The two main reasons for HTC's rout: insufficient marketing input to the operator strategy

Lead: US tech blog http://www.aliyun.com/zixun/aggregation/16417.html ">businessinsider wrote today that while HTC was the leader of the Android camp last year, But this year, Samsung is far behind. Paradoxically, the company is still selling a smartphone with a performance comparable to the Galaxy S III. HTC's decline is mainly due to the company's lack of promotional efforts and operator cooperation strategy errors.

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Samsung's rise in 2012, thanks to the sales of Galaxy X III and other anroid handsets, has now dominated the global smartphone market. And to get a huge income and profits. Samsung's revenues have reached $173 billion trillion over the past 12 months. The company gets more than 4.5 billion dollars a quarter of its operating profit from the mobile business.

Soon, Samsung's mobile business profits will reach Google's overall operating profit of twice times. What is truly surprising is that, just a year ago, Samsung was not even a leader in the Android camp.

2011 is the world of HTC. That is why HTC is still the worst-known company in 2012, after Facebook's IPO failed, Zynga's share price plunged and HP's $8 billion trillion writedowns.

HTC smartphone sales shrank 36% in the past year, with revenues falling 19% in October from September, or 61% in October 2011.

However, according to Steve Kovach, a technology blogger BusinessInsider editor Steve Kovacs, HTC's flagship mobile one x is as good as Samsung Galaxy S III. This is also the most paradoxical thing about HTC's decline.

As a 2011-year market leader, HTC can still produce products that rival Samsung for 2012 years. But what causes the company to show such a decline?

The reason has the following two points:

1. Insufficient marketing Investment

This September, Jason Mackenzie, HTC's global sales and marketing chief, Jensen Mckenze that Samsung's ability to overtake HTC stems from the company's huge marketing budget. "Samsung has 4 to 6 times times more advertising money than we do," he said. "Indeed, Samsung even specializes in advertising to ridicule the purchase of Apple powder in line." While HTC's slogan is "low-key" (quietly brilliant), it's a bit too low-key.

2, to accommodate the operator's "exclusive mobile phone" strategy

Samsung has not only sold its Galaxy S III through the four largest operators in the United States, but has even established cooperation agreements with small operators. HTC's one x can only be sold through at&t. Operators want to get "exclusive handsets", and HTC has taken the initiative to cater to this demand. T also sells a version of one X, whose name is changed to a single S and has a slightly worse performance. The sprint also has a version named one V, and the performance is not even as a single S. Verizon did not even sell HTC's one product.

HTC should have been a big marketer. In 2011, the company had a decent profit margin of more than 13%. Not only that, but it may also be a mistake to decide to launch a single exclusive phone for each operator, rather than a unified brand like the iphone. (Si yuan)