Despite their Robert Downy Jr. -led marketing campaign to associate the letters in HTC with weird phrases like "hipster troll carwash" or bright slogans like "here's to choice," HTC has most recently seemed more like the Harried Tech Company to observers. After putting all of their eggs in the HTC One's basket - which turned out to be quite an expensive One to manufacture - the Taiwanese technology company has recorded its first losses in Q3 of 2013.
It seems a new strategy was long overdue, and in an interview with The Financial Times (paywalled), CEO Peter Chou spoke about the company's new focus, as well as offloading some of his duties to Cher Wang, HTC's chairperson.
Chou says he will focus on products and innovation, while Wang handles the sales, marketing, customer service, and other dirty business. Part of Chou's new focus will include expanding and diversifying the company's product line - a strategy lifted straight from Samsung, with its Galaxy of devices.
Included in the purview of hardware that HTC wants to focus its energy on is a possible Amazon smartphone, more Windows Phone devices, and an upcoming tablet and Samsung Galaxy Gear-rivaling smartwatch.
According to the FT interview, Chou says wearable technology is actually "a critical segment" for HTC: "It matches what we do today as a mobile experience overall. That is one area we are excited about," said Chou.
However, as the Galaxy Gear has proven to be limited in capability, Chou cautions about comparing what HTC has in the works to the current wearable technology market, saying "it's still too early," and adding that an HTC smartwatch, unlike current offerings, "has to meet a need, otherwise if it's just a gimmick or concept, it's not for people's day-to-day lives."
Wang chimed in about the HTC tablet that is in development, saying it "will be something nice and disruptive," but not offering many details.
HTC has had a troubling couple of years, with several executives leaving the company - including one under suspicion of embezzlement - and lower-than-expected sales of its smartphone lineup.
The Hard Times Company isn't the only smartphone maker in trouble, as Nokia and BlackBerry have both reached the point of being bought out due to their misfortunes. Meanwhile, HTC's global smartphone share, according to ZDNet, has shrunk from 11 percent in 2011 to just 2.6 percent now.
For HTC to rebound, that tablet better be pretty disruptive indeed.
- Contribute to this Story:
- Send us a tip
- Send us a photo or video
- Suggest a correction
