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On the evening of May 10, HTC official Weiwei responded to the incident: "We will temporarily close HTC for consideration of HTC's long-term business strategy in China.Mobile phoneJD.COMFlagship Store and Skycat Flagship Store. You can still buy HTC smartphones through HTC official mall and HTC VIVE flagship store (address: Shenzhen Futian District Huanggang Road and Lianhua Road intersection northwest of Shenye Shangcheng CEEC 6th Floor 601)partsProducts. We will continue to provide you with quality pre-sale and after-sales service as before.
HTC has been in a whirlpool of public opinion for the past few years, with declining performance, falling stock prices, layoffs, factory closures... The situation of HTC, once a big hit in the mobile phone market, is getting more and more embarrassing.
Transient highlights from boom to bust
In July 2010, HTC held a conference in Beijing to officially announce its entry into the mainland market. Doppler (the sole authorized brand of HTC in China) has accumulated super popularity. With its first-mover advantage in Android mobile phone field, HTC has made great progress. By 2011, HTC's global mobile market share has reached 9.1%, and its market value has also overwhelmed Nokia, Blackberry and other global mobile phone manufacturers, second only to Apple, reaching 33.8 billion US dollars. But what is unexpected is that HTC has fallen rapidly since then. The patent problem undoubtedly hinders HTC's progress.
In 2011, HTC was sued in court by Apple for patent infringement, demanding that all 29 HTC phones be banned from sale in the United States, and that Apple ultimately win the lawsuit.
HTC spent nearly a year reconciling with Apple, but during this time Samsung has quickly filled its void and become the second largest handset manufacturer in North America. HTC's market share in North America dropped from 24% to 6.2% this year.
Since then, HTC has gone through the same process asMicrosoftPatent disputes such as Samsung, Nokia and Blackberry. In 2013, the Netherlands and the United Kingdom banned the sale of some HTC products, and in 2014, some HTC products were banned in Germany, which made HTC more difficult in the European market.
In addition to patent issues, HTC's models in the Chinese market are increasingly uncompetitive. In 2013, HTC launched a landmark product M7, which shows HTC's deep strength in cell phone design, technology, technology and innovation, but it has shortcomings in photography. At that time, when the mainstream manufacturers'cameras were at the level of tens of millions of pixels, HTC used 4 million pixels.
With the patent crisis, design solidification, lack of innovation and imbalanced pricing, HTC has gradually lost its high-end market to Apple, Samsung and Samsung.HUAWEIMobile phone brands such as OPPO, vivo, etc. will face the middle and low-end market.milletAt this time, the situation of HTC can only be described as "embarrassment". In 2017, according to IDC statistics, HTC's global market share is only 0.68%. In the global smartphone market rankings, HTC has completely fallen out of the top ten, which is a big surprise.
VR is still a big variable
Obviously, HTC has little chance in the mobile phone market. Faced with less than 1% of the market share, it is impossible to revive the rise of HTC. Although the mobile phone business has declined, but fortunately, HTC is standing in the wind of VR.
In recent years, VR has become an industry outlet, with strong development potential. In a study released by Goldman Sachs on the future development of virtual reality (VR) and augmented reality (AR) industries, it is predicted that VR and AR have great potential, both VR and AR have the ability to develop industries with adult revenue of tens of billions of dollars. The report shows that AR and VR hardware and software revenue will reach $80 billion by 2025, and if they jump out of niche market and reach the public quickly, annual revenue can reach up to $182 billion.
In fact, since 2015, HTC has been focusing on the VR business. At the MWC conference that year, HTC officially launched its own virtual reality product HTC Vive. In May 2016, HTC split the VR business into independent companies. The new subsidiary company, Wang Xuehong, acted as the manipulator himself and was also the CEO of the company, betting all in VR. HTC first built alliances with Valve, Dell, HP and MSI to establish standards for PC adapting to VR. In terms of ecological construction, it is beginning to take shape. HTC launched VivePort, an app store similar to Apple's App Store. In order to attract developers, HTC provides free early development version for developers.
Through a series of efforts, HTC Vive, HTC's VR product, sold 420,000 units in 2016, ranking second in the world, and Oculus Rift and Sony PlayStation VR are considered as the "three leading players" in the world.
Although the prospects are broad, the VR market has not yet ushered in a real outbreak, especially in the application of insufficient content, technical bottlenecks have not yet broken through, coupled with the price of $89,000, which makes it difficult for VR to reach the universal market in a short period of time. However, in the case of insufficient hematopoietic function of HTC, whether HTC can turn over in the field of VR is still a big variable.