Playing with photography HTC is pushing itself into the abyss of darkness

Is it time? Is it fate? Often, the development of a company will show large fluctuations, rebounding from the bottom to the top, or falling from heaven to hell. More often, it is a kind of fate that determines the end of the company. Apple showed us the most beautiful ending in fairy tales, Samsung also expounded the legend of a sparrow turning into a phoenix, and HTC, with its own trajectory, told the truth of what it means to not do anything and not die.

After its glory days, HTC has been stuck in the mire in recent years. Even if it tried desperately to save itself, it only made itself sink deeper and deeper. Recently, HTC adjusted its direction again and used photography as its weapon for counterattack. However, in the era of rapidly developing mobile Internet, leaning too much into the field of photography will only push HTC into a darker abyss.

Focusing on photography, HTC is following the lead of mainland manufacturers

HTC's recent product launch was full of twists and turns. Many rumored products were aborted one after another, including smart watches, which were highly anticipated by the industry and were proven to be just YY. No one expected that the major changes HTC announced before were all related to photography. At this launch with the theme of "Double Exposure", HTC released Eye Experience photography technology, a slightly upgraded HTC One M8 Eye, the first HTC Desire Eye equipped with a front 13-megapixel camera, and the sports camera HTC Re. All products cannot escape the word "photography" and are inextricably linked to it.

The release of camera technology and multiple camera-enabled smart devices indicates that HTC will start a transformation, starting to use camera as a new highlight and sparing no effort to promote it. Such a move does not seem to be a simple test, but more like a desperate move. But this is not scientific. You know, even Apple and Samsung will not simply use camera as their most powerful weapon. They are more about pursuing balanced and comprehensive products, and will not simply highlight a certain point, let alone use a highlight as the most powerful weapon to seize the market.

Those who regard photography as the biggest highlight are basically domestic mobile phone manufacturers. For example, OPPO, Meitu, etc. - OPPO's slogan is "The most beautiful shot"! HTC, which has always been an international giant, has lowered its price and continuously launched mid-range smartphone products, and even regards photography as its biggest highlight, which is puzzling. Is it looking for a chance to make a gorgeous turn? But giving up the competition with Samsung and Apple in the high-end market will obviously hurt HTC's brand value. Want to compete with the rising Chinese mainland mobile phone manufacturers in the mid-range? But the cruelty of it must be something that HTC, who is used to a superior life, cannot withstand. After all, fighting in someone else's territory will definitely be attacked by everyone. Is HTC ready for a tough battle?

HTC is doomed to be disappointed if its camera can't become a hit

Therefore, for HTC struggling in the quagmire, taking pictures cannot be a life-saving straw, at best it can make it struggle a few more times. In the long run, taking pictures as a weapon with fatal attraction will attract some users, but after all, it is only for a niche group - mobile photography enthusiasts and selfie "female devils". Although it seems to have outstanding selling points, it actually restricts itself to a narrow range. In the long run, HTC will only reduce its original rich product line, all of which are named "photography artifacts" and compete with the inferior.

Perhaps from the perspective of short-term benefits, HTC's approach is wise. It not only allows users to recognize its new image, but also makes a small profit by relying on users' blind obedience. But from the perspective of future overall strategic planning, HTC is being pushed too hard, has lost its footing, and has begun to act blindly. HTC's product rhythm has been completely disrupted by its competitors. All factors with a slight possibility have been forcibly added to its DNA.

From now on, HTC, which originally had distinctive features such as excellent appearance design and all-metal body, will never return. In return, it will become a mediocre, featureless mobile phone manufacturer that follows the trend. Although HTC's performance has been declining in the past, it has always had special significance for the entire mobile smart terminal field, and its unique performance has shown people a development direction different from Apple and Samsung. However, after photography replaced other factors, dominated HTC's soul, and controlled HTC's behavior, HTC's decline is almost doomed. I believe that in the near future, the disappointed expressions of HTC executives facing financial reports will be "terrible". HTC's gains and losses in this may not be revealed until a few years later, making people sigh why HTC suddenly lost its soul like Nokia and buried itself in the masses.

HTC refuses acquisition? Maybe it's just to sell at a good price

HTC's recent recession has made it the main focus of acquisition rumors. The latest acquisition rumor is related to TCL. On the eve of HTC's product launch, TCL Group Chairman Li Dongsheng praised HTC on Weibo and said, "As a Chinese mobile phone manufacturer, I hope HTC can occupy its own position in the mobile terminal market, and Chinese companies on both sides of the Taiwan Strait will join hands to compete with Apple and South Korea." This statement is considered a sign of TCL's acquisition of HTC.

However, HTC quickly denied the news of being acquired, saying that "only by operating independently can we provide the greatest value to shareholders." HTC emphasized that since the company has no debt, cash reserves of $1.7 billion and the ability to raise funds on its own, it does not need support from the capital market in 2015 or even in the future. How much money did HTC make at its peak? It is hard to believe that it could have $1.7 billion in cash reserves after losing money for several years.

Although HTC insists that it will not be acquired, this may just be an excuse. After all, it still dreams of turning things around and is pinning its hopes on various "life-saving straws". It looks more like it is just struggling to hold on. If it sinks again, it is not impossible for it to be acquired by Microsoft like Nokia. The release of this camera technology and product will break or expand the rumors of acquisition - either for continued development or to sell at a better price. I even want to complain on behalf of HTC's employees - even though HTC claims that it still has good cash reserves, it is already in a precarious situation. It is better to sell itself while it is still valuable, at least it can give employees more development and a more promising future.

HTC can't see the future, so it's better to just forget about it

In summary, HTC has been struggling in the dark for a long time, but has not been able to see the light. Shrouded in darkness, HTC seems to have no hope of turning around in the short term. Especially at a time when mobile phone manufacturers in mainland China are flourishing, Samsung and Apple control the mid-to-high-end market, and many entrepreneurial teams are launching a variety of new products, HTC has not given a strong response. Even at the seemingly colorful press conference, there is no strong revolutionary innovation.

From HTC's actions, I don't see a bright future, but a giant that has lost its soul and its own characteristics. I sincerely hope that HTC can learn from BlueFly, at least to be well-known and recognizable to the public. If HTC still can't find its own position in the market, it can only go to sleep, find a good buyer when it wakes up, and find its future again...

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.