HTC released its unconsolidated revenues for the month of August on Wednesday, noting revenue of NT$12.2 billion, or about $444.36 million for the month. That figure is down from the NT$24 billion, or $807.93 million it reported during the same month last year. It also reported revenue from January to August of NT $142.4 billion, down from revenue during the same period last year of NT $207.9 billion. It’s troubling for a number of reasons.
First, HTC put a new focus on creating the best products available. It launched the HTC One and the HTC One Mini in that time period, not to mention the HTC Butterfly S, another powerful phone, and lower-powered devices for emerging markets. It even put a renewed focus on marketing, spending record amounts of cash trying to bolster its name in the United States as it continued to compete with other flagships, such as the Galaxy S4 and the iPhone 5. Ultimately, however, those efforts don’t appear to be paying off – at least not immediately.
HTC’s new marketing campaign with Robert Downey Jr. is obviously an effort to gain even more interest in the brand, though we’re now seeing the company struggle even with flagship smartphones that offer some of the best capabilities out there. We’re going to need to see some sort of additional change in the future, though it’s unclear what that will be.