HTC focuses on fewer Android handsets
Less is more, or so they say. They being Apple fanboys, usually. But perhaps it’s a good strategy for Android handset manufacturers to adopt at this point in time.
HTC exploded onto the market thanks to its classy adoption of the Android mobile operating system. But things seem to have gone a little pear-shaped in recent months, with Samsung having become the new darling of the Android world. This may be because of the number of handsets HTC has insisted on releasing. There are too many, plain and simply.
According to Phil Roberson, executive director of HTC U.K. and Ireland, HTC has a new strategy going forward:
“2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs. We have to get back to focusing on what made us great — amazing hardware and a great customer experience. We ended 2011 with far more products than we started out with. We tried to do too much.”
Choice is good, but overkill is not. Different consumers want different things from their devices, and that includes smartphones. I know a lot of people who have tried the iPhone and absolutely hated the experience. Because Apple offers no alternative, they have switched to Android. And got exactly the handset they want with exactly the right features they want on it.
However, throwing handsets at consumers and seeing what sticks is as bad a strategy as Apple’s is. HTC took their eye off the ball in the same way that so many other manufacturers of Android handsets have. And the company is paying the price for it now with poor sales and poor earnings.
It would seem common sense to me that Android handset manufacturers would offer one top of the range, flagship device designed to sell at a premium for at least six months. And then offer between three and five other handsets designed to cater to other niches: those on a budget, those who want to mainly listen to music, etc. But then I’m no expert.
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January 27th, 2012
Android really is different than Apple in that while the iPhone is one type of phone definitely, Android comes in many different types of devices. With Android, different brands like HTC and Samsung compete with in the platform for dominance.
Sarah
Mosaic Technology
http://www.mosaictec.com
January 27th, 2012
“However, throwing handsets at consumers and seeing what sticks is as bad a strategy as Apple’s is.”
You are so right, just look at AT&T report :
50 Androids on shelve, 3 iPhones (one for free).
80% of phones sold in Q4 were iPhones (majority iPhone 4)
out of the remaining 20% majority were feature phones.
Android sales ? 5-7%.
January 27th, 2012
edit : Makority of iPhones sold at AT&T iPhone 4S.