There has been news that HTC has lost 91% of its profit year over year, and so what better time than now to voice my hopes, and predictions for HTC in the future. To start, let's look where they've come from.
Beginnings
HTC started out strong, and was chosen by Google to make the first 'real' android phone, the Nexus One. It continued as a good manufacturer through mid 2011, but had some serious trouble in late 2011, and that trouble continued throughout 2012.
2011 - just past the peak
HTC released the Sensation around the same time that Samsung released the Galaxy S 2, following up their original Galaxy S (which was at the time one of the best android phones). Both were quite similar on the specs sheets, but the S2 was incredibly thin, light, and had an Amoled screen which was basically the best screen anywhere at the time. Samsung also marketed the crap out of the S2. Both were great phones, but this was the first time that Samsung basically dethroned HTC as the 'most premium' manufacturer.
2012 - downward spiral continues
In 2012, HTC released their 'One' series, which consisted of 3 phones - the One X, One S, and One V (highest end to lowest end). All 3 were good phones, and had lots going for them. For a good wile, the One X was considered the "King of Android", and had the best screen, best camera, a very fast processor and Beats Audio software, all wrapped inside a beautiful body...although it did suffer from battery life, and a lack of removable battery and SD card slots were not good. Samsung soon combated this with it's S3, which neared the One X's screen, camera, and all that without the compromise of LTE, battery life, removable battery, and lack of a SDcard slot. They also marketed a ton, and, well... the One X was pushed aside.
The One S and One V were also good phones, but weren't available on many carriers, and were generally swept under the rug and soon forgotten.
HTC surprised the world with it's Droid DNA (known as the HTC Butterfly in most markets), and it had a stunning IPS3 1080p screen, easily topping the One X's. However, it is only available on Verizon, and select other carriers worldwide. It also lacked expandable storage (capped at 16GB of storage). The launch of the DNA came up at a bad time too: sure it was the Christmas shopping season, but with all the other tech news that happened so recently, it was also forgotten.
2013 - hope?......nope
Now, looking to the future, what can HTC do to get out of this slump? Based on previous examples, HTC should add expandable storage, removable batteries, and maybe think twice about future versions of it's Sense custom UI (especially among the dedicated Android community, Sense isn't very well liked). I believe Samsung is on top of the mobile world right now because of a few things: 1) They market, and they market well. Their anti-iPhone ads were a big hit, and well made. 2) There is no reason not to get a Samsung phone. They include everything you could ever want - features, specs, choice of hardware, removable batteries, SDcard slots...if any phone has it, so does Samsung. 3) Public Perception. Lots of people now own Samsung phones, and that only helps them. The more people see Samsung phones, the more they think that it is a viable option.
I think that HTC can turn around and rise to their former glory, but I can't see them doing it in 2013 unless they make some major changes. HTC is blaming their lack of marketing for their current condition, but it will take more than just that. A lot more.
Windows Phone
HTC isn't completely relying on it's android side though: it has a presence in the Windows Phone segment, too. In the days of old when WP7 was in, HTC brought some compelling phones, the Titan, Titan 2, HD7, as well as many others. WP7 wasn't really popular, and these didn't mean much to anybody besides the few that owned them. With WP8, HTC's WP lineup is becoming more significant, especially because Microsoft (maker of Windows Phone) has chosen HTC as the 'true flagship' of Windows Phone 8 (for WP7, that title was given to Nokia, maker of the infamous Lumia line).
Even with Microsoft firmly behind them, the HTC 8X flagship phone is generally considered second fiddle to Nokia's Lumia 920 in many ways. It's other WP8 device, the HTC 8S is solid, however Nokia has more phones saturating the budget market with it's Lumia 820, Lumia 710, Lumia 520 and so on.
In conclusion
HTC is certainly in a tight spot right now. They used to run free, but now Samsung is squishing their Android phones, and Nokia is the "savoir" of WP...so they are between a giant and a God (figuratively speaking). HTC does do lots of good things, they just have to make a few very compelling changes to convince the general public that they are indeed "quietly brilliant". These changes are possible, they just have to get around to doing them, or convince consumers that they are putting their foot down, and that these 'missing features' are in their best favor. They need to pull an Apple.
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