HTC has so much to look forward to in 2013, especially with its new offerings. The company was the first to launch a 1080p smartphone in the market with the J Butterfly. So one can make out that the company is no doubt, technologically advanced. But despite the company’s effort to lure in as many buyers as possible, it has failed to make an impression on the world. This, we believe, is all thanks to Samsung and Apple with their respective offerings. And now, industry sources are apparently claiming that HTC will reduce shipments of its products in Q1, 2013. The Chinese market in particular which is vital for any manufacturer is seeing plenty of other names rising and giving a tough fight to HTC. The price is obviously a major factor here as there are plenty of Android OEMs providing what HTC does for a smaller price tag (for ex: Huawei). The country also saw the iPhone 5 launch recently, so that should be a key factor too. As for HTC’s other offerings, the Windows Phone 8X hasn’t done all that well apparently. We guess this has a lot to do with the Nokia Lumia 920 which is one of the most desired Windows Phones in the market right now. HTC has remained silent on the issue, and didn’t want to comment either.
The problem with HTC basically is that their smartphones have never been budget friendly. Sure, in countries where the device is sold on a contract, it doesn’t seem like a big deal. But in countries where the devices are sold without contracts, the price of the device shoots up substantially. And this is where Samsung kicks in. Although Samsung flagships aren’t often priced lower than HTC smartphones, they provide more bang to the buck, which is why the Galaxy S III is one of the most desired Android smartphones even today, 6-7 months after its launch. So it seems to me that under cutting on prices is the only way HTC can make a comeback in the market. HTC apparently has been obliged to slash its prices to sustain in the Chinese market, entering the $300 smartphone segment in China. Previous reports indicated that HTC would ship 20-30% more devices in Q1 2013 compared to the current quarter. But it is now being said that the company has sliced that to half, with only 10-15% increase in shipments. It is a growth in shipments from Q4 2012, but not the kind of growth the company would have liked to see.
With HTC’s global version of the J Butterfly and Droid DNA believed to be on the cards, we should expect people to be more excited about the company in the coming months. Then there’s the mystery M7 smartphone from the company which has already made its mark on the news. So while the company has a lot to offer, its growth has certainly been stunted by the competitors. Adaptability is the name of the game these days, and the sooner HTC realizes that, the better.