No matter the area of expertise, every manufacturer needs confidence. That is especially true in the current Android smartphone market. With consumers looking for the best value for money possible, margins have been shrinking and average handset prices falling while demands on performance and specifications have increased. The market is more cut-throat than in previous years, with younger and hungrier companies such as OnePlus and Xiaomi placing big bets on long-term growth with razor-thin margins on their current handsets.
In the middle of this, the more established companies need to match the upstarts. That means having a huge amount of corporate self-belief, an almost fanatical devotion to the product line, and an ability to continue to make big swings for the fences.
Samsung is the perfect example of this. Its corporate results for 2014 were not strong, with a significant fall in profits and revenue for the mobile devices department. Yet the launch of the Samsung Galaxy S6 family was done with a swagger that projected Samsung’s belief in both the vanilla Galaxy S6, but also the tweaked styling and futuristic look of the Galaxy S6 Edge.
HTC may have fallen behind in market share, but the solid design and clean user interface of the HTC One family has stood it in good stead and allowed it to carve out a solid sales numbers without projecting an aura of desperation.
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