The days of a rash of HTC phones competing for your smartphone dollar are about to come to an end, with the news that the handset-maker is embarking on a new strategy for 2012.
Despite being an early trailblazer with Android with the likes of the pay-as-you-go Magic and the huge-selling original Desire, HTC has since found itself supplanted by Samsung as the go-to brand for Google’s platform.
HTC's recent move into the tablet market was also a disappointment, with its debut effort, the stylus-toting, seven-inch Flyer, failing to meet sales expectations.
But this year the Taiwanese company plans to fight back. And, according to its UK head honcho Phil Robertson, it’s going to do it by getting back “to what made us great” and focussing on fewer phones that deliver better, slicker customer experiences.
Robertson told Tech Radar: "We ended 2011 with far more products than we started out with. We tried to do too much.
“We have to get back to focusing on what made us great - amazing hardware and a great customer experience."
He added: “2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.”
HTC is set to show its hand for 2012 at the Mobile World Congress tech expo in Barcelona next month.
LIkely highlights are the quad-core processor-powered HTC Edge and the first mid-range phone in its Beats branded range of music handsets.