The curious case of HTC
At times consumer choices may be irrational partially created by marketing blitzkreig by giant corporate houses. This phenomenon has particularly caught up with HTC, the taiwainese handset maker. Despite being one of the most innovative comapany in now innovation starved handset category, the demand for their superior quality products has waned. They are doing all the right things as far as hardware development is concerned. An applified physical appearance coupled with innovative features like ultra pixel camera technology, crystal clear sound qauality to name a few that has failed to generate the kind of sales which is expected from such premium products. So what's wrong with them?? In my opinion, it is more of lack of product diffrentiation interms of software packaging and obviously their lack of muscles in advertising world which has caused this situation to happen. HTC runs on generic Googlesque Android Software which has lately been synonymous with Samsung in premium quality brand and local cheaper handsets on the other side of the spectrum.
The biggest advantage with apple to maintain the lead even with serving same kind of hardware for the last few years has been their strenghth in projecting themselves with a much more secured (malware free)IOS platform, their annual update cycle (free) which helps to give their phones a new look altogether, most easy & comforting platform to work on for app developers thereby all premium apps debuting on IOS, simplicity, usability and host of other features. This is where HTC fails. As stated, they have adopted android, the open platform which has been hugely popularized by Samsung with their flagship galaxy series and is almost synonymous with samsung.
Market is cruel and accordingly stocks of HTC are down by 58% this year.So what does HTC need do to get out of this flux?? They have already started making amends with the launch of their One branded handsets in three different sizes, highly improved HTC Sense UI coupled with fingerprint technology in yesterday's launched HTC One Maxx which samsung will definetely take some time to imitate(though they have already acquired fingerprint recog tech company recently). One more thing they need to do is to launch an aggressive marketing campaign with the option of repositioning themselves which can set them apart from highly crowded android segment.
At times consumer choices may be irrational partially created by marketing blitzkreig by giant corporate houses. This phenomenon has particularly caught up with HTC, the taiwainese handset maker. Despite being one of the most innovative comapany in now innovation starved handset category, the demand for their superior quality products has waned. They are doing all the right things as far as hardware development is concerned. An applified physical appearance coupled with innovative features like ultra pixel camera technology, crystal clear sound qauality to name a few that has failed to generate the kind of sales which is expected from such premium products. So what's wrong with them?? In my opinion, it is more of lack of product diffrentiation interms of software packaging and obviously their lack of muscles in advertising world which has caused this situation to happen. HTC runs on generic Googlesque Android Software which has lately been synonymous with Samsung in premium quality brand and local cheaper handsets on the other side of the spectrum.
The biggest advantage with apple to maintain the lead even with serving same kind of hardware for the last few years has been their strenghth in projecting themselves with a much more secured (malware free)IOS platform, their annual update cycle (free) which helps to give their phones a new look altogether, most easy & comforting platform to work on for app developers thereby all premium apps debuting on IOS, simplicity, usability and host of other features. This is where HTC fails. As stated, they have adopted android, the open platform which has been hugely popularized by Samsung with their flagship galaxy series and is almost synonymous with samsung.
Market is cruel and accordingly stocks of HTC are down by 58% this year.So what does HTC need do to get out of this flux?? They have already started making amends with the launch of their One branded handsets in three different sizes, highly improved HTC Sense UI coupled with fingerprint technology in yesterday's launched HTC One Maxx which samsung will definetely take some time to imitate(though they have already acquired fingerprint recog tech company recently). One more thing they need to do is to launch an aggressive marketing campaign with the option of repositioning themselves which can set them apart from highly crowded android segment.
