HTC reported its second loss in the last three quarters, as the company continues to slump. However, the smartphone maker is banking on sales of the One M8, its newest flagship smartphone, to help it charge back onto sounder financial footing. The M8 was released at the very end of the first quarter.
HTC just unveiled its new flagship smartphone, the One M8, but it faces an uphill battle in marketing against industry behemoths Apple and Samsung Electronics. To gain momentum and set itself apart, HTC is putting the phone on sale immediately and also taking a new, aggressive marketing strategy, according to a senior HTC executive.
HTC announced its latest flagship smartphone, the HTC One M8, which is an improvement over the original HTC One's software, camera and industrial design. HTC also has secured strong carrier distribution, especially in North America, in hopes it can gain inroads on Samsung Electronics' Galaxy S5, its main competitor for the moment in the high-end smartphone market.
A new in-depth video of HTC's forthcoming flagship smartphone, which may be dubbed either the All New One or just simply the One, has surfaced just a day before the device is set to be officially announced at media events Tuesday in London and New York City.
HTC, in a bid to set itself apart from the smartphone pack and regain some of its luster, said that as part of a new program it will give U.S. customers who purchase any of its HTC One family of smartphones a free one-time screen replacement for cracked screens within the first six months of owning the device.
Smartphone maker HTC said it will return to making less expensive smartphones in an effort to shore up its shrinking revenues. The announcement comes about a year after the company first announced its high-end, flagship One smartphone, which was relatively well received but failed to ignite sales at the Taiwanese vendor.
HTC is hoping that a successor to its flagship One smartphone, better marketing and its first entry into the wearable computing market will lift its fortunes and deliver a turnaround in 2014 that was supposed to have materialized last year but never truly did.
Struggling smartphone maker HTC eked out a net profit in its most recent quarter, but the company posted its second straight operating loss as higher production costs and falling sales pushed it into the red.
HTC said that current CFO Chialin Chang will also serve as global head of sales for the time being as the Taiwanese smartphone maker works to reverse sales declines and spark a turnaround.
HTC Chairwoman and co-founder Cher Wang has taken over some of the day-to-day duties of CEO Peter Chou so he can focus more on products, in what is being positioned as a temporary move to help the struggling smartphone maker right the ship.