Not too long ago HTC was the hottest up-and-coming mobile brand in town, teaming up with the emerging Android to deliver what seemed to be one iconic phone after another.
There's no question that things have tailed off a little since then, but HTC's UK boss Phil Roberson reckons the solution is simple: release fewer products, but make them better.
Speaking to Mobile Magazine, Roberson promised a higher overall spec of device in 2012, but that they would arrive at a slower pace, with the aim of giving consumers “something special”.
“We have to get back to focusing on what made us great – amazing hardware and a great customer experience,” Roberson argued. “We ended 2011 with far more products than we started out with. We tried to do too much.”
Whether such a change of focus is what's needed remains to be seen, but the very fact that Roberson is talking about it makes it easy enough to read between the lines: things aren't going too well at HTC.
Part of the problem has been living up to the legacy of devices such as the Hero and Desire, which were able to stand out from the crowd because the crowd – or the Android crowd at least – wasn't as big as it is today.
Yet there's no denying that for all the new devices launched by HTC over the past 12 months – and there have been a lot – very few have been truly memorable.
Roberson's argument makes a lot of sense, but it's a risky strategy: after all, a drop in quantity is the easy bit – it's the improvement in quality that really matter. Over to you, HTC...