The Taiwanese company is not going through its best moment, and that is very clear. Their forecasts for the third quarter are really negative, and they expect to make losses again. The situation is critical, and a radical change in HTC. Everything indicates that the future for the fourth quarter is the mid-range. It would take refuge in the mid-range and basic smartphone.
For some reason, HTC has been trying to succeed in the high-end with its smartphones quarter after quarter. This strategy contrasts sharply with another, the one followed by Sony. In fact, the Japanese company, after acquiring the part that belongs to Ericsson, began by focusing for a whole year on upper-middle-range smartphones, without launching a very high-end smartphone. Therefore, they did not compete with the iPhone or the Samsung Galaxy S3. However, when a year has passed and the company had established itself well, they have decided to start launching higher-end smartphones, such as the Sony Xperia Z, which has achieved quite positive results. However, they still did not have the specifications of the most cutting-edge terminals on the market, something that could happen in the face of the launch of the new Sony Xperia i1.
HTC has done the opposite, focusing on the high-end. First with the HTC One X that they launched last year and that was no match for the Samsung Galaxy S3. And this year with the HTC One, a high-quality smartphone that is really good, but that is not enough to guarantee the success of a company, which also has incredible competition, nonexistent in any other sector.
The forecasts for the third quarter of the year are really bad, since they expect to make losses again, something unacceptable after last year the situation was already critical. However, the Taiwanese say that they have already corrected the situation, and that they expect everything to change for the fourth quarter. The mid-range could be the solution, a range that is being won by Chinese companies such as ZTE and Huawei, and by the classics, with Sony, Samsung and LG selling many smartphones. HTC would have a large market in the upper mid-range, which could be combined with something in the upper-mid-range to see how the market is doing, and to offer a smartphone to those who have always wanted to buy an HTC. Let's hope that the company really manages to take flight, since it was one of the giants of the smartphone world, and a company like this cannot be missed.
They have lost themselves.