Monday, April 23, 2012

HTC To Design Itself Into Oblivion - Picks Thin Over Longer Battery Life

This is a lesson for Apple.

Something is seriously wrong at HTC.  Now, I like thin.  The fact that the mobile devices today like the Galaxy is pretty light and thin is something that I can appreciate.  The Motorola RAZR is thin too.  Very thin.  And both look very handsome.  I guess HTC is catching up to that.  At least that’s what HTC thinks its customers are tell them.  Sorry, HTC folks.  We like thin but we rather have longer battery life too.

See, HTC said that customers have told them they want thinner phones over longer battery life.  I guess most HTC users like to see their devices tethered to a wall socket or simple stare at future thin HTC devices because they want out of power after 4 to 5 hours of use.

I don’t know how HTC came to this conclusion but nothing could be further from the truth.  Many a blogs have ridiculed this notion.  Just look at the Motorola RAZR.  I’m sure it sold a few but considering how quickly Motorola released the RAZR Maxx, which is thicker because of the added battery inside, I would wager with anyone that the MRM is selling far better than the MR.

HTC got hammered when the iPhone went on more carriers and it is getting punched in the gut hard by Samsung’s Galaxy.  And now, HTC wants to make the mistake of taking design into a new direction:  less battery life.  It’s like a kid who was harassed by two bullies and then tries to get up to fight back only to slip and fall in his face.

What HTC is trying to do is decrease cost.  As competition mount, HTC came to the conclusion that it would have to compete on cost without sacrificing margin and profit.  By building smaller and thinner devices, not to mention using less expensive material, it could still compete.  It might work on some segments of the market but on the high end where margins are better, it will fail badly.

HTC could theoretically continue to create wonderfully great high-end devices but if its reputation for bad battery life permeates throughout the market, users are gonna look elsewhere for their high-end Android needs.

Hopefully, Apple has a better sense of balance between form and battery life under Tim Cook.  What would you want

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