Jan 26 AT 12:32 PM Nick Gray 18 Comments

HTC’s Phil Roberson confirms HTC planning to scale back in 2012


Early last month we heard that HTC’s focus for 2012 would be more on quality than quantity. While HTC delivered impressive numbers throughout most of 2011, it became obvious that HTC had spread itself too thin later in the year with the number of different handsets the company pushed out.

Before this news was simply a rumor, but we now have some direct quotes from HTC’s lead man in the UK, Phil Roberson, that give us a little more insight into HTC’s plans for 2012. Phil Roberson recently spoke with Mobile Magazine, admitting that HTC will be trimming back on the number of new devices introduced in 2012 to focus more on a ‘hero’ approach.

We have to get back to focusing on what made us great — amazing hardware and a great customer experience. We ended 2011 with far more products than we started out with. We tried to do too much.

So 2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.Phil RobersonHTC

In 2012, HTC will also be putting tablets on the back burner. Roberson stressed that HTC would not be getting out of the tablet market completely, but HTC does want to make sure that the company’s focus is centered around smartphones.

HTC produced several outstanding handsets in 2011, but the majoroty of our time was spent reporting on phones like the HTC Rhyme, Status, Salsa and many other mid to low-end handsets that didn’t really capture the essence of what we have come to expect from HTC.

Do you think HTC can drown out the noise in 2012 and live up to its “quietly brilliant” slogan again?

Source: Mobile Magazine

Nick is a tech enthusiast who has a soft spot for HTC and its devices. He started HTCsource.com (the first HTC blog) back in 2007 and later joined the Android and Me family in the summer of 2010.

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