The story of HTC’s demise has been well documented. Ever since they lost the crucial flagship battle to the excellent Samsung Galaxy SII, they have been hit by bad news after bad news. The HTC One X, launched last year, was a capable smartphone by all means but it got steamrollered by the Galaxy SIII.
Recently, the HTC One was unveiled and we liked what we saw. Samsung then went ahead and announced the Galaxy S4 and we just sighed because we knew what that spelled for the HTC One. Despite looking MUCH better and performing on par with the Galaxy S4, HTC One is in for a rough ride. HTC One simply does not have the marketing muscle behind the Galaxy S4. Already, there are reports that pre-orders for the Galaxy S4 are 4 times that of the Galaxy SIII.
The HTC One was supposed to be launched in March but ironically, the two features that stood out the most, namely the aluminium unibody and the UltraPixel camera, are the cause of the delay. Many reports suggest that suppliers don’t consider HTC a top-tier customer any more and have pushed back the priority of production of these two components. HTC readjusting sales figures and subsequently the supply order forecasts didn’t help either.
While talking with the Wall Street Journal, an un-named executive at HTC said:
“The company has a problem managing its component suppliers as it has changed its order forecasts drastically and frequently following last year’s unexpected slump in shipments. HTC has had difficulty in securing adequate camera components as it is no longer a tier-one customer.”
Now the HTC One will be released next month and pre-orders will be fulfilled by the end of this month. This means the handset will have less time on the market until the fateful launch of the Galaxy S4 which might make all the difference in the world as far the future of the device and HTC itself is concerned. HTC is already haemorrhaging losses and they need the HTC One to be a success. HTC One’s failure to gain traction might also spell the end for Peter Cho, HTC’s CEO, who offered to step down if the HTC One handset failed to succeed.
What does the future for HTC One hold in your opinion? Let us know in the comments below!