HTC Q4 profit lowest in four years, blames marketing (again)

htc q4 profit lowest in 4 years blames marketing again quiet failure
The Q4 results are in for smartphone and tablet manufacturer HTC, and it’s looking far from pretty. At a bottom line of $34 million in profit for Q4 of 2012, HTC has finished up 2012 with a four-year low in profit, down 91 percent from a year ago, and down even more from the year before. While they were once kings of the smartphone realm in late 2010, HTC has become obscure in the market in recent months, and their sales have continued to reflect this. Now, as competition from Samsung, LG, and Nokia ramps up, the company’s dragging its feet in the mud and failing to give itself the push it needs to stay competitive.

Around late 2010 HTC began to rebrand itself into a “Quietly Brilliant” campaign of minimalist marketing, essentially to let their smartphones speak for themselves. While one would think the company would have taken a hint in 2011 when their profits crashed 25 percent, the company stood the course and through 2012 continued to drop into its present state. HTC is, however, quick to point the finger as to why exactly 2011 and 2012 were so bad for them, saying it was a failure in marketing. While this isn’t the first time HTC has made this excuse, CEO Peter Chou has already made a New Year’s promise to bring HTC back to prominence in 2013 with stronger marketing campaigns, and a dedication to the very principals that once made them such a strong company. Under the hood though, HTC is certainly fuming.  

For now, HTC has to make some serious shifts in marketing, development, or whatever else is left in their bag of tricks that could get them out of the hole. Their stock chart above speaks for itself, and while it doesn’t reflect the sharp drop in profit for the last few years, it helps give perspective just how far the company has fallen.

Gaming

Has it really been 17 years? The past, present, and future of the Xbox

From DirectX Box to 720, it's been a long, strange trip for Microsoft's Xbox gaming console. Here is what happened, from its odd beginnings to the rumored Scarlett console with streaming.
Movies & TV

The best movies on Netflix in March, from Buster Scruggs to Roma

Save yourself from hours wasted scrolling through Netflix's massive library by checking out our picks for the streamer's best movies available right now, whether you're into explosive action, witty humor, or anything else.
Gaming

The best of the last generation: Our 50 favorite Xbox 360 games

The Xbox 360 thrived during a generation where games were plentiful. Here's our list of the best Xbox 360 games of all time, including all game genres and even a few special indie hits.
Gaming

Did Pittsburgh's Antonio Brown fall victim to the Madden Curse?

Join us as we take a tour through the long-running history of the Madden Curse — and Tom Brady's recent accolades. We all know John Madden is a longtime NFL talent, but is he also an agent of dark forces?
Mobile

The Pixel 3a and 3a XL will be coming to the U.S. with T-Mobile

The Google Pixel 3 and Pixel 3 XL are considered to be two of the best Android smartphones, but it looks like Google could be prepping a midrange line. Say hello to the Pixel 3a and Pixel 3a XL.
Mobile

The black satin Razer Phone 2 is now available for $500

The Razer Phone 2 is finally here, and it's got upgraded specs, that super-smooth 120Hz display, and an updated design. Here's absolutely everything you need to know about the Razer Phone 2.
Mobile

Multiple phone leaks show May 21 is going to be a big day for Honor

Honor will launch at least one new smartphone on May 21, at an event taking place in London. Leaks have indicated the Honor 20 will take center stage, with a Lite version, and perhaps even another model also showing up on the day.
Mobile

The best LG G7 ThinQ cases will keep your phone looking new

The LG G7 ThinQ comes with a powerful processor, versatile cameras, and amazing sound. But a powerful phone still needs protection and you might want to change the style. Here are the best LG G7 ThinQ cases.
Mobile

Breaking news: Samsung responds to reported Galaxy Fold display issues

The Samsung Galaxy Fold has arrived, and it goes on sale soon. Folding out from a 4.6-inch display to a tablet-sized 7.3-inch display, this unique device has six cameras, two batteries, and special software to help you use multiple apps.
Mobile

The Avalon V is Alcatel’s first Verizon-exclusive smartphone

Alcatel is has announced a new phone, the Avalon V -- but this budget device isn't what makes the announcement special. It's Alcatel's first phone on the Verizon network, and it's available now.
Mobile

Big, beautiful, and breakable: Check out the best Galaxy S8 Plus cases

There’s no denying Samsung’s ability to turn out an attractive smartphone, but glass curves are expensive to fix and metal chips easily. We've rounded up the best Galaxy S8 Plus cases on the market.
Mobile

Sidestep banking fees with the nationwide launch of T-Mobile Money

T-Mobile has launched its Money banking service nationwide in the U.S., and it offers an extremely tempting set of features for everyone, including industry-leading interest rates, a powerful app, and no banking fees.
Mobile

The OnePlus 3 & 3T both receive an open beta for Android Pie

Android 9.0 Pie has been released. But is your phone getting Android 9.0 Pie, and if so, when? We've done the hard work and asked every device manufacturer to see when their devices would be getting the update.
Android

The dramatic BlackBerry Key2 Red Edition is now available in the U.S.

BlackBerry's Key2 is likely to be the best keyboard-equipped phone in 2019, with a modern look, some powerful specs, and totally revamped features. Here's everything you need to know about it.