Nexus and compact cameras couldn't save HTC from rapid decline

HTC released a number of new products in New York City, including the dual 13-megapixel selfie-focused Desire Eye and the sports camera HTC Re, which was considered a report card for the second half of 2014. However, even with the release of new products, HTC does not seem to be able to completely get rid of its difficulties. In addition to low profit margins, there are constant rumors of sale. Recently, there is even news that TCL wants to acquire HTC, which makes people quite worried about its future. Similarly, the commentary community does not seem to be optimistic about HTC's new products. Forbes wrote an article saying that the sports camera and the Nexus tablet that will be customized for Google cannot really improve HTC's poor market performance.

First of all, it is puzzling why HTC would enter another new field with fierce competition when its mobile phone business is unstable and its financial situation is average. As we all know, the sports camera market is basically divided by GoPro, Sony and other manufacturers. HTC is not a camera manufacturer. If it is just launched as a mobile phone accessory, how attractive will it be?

In fact, HTC has been troubled by product recognition in recent years, not because its products are not excellent, but because users are not buying them. According to data from ABI Market Research, HTC shipped 4.9 million mobile phones in the third quarter of 2013, and according to supply chain experts, HTC's shipments in the third quarter of 2014 will be between 4.5 and 5 million units, basically no progress. This result is far behind Sony, Lenovo, ZTE, Huawei and other manufacturers, not to mention Apple and Samsung.

Obviously, HTC is not a diversified enterprise. It is not involved in the fields of home appliances, digital cameras, and low-level components like Samsung, LG, and Sony. Although HTC also tried to acquire Beats, it eventually gave up because of poor results. This entry into the sports camera field still makes people feel pessimistic. In addition, although HTC will be responsible for the design and production of Google Nexus 9, there is no doubt that interested users are attracted by the Nexus brand rather than HTC. Coupled with the fierce competition in the Android tablet field and Apple's suppression, the Nexus series tablets themselves are not among the top three best-selling tablets on the list.

What did HTC do this year? It launched its flagship phone, the One M8. In fact, it was described as the "most beautiful smartphone" in the reviews of major media, and its all-metal body received constant praise. Unfortunately, despite its innovative depth-of-field sensor and a range of interesting camera features, the main camera pixel was far below the industry standard and lacked other selling points, so it was ultimately just a hit, and consumers were more interested in the Samsung S5 of the same period. Even if HTC is aware of this problem now, and is about to launch the 13-megapixel version of the M8 and the dual-13-megapixel Desire Eye, it seems too late.

Let's look at other manufacturers' products. Samsung S5 has a popular heart rate sensor and its own health platform. iPhone 6 and Plus also have built-in health features, and Apple Watch adds scalability. What about HTC? It has no wearable accessories, no health application platform of its own, no smart home layout, and only launched the Windows Phone version of M8 with a limited market, seemingly betting everything on a product that is just a new soup but not a new substance.

HTC also has big problems in marketing. HTC hired "Iron Man" Robert Downey Jr. as its spokesperson, spending $12 million, but the advertising effect was mediocre because people only remembered the handsome "Iron Man" and did not resonate with the HTC phone in his hand. In fact, most mobile phone manufacturers no longer hire celebrities as spokespersons, but use intuitive function display for advertising and marketing, which is actually more effective.

Finally, let's take a look at the new product HTC Re. This periscope-shaped sports camera is defined as a "handheld portable camera" with a 16-megapixel sensor, waterproof and peripheral accessories, can work independently without a mobile phone, and share content with the mobile phone via WIFI. The price is $199. Does it feel familiar? Yes, it is basically similar to a scaled-down version of GoPro Hero4, and at the same time, it does not highlight the inseparable linkage with HTC mobile phones. So, why should non-HTC users give up GoPro when HTC Re has no performance and price advantages, and why should HTC mobile phone users buy an extra sports camera that can be used without a mobile phone?

For HTC, the biggest problem at present is its rapid decline and various wrong decisions. Its competitors are not only Apple and Samsung, but also Lenovo, which acquired Motorola, and even emerging brands such as Xiaomi and Huawei. Expensive and non-mainstream products make it difficult for HTC to attract high-end and low-end users, and the so-called "One" strategy has achieved little success so far. If it cannot quickly restore its popularity and sales through powerful products, then it may only be a matter of time before this original Android mobile phone representative brand is acquired by a large domestic technology company.

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.