HTC whose Australian operation is a shadow of its former self wants to have another crack at flogging premium smartphones.
Currently they are struggling to even sell 5G Hubs via Telstra with most homes in Australia unable to get 5G.
Globally the Company is spruiking their Vive virtual reality platform, after the loss of much of its phone talent to Google.
Now the company’s new CEO Yves Maitre wants to have another crack at smartphones.
One of the major stumbling blocks for HTC and one of the people responsible for the collapse in HTC’s business Cher Wang has been removed from the day to day running of the Company. Under her leadership and that of several marketing managers that came and went, the Company failed to make an impression despite being a former leader in the development of smartphone technology.
Wang who chose Virtual Reality development over smartphones still believed that Asian marketing worked in Western markets.
New CEO Yves Maitre was drafted in to stand in for his predecessor at the last minute at TechCrunch’s Disrupt event.
On stage there, he said that the company would look at premium handsets with “best-in-class hardware and photography” for “countries with higher GDP” in the future.
Maitre was also reasonably candid about the company’s failings to date – something that’s easier to do when you’re a new face just two weeks on the job, of course.
The company, he said, had failed to innovate on smartphone hardware, and had paid the price. “People like Apple, like Samsung and, most recently, Huawei, have done an incredible job investing in their hardware,” he explained. “We didn’t because we have been investing in innovation on virtual reality.
“When I was young, somebody told me, ‘to be right at the wrong time is to be wrong and to be wrong at the right time is right.’ I think we’ve been right at the wrong time and now we have to catch up. We made a timing mistake.”
“It is a difficult mistake and we are paying for that, but we still have so many assets in terms of innovation, team and balance sheets that I feel we are recovering from the timing mistake.”
Back in June, the company unveiled the U19e and U19 Plus powered by Snapdragon 710 and MediaTek P35 processors, respectively neither of these devices were launched in Australia after carriers and retailers dropped the brand due to poor demand.
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