HTC Will Release Fewer Smartphone Models this Year

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Although it didn’t do too badly, HTC did not have a stellar 2011. A company executive says the plan for 2012 is to concentrate its efforts on developing a smaller number of “hero” models.

HTCHTC is in much batter shape than some of its competitors, but its revenue in the last quarter of 2011 was down 20%, and its profits were down 25% compared to the same quarter of 2010. It still brought in T$11 billion ($366 million), though. 

The company now believes this was caused, at least in part, by it spreading its efforts over too many different  smartphones. The HTC’s UK chief Phil Roberson told Mobile Magazine, “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.”

There can be no doubt HTC introduced a very large number of smartphones in 2011. On the list are the ThunderBolt, Titan, Rezound, Radar, EVO Design 4G, Amaze 4G, EVO 3D, Rhyme, Vivid, Sensation, Inspire 4G, Status, Droid Incredible 2, EVO Shift 4G, Trophy, 7 Pro, Merge, and Arrive. As Roberson said, “We ended 2011 with far more products than we started out with. We tried to do too much.”

The company is resolving to do things differently in 2012. “We have to get back to focusing on what made us great – amazing hardware and a great customer experience,” said Roberson.

In addition to introducing a smaller number of more advanced handsets, HTC also intends to put more of its focus on smartphones and less on tablets. That doesn’t mean it intends to drop out of the tablet market altogether, however.

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