HTC Lines Up Limited Devices Strategy for 2012

January 27, 2012, By Sanjeev Ramachandran

We need not tell you how notorious Motorola was, in bringing out devices with slighter changes, in a matter of months, making a furor among the consumers.

They said they are going to change that style. Now, with some official responses from HTC, we feel that many smartphone manufacturers are moving the same way.

HTC UK chief Phil Roberts, the other day revealed their plan to develop more hero devices in 2012, instead of bringing out several not-so-heroic devices to flood the market.

The writing on the wall is very clear. HTC is not going to bring out a new model with not much difference with its predecessor every month. Instead, they will decrease the frequency with which new models come out from their inventory.

While bringing down the number of models, more focus will be given to increasing their quality and features that will help them sustain the performance in the market for long time.

As part of the plan, the company will not be running for a new model launch in the first quarter this year. But the wait will worth its first launch in 2012 at the second quarter.

The decision comes after the HTC top brass closely examined the market performance of HTC last year. The company found a 26% fall in its net profit in the first quarter of 2012, a phenomenon, according to many of the HTC bosses, caused by the sheer number of devices which they threw to the market in the last quarter of 2011.

We think the decision from HTC will do well not only for its market performance but for bringing up a good will about the company among the consumers. After all market share always follow the mindshare of the consumers, right?

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