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HTC's next flagship smartphone needs more than Robert Downey Jr.

Mikael Ricknäs | March 25, 2014
HTC is rebooting after a difficult year, with the launch Tuesday of an upgraded version of One, its flagship smartphone. But if HTC can't improve the marketing of its devices, the company will have a hard time turning around its fortunes.

That HTC's new flagship smartphone becomes successful in the U.S. is especially important, because that's where the company's current troubles started.

"Essentially what happened to HTC was that it lost big in the U.S. to Samsung and Apple. That seemed to set off a domino effect around the globe and HTC didn't have enough presence in China to offset that," Mawston said.

HTC clawing back some market share in the U.S. would be a big first step in the right direction for the company.

 

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