Unless you’ve been hiding under a rock, you probably know that HTC’s smartphone business hasn’t been doing all that well lately. Quarter after quarter, the company’s put out earnings reports that show it’s losing millions of dollars as a result of poor sales and high overhead. HTC tried to alleviate the issues by selling off some of its handset division to Google, and a new report in DigitTimes states it’s planning to limit the number of new smartphones it ships this year.
The report, citing “industry sources”, claims that HTC will focus on researching, developing, and marketing a limited number of devices in 2018. The cutback’s intended to help reduce the amount of overhead, but also to free up resources for its mid-range and high-end device lineups.
According to DigiTimes, the original equipment manufacturer (OEM) will ship at least two smartphones in the coming months: An enhanced edition of the HTC U11+ and a successor to the HTC U11, tentatively called “HTC U12”. The former is expected to be launch in January, and the latter — which will reportedly ship with a 4K display, a Qualcomm 845 processor, and a dual-lens rear camera — will ship in the spring or summer.
HTC used to be among the world’s most popular Android smartphone OEMs. It achieved its success early on with smartphones that bested the competition, but as companies like Xiaomi and Huawei turned up the heat, the company couldn’t compete. In the first three quarters of 2017, it posted net losses of NT $7.102 billion ($237.42 million).
HTC has been trying to get a handle on its financial troubles for a while, but it’s been a constant struggle. Before Google’s partial acquisition, the board shuffled executives and appointed Cher Wang take the lead the company. And at the start of this year, the company said it was planning on getting out of the entry-level smartphone market because it wasn’t profitable.
Source: DigiTimes
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