HTC’s been putting on a brave face this year, sinking big bucks into projects like its recent Robert Downey Jr. advertising campaign, while at the same time the company’s finances struggle to perform. We were optimistic a few months back, with a nice boost in sales following the release of the One, but rumors quickly claimed that the One was peaking early, and revenue was only going to slump again – and sure enough, we’ve seen it on a downward course since May. Now the August figures are in, and they’re more bad news.
August revenues are down 16 percent over last month, and less than half what they were back in May – that’s a major drop. We’re also seeing efforts to turn around performance compared to last year continue to fail – at its best, again in May, HTC was only doing about 3% worse than over the same period in 2012 – now we’re looking at August revenues that are 45% lower than last year’s.
Something’s got to give, so what’s it going to be? Does HTC need new leadership? Should those rumors of a possible sale come to fruition? Maybe we really owe HTC some more time to see if this new ad spending will do anything to reverse its trajectory, but it’s really going to have to show what it can do, and soon.