March 6, 2012 | by Adrian Diaconescu
HTC has been one of the most important global players of the smartphone market for quite some time now, but starting at the end of 2011, the Taiwanese company has gone down a slippery slope of sales decline.
After a mediocre Q4 2011 and a disastrous January 2012, HTC has had its revenues climb between January and February, but is still consistently down year-on-year. The company announced earlier today that unaudited consolidated revenues for February 2012 totaled NT$ 20,294 million ($ 687.4 million), down a whopping 36.79 % from the same period last year.
Things are even worse if we look at revenues from January and February 2012 combined, which only reach NT $ 36,910 million ($ 1.25 billion), down 45.01 percent year-over-year. However, it has to be said that HTC was expecting these results, with the company budgeting for a quarterly decline and an around 36 percent drop in revenue compared to the final quarter of 2011.
HTC estimates that revenues in Q1 2012 will total around 2.3 billion US dollars, which would be around 1.15 billion dollars less than their revenues in Q1 2011. On the other hand, the Taiwanese smartphone and tablet manufacturer’s spokespersons have stressed during the past few months that the company’s issues are thought to be short term and should be overcome in the second half of 2012 with the help of a new marketing strategy.
The strategy is to concentrate on so-called ‘’hero’’ phones during the coming months, which hopefully should help HTC recover some of its losses against Apple or Samsung lately. The first line of hero smartphones, the One, has already been unveiled and could hit the market as soon as next month, when we should see if HTC has any chance of making this strategy work and get back on top with some oh-so-wanted and needed profits.
What do you think, are the One S, V and X HTC’s salvation or should the Taiwanese come up with something better during the following months in order to stop this decline? Hit us with a comment and tell us your view on this subject.