In 2010 and early 2011 HTC was a force to be reckoned with because of their stellar Android handset line-up and they enjoyed life at the top. Flash forward to '12 and things were not looking so rosy for the Taiwanese company. Shares of HTC have plummeted to a six-year low, down 80% from the 2010 peak and they find themselves struggling to remain relevant in the Android handset space, but if anyone has been paying attention they are fighting back. With the introduction of the HTC Droid DNA in 2012 it was quite obvious that they meant business and have been paying attention. According to Peter Chou the worst time is over and the company is looking to a brighter 2013:
With the exception of the Droid DNA, HTC has not unveiled any new handsets, but they are expected to unleash their new lineup at either CES or MWC this year. They are not merely focusing on product line-up to blast them into the forefront, they are also focusing on China, which is the single biggest phone market in the world. In Q3, HTC sold 2.8 million smartphones in China. That is more than Apple sold iPhones there. All of this is futile though without proper marketing and they have that covered as well. Chou said "one thing I'd learned from last year is to act fast and be responsive to market changes. We are being more flexible now. We are constantly fine-tuning our sales plans and position in various markets."ďThe worst for HTC has probably passed. 2013 will not be too bad. Our competitors were too strong and very resourceful, pouring in lots of money into marketing. We havenít done enough on the marketing front. Although we donít have as much money to counter [Samsung and Apple], the most important thing is to have unique products that appeal to consumers.Ē
It certainly appears HTC has all their bases covered and if all goes as planned 2013 should be a great year for them.