HTC launches new design studio to create better phones

HTC did not have a good Q4 2012, and blames it on thicker LTE products with poor battery life (possibly the HTC TiTan II?)

Here is what HTC CFO Winston Yung said in their earnings call:

“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.

They however have a plan to succeed:

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. “

Hopefully the initiative will also involve their Windows Phones, meaning we will also see super thin and super sexy Windows Phone 8 devices at the end of the year.


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