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It’s no secret that the new flagship this year from HTC, the One M9, hasn’t been a hit.  Actually, a scary thought would be if HTC expected it to be.  The One M9 did not bring much to the table, in comparison with the One M8 of last year.

It’s apparent that this poor performance has disturbed investors, bringing about a drop in stock to a 12-year low of NT$98. At a shareholders meeting this week, HTC CEO Cher Wang went on to apologize for the cause of the weak numbers this year thus far.

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According to the Taipei Times, Cher Wang said “HTC’s performance was mainly due to its poor operational efficiency and overly conservative marketing strategy amid fierce competition in the global market.”

[blockquote author=”HTC CEO Cher Wang”]HTC’s recent performance has let people down[/blockquote]

She went on discuss what will be done to turn things around, promising to deliver a “Hero” product in October, and make a more worthy flagship next year.

In addition, HTC will “improve its product mix strategy for smarphones”.  Although limited to China, I think we’ve begun to see this with the recent One ME announcement.

It’s unfortunate to see HTC continually in a rut particularly since they were there in Android’s beginnings.  Let’s hope that they can get it together.

As to whether this new device falls back on the actual Hero branding isn’t clear. Typically the fall time frame sees HTC releasing something in the Desire family.

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