HTC UK is to produce less high-end (or hero) devices this year to try and gain back market share from Samsung, which today announced record profits, partially due to the success of the Samsung Galaxy S2.
Speaking to Mobile Magazine, HTC UK chief Phil Roberson said:We have to get back to focusing on what made us great – amazing hardware and a great customer experience’
He continues: ‘In Q4 we delivered a lot more products than in the past. Now 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.’
Last year at the top end of its range HTC released the HTC Sensation XL, HTC Sensation XE and HTC Sensation running Android, along with the HTC Desire S and HTC Incredible S. Compare that with Samsung who solely had the Galaxy S2 at the top end, followed by the Galaxy Nexus at the tail end of the year.
The news follows disappointing results for HTC, where net profits dropped 26%. Although growth in the UK was up 65% year on year.
We think this is a smart move for HTC. The company has far too many phones at the top end. They all slightly different – and all good phones – but it’s confusing for a customer to choose between them.