HTC: “We are coming back.”

Aug 15, 2012
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HTC: “We are coming back.”

Nokia isn’t the only company facing trouble, with HTC receiving a battering from Apple and Samsung in smartphone sales. The company has tried to streamline its product line, but consumers still seem to be turning to the Galaxy S line as well as the iPhone. Bloomberg reports that Peter Chou, CEO of HTC, has sent out a email designed to rally employees, describing how the company needs to get to grips with the current situation.

In the email, Chou lays out how the company needs to “kill bureaucracy” while improving communication, going on to say, “We have people in meeting[s] and talking all the time but without decision, strategic direction or sense of urgency. Bureaucracy crept in without clear ownership. We agreed to do something but we either didn’t do it or executed it loosely.”

Chou goes on to say how he’s disappointed that the company’s sales have fallen despite the huge growth in the smartphone market. “Our competitors can leverage their scale, brand awareness and big marketing budget to do things which HTC could not do. The fast growth from the last two years has slowed us down.” Chou finished the email by saying, “We are coming back.”

The company’s 2012 lineup of smartphones were well received by reviewers but don’t seem to have found a massive following amongst consumers. The HTC One X and EVO 4G LTE were briefly delayed at US Customs shortly after launch which may have affected sales, and the arrival of the Galaxy S III in Europe and the United States shortly afterwards probably hasn’t helped either. HTC’s Q2 financial results were also poor, with profits down 57% compared to the same time last year and net profit reaching just $248 million.


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