News: HTC to Focus on Fewer “Hero” Smartphones This Year

HTC had poor last year when their growth stopped for the first time, and one of the reasons for the decline was their huge portfolio of devices. To be precise HTC released fifteen devices in 2011, which is even more than one per month, but it seems HTC learned its lesson and is now planning to focus more on quality rather than quantity for its handset portfolio in 2012. 

HTC’s UK Executive Director Phil Roberson while speaking to Mobile Today said that this year they are gonna focus on fewer models with superior specs and quality. He also suggested that HTC will take a backseat in the tablet market without leaving it. Rumors about the upcoming HTC Quattro Android tablet have been high, but it seems the device will not be making its debut at Mobile World Congress next month.

 

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 prod

ucts 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.

 

This move by HTC seems logical if they want to get foothold on the market. Let’s hope HTC doesn’t disappoint us this year.