HTC isn’t blind. The Taiwanese manufacturer can see the gap between itself and some of its competitors is growing. They’ve responded by promising to focus on bringing “unique products” to market in 2013. Judging by their declining sales numbers, HTC needs to do something. Chief Executive Officer Peter Chou believes innovation and not marketing is the key to an HTC rebound. He said, “Our competitors were too strong and very resourceful, pouring in lots of money into marketing.”
HTC needs an angle, a market strategy for success despite being squeezed between Apple and Samsung. Sammi’s Galaxy S III topped the iPhone to become the best selling phone of 2012 Q3. The iPhone 5 did its thing. Chou said, “Although we don’t have as much money to counter, the most important thing is to have unique products that appeal to consumers.” HTC’s One X was well received in 2012 but failed to generate traction and certainly did little to threaten the iPhone or Galaxy S III. HTC is in a tough spot and they know it. Now let’s see what they do about it.
Source: Wall Street Journal