By Jonathan Charles | Aug 06, 2012 01:47 PM EDT
HTC is entering an interesting period. The company previously known for dominating the Android market with its sheer number of devices on offer, chose to decrease the size of its portfolio with the One devices. While the company has seen reduced profits, the company's CFO remains unconcerned.
HTC surfaced in 2006, and became popular with high-end Android devices including the HTC Desire. These devices have moved aside in favor of new devices and due to of their lack of current software. The HTC Desire HD may not be getting Android 4.0 Ice Cream Sandwich, for example. Other Android manufacturers, notably including Samsung, have eclipsed the company. Samsung introduced the Samsung Galaxy S3 smartphone on May 29, taking record pre-orders and sales as a result. With the next iPhone's release potentially occurring next month, HTC is unlikely to be in the limelight for a while.
The fall in profits has seen HTC close offices in areas where it isn't strong, like Brazil and South Korea. The closures mean it will help HTC streamline the company in "key growth" markets, unspecified in the interview.
Chang added that the company will continue to bring innovative products to market, and use its"strong partnerships with carriers," Chang Cia-Lin said in an interview with PC World Australia. Marketing, retail, and sales sectors will be improved to broaden consumer reach, according to Chang. "HTC is still a young company. In a lot of countries, the brand awareness is fine. We need to focus more on the brand consideration and preference," he said.
Rumors recently surfaced claiming that HTC will launch a possible update to the HTC One V, the low-end device in the One range. The rumor remains unconfirmed, but technology website The Verge seemed confident. Whether HTC could remove the love-or-hate-it Sense UI, or at least offer an option to disable it for stock Android, to drive sales also remains unknown. Android devices have to be rooted (hacked) to use the stock experience, which is not ideal for the average consumer.
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