It isn’t exactly a secret that HTC has been in something of a rut lately. The company, which was once the top Android manufacturer as recently as 2010, has fallen hard in recent years, thanks to the increased competition from the likes of Samsung and Apple. HTC is going to try to turn that around in 2013, with CEO Peter Chou telling the Wall Street Journal that he’s optimistic for the year ahead.
“The worst for HTC has probably passed. 2013 will not be too bad,” he said. Reflecting on why HTC lost ground in this fiercely competitive market, Chou said, “Our competitors were too strong and very resourceful, pouring in lots of money into marketing. We haven’t done enough on the marketing front.” Chou admitted that HTC doesn’t have as much money as Samsung or Apple, but said that doesn’t matter as much as offering unique handsets that get consumers excited.
HTC seems to have succeeded in getting consumers excited with one of its latest handsets, the DROID DNA. The company has also put out a couple stellar Windows Phone 8 handsets, so slowly but surely, HTC is working its way back into the public eye. It seems that there are more than a few consumers out there who want to see HTC make a comeback as well, so the better year HTC is hoping for in 2013 might be more than just a pipe dream.
Chou didn’t specifically say how the company is planning to turn things around, but it sure does have its work cut out for it. 2012 was a great year for Samsung, with the company releasing the Galaxy S III and the Galaxy Note II to critical acclaim and very strong sales. Samsung is going to be a tough one to beat going into 2013, as the oft-rumored Galaxy S IV and Galaxy Note III are said to be launching this year. HTC has been drawing some significant attention with its rumored M7 handset, though, and if it can keep putting out quality Windows Phone 8 handsets, then 2013 might just mark the comeback some have been waiting for.
Indeed, Chou said in the interview that in 2012, the company learned that it needs to act fast and adapt to market changes as quickly as possible. Moving forward, he says the company will be constantly fine-tuning its sales plan to better position itself in the smartphone market. We shall see if all of that work pays off for HTC in the end, so stay tuned.