After the disappointing Q4 results, which saw a sharp drop in profit and revenue for HTC, the Taiwanese mobile device company is now looking to cut back on its smartphone portfolio this year, instead focusing on fewer ‘hero’ devices. This is exactly what we argued HTC should be doing, though leaks from December already suggested that this change was coming.
In an interview with Mobile Today, HTC UK boss Phil Roberson said the following:
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.
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.
Besides releasing fewer smartphones, Roberson also said that HTC would shift its focus away from tablets – it won’t “exit the sector completely”, though.
We can only applaud this move, and hope that we will see some great new devices introduced at Mobile World Congress, which is at the end of February and thus should be the place for HTC to announce its new models in time for “second quarter releases”.
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