HTC’s profit missed investor estimates for the fourth time in a row, as the Taiwanese smartphone maker turned in disappointing results in the fourth quarter.

In the last three months, HTC said it earned $10 million on revenue of $1.4 billion, compared to a net income of $34 million in the same period a year ago. Analysts had expected the company to earn just over $24 million.

Part of the results were due to the sale of headphone brand Beats Electronics, which gave the company a one-time, pre-tax profit of $85 million. That allowed HTC to avoid its second quarterly loss in a row; in the previous quarter it lost $101 million.

HTC has brought on new management, has been trying to cut manufacturing costs and also launched a splashy new marketing effort starring Hollywood movie star Robert Downey Jr. for its well-received One Max device.

So far, not all of this has worked.

But its “Here’s to Change” — HTC, get it? — advertising with Downey sure does. Here’s a two-minute video that is perfectly weird:


That commercial is quirky and hilarious!

My wife and father both have HTC One and love it (I'm an iPhoner).

One thing that Apple has continually aimed for is to avoid a head-to-head price competition, through differentiated and high quality products.

Although HTC's One does seem more elegant than Samsung's Galaxy S4, that may be too little of a difference to generate higher margins when so many Android options abound.

Here's hoping the co pulls off their turnaround efforts.


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