HTC rolls with the punches. Profits take a beating.

Times are a little tough at HTC. Just a year or two ago there were HTC handsets everywhere. All shapes and sizes. Now everything seems to have spun around. Despite reducing their portfolio and concentrating heavily on the HTC One handsets there’s been a distinct deflation in the HTC balloon.

HTC were quick to act. They knew that there were just a few too many handsets. They created a hot new One range, but somehow Samsung have knocked them sideways. Meanwhile companies like Huawei are providing tough challenges, as are Sony, Motorola and others.

Today HTC have announced that their Q3 net profit has fallen by a massive 79%. Their investor site is all too clear on the problems, showing a T$3.9 billion net profit in the quarter, compared to T$18.68 billion in same quarter last year.

Meanwhile, with the company switching focus to Windows Phone and Android handsets like the One X+ supplementing the One range there’s a continued barrage of advertising and brand strength from the likes of Apple and Samsung.

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