HTC plans to eschew the "quiet" part of its well-worn tagline, "Quietly Brilliant," as it looks to mount a comeback in the smartphone business.
The Taiwanese company plans to go bolder with its messaging to consumers and the media, relying less on joint marketing campaigns with the carriers and standing more independently to tell the HTC story. It will focus more on its products' advantages and better utilize more social media to recapture some of that loss buzz. It also plans on seeking out influential celebrities and "superfans" with a genuine appreciation for HTC's phones for more authentic endorsements. The company is also pegging its turnaround on its One franchise of flagship smartphone, a renewed presence in Windows Phone 8, and further expansion into key markets such as China and India.
"I think it will be really hard for HTC to get back to where it was before in terms of shipments and profits," said Jan Dawson, an analyst at research firm Ovum.The key dilemma for HTC: it isn't the only company facing this kind of situation. From Nokia to Research In Motion, the smartphone field is filled with players looking to recapture past glory. And it's easy for HTC to get lost in the shuffle with so many companies scrambling for attention in the mobile world. Take this week, when Nokia, Motorola Mobility, and Amazon all announced new products. Apple is expected to unveil a new iPhone next week. HTC has its own event on Sept. 19. HTC's comeback attempt began with the One series of phones, . While the phones were critically praised, they only enjoyed a brief moment in the sun before the hype cycle moved on to the
There's still a lot to like about HTC, MacKenzie said. While the company's , he noted that the company remains profitable, with Apple and Samsung being the only companies in the industry that can boast the same claim. While the One phones were only available at AT&T and T-Mobile USA in the U.S., they're starting to pick up recognition. Its revamped Sense user interface is a much cleaner and easier experience than previous iterations. And, of course, the company still makes a decent phone. For all the talk of HTC's struggles, the company has actually quietly made some progress in the recent months. The company owned 6.1 percent of the global smartphone market in the second quarter, down significantly from a year ago, but a slight increase from the first quarter, according to a Gartner study. Still, whether HTC can parlay those advantages into more attention for its products remains to be seen. Recapturing that buzz
It's easy to forget, but HTC is a fairly young company that got its start building phones for other companies and carriers, a practice known as white-labeling. It's an even younger one when factoring its more recent decision to go public with its brand; it launched an advertisement promoting its own brand for the first time in November 2009. HTC's rapid rise came as a result of calculated bets on the right technology and platforms. The company was the first to partner with Google to build an Android smartphone, the
Its relentless adoption of the latest trends, paired with its Sense user interface, made HTC phones a desirable product. The Evo remains Sprint's best franchise, only surpassed by the iPhone, while the original
HTC put all of its horse behind the One brand, and the company continues to support it. One was the company's attempt to simplify its brand and focus on a few quality phones, instead of the scattershot approach it previously took.
MacKenzie had previously compared the One to Google's own Nexus brand, which represents the latest innovation in Android. But perhaps a more apt comparison would be to Samsung's Galaxy S. Samsung positioned the Galaxy S as its flagship smartphone, and while it had a rough start, the brand has become a world-beater, with its announcement the stuff of Apple events. But it took three generations of devices before Samsung had a blockbuster brand with the Galaxy S, with the Galaxy S III now available at every major U.S. carrier. MacKenzie acknowledged that HTC doesn't have the luxury of waiting through three generations of One smartphones before it achieves a similar strata, but declined to talk about the company's internal expectations. He said that in two months, the One phones were able to build the same kind of awareness that HTC enjoyed after two years.
But HTC's attempt to simplify things down to a ubiquitous brand hit a snag in the U.S. While AT&T sold the One X and T-Mobile carried the One S, both Sprint and Verizon Wireless insisted on their own custom phones. Sprint wanted another Evo, the
"We're off to a good start. Relative to the market, we can do better," he said. The market, unfortunately, hasn't been kind to HTC in recent months. Analysts note that at Sprint, traditionally its strongest partner, the company's phones were pushed aside once the iPhone showed up. "HTC has never seemed to recover from Apple's expansion to Sprint as the HTC Evo products were Sprint's key high-end focus," said Gartner analyst Hugues de la Vergne. Continued Windows Phone support
While HTC hasn't shown off any of its Windows Phone 8 devices, MacKenzie said the company plans to go strong with the Microsoft platform. "I feel very good about the partnership with Microsoft," he said. "We're expecting big things." Could HTC introduce a singular One-like brand for its Windows Phone lineup? MacKenzie would only say "stay tuned." Aside from Nokia, HTC has arguably been the most consistent partner to Microsoft for Windows Phone. The company had more Windows Phones during the 2010 launch than any other vendor. It has also consistently worked to bring out high-profile new products, with CEO Peter Chou sharing a stage with AT&T's mobile CEO, Ralph de la Vega, and Microsoft CEO Steve Ballmer at AT&T's Consumer Electronics Show event.
Unfortunately for HTC, its product, the
HTC's smartphones have always stood out for their innovative design. Unfortunately, hardware alone isn't going to cut it. The company needs to work on improving the suite of software and services around its phones. HTC's experiment with Dr. Dre's Beats headphones was a flop, and with the rapid advancement of hardware, touting features such as a superior camera will only buy the company a momentary edge. "People don't buy phones for the audio features, let alone the accessories, and they don't really buy them for the materials either -- they buy them because they like the way they look and feel in the hand, and more importantly they like the software and services that come with the phone," Dawson said.
A streamlined Sense is a good start, but HTC needs to build on that with more of a focus on services such as music and video, or unique apps that help it stand out from the pack.A smart move for HTC has been to target several growing markets. Despite the ultra-competitive nature of the Chinese market, where homegrown players such as Huawei and ZTE have a dominant position, HTC has been making some strong inroads. "We've seen tremendous success," he said. The company has only recently made an effort to enter China in the last two years, and over the first six months of the year, HTC has seen its market share double to 6 percent, MacKenzie said, adding the company has grown by following its strategy of working closely with the carriers and building its own app store with Google Play banned in the country.
Up next: theWith the smartphone business still emerging in India, HTC has moved to build an early position in that market as well. , which features a unique back with a large logo. The company announced the phone today.