HTC has posted its first ever operating loss

HTC’s latest financial results have finally been published, and it’s not looking good for the Taiwanese manufacturer. The company posted an operating loss of NT$2.97 billion for the third quarter of this year – that’s around £62.7 million. Worse still, it’s the first financial loss in the entire history of HTC.

So why exactly is HTC still failing to turn around its situation? The One and One Mini are undoubtedly great products, but it ultimately doesn’t matter if the sales don’t come through.

HTC has been seeing heavy competition from Samsung too, especially in the marketing arena. Samsung reportedly spent $402 million on marketing in the United States alone last year – that’s more than Coca Cola and Apple. HTC, meanwhile, spent just $46 million. And Samsung’s marketing extends to inside retail stores too: the company often pays for dedicated stands, as well as employee training.

Still, HTC has renewed its marketing efforts. The company recently brought on board Robert Downey Jr for its “Here’s To Change” campaign, although the initial adverts have received mixed critical attention.