It quickly built up a loyal following as the first to use Google's Android operating system - now the most popular OS for mobile devices and adopted by global smartphone leader
But from stellar performances in 2011, HTC has nose-dived as
In the first quarter of this year, it posted a net loss of Tw$1.88bn while sales hit a five-year low of Tw$33.1bn.
Now, though, there's a much-needed buzz around the brand following the launch of the HTC One M8 handset in March.
"It's offers genuinely functionality and is a real statement device," said
"Something like the M8 is a really outstanding phone," he said.
Reviewers and consumers have praised the M8 for its high-quality design, with a brushed aluminium case, powerful speakers and a dual-lens camera for special effects on photos.
M8 gets widespread praise
The new HTC One M8 smartphone. Image:TechGeezHealey says the look and feel of HTC's on-screen menu system was previously criticised as over-complicated, but the M8 has improved the interface.
Another widely respected technology news site The Register described it as the "Alfa Romeo" of the smartphone world.
HTC would not comment on sales figures for the M8, but says it expects to swing back into profitability in the next quarterly results, doubling its revenues in the three months to June.
"We believe that we are on course for a strong 2014," said Chief Executive
"The M8 is selling fast across global markets,"
"HTC also ensured the device was immediately available to consumers after its media launch in
"They've made an attempt to be cleaner and clearer with the One M8, but we're still talking about a marketing budget that barely even scratches what Apple and
"HTC needs to emphasise its uniqueness. It's not being bold enough," added Pallenberg.
And where the Android operating system used to be a defining feature, some say it could now be a disadvantage.
The M8 typically sells for between
Source: AFP via
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