What an absolutely bizarre few years for Taiwanese manufacturer HTC. It cast off the shackles of carrier branding and made a name for itself by being Quietly Brilliant, briefly held the top spot in the US, and now it’s being tipped for sale on account of poor performance. Phew.
Printouts from high-powered speculation devices say we should expect HTC to go to Lenovo, Huawei or ZTE in China, but by the sounds of it, the Taiwanese won’t yield until they’re all out of options.
It’s Bloomberg reporting on the possibility of HTC sale action, fuelled by words from Sanford C. Bernstein & Co.
“They continue to produce the best phones of the industry,” suggests analyst Pierre Ferragu, shortly after the HTC One picked up the award for EISA’s European Advanced Smartphone of Year 2013-2014. That sits in the same trophy cabinet as MWC’s Best New Device 2013.
Ferragu continues: “They have good brand recognition. From that perspective, they could be an acquisition target for a company with more scale but less product development expertise and weak brand positioning.”
However, HTC is still putting a brave face on things. Most recently, it’s hired the services of Robert Downey Jr, as it attempts to claw back market share from the cruelly dominant Samsung and Apple.
Spokeswoman Laura Kao pleads: “HTC is taking a number of assertive steps to improve the financial performance of our business. We also have plans under way to launch a range of innovative and competitive mid-tier products in the coming months. This will address our challenge of mid-tier products competitiveness.”
Ultimately, the Taiwanese are hopeful of a “full resurgence of the HTC brand”. Uhm…