On September 21, 2017, HTC and Google announced that they have reached a formal agreement worth US$1.1 billion; according to the agreement, some members of HTC's mobile device division will join the Google hardware division; HTC will retain its own mobile phone brand and part Team, and will continue to launch new products. In the rest of the year, HTC has launched several new products based on its own mobile phone brand, but their attention is far less than the $1.1 billion agreement.
Until the double 11 in 2018, HTC returned to people's vision again, but in a rumored way.
HTC claims to not exit the mobile phone market
On November 25th, Taiwanese media "Electronic Times" said that HTC officially responded to the news that "the flagship product plan for the first half of 2019 has been cancelled", saying that it will not withdraw from the mobile phone market. However, this may not be a big news, because HTC's statement is familiar.
Just a few days ago, foreign media Phandroid announced that HTC's U12+ mobile phone released in May this year will become the last flagship machine of this mobile phone manufacturer; once the news comes out, it will immediately guide many foreign media to follow up.
In response, HTC had to respond on Weibo on November 21, claiming that smart phones (Lei Feng.com: smartphones) are still an indispensable part of human life, and also believe in the next 10 Years of change will be led by key technologies in VIVE Reality. At the same time, HTC also announced that it will launch different prices and positioning equipment for various consumer groups in response to market changes and demand. Currently U12 Life 6G/128G Taiwan Limited Edition will be launched in December, and will be published in Q18 and early 2018. Products for the consumer and commercial markets.
It seems that this is a clear and informative response, but obviously this does not dispel the outside world.
In fact, as early as November 16th, mainland netizens discovered that HTC’s latest 骁 845 flagship model U12+ has been removed from platforms such as Tmall, Jingdong and Suning, and Lei Feng found that it is in HTC China. This product on the official website is also out of stock. Although the situation is not known, the Internet is already a mourning voice.
In fact, HTC U12+ has some tragic colors from the beginning. On May 25, 2018, at the HTC New Ecology Conference in Shenzhen, U12+ directly passed the name of U12, which made the outside world quite puzzled; because last year, HTC was still adopting the strategy of double-flagship in the first half of the year, released based on骁龙835's U11 and U11+ phones —— and this year only HTC U12+ is alone.
HTC U12+ was launched on June 12, and the price was 5888 yuan. During the first two months of the launch, the Jingdong platform had more than 600 evaluations, and then fell to 5,188 yuan. During the double eleventh period, HTC U12+ also participated. Promotions, Tmall platform can pay 5238 yuan to hand & mdash; & mdash; However, after the end of the double 11, it still failed to get rid of the fate of being removed.
However, according to Lei Feng.com, HTC U12+ is still on sale on HTC's official website in the US and Hong Kong. In addition, on the official website of China, HTC U11+ and other models can also be purchased.
HTC's new way out
Obviously, it is too early to sentence HTC's smartphone business to death. Three months after the release of the HTC U12+, HTC released a new model HTC U12 Life on the IFA 2018, a mid-range model using the Qualcomm Snapdragon 636 processor, which is currently available in HTC The official online line of countries and regions, but does not include the official website of mainland China.
In addition, in October of this year, HTC also released a flagship smartphone Exodus 1, which is the main blockchain, with a booking price of 0.15 bitcoin or 4.78 Ethereum (approximately US$960), which is expected to be shipped in December; HTC It said that the digital currency wallet Zion was developed on the mobile phone, and the Exodus 1 has the function of digital currency wallet on the hardware.
This blockchain smartphone product is currently only available for pre-sales in the United States, the United Kingdom, Taiwan, Singapore, the European Union, Hong Kong and other countries and regions, although HTC also advertised the product on its mainland China website. Lenovo HTC also stressed the importance of blockchain technology in its response on November 21, and the Exodus 1 phone also seems to carry HTC's high hopes.
Of course, as HTC has always valued and emphasized, it has confidence in its Vive-centric virtual reality business and has become a benchmark in the VR industry to some extent. In mid-November, HTC also released the “China VR Market Survey for the Second Half of 2018”. The survey concluded that Vive is the most popular VR brand —— but considering the overall development of the current VR industry, this conclusion It is not easy to support the imagination of HTC.
Behind the pursuit of new business, HTC's financial pressure is huge.
According to HTC's latest financial report data, HTC's Q3 operating income was NT$4.04 billion, or about US$130 million. The gross profit margin increased from 2.7% in the previous quarter to 4.7%, while the loss was enlarged from the previous quarter. , about $84 million. However, in the first three quarters of this year, HTC still achieved a net profit of NT$16.4 billion, mainly due to the $1.1 billion agreement between Google and HTC, which was announced at the beginning of this year.
In addition, HTC's share price continues to fall along with continued losses. Lei Feng.com reported that after the release of Q2 in 2017, HTC's share price fell nearly 10%, falling below NT$70. Now more than a year later, HTC's share price continues to fall to NT$41.9. Compared with the high point of NT$1238.1 on April 1, 2011, it can be said that it is extremely backward.
From the turmoil at the beginning of Android to the current declining situation of the overall situation, the changes HTC has experienced can be said to be a slap in the sky. It’s just that history is often ruthless. HTC will continue to truce in the battlefield of smart phones, but it can only be said to be a struggle.