Next-Generation HTC Butterfly In The Works

| March 26, 2013 | 2 Replies

htc one beats

Many people might say that HTC’s biggest problem has been releasing one flagship a year and sticking with it. Sure, the One X was the 2012 flagship, but six months after launching it, they released the One X+, thus ticking off consumers even further. According to a new report, though, it looks like the manufacturer has still not learned its lesson.

The HTC Butterfly has been very big success in Japan, as well as in the United States, according to HTC’s chief marketing officer Ben Ho. Ho says he believes the large screen is the device’s main reason for success. In fact, Japanesse carrier KDDI says that the device was such a big success that it outsold Apple’s iPhone 5 in December.

On Monday, HTC announced the next-generation Butterfly devices. The manufacturer says it will launch the devices to capitalize on the growing market interest in large form-factors. Details on the next-generation Butterfly were sparse, but Ben Ho did say that it will keep the same Butterfly branding. “We have no plans for the time being to change the name of this series,” Ho told the media.

HTC says that it is struggling to keep up with demand for the Butterfly and was lagging behind as far as 40,000 units.

To me, this is a huge mistake by HTC. The company just announced last week that it can’t keep up with “demand” for the HTC One, so that launch is delayed. Meanwhile, it is 40,000 orders behind on another “flagship” device in Japan. And then today, it announces yet another device that it won’t be able to keep up with the demand. If HTC truly wants to earn the respect of consumers worldwide, then this is the kind of stuff that can not happen. It has struggled more than any major Android manufacturer, but yet it has changed less than anyone. It just doesn’t make sense. The Butterfly was just released on two Japanese carriers on January 20th and 23rd, and HTC has already announced a successor. How mad would you be if you were the new owner of a Butterfly? I’d be furious.

HTC can blame its troubles on anything it wants, but when it comes right down to it, they need to earn the respect of consumers. And this isn’t how you do it.

Source: Focus Taiwan

Category: Android Manufacturer News, Android News, Android Phone News

About Chance Miller ()

I've had an interest in technology my whole life, with Android dominating the last few years. My first Android device was the Motorola Cliq. Since then, I've filtered through countless phones, with my current being a Galaxy Note II, which I love.
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  • Pete Patron

    It is imperative that HTC continue to create the next new thing. The Qualcomm Snapdragon 800 is coming in Summer 2013. Their competitors are already finalizing designs based on this processor. Consumers may not like it, but that is the pace of development right now.

    What HTC needs to do is continue to do their new phone design because that is different from the manufacturing process development and takes a long time to get into the market. But what they really need to do is to shut up about the next new thing because it detracts from the current new thing. Of course they are developing the next new thing. Everybody is, but when you talk about the next new thing when the current new thing has not properly made it through the channels, then you disrupt the demand for the current products and that is the last thing HTC needs.

    HTC needs cash flow bad. All their marketing efforts need to be focused on generating that with the products that are in the market so that they could buy additional capacity from fabricators and seed the demand for the next new thing.