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ROADMAP: More Quietly - more Brilliant - less Broad! HTC to focus on less but Hero Devices in 2012
Posted by Arne Hess - on Thursday, 26.01.12 - 15:34:35 CET under 01 - General News - Viewed 10521x
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Right ahead of next month's Mobile World Congress, HTC UK chief Phil Roberson told Mobile Magazine in an interview, that HTC will focus in 2012 on a limited number of high-end devices by only launching a limited number of high-spec devices this year; focusing on a strong second quarter releases. He said that "We (HTC) 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."

Furthermore, Roberson mentioned that HTC will take a backseat in the tablet market in order to focus on smartphones, while he also stressed that HTC is not exiting the sector completely. So far, HTC has launched one tablet only - the HTC Flyer - which was announced at last year's Mobile World Congress.

Doesn't matter what analysts said about HTC's last quarter earnings, Roberson also agreed that HTC delivered in Q4-2011 "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."

A conclusion I totally agree with! While every single phone was ok or good, I've totally lost the overview of HTC's portfolio with releases like the HTC Sensation, Sensation XE and Sensation XL which were all somewhat "same, same but different". In my humble opinion, one of HTC's strengths in the past was to deliver the right hero device at the right time. The 2011 portfolio was way too broad with too many so-called hero devices at the same time or close to each other; the 2012 line-up can be only better!

In any case, we will see next month what HTC has to offer us, stay tuned!

Cheers ~ Arne

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