HTC, Taiwanese smartphone maker famous for top-of-the-line phones that are up to par with Apple's iPhones and Samsung Electronics Galaxy series, has announced a loss of $101 million for this quarter. On the other hand, Samsung is expecting a profit of $9.3 billion, CNET reported Friday.
This is a first for HTC to post a loss since becoming a world-wide brand in 2002, and it seems that the company is now unsure on the next steps that it will be taking after not-so-good partnerships and initiatives for the past 12 months.
"The sands are shifting quickly underneath the feet of HTC and the sharp rate of share loss has been exacerbated by the reduced brand power," Analyst at RBC Capital Mark Sue said. "For the most part consumers have equated Galaxy with Android and many purchase decisions are made even before the customer walks into a store."
Analysts say that HTC's big loss can be attributed to the fact that it just couldn't compete with Samsung that has reportedly thrown a large sum of money into global advertising and marketing.
According to CNET, HTC has history of a string of "strategic misfires and gaffes" that has rendered it incapable of doing a feasible rebound now more than ever.
Some of these misses could be accounted to its unwavering support to Microsoft despite the significant loss it has already obtained out of its ill-selling Windows Phone 8X and 8s smartphones.
Additionally, there was also the unnecessary partnership between the Taiwanese company and Facebook for the HTC First, which has equally caused a major downfall to its sales.
Then, there's this deal with Robert Downey Jr., who became the pitchman in a quite ineffective campaign that has even led many to scratch their heads figuring out the main purpose of the campaign.
And of course, who could forget the most recent downfall of the company, after its longtime partner headphone maker Beats Electronics dumping the company by buying out its remaining 25 percent stake for $265 million.
Though HTC has managed to reap a very lucrative harvest in the past for its earlier smartphone installments, the tables have absolutely turned for the worst for this once smartphone giant.
Experts are now wondering whether the rumored HTC One Max, the company's upcoming offering that is allegedly made to compete against Samsung's Galaxy Note 3 could live up to the expectations of many.
But at this point, analysts are still apprehensive on the next move of the company, even questioning if HTC will find its way to possibly launching an HTC Two.
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