HTC changes it up with “cross disciplinary” Studio department

HTC changes it up with “cross disciplinary” Studio departmentHTC charmed everyone’s pants off with its rapid rise from relative zero to smartphone hero in 2010, releasing the massively popular HTC Desire, HTC Desire HD and HTC Wildfire in the same year.

Last year, however, HTC force-fed us a ludicrous number of devices and we spent Q4 with our heads down the toilet. On the plus side, the Taiwanese manufacturer says it now realises less is more. Phew.

Another positive sign is the introduction of the new HTC Studio department, a “cross disciplinary” team comprised of engineers and developers. HTC Studio will spend “a lot of time” on HTC’s key 2012 products, and report directly to HTC CEO Peter Chou.

During a conference call, HTC CFO Winston Yung admitted that HTC “dropped the ball” in 2011, suggesting that it needs to address thickness, battery life and also improve the overall quality of design.

Interestingly, HTC also appears to be ready to move away from Qualcomm processors. During the conference call, Winston revealed: “we have, I think, a very good range of suppliers to choose from on CPU, for example, or memory”.

Here comes a big chunk of Winston’s rant. Ready?

“When we look back to the 4th quarter of last year, we simply dropped the ball on products. If we compare some of the products that we have launched, (especially in the U.S., LTE products) with some of our competitors products, you’ll see thicker form factor for example.

“And LTE at this point also has some compromises, like battery life. So we simply need to do a better job on both the design, and also the internals and the components of products. And these are the various areas where we will be working on.

“From the design point of view, from the choice of components, having a lot more open mind as to what components we use, and using the most appropriate components for the phone. By having a more focused approach to our product strategy, and having the organization behind the product strategy to support it.

“I think I have told some people when talked about the creation of this Studio, which is a department within HTC that reports directly to Peter (Chou, HTC CEO). And this group of people comprise the team from design, the team from engineering and etc; working on a cross disciplinary approach, and reporting directly to Peter.

“It has a lot of focus, is spending a lot of time on the key products that we are going to launch this year. And I think from these various perspectives, organization more focused on strategy and having a more open mind on components, choosing the best components, will allow us to regain the edge in products.”

Regain the edge in products? The HTC Edge? Winston, you cheeky devil.

via: Unwired View

Read more about: AndroidWindows Phone

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 1 comment

matt101101 / MOD  Feb. 7, 2012 at 18:44

I'm liking what I'm hearing from HTC in the past month or so, but as they say "words are cheap". Hopefully they make good on their promises.

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