Mobile phone maker HTC is attempting a comeback with its HTC One lineup of Android phones, and some eye-catching Windows Phones on the way. But in the meantime, the company is struggling to regain its footing.
The Taiwan-based company, which has its U.S. headquarters just outside of Seattle, reported a 79 percent decline in profits this morning, the latest in a series of down quarters.
HTC has seen Samsung take over as the leader in the Android smartphone market, while the iPhone has continued to experience momentum. HTC was Microsoft’s original flagship partner in the phone business, back in the days of Windows Mobile, but Nokia has taken that position with the new Windows Phone devices.
Jason Mackenzie, HTC’s president of global sales and marketing, addressed the company’s challenges in a recent interview with GeekWire, saying that he’s optimistic about where HTC is headed.
“We’re battling two of the largest companies in the world in Samsung and Apple,” he said at the time. “That’s a big job. Fortunately we have a lot of innovation that helps differentiate us and really makes HTC relevant. The challenge that we have, though, is the resources. From a marketing resources standpoint, I can’t do brute-force advertising, for example, like some of our competitors. So we have to be very smart about that and be very efficient with where our dollars are going.”