HTC: “We tried to do too much in 2011”

HTC, in brutally honest with their own Android strategies, has admitted that they went a little too far in 2011.  Instead of a tight focus on a couple of models throughout the year, HTC gave us multiple iterations of the same handset.  Take for instance the HTC Sensation 4G Announced for T-Mobile [VIDEO]” href=””>Sensation which ended up having no less than three versions in the span of six months.  It’s one thing to push one model across a number of carriers, but it’s another thing to push out various storage capacities and headphone options.

In a recent interview with Mobile Magazine, HTC UK’s Phil Roberson confirmed what had been previously passed around as unconfirmed rumor.  In short, HTC did too much with their mobile (Android) products last year and plans to tighten things up for 2012.  Looking ahead we can expect to see the company return to a smaller number of releases, including scaling back on tablets.  While not bowing out of that race altogether, HTC would rather focus efforts on the smartphone game that they were synonymous with in early Android days.

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.

Remember when there were only a handful of “hero” models to choose from in the United States?  We’re talking in the days of Legend, EVO 4G, Droid Incredible, and myTouch 3G.  It’s hard to believe it but there was a time when each carrier only offered one or two HTC models and some of them were downright leading-edge.  Contrast that to today and the incessant string of EVO and myTouch phones.

You Tell Us

Which HTC strategy would you rather see employed for 2012 and beyond?

Scaled back number of releases with focus on high-end or a bunch of choices (SKUs) and options?


  • An Observer

    Be nice if htc products came without design flaws, like the earphone jack issue on the sensation.

    Thanks to htc, a barely four-month-old handset has become an expensive torch, and all that htc offers is inspection if it is posted to an offshore testing centre. So much for after-sales warranty care. . .

    Thanks a lot, htc. Next phone will be a Samsung.

    • Sammyesparza

      thats a software issue, nothing wrong with the desing

    • Anonymous

      Ha, go ahead, try a Samsung with a hummingbird CPU, trust me, you’ll beg for an HTC with a Snapdragon…
      My original Galaxy S, Vibrant was the worst performing smartphone I ever used, even worse than the G1 was in 2008… Not that I love my Sensation, all that much due to its loss of signal every couple months for unknown reasons it requires a full factory reset before it will get signal back, (both my Sensations) but still rival any of the Samsungs that I’ve used, & my HTC G2 is actually the best unit I’ve ever had…
      Although I will say, that there are too many models, especially the Sensation!

  • Pingback: HTC: “We tried to do too much in 2011″ | Kantier()

  • I’ve always been for more high end handsets. They should have at least one hero super phone for each major OS (android, maybe WP7) on each carrier. Far too many mid-range and low-end phones from everybody. 

  • They have more phones than they can support at the moment and they’re all so insignificant. It’s daft.

  • Pingback: HTC: “We tried to do too much in 2011″Android Wellness | Kantier()

  • Pingback: HTC: “We tried to do too much in 2011″ | Android HTC()

  • Pingback: Amazon selling Galaxy Nexus for a cool $100 | Daily News()

  • Pingback: Amazon selling Galaxy Nexus for a cool $100 | Tech Wired()

  • Pingback: Verizon slashing prices on Droid devices on heels of Razr Maxx launch | The Android Magazine()

  • An Observer

    Fyi, this is no software fault. It is a design flaw. General wear and tear on the casing around the jack leads to an intermittent fault where the casing shorts to the jack. The phone interprets it as input and randomly changes track or redials the last number.

    Samsung Nexus Prime was the alternative handset I had in mind. The square design of the SII holds no appeal at all. Very much regret this purchase now.

  • Pingback: HTC będzie się koncentrować na jakości smartfonów()