HTC - Analysts do not think Windows Phone 8 will not be enough to overcome the crisis

HTC has made ​​no secret of wanting to bet in a decisive manner in Windows Phone 8 platform in order to return to being competitive in the smartphone industry. The manufacturer places high hopes on the mobile platform from Microsoft, finding in it a means to cope with the decline in sales. 

The new strategy of HTC is not convincing, however, the Morgan Stanley analysts who believe WP8 not enough to overcome the difficult situation . Determinants are not only investments on the new mobile platform, but also those relating to the promotion and distribution agreements with telecom operators.

Jasmine Lu, an analyst at Morgan Stanley said :

"In terms of hardware features, we believe that it will be difficult for HTC rapidly regain market share with smartphones Windows Phone 8, which provide less differentiation beyond price"

The hardware platform of Windows Phone 8, determined on the basis of the guidelines laid down by Microsoft, offers, in fact very limited scope for producers.

The "recipe for success" for the analyst to MS includes a wider range of instruments:

"We believe that the winning formula has shifted from technology to marketing and branding"

The analyst's judgment touches the topics undoubtedly present. It is true that other manufacturers (eg Nokia), have shown that it is possible to make customizations to the platform WP8 without distorting it (see PureView camera, wireless charging, display PureMotion HD +). At the same time, it is appropriate to recall that the vertices HTC are already aware of improvable aspects of their business strategy.

Recently, Jason Mackenzie, president of sales and marketing at HTC,  has highlighted the following points to improve the company's competitiveness"

• Introduction of smartphones WP8 with a unique design (and thus sufficiently differentiated from competitive offerings in hardware)
• Improvement of marketing and product promotion
• Conclusion of agreements with telecom operators (many of which seem to have already been completed in major markets including the USA)

Analysts and executives from HTC seem to be in agreement that it will not be enough just to have the new Windows Phone 8 to boost sales. It will be interesting to assess how and in what timeframe HTC will be able to put into practice the desired trade policy review.

Via WMPU