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HTC: “We Tried To Do Too Much” In 2011, Will Give Customers Something Special In 2012

When HTC announced their Q4 earnings a couple weeks ago, you could sense that they weren’t exactly excited about their end-of-the-year performance. Overall though, HTC says they had a pretty decent 2011. Since then, there have been many discussions over the path that HTC would take to compete against Apple and Samsung in the new year. For their 2012 goals, they will focus on fewer devices and a greater concern for their customer’s experience. HTC’s UK chief, Phil Roberson said this to Mobile UK:

We have to get back to focusing on what made us great – amazing hardware and a great customer experience. We ended 2011 with far more products than we started out with. We tried to do too much. So 2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.

HTC will also take a submissive roll in the tablet market this year and will spend their time focusing on smartphones. From what we already know about their 2012 lineup of devices, we can expect the HTC Fireball, which is rumored to become Verizon’s first 4G LTE Global device later this year. Could we see HTC’s rebirth at this year’s Mobile World Congress with the announcement of the Fireball or possibly even a quad-core device or two?

Via: Mobile Today

  • Djmwilliams

    The Rezound is Verizon’s first 4G LTE Global device.

  • It sounds like they finally read the book Steve Jobs. I wish everyone manufacturer would read it.

  • TC Infantino

    Oh I found out something just a few days ago.  When I plug my Rezound into my cars radio using the Aux plug, the Beats integrated sound boost turns on.  I just found this out when I used the native music app instead of PlayerPro while driving.  It sounds awesome through my cars speakers.

  • A good start would be supporting a device for longer than 6 months. As an unlucky TBolt owner I’m pretty disappointed that there’s been no official word about ICS. If the Nexus S can run ICS with 512 RAM then the TBolt should be able to do just fine with 768MB. An even better option would be to help out us shafted TBolt owners into getting a newer HTC phone that will be supported through Verizon, but that will NEVER happen.

    • Anonymous

      HTC “We really shafted our old customers so to make up for it, were going to make things better for our new customers”
      Unfortunately, because of the Tbolt debacle, these two groups will be largely mutually exclusive.

      • Unfortunately you are right.

  • I still love you HTC, you make awesome phones, unlike…whoops, just stepped on an apple….

  • Anonymous

    Something special . . . like upgrades to ICS for their older phones? T-Bolt

  • Anonymous

    hmm, it took Moto and HTC this long to realize that they released too many skus? I disdain Apple, but they got product launches down. People know when to expect/anticipate product launches and people get VERY excited that time of the year. Has nobody at Moto or HTC before this year sat down and ask… hmm why does Apple sell so well, maybe we should see how they launch products? You’ve got to admit that their marketing is on point.  It took Jobs to show record companies that their physical media / cd model was broken (which they didn’t concede to until the eleventh hour). Seems like oems are starting to realize the same after the fact (when they finish counting their $$). Look we all like choices, but where would you rather eat? that diner on the corner with a 20 page menu of mediocre food where you question its freshness or that specialty shop that makes a page worth of amazing food.

    • TC Infantino

      Well you have to factor in price with that analogy.  If the diner has good prices and the food isn’t bad and you get lots of it, but the specialty restaurant has very high prices and even though their food is made by a master chef there are just small portions, then give me the diner every time.  And don’t forget that with Apple, you also have to question freshness, considering their last iphone release wasn’t exactly cutting edge tech, evidenced by no LTE, no NFC, and still tiny screen.

  • HTC just make a quality phone for T-Mobile in 2013 and ill be happy lol thats when my Verizon contract is up.

  • Anonymous

    I don’t know why it took so long for HTC and Moto to figure out the formula for product refreshes. Samsung’s Galaxy S and Galaxy S II (not to mention the iPhone) showed the way a long time ago. It’s not rocket science, haha.

  • EC8CH

    I wish manufactures would have four or five models that they refresh on a yearly basis.  A highend slate, highend slideout keyboard, portrait keyboard, budget model, etc.  

    • Michael Forte

      The only problem with this though is what if your upgrade falls in between the yearly refreshes? You either buy the current high end phone on the market or wait 6 months for the newer one. Maybe like 8 month refreshes would be better?

      • EC8CH

        They should do it to coincide with the release of the next version of android. *BOOM* fragmentation solved.

        That’s a lot of phones all releasing at once though.

        • Michael Forte

          Yeah that would be a good idea. Too bad it takes so long for manufacturers to skin Android…which is definitely not needed with ICS.

      • Andrew Seraphin

        then wait, its a phone, not something to obsess about

    • Anonymous

      this is the extreme end of consolidating market offererings (and what the manufacturers are now realizing they lacked in 2011), but the main point, as you and others mentioned, is a consistent offering cycle. Be it every 6-12 months, the public and manufacturers will save time and money AND enjoy a well thought out, designed, released, and accessorized device. R&D, software (updates), heck the entire scope of the device will be streamlined.
      and that is the point; streamlining cyclic offerings. look at Intel and *pple and the “pendulum” cycle of their products. 

      that doesn’t mean or neglect experimental devices that the dev and enthusiast communities love either. but their biggest market is the “average under-contract consumer,” which now means a new device about every two years. 

      personally, I’m still rocking the OG with unlimited, and while some of the products (ok the Rezound, Maxx and Nexus) are close the tempting me to upgrade, the number of iterations of the same and similar devices gave me pause. the more one tries to accomplish/produce at the same time, the less focus, commitment and resources are available. and that does everyone a disservice. 

  • texashorns88

    HTC is the only manufacturer I will buy a non-Galaxy Nexus phone from right now.  Be that as it may, for all of the iPhone’s shortcomings, the people at Apple are smart enough to know that they make a gazillion dollars by making strategic releases of new versions of their product.  They do not saturate the market with 6 different versions of the iPhone in one year.  Like Motorola, HTC, etc. have done in 2011.

    It is almost as though the Android manufacturers are scared to make the best phone humanly possible and only sell that phone for an extended period of time, instead thinking that having numerous phones out there to give people a choice of different specs or something is going to increase their bottom line and be more desirable to consumers.  It’s a flawed business strategy. 

    Consumers want their operating system to give them the choice of how to customize the way they use their phone.  They do not want to be forced to sift through numerous different phones and have to compromise on the hardware specs and performance variances between them, while also having anxiety about purchasing a phone that will be one-upped–albeit only minimally–within the next month or two.  Everyone wants a top-of-the-line performance phone, we don’t all want to be limited in how we use it.

    • Anonymous

      While I agree to some extent. I feel that having multiple phones to choose from is a positive. It’s all about choice. Apple gives you no choice of phone for the current generation aside from black or white and memory capacity (don’t get me started, $100 for 16-32 extra GB!?). With Android you have much more choice. Want a huge screen? Keypad? No problem. Tiny screen? Got that too. I could go on but you get the point.

      Bottom line is that the phone makers need to slow down and release flagship devices maybe twice a year with a couple lower end phones for those that don’t care about having the top tier tech.

      • TC Infantino

        I agree.  I believe that the manufacturers should put out one flagship phone a year, and have it be a truely top of the line phone with all the specs maxed out for what tech is available at the time.  No more top tier phones that are almost perfect, except for the missing X (whatever X happens to be, screen not the best, downsized memory, camera quality).  These top tier phones would give us TechnoGeeks all the goodies we need.  Along with the once a year top tier phones, each manufacturer should put out one mid grade phone every year, but offset from the top phones by 6 months or so. 
        This would give us a choice of 3-4 flagship phones, 3-4 midgrade phones, and 3-4 year old technology phones (these are the flagship phones from last year that can be now marked down to dicsounted prices).  With this type of rollout plan the stores would have a nice variety of Android phones ranging from cutting edge tech to the year old but still good quality tech, so the customer has their choice, and the manufacturers each can focus on 2 phones each year.

      • don’t forget that apple’s app store nickel and dime’s you to death making you pay out the ass for everything, where they get a large chunk of change from, that’s why they passed on flash capabilities because they didn’t want iphone owners getting stuff for free.

  • Anonymous

    This is what I like to hear.  Bravo HTC for admitting that this year was lunacy and although they produced what turned out to be an incredible device with the Rezound, just imagine what they could do once they focus their efforts.

    Hopefully they’ll be the first to allow people to turn off their UI skins as well.

    • EC8CH

      Moto said the same thing weeks ago… but we all know they’re liars 😛

      • Anonymous

        I’ll trust Moto when they prove themselves over an entire year.  Right now they’re the least credible of all manufacturers.  The Razr Maxx was just the nail in the coffin for them, great device but man what a way to kill your customer loyalty. Not to mention they still haven’t unlocked their bootloaders, something they pledge to do prior to 2012.

  • After being an early adopter of the Thunderbolt, I doubt I will purchase another HTC device again. I’ve also owned the Eris and Incredible.

    HTC simply doesn’t offer the type of support over the long term that I want as a consumer.

    This is just my opinion, but my here it is: HTC’s lack of support for its Android devices is finally catching up to them. Folks like me, who’ve owned an HTC device or two, are finally at the point where they’re upgrading. And now that they have a choice to choose something else, they’re doing so.

    Unless the next Nexus device available for Verizon is an HTC, I just don’t see why I’d bother purchasing one ever again.

    •  You have to admit that the Eris purchase was your own fault.

    • I hear you. I had the DInc2 and loved it but the lure of LTE goodness got to me and I switched for the TBolt. What a mistake. My gf has the DInc2 and it’s been a truly solid phone. She loves her phone. Mine, I alternate between slight annoyance and wanting to smash it into bits and pieces. What a buggy, laggy, battery-draining POS.

  • I wish I could talk to whoever is in charge at HTC.  I want to tell him/her to dump Sense altogether and keep their hardware elegant and simple like it used to be.  I don’t need my phones to have weird curves and bumps with red accents.  Give me a solid, simple yet elegant looking phone made of a tough plastic or aluminum with an amazing screen running the latest version of Android with on Sense.

  • EC8CH

    htc you got something special something special for me? 

    it’s way too many EVO’s in the VIP.

  • Anonymous

    “We have to get back to focusing on what made us great – amazing hardware”.  HTC actually made good hardware??  News to me…

    • Michael Forte

      Their hardware is solid, they just need to change up the look a little bit. Every single phone of theirs looks like an EVO.

      • Anonymous

        Their phones are plastic crap and their Sense software is the worst OEM skin on the market to date.

        • Josh Groff

          Blur/ Touchwiz is the worst, but to each his own.

          • Anonymous

            Blur is by far the best and least intrusive of all.  TW is bad because it looks like iOS too much.  Sense is very old looking.  You can put all the HTC phones from the Incredible to the Rezound and Sense looks the same on every single one.  There is no innovation or updating, just the same crap spread on every phone.

          • Sense is really really awful.

          • Anonymous

            Finally, someone with some actual Sense 😀

          • EC8CH

            was good back in the day.

            now-a-days’s… not so much.

          • Sense was good back when stock Android looked terrible, and all phones had low res screens. Now that Android is sexy, Sense looks dated and tacky.

          • Josh Groff

            Sense 3.5 actually had minor UI changes, and the lock ring was not in stock 2.0 on the incredible-incredible 2. Also, who cares if blur is non-intrusive if it looks horrible? Granted one could just not use either for social integration and install adw/ go launcher or launcher pro if they were that bothered with it.

            How many UI elements has blur changed?

          • Sense is MUCH worse than anything on a Moto or Samsung phone.

          • Josh Groff

            Blur is too blah, and touchwiz looks like iOS, also, it’s a matter of preference. Sense has good looking widgets and pretty good social network integration.

        • Ugh, the whole plastic argument is getting old.  All plastic is not created equally. 

          • Anonymous

            You are right.  HTC uses the worst.

        • alot of them were very nicely made in my opinion. The Inspire, the Amaze and Sensation, and the Titan all felt quite solid.

  • Edwin M

    Imagine if they actually focused and put in more time and resources into the Rezound, this phone would be excellent. As it stands, it’s an awesome phone.

    • TC Infantino

      I totally agree, I love my Rezound, I can only think of one thing they should have done better and that was the battery, both the design and the size (MaH).  I would love to see them come out with an extended battery that is the width and almost the length of the phone, but not nearly so thick.  A Rezound that has the battery life of the Razr Maxx, that would be excellent.

  • Anonymous

    HTC can suck it

  • Afox1208

    The rezound has global lte. Its proven on xda.

    • I guess Tim should have said the first  ‘official’ Verizon global phone. 

  • Jason Purp

    I respect HTC more than any other Android OEM right now. They may not change things up all of the time, but they still make great devices. And the fact that they unlocked every bootloader on every phone makes me respect them even more.