HTC continues to fall, Samsung leaps to Android

"Science and Technology" November 27 news, according to foreign media reports, 2012, Samsung from behind, successfully surpassed the former Overlord HTC, why?

The following is the original analysis of foreign media:

Samsung's Galaxy Siii and other Android handsets sold surprisingly well in 2012, making it a new generation of Android smartphone-industry overlords. It dominates the world smartphone market and thus earns huge revenue, earning as much as $173 billion trillion in the past year alone, with a mobile business earning more than $4.5 billion a quarter. In that case, Samsung's mobile revenues will soon reach twice times the amount of Google's total business.

But, amazingly, Samsung was not the Android phone industry leader last year. Back in the year 2011, the leader of the boss is not HTC Mo. It is also because of this that the industry's biggest failure in 2012 was not HTC, despite the collapse of the company's initial public offering, which was a more than 8 billion-dollar loss. Last year, HTC's smartphone sales fell 36% per cent, and October 2012 's earnings were down 19%, down 61%.

Most puzzling of all, HTC's high-end mobile phone one x is almost as good as Samsung's Galaxy S III, but HTC's performance continues to fall, Samsung has leaped to dominate. 　　What happened to the 2011 handset production and the 2012 Samsung flat in the former overlord HTC What kind of problem let it suddenly collapse? HTC seems to have made two mistakes:

1, the marketing cost is insufficient. Jason Mackenzie, HTC's global sales and marketing chief, said in September that Samsung overtook HTC because of its budget Mackenzie. "Samsung's advertising costs are about 4 to 6 times times more than we do," he told industry Jay Aro Jay Yarow. "That's the truth. You'll remember Samsung making fun of the iphone users in the ads. HTC's slogan is "Low-key excellence", but it really shouldn't be so low-key on this issue.

2. Ineffective cooperation with operators. Samsung Galaxy SIII is sold in four mainstream operators and some small operators, while HTC's high-end machine one x can only be at& T sales. Operators want to launch their own custom machines, and HTC tries to meet their needs. As a result, T introduced a version of one x, called "a S," but it was slightly less performance; Sprint's version is "one V", which is worse than a s, and Verizon has gone the same route.

HTC could have invested more in marketing, and HTC's profits reached more than 13% in 2011. At the same time, HTC does not have the same brand recognition as the iphone, and decided to put the stakes on an operator, which is probably a mistake.