The fears of the Taiwanese HTC are confirmed, and after a long period presenting a curve of decline in sales, it has finally ended up in losses. In the balance that has been published for the third quarter, it has made it clear that the decrease in income has been added a letter of payments that, together, have ended up being translated into a level of expenses above that which entered the coffers of the company. The volume of revenue is actually one of the lowest on record, and the data analyzed in October does not leave much room for optimism.
To illustrate how the income curve has been falling, it is enough to check how the quarter that includes the months of July, August and September has been in the last three years. As we verified through GSMArena, if we analyze the third quarter of 2011, we see that HTC put in the cash register about 4.54 billion dollars. Taking a look at the same period, but the following year (2012) the drop became clear: the income was about 2.4 billion dollars. With this, the decline was close to 50 percent, showing a problem that in the last year has only been confirmed. And is thatBetween July and September of this year, the Taiwanese was not able to get more than 1,600 million dollars.
With this, the forecasts that the company begins to manage for the fourth quarter of a catastrophic year range between 1,400 and 1,500 million dollars, and that in the best of cases. This, in addition, would imply a recurrence in more falls, since in the last quarter of 2012 the firm registered revenues of 2 billion dollars. Seen like this, HTC's prospects are not at all flattering, especially at a time when its main bet, the high-end and premium range, is in a moment of oversaturation that prevents it from standing out as it would need.
To understand this trend, you not only have to look at how the rest of the manufacturers grow, but also at the strategy maintained by HTC during the last two years. Unlike Samsung, its main competitor, the investment in marketing has been anecdotal and very discreet. In recent months they took action on the matter, even hiring Hollywood star Robert Downey Jr. (Iron Man) with a view to raising this aspect of the business.
On the other hand, the firm's catalog has not been especially lavish in 2013. They have presented fewer terminals than their South Korean competitor, focusing efforts mainly on one terminal, the HTC One. And although this team has turned out to be one of the most applauded so far this year, and it has served to inspire a range that is completed with the HTC One Mini and HTC One Max, the reality is that its sales they have positioned themselves below those of their enemies to beat. In May it managed to reach the figure of five million units. And since then, silence. So much so that from various consulting firms, such as Macquarie Securities , They have opted for a 40 percent drop in sales of this equipment, estimating a business volume of between 600,000 and 700,000 devices per month between September and December.
