In 2010 and 2011, HTC was performing very well. Its Evo 4G moved it from being a company known as a third party manufacturer of the devices of other companies to an original device maker. In those years, its profits quadrupled and stock prices tripled in a span of 18 months. At a certain point, the company was even considered as the top seller of smartphones in the United States.
But, its sales started to drop and revenues declined quickly in the latter parts of 2011. Currently, they are below 70% their highest sales and seem lost. Moreover, its CEO Winston Yung just left the company and he was replaced by Chia-Lin Chang, a financial veteran who was previously connected with Goldman Sachs Group Inc.
Although the change may slightly help HTC on the financial aspect, its greatest challenge is how it can attract more customers. The Apple versus Android competition has started to shift to become Samsung versus Apple. HTC enters the competition as the fifth placer which looks like it is fading quickly.
The circumstance may soon become more aggravated as Samsung is reportedly set to launch its Galaxy S3 in Europe on May 3. With this, HTC is said to be pondering ways on how its lineup of handsets can keep up with the pace of Samsung since the most recent flagship handset of the Korean based company is packed with an amazing display, powerful internals and sleek packaging.
HTC should start having a new plan quickly in order for it to grab a greater share of the smartphone market since so many companies are hungry to have a piece of that market.