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HTC Doesn’t Know How to Sell More Phones in 2019

by Justin Herrick | December 18, 2018December 18, 2018 7:30 am EST

HTC committed to releasing another batch of high-end and mid-range devices next year, but that might not be enough to save its bottom line. Every month, revenue continues slipping to a scary-low level. Yet the Taiwanese company already confirmed it won’t sell any additional assets to reduce costs. So far, HTC appears to be set on carrying out business as usual in 2019.

The U12 Plus isn’t finished, though. In a report from DigiTimes, HTC’s Darren Chen revealed the 2018 flagship will be tweaked to prolong its product lifecycle. HTC put out the U12 Life this year as well, and that’s done better than expected in some regions.

As for its mid-range lineup, the Desire 12s went official this month. It leverages Qualcomm’s Snapdragon 435 and other modest components to remain affordable. Budget-friendly hardware was once a priority for HTC, but the company lost ground to Samsung and various Chinese competitors who can operate more efficiently.

Maybe the virtual reality division can pick up some slack, but that entire category hasn’t done anything too exciting in 2018. The Vive ecosystem, which HTC and Valve work on together, should expand further while monitoring how other companies tackle virtual reality.

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The last twelve months weren’t too pleasant on HTC. In November, monthly revenue came in at around $48 million. HTC also decided to release 1,500 employees over the summer in an effort to cut expenses. With revenue in a downward spiral, it’s difficult to imagine how a turnaround could occur. That’s especially true as HTC hangs on to an unambitious strategy.

Heading into 2018, HTC could’ve done a myriad of things. We laid out a potential strategy, but none of the recommendations were used. HTC doesn’t have many options left. It looks like another underwhelming year will be had; however, money might get tight and force HTC exit the mobile industry or let another company manage its operations.

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Justin Herrick

Justin is easily attracted to power buttons. His interest in technology started as a child in the 1990s with the original PlayStation, and two...

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