HTC has apparently halted the development of several new smartphones, according to reports.
DigiTimes broke the news, citing unnamed sources, and claims that the company has already cut its projected shipment growth for Q1 2013 from 20-30 per cent to 10-15 per cent.
Once a dominant force in the Android space and a consistent producer of excellent hardware, HTC has now been reduced to playing second fiddle to Samsung, which now owns almost 50 per cent of the market.
HTC lost 16 per cent of its market share between Q3 2011 and Q3 2012, according to recent stats, and now faces the unenviable task of reasserting itself in the space.
Samsung has spent literally billions on marketing its products over the past 18 months. And it’s clearly paid off – the company doubled its stake in the Android market within the space of a year.
HTC does not have this luxury, however, being a smaller company with more limited marketing spends.
Apple and Samsung dominate because they can afford to spend billions on advertising. Sure they're products are good but there is very little disparity between the HTC One X, Samsung Galaxy S3, and iPhone 4S.
Great products become best-sellers off the back of expansive marketing campaigns. And with the financial clout to implement them HTC's woes look set to continue well into the new year and beyond.
HTC has yet to comment on this story.
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