HTC drowns rubbish Q1 results in HTC One-fuelled Q2 optimism

HTC drowns rubbish Q1 results in HTC One-fuelled Q2 optimismLook, we already knew HTC's Q1 figures were going to be rubbish, and sure enough they are. Not stink-the-place-out rubbish, but as far as profits go, NT$85m (£1.85m) ain't much.

The number most people are dwelling on, though, is that those profits represent a massive 98% drop from Q1 2012, which admittedly is just a bit stinky.

We were warned about both those figures nearly a month ago, of course, when we also forecast (along with everyone else) that things would be better once the HTC One's influence came into play.

That should have happened already, of course, and would have but for production delays that held the One back from its original mid-March launch window.

So no surprise to see HTC practically falling over itself to talk about much-improved revenues for Q2 – despite Q2 being just one month old. It believes it'll bring in around NT$70bn (about £1.52bn) in the three months ending in June – a 63% rise.

Operating margin, meanwhile, is expected to rise from a miserable 0.1% to somewhere between 1% and 3%.

“In February our teams set a new standard for smartphones, launching the new HTC One,” HTC boss Peter Chou said in a statement.

“The reviews of fans and critics alike have been overwhelmingly positive and we look forward to delivering on the promise of this device.”

Those margins, however, are still well short of the 7% the company hit as recently as Q3 2012, and the reason, Reuters reports, is a significantly increased marketing spend (or “Marketing 2.0”, as we fondly came to know it as).

The question is, has HTC's increased marketing spend helped its cause, or is it all down to the HTC One? For HTC's sake we hope the marketing is doing the trick, because as its name makes abundantly clear the HTC One is just one device and won't turn the ship around on its own.

Read more about: AndroidHTC One

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2 comments

matt101101 / MOD  May. 2, 2013 at 21:15

Erm, I can honestly say I haven't seen any of HTC's new marketing materials...which is worrying seeing as people like me are their target market (or at least a part of it).

I like the HTC One, but it's no 2010 Desire, that's for sure.

JanSt / MOD  May. 3, 2013 at 07:22

Erm, I can honestly say I haven't seen any of HTC's new marketing materials...which is worrying seeing as people like me are their target market (or at least a part of it).

I like the HTC One, but it's no 2010 Desire, that's for sure.


Yeah, but what IS? You can now buy any of 3 dozen or so Androids for £150 to £200 that have the specs and features to get most stuff done, come with Gorilla Glass and 4.3-in + screens... Add to that some very decent midrange WP devices, if you must. Times have changed.
As to marketing materials - I wouldn't know. Not watching TV or buying papers.

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