other week. At least that was how it felt down on my end, I just could didn’t want to buy one and then feel as if my cool new gadget was overshadowed after just a week of use! Well, the company felt the same way (or they have an awesome advisor) and HTC has made plans to decrease its smartphone launches this year, meaning 2012 will be the year that HTC launches its new philosophy: Quality over Quantity.
HTC UK boss, Phil Roberson, in an interview with Mobile magazine said that the Taiwan based tech manufacturer will reduce the amount of gadgets released this year, especially after the second quarter. The new phones will all be premium models of every category, so you should expect to see less entry-level phones and the sway would be felt as they up the supply of mid-range and high-end phones. Not to worry though, they will definitely keep a few awesome low end devices. They would have to since the shift from iOS to Android has not reached potential levels and who would want to miss out on all those newcomers?
"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," is what Robertson told Mobile, signaling the kickoff to a more Apple-like take on things.
The new HTC Titan 2 may be an indication of what Robertson has it mind. Unveiled this month at the AT&T Developer Summit, the Titan 2 is the first LTE Windows Phone. In addition, it features a 16-megapixel camera with a backlit illuminated sensor, and a F2.6 aperture for shooting in low-light conditions.
"We make great phones, but it is hard to do that when the portfolio is spread too much," said Robertson.
HTC will take things slowly in the tablet market. They will have to develop the brand name and scope to compensate for the 2011 focus on phones if they want to mark themselves as an all-round manufacturer. They will continue to focus on the phone market for the time being, since focus on Apple’s iPad is still in full swing, it would be like trying to compete with the Super Bowl, and with a whole new sport to boot.