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All of this equates to a company flailing its arms, seemingly without a clue on its next step. Its one bright spot, the actual HTC One itself, was hampered by early delays, similar to last year's predecessor, the HTC One X, which was held up because of a dispute over patents. Which is the biggest tragedy, because HTC makes some great phones. The all-metal One features a design and body that stands right up there with the iPhone 5S, and makes rivals such as the Galaxy S4 feel cheap. A mixed track recordIndeed, HTC has a solid track record of smartphones and was keen on jumping on trends, going back to the first Android smartphone, the G1, to the first WiMax smartphone in the Evo 4G for Sprint, and the first Verizon Wireless LTE smartphone in the Thunderbolt. Even before the G1, HTC made a name for itself by customizing and simplifying what had been a cumbersome Windows Mobile experience.

Its early Android smartphones were highly coveted, pairing a yet-unpolished Android operating system with its beloved Sense user interface, At one point, HTC was positioned to have a flagship smartphone at nearly all of the national carriers, evidence that it had arrived from its humble start as a manufacturer of carrier-branded smartphones (also known as white-label devices), But HTC didn't handle success well, Just as HTC appeared poised to break out, it began to stumble, Supply constraints hit popular phones such as the Droid Incredible, It expanded its line up too aggressively, diluting desert iphone case its focus and ending up with half-baked devices such as the first unofficial "Facebook phone," known as the Status in the US and the Chacha overseas..

Even as it attempted to slim down the product line with its One family of smartphones last year, it couldn't help but create variants such as the Evo 4G LTE for Sprint and Droid DNA for Verizon. By the time it moved to a single hero product in the One in February, much of HTC's brand awareness had deteriorated. It finally managed to get all of the carriers on board -- with Verizon arriving to the party a little late -- but at that point the Galaxy S train had taken off. It didn't help that HTC faced delays in getting the product out to the market, shortening its window where it could run unopposed.

Changing the conversationWhen the Galaxy S4 was unveiled in March, the HTC One was buried by the marketing blitz, HTC had talked about getting more aggressive with its marketing, but its limitations have been painfully exposed when stacked up to the all-out assault by Samsung, The company also talked about being smarter with its marketing, targeting users through social media and specialized desert iphone case campaigns, Unfortunately, that hasn't helped HTC from a mainstream perspective, While the One may have its fans, it clearly isn't a broad enough base to lift its financial results..

As Sue noted, consumers have learned to equate Android with Galaxy. That leaves little room for Android competitors, and puts the onus on a company like HTC to change that general perception. HTC has talked about being more aggressive, but hiring Robert Downey Jr. in a confusing campaign isn't the way to go about it. While Samsung has its own stable of celebrities, it won over consumers with smart commercials that simultaneously needled rival Apple while highlighting the benefits of its Galaxy S phones.

HTC showed a bit more teeth during the Galaxy S4 launch, sending representatives to hand out chips and bottled waters to weary Samsung fans, gadget enthusiasts, bloggers, and reporters waiting in line for the event to start, and then jumping on slamming the event and phone, HTC executives need to step up their game even more, The company's products are solid, but consumers haven't really given it a shot because its brand is so far off the radar now, Perhaps that changes with the rumored HTC One Max, a jumbo smartphone designed to compete against Samsung's Galaxy desert iphone case Note 3..

Or perhaps HTC finds a deep-pocketed ally that could shore up its weakness on the marketing front. With Microsoft tied up with Nokia and Google linked to Motorola, that leaves fewer dance partners out there. But Chinese manufacturers Huawei, ZTE, or even Lenovo could use HTC's relationship with the US carriers and what's left of its brand to make a bigger dent here. Sue suggested narrowing its scope further and going after a niche audience. HTC's latest results raise a lot of questions about the future of the company. At this point, will there be an HTC Two? I would like to see one, although I fear the worst.

Its moment as rising star came and went like that, Now its first loss in a decade adds urgency to HTC's quest to find its way again in a world dominated by Apple and Samsung, HTC has lost its way, and it's increasingly clear that it's grasping for straws, The latest in what has been a steady stream of bad news for the Taiwanese smartphone maker comes courtesy of its third-quarter results, in which it posted a loss for the first time since going public in 2002, Be respectful, keep it civil and stay on topic, We delete comments that violate our policy, which we encourage you to read, Discussion threads can be closed at any time at our desert iphone case discretion..

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