Htc slogan

HTC International Electronics Co, Ltd. was founded on May 6, 1997 by Wang Xuehong, daughter of Taiwan Province's "God of Management" Wang Yongqing, and her friends Zhou Yongming and Zhuo Huotu. It used to be the world's largest OEM and manufacturer of smart phones, and once occupied the market share of Windows phones, accounting for nearly 80%. In September 2008, HTC launched the world's first smartphone HTC G 1 with Android. In April this year, HTC became the second largest mobile phone company in the world by market value. In the third quarter of the same year, HTC surpassed Apple in the mobile phone market share in North America, and won the "20 1 1" award representing the highest award in the mobile phone industry at the World Mobile Communications Conference (MWC).

As an important promoter and beneficiary in the field of smart phones, HTC mobile phones once became the second largest mobile phone brand. After its decline, it still launched many well-received products, but it did not reach the sales volume consistent with the evaluation. It can be seen that the problem lies not only in products and sales bans, but also in the decline of its brand image. Next, I will review the glory and loneliness of HTC with you.

A glorious beginning

Perhaps you have heard of HTC's brilliant start in the field of Android, and you must remember what Aunt Xue (Wang Xuehong, chairman of HTC) said: "If there are only two mobile phone manufacturers left in the future, HTC must be one of them". At that time, HTC launched the world's first Android mobile phone HTCG 1, and launched a gorgeous Sence UI. The birth of Nexus One pushed HTC's influence in the Android camp to a new height.

Come to 20 1 1, this is a radical year for HTC. This year, HTC launched the first naked-eye 3D mobile phone HTC EVO3D. Although today, naked-eye 3D and back double shooting are nothing new, the shock that this mobile phone brought to consumers at that time was unimaginable. Some people even commented that in 20 1 1 year, it is not Apple but HTC that really decides the image of high-end products.

20 1 1 year, HTC did another thing, it acquired a majority stake in Beats. Therefore, for a long time, some consumers regarded HTC phones equipped with BeatsAudio as real music phones. It can be said that HTC at that time was not only the representative of technology, but also the representative of the trend.

If this momentum continues, HTC will not be what it is now.

20111kloc-0/0 On October 4th, Apple introduced the iPhone4S with iOS 5 system, which corrected many problems of the previous generation iPhone 4 and greatly improved its performance. Compared with the Android system and WP system at that time, the new IOS 5 was smoother and easier to use, which not only established Apple's position as the number one smartphone market, but also pushed it to the altar with the death of its CEO Steve Jobs. Apple topped the Forbes brand value list for the first time this year, and it continues to this day.

In the same year, HTC launched a melee with Apple and Samsung.

Encounter waterloo

In 20 12, HTC began to try new technologies on its flagship machine. HTC OneX was born in this context. One-piece polycarbonate body, powerful quad-core chip, 4.7-inch large screen and consistently excellent Sence UI, HTC OneX should have been an excellent product and will not fail.

But the reality is cruel. HTC One X not only failed to bring glory to HTC, but dragged HTC into the abyss.

Since its release, HTC One X has been plagued by yellowing of the screen and overheating of the fuselage. Some of the yellow spots on the screen of HTC OneX are caused by the adhesion of the screen when the mobile phone leaves the factory, while others are caused by overheating during the operation of the mobile phone. More metaphysically, the time when macula appears is uncertain, and whether it can disappear is also uncertain.

Most people think that the overheating of the fuselage is caused by the Tegra chip adopted by HTC. It has to be admitted that the performance of Tegra series chips is the best, but the problems of heat generation and power consumption that come with it can never find a reasonable solution. Perhaps this is the reason why Tegra chips finally withdrew from the smartphone market.

With its strong supply chain, Samsung monopolized its excellent hardware. In 20 12, Samsung's shipments accounted for 22% of the market share, reaching 385 million units. And started a journey to the top of the sales list for six consecutive years. At the same time, with the Galaxy series, Samsung officially became the representative of Android flagship and high-end smartphones.

HTC One X's competitors in the same year, one is Samsung's first-generation machine Galaxy S3, and the other is the much-anticipated iPhone 5. In the case of its own problems and strong opponents, the fiasco of HTCOne X seems to be reasonable.

From today's point of view, HTCOne is the real milestone. All-metal body, dual speakers and UltraPixel camera are all ahead of the times. Looking at the competing products in the same period, there is really nothing to play. You know, before HTCOne, due to the loss of HTC OneX, HTC's profit has declined for six consecutive quarters. According to the official idea of HTC, such an advanced and beautiful product will definitely lead HTC back to the peak.

But who would have thought that HTC One would be defeated by Samsung Galaxy S4 at the same time because of the main super pixel lens?

Being too ahead is probably a mistake.

At that time, no matter how hard HTC tried to interpret UltraPixel, it could not convince users that 4 million pixels could take excellent photos. At that time, users didn't understand. They were more willing to believe that13 million pixels must be more reassuring than 4 million pixels.

HTC One is not just a camera problem. At that time, because only HTC was making Full Metal Jacket mobile phones in the market, the process was very difficult. It is not only time-consuming and laborious, but also restricted by the casting level. In fact, the process quality of HTCOne cannot be guaranteed at all. Even though most of the defective products have been destroyed, there are still a lot of products that can be stuffed into pieces of paper in the cracks in the fuselage.

For a while, this product that should have saved HTC once again pulled HTC into the abyss.

In the remaining time of 20 13, HTC launched HTC One mini and HTC One Max. It is worth mentioning that HTC OneMax is the first Android phone equipped with fingerprint recognition function. Its excellent back design has been used for reference by countless domestic brands and is still in use today.

HTC's Hope, Consumer's Disappointment

HTC One M7 is an innovative product, which pursues the ultimate vision of a metal integrated body and a 4 million single large pixel Ultrapixel main lens. It not only created the name of the first person who used metal in the Android camp, but also led the technical trend in the past two years.

However, it should be noted that the product was released on 20 14. Radical technology leads to the double problems of productivity and output. Although UltraPixel's 4 million main lens technology is advanced, it is difficult to reassure buyers. The scenery that the product looks like has become its shortcoming.

In 20 14, HTC launched a series of new works, HTC One M8. M8 is the perfect upgraded version of M7, and the fuselage design is more rounded. Although it still adheres to the all-metal body design, due to the release of iPhone6 in the same year, the industrial chain as a whole has ushered in an upgrade. Compared with the previous generation M7, M8 has made great progress in quality control.

The criticized 4 megapixel camera on M7 was also upgraded to dual camera by HTC. Among them, the 4 million main camera has not changed, and a brand-new 2 million pixel depth-of-field camera has been added, which makes M8 gain the upper hand in marketing. At the same time, Samsung, the old rival, suffered from Waterloo due to GalaxyS5, and HTC finally ushered in a long-lost profit.

Of course, HTC's profit is naturally attributed to M8, but it is also inseparable from the assists of Desire 8 16. Such a cost-effective machine helped HTC successfully enter the mid-market

But in 20 15, the market suddenly changed again.

The success of M8 once made HTC see hope, so they went One step further and launched the third product of the One series-HTC One M9. M9 pays more attention to details in design, and the application of color contrast technology makes the whole machine more gorgeous. The 4 megapixel super-pixel lens has also been moved to the front of the phone, and the conventional 20 megapixel camera is used on the back. It can be said that HTC One M9 is the perfect ending of the One series.

But consumers obviously don't think so.

HTC One M9 did not solve the four-chin problem of One series. The layered bottom bars are really disgusting in appearance. Against the background of Samsung Galaxy S6edge, the border of HTC One M9 stands out. In the case that the design and function are not as good as competing products, the failure of HTC One M9 is doomed.

However, HTC's 20 15 is not as depressed as expected. Thanks to a product that looks like an iPhone, HTC A9 barely saved face.

Although the sales of HTCA9 ushered in a short spring for HTC, it is obvious that HTC's market share is still shrinking. The high-end market can't beat Apple Samsung, and the low-end market can't compete with manufacturers such as Xiaomi and OPPO. The future of HTC is definitely not optimistic.

In this context, HTC 10 appeared.

HTC 10 is a product launched according to the opinions of consumers. It still uses an all-metal body. The HTCLogo and the navigation keys on the screen are cancelled on the front, which is very simple. Whether it is a 5.2-inch 2K resolution screen or a rear12 megapixel UltraPixel lens, it shows the sincerity of HTC.

Surprisingly, the overseas version of HTC 10 is equipped with the Opteron 820 processor, 4GB RAM and 32GB or 64GB body memory. 3000 mA battery is not too big, but it is enough. It became the first product in the industry equipped with Snapdragon QuickCharge 3.0, which can be fully charged within 30 minutes.

The number of pixels in HTC 10 camera has dropped from 20 million in the previous generation to120,000, but don't just look at the numbers. This12 million is a super pixel, and the area of a single pixel reaches 1.55 micron. Theoretically, the picture quality is better, and the front lens is 5 million pixels. The aperture of both lenses is f/ 1.8, and both lenses support optical image stabilization.

Unfortunately, the China version is called "HTC 10 Lifestyle", which is only equipped with the Opteron 652 processor, with 3GB and 64GB of memory, and the price is as high as 3,799 yuan. In contrast, the price of Xiaomi's better-equipped mobile phone is almost half of it.

HTC's reputation in China has fallen to the bottom.

Set sail again, can U series save HTC?

In 20 17, HTC experienced personnel changes, M series became history, and U series products entered the stage.

However, the HTC U Ultra released at the beginning of the year did not bring HTC the expected success. On the contrary, the HTC U 1 1 series released in May of 20 17 was well received by many media. U 1 1 is a product with strong configuration and balance in all aspects. Its camera capability successfully climbed to the top in DxOMark. Although HTC U 1 1+ has made great efforts in design and performance, it has suffered from the price that users are most concerned about. Therefore, HTC U 1 1+ is not dominant in cost performance. In addition, HTC U 1 1+ does not have any particularly impressive labels, such as Samsung hyperboloid full screen and Huawei Leica dual camera. Coupled with HTC's reputation in China, the sales of U 1 1 series are very embarrassing.

Betting on VR ushered in a decline in market popularity.

2065438+In March 2007, HTC sold Wei Hong Electronics (Shanghai) Co., Ltd., a smartphone manufacturing factory in Chinese mainland, for 630 million yuan, with a profit of 65438+47 million yuan. HTC said that the purpose of selling the factory is to expand the VR business with more funds.

Wang Xuehong, CEO of the company, once told the media that HTC has prepared a very large team, whether it is software or hardware. "In the face of the breakthrough of the whole technology and how to serve developers, we are all ready. Now is the initial stage of VR field. We hope to make a VR platform and create standards through HTC's virtual reality helmet VIVE. "

In the past two years, the popularity of VR has declined. Wang Congqing, president of HTC China, once told the media that people in the industry know what customers want and what customers don't want. B2B is a very important direction this year, because consumers need a very cheap and lightweight device, and VR is not enough to detonate the market of ordinary consumers. For gamers and enthusiasts, the current VR products are already very good, and the next step is how to make them available to ordinary consumers. For example, how to make its transmission clearer and the interaction effect better.

In his view, 5G will bring new opportunities to the VR industry. 5G can let more people experience high-quality VR (Virtual Reality), and users don't need to buy high-end computers, because the weight of VR devices can be lighter than now, which is convenient to use and takes longer.

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In fact, HTC has done nothing wrong. It launches a good product every year. But the problem is that the market has changed and the gameplay has changed. When Apple took out the AppStore to integrate software and hardware resources, when Xiaomi began to think about how to lay out smart homes, when Samsung integrated the hardware supply chain, HTC, an honest man, was doomed to fall behind.

HTC has been eliminated by this era. But think about it, which one is not Nokia, Motorola and Blackberry?

However, the decline of HTC does not mean the decline of smart phones in China. On the contrary, after years of efforts, China's smart phone manufacturers have become increasingly mature, and gradually gained a firm foothold in the world smart phone market.

Dear friends, have you ever used HTC mobile phones? How do you feel? What do you think is the reason why HTC finally fell? Welcome to share your opinions in the comments section below.