Because I missed the fast car of the smartphone, the nokia in the world fell from the peak, and finally sold my mobile phone unavoidable to Microsoft. The same tragedy reappeared after 4 years. It is reported that Taiwan's famous mobile phone brand HTC is also seeking selling mobile phone business, and negotiations with buyers Google have entered an end. However, it is different from Nokia that HTC grabs the market opportunities of smartphones, but there is no good card.
According to data released by the research institution IDC, HTC has fallen out of the top ten in the global smartphone market, and the market share is only 0.68%. Last year, HTC revenue was 35%, and it was a minimum of 11 years, and the severe loss of 10.5 billion new Taiwan coins was dropped. The nightmare is still going on. The latest monthly financial report released by HTC shows that the Group's total campaign is 3 billion yuan in New Taiwan coins, and the minimum monthly income record for nearly four years is 54.4%.
With the rapid advantage of starting earlier and iterative, HTC has been in the Android market, especially with the world's first smartphone T-Mobile G1, HTC is exhausted in the US market, not only Innovah, and abuse Samsung, at the same time, HTC has also hugged more than 10% of the global smartphone, and eventually held the "best mobile company" big prize in his hand. The HTC of the king's position is completely intoxicated, and people from "Quietly Brilliant (quiet brilliant)", it is not difficult to see the HTC at the time of almost blindness.
So, when IPHONE 5 carried iOS, when the powerful heart station of IOS was in front of him, HTC resolutely fought a spear, and the courage of a new machine in a month was launched "Machiney Tactics" to try to at high-end market. Dead with apple. The result is beyond the imagination of the average person: Apple uses a violent patented shell to make HTC to make HTC. At the same time, while HTC is fighting with Apple, Samsung Galaxy series ramps, and snapped up high-end customers from HTC through carpet-like advertising marketing.
The HTC of the two sides begins to defend in the European and American market, and it is not necessary to transfer his eyes to the mainland market, but even in the mainland, HTC doesn't want to lower your own body, still abide by the high price route. Although it comes helpless in the Mid-End model Desire series, it has not stimulated the enthusiasm of consumers. The key to the problem is that the late HTC faces the overseas legion, which is more than just Apple, Samsung and other industries in the mainland, but also the local power of Xiaomi, Meizu, Huawei, ZTE, Lenovo, and the mainstay of the main market, the low-end market Smartphone manufacturers are more familiar with local consumption culture, and they can also have deep farm operators as HTC, HTC is used to playing at overseas, almost hard to show, and eventually become a exhausted view.
As a review of your failure, HTC's high level is more than once indicated that your own problem is above marketing. Indeed, different from Samsung Electronics can put huge funds to the advertising market, and Apple heavy-sized HTC. HTC is of course difficult to operate the big hand on marketing; in addition, most Taiwanese will only use Facebook and Twitter, etc. Social tools, HTC managers and operators will naturally do not recognize the huge users of Weibo, QQ and WeChat and other continental social media, so they can only look at the dividends detonated by e-commerce channels from ourselves.
More importantly, long-term solutions have developed the inert concepts of Taiwan companies that are moving in the marketing, including HTC, in the management of Taiwan's management, universal marketing capacity to fight overseas markets, and even extrovert marketing activities outside the domain. Its relaxation ability is also lower than others. Also, although HTC has also seen heroic spokes, I will invite Wang Lihong, Lin Xinru, such as Taiwan's big wrist star, but almost no consumers' attention.
In fact, the marketing ability is not enough to be HTC fatal soil. Neither Samsung can control the upstream CPU, flash memory, memory, display, and mid-reachao design and assembly manufacturing, can also control the downstream manufacturer as an apple, and all the zero accessories of HTC are from third parties. . This obvious disadvantage of this supply chain management has enabled HTC's life to control others or even competitors.
As a result, as long as it is needed, Nokia, Samsung and Apple will raise the patent blocked sword, and let HTC fall through the boss; as for the Samsung, according to the interests of their own interests, the latter only has to swallow. The key is that due to the absence of the core components, HTC's bargaining capacity has always been clamped. The cost is locked on the high position, which is the root cause of HTC can't let go of the mid- low-end market.
The very serious market results will force the HTC to save the arm. It is reported that after cutting off the mobile phone business, HTC will transfer the key to the virtual reality (VR) market, and HTC has cultivated for two years in this field, and launched a VR device HTC VIVE. The report from the analyzer canalys showed that HTC has become three giants in the VR market. Last year, HTC VIVE shipments reached 500,000 units, Sony PS VR exceeded 800,000 units, Oculus Rift shipped 40 Tan Taiwan, the total amount of three shots accounts for 85% of the global market. In the case of Vive, HTC has introduced exclusive headphones peripherals this year. This product can be connected to the tracker of any shape peripheral and is used to achieve low-cost object tracking. In addition, the HTC has also launched the first model for the Chinese market. VIVE one machine.
It is worth paying attention to the "VR for Impact" plan released by HTC, and VR applications will not be limited to games, but to build a VR industry ecotry ring. To this end, HTC will invest 10 million US dollars to set up new funds to create a new fund. VR content. At the same time, as an important organizational assurance, HTC has been independent of the Vive business, and has established a subsidiary of thousands of technologies, so arranged to develop strategic alliances while highlighting VR importance, establish a global virtual reality ecosystem .
It is reported that HTC has announced that it will spend billions of US dollars to establish "virtual reality alliance alliance", focusing on entrepreneurship and innovation in the global VR field, focusing on promoting a healthy development of VR ecotry circle . However, whether the force of the VR will make HTC's princes and prostitutes, maybe only time can answer.
Original link: https://www.eeboard.com/news/htc-9/
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