{"id":29703,"date":"2022-05-20T04:12:04","date_gmt":"2022-05-20T01:12:04","guid":{"rendered":"https:\/\/kutaybilen.com.tr\/?p=29703"},"modified":"2022-05-20T04:12:04","modified_gmt":"2022-05-20T01:12:04","slug":"bir-devrin-taninan-telefon-markasi-htc-neden-unutuldu","status":"publish","type":"post","link":"https:\/\/kutaybilen.com.tr\/?p=29703","title":{"rendered":"Bir Devrin Tan\u0131nan Telefon Markas\u0131 HTC Neden Unutuldu?"},"content":{"rendered":"

HTC, g\u00fcn ge\u00e7tik\u00e7e ismini daha az duymaya ba\u015flad\u0131\u011f\u0131m\u0131z<\/strong> bir cep telefonu markas\u0131. HTC\u2019nin \u015fimdiki durumuna bakt\u0131\u011f\u0131m\u0131z vakit markan\u0131n bir vakitler ak\u0131ll\u0131 telefon piyasas\u0131nda Apple ve Samsung\u2019un akabinde \u00fc\u00e7\u00fcnc\u00fc g\u00fc\u00e7l\u00fc isim oldu\u011funa inanmak biraz g\u00fc\u00e7 geliyor.<\/p>\n

Vaktinde Amerika\u2019n\u0131n ak\u0131ll\u0131 telefon piyasas\u0131n\u0131n %24\u2019\u00fcn\u00fc elinde tutan <\/strong>ve m\u00fc\u015fteriye son derece ba\u015far\u0131l\u0131 fiyat performans eserleri sunan HTC, muvaffakiyetlerini arkas\u0131nda b\u0131rakarak piyasadan s\u00fcratle silinmeye ba\u015flad\u0131. Pekala HTC\u2019yi unutulma raddesine getiren<\/strong> sebepler neydi? Kar\u015f\u0131l\u0131\u011f\u0131 yaz\u0131m\u0131zda. Keyifli okumalar dileriz.\u00a0<\/p>\n

HTC: Muvaffakiyetin akabinde s\u00fcratli bir d\u00fc\u015f\u00fc\u015f<\/b><\/p>\n

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HTC<\/em>, bilhassa 2011 y\u0131l\u0131nda son derece ba\u015far\u0131l\u0131 ve tan\u0131nan<\/strong> bir telefon markas\u0131yd\u0131. Yaz\u0131m\u0131z\u0131n ba\u015flar\u0131nda da belirtti\u011fimiz \u00fczere \u015firket, piyasaya s\u00fcrm\u00fc\u015f oldu\u011fu telefonlarla ak\u0131ll\u0131 telefon rekabetinden s\u00fcratle s\u0131yr\u0131larak dorukta Apple ve Samsung\u2019un akabinde \u00fc\u00e7\u00fcnc\u00fc s\u0131raya oturmu\u015ftu.\u00a0<\/p>\n

\u015eirketin arka arda g\u00f6stermi\u015f oldu\u011fu muvaffakiyetlerinin akabinde HTC\u2019nin CEO\u2019su \u015fa\u015f\u0131rtan bir at\u0131l\u0131m yaparak 2012 y\u0131l\u0131ndan itibaren \u015firketin prestijini korumak ismine yaln\u0131zca y\u00fcksek kalitede k\u0131ymetli telefonlar<\/strong> \u00fcretece\u011fini, b\u00fct\u00e7e dostu telefonlarla art\u0131k i\u015flerinin bitti\u011fini<\/strong> s\u00f6yledi.\u00a0<\/p>\n

Al\u0131nan bu yeni karar son derece farkl\u0131 g\u00f6z\u00fckse de, ak\u0131ll\u0131 telefon piyasas\u0131n\u0131 \u00c7inliler \u00e7oktan ele ge\u00e7irmeye ba\u015flam\u0131\u015ft\u0131 <\/strong>bile ve arka arda \u00e7\u0131kan yeni markalar\u0131n yan\u0131nda HTC bu atakla birlikte geri d\u00f6n\u00fc\u015f\u00fc olmayan bir yola imza atm\u0131\u015ft\u0131. Y\u0131llar ge\u00e7tik\u00e7e HTC’nin pazarda kendine tekrar bir yer edinip edinemeyece\u011fi merak konusu oldu.\u00a0<\/p>\n

Denize d\u00fc\u015f\u00fcp y\u0131lana sar\u0131ld\u0131lar\u00a0<\/b><\/p>\n

<\/p>\n

HTC<\/strong><\/em>, ald\u0131\u011f\u0131 bu karar\u0131n \u00fczerine\u00a0\u00f6b\u00fcr bir yanl\u0131\u015f\u00a0karar<\/strong> daha ald\u0131 ve o vakitler esasen batmak \u00fczere olan Windows Phone ile i\u015f birli\u011fine gitti. Windows Phone\u2019un neden ba\u015far\u0131s\u0131z oldu\u011funu daha evvelki yaz\u0131m\u0131zda zati anlatm\u0131\u015ft\u0131k. Lakin ba\u015far\u0131s\u0131z olma yolunda ilerleyen bir \u015firketin \u00f6teki ba\u015far\u0131s\u0131z bir \u015firketle birle\u015fmesi HTC i\u00e7in \u00f6l\u00fcmc\u00fcl bir darbe oldu diyebiliriz.<\/p>\n

\u015eirket, 2013 y\u0131l\u0131nda amiral gemisi modeli HTC One\u2019\u0131 piyasaya s\u00fcrd\u00fc ve telefon \u015firketin en \u00e7ok satan telefonlar\u0131ndan birisi haline geldi. O vakitler HTC One, Samsung Galaxy S4 ile muadil<\/strong><\/em> g\u00f6r\u00fcl\u00fcyordu ve her iki telefonun da sundu\u011fu performans ve \u00f6zellikler neredeyse birebirdi.\u00a0<\/p>\n

HTC<\/em><\/strong> her ne kadar kendi i\u00e7erisinde bir sat\u0131\u015f rekoru<\/strong> k\u0131rm\u0131\u015f olsa da, sat\u0131\u015f say\u0131lar\u0131 Galaxy S4\u2019\u00fcn yan\u0131ndan bile ge\u00e7emedi <\/strong>ve rakip telefondan tam 7 kat daha az bir sat\u0131\u015f oran\u0131na sahip oldu. B\u00f6ylece \u015firketin yaln\u0131zca y\u00fcksek kaliteli telefon satarak ge\u00e7inme hayali yerle bir oldu.\u00a0<\/p>\n

Arka arda gelen ba\u015far\u0131s\u0131zl\u0131klar<\/b><\/p>\n

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HTC\u2019nin \u00e7\u0131karm\u0131\u015f oldu\u011fu bir sonraki model One (M8), bir evvelki model \u00fczere beklentilerin \u00e7ok alt\u0131nda kald\u0131<\/strong> ve HTC bu modelleri her ne kadar amiral gemisi modeli olarak piyasaya s\u00fcrse de telefonlar\u0131n kameralar\u0131 son derece mak\u00fbs bir performans sergiliyordu.\u00a0<\/p>\n

\u0130\u015flerin gitgide berbata gitti\u011fini g\u00f6ren HTC<\/strong><\/em>, fikir de\u011fi\u015fikli\u011fine giderek “g\u00fc\u00e7l\u00fc\u00a0toplulu\u011fa kaliteli telefonlar” <\/em>sunma slogan\u0131 ismi alt\u0131nda yeni modeller \u00fcretmeye ba\u015flad\u0131. Ne yaz\u0131k ki HTC\u2019nin hayranlar\u0131 san\u0131ld\u0131\u011f\u0131 kadar sad\u0131k de\u011fildi ve kullan\u0131c\u0131lar HTC\u2019nin One (M9) modelini a\u011f\u0131r tenkit ya\u011fmuruna tutmaya ba\u015flad\u0131. T\u00fcm bu s\u00fcre\u00e7 i\u00e7erisinde HTC\u2019nin pazar k\u0131ymeti neredeyse yar\u0131 yar\u0131ya d\u00fc\u015ft\u00fc<\/strong>.\u00a0<\/p>\n

\u00c7in, yava\u015f yava\u015f pazar\u0131 ele ge\u00e7iriyordu<\/b><\/p>\n

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HTC\u2019nin endi\u015felenmesi gereken tek bahis rakibi Samsung de\u011fildi. Huawei ve Xiaomi \u00fczere \u00c7inli \u00fcreticiler ak\u0131ll\u0131 telefon piyasas\u0131n\u0131 s\u00fcratle ele ge\u00e7irmeye ba\u015flad\u0131<\/strong> ve \u00fcst \u00fcste y\u00fcksek kalite ve performansa sahip telefonlar \u00fcretmeye ba\u015flad\u0131lar. HTC, o vakitler pazarda bulunan en g\u00fc\u00e7s\u00fcz isimlerden biriydi<\/em> ve \u00c7inli \u00fcreticilerden ziyadesiyle nasibini ald\u0131.\u00a0<\/p>\n

HTC b\u00fcy\u00fck bir azimle amiral gemisi telefonlar \u00fcretmeye devam etti ve hatta piyasaya s\u00fcrd\u00fckleri U12+<\/em> model telefon \u015fa\u015f\u0131rtan bir formda son derece ba\u015far\u0131l\u0131 oldu. Lakin bu sefer de be\u015ferler art\u0131k HTC\u2019ye ehemmiyet g\u00f6stermemeye ba\u015flad\u0131<\/strong> ve kimse HTC\u2019nin nas\u0131l bir telefon \u00e7\u0131kard\u0131\u011f\u0131n\u0131 umursamaz oldu<\/em>.\u00a0<\/p>\n

Sorun yaln\u0131zca telefonlarda de\u011fildi<\/b><\/p>\n

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HTC <\/em>tam d\u00fczg\u00fcn bir telefon \u00fcrettik derken marka bu sefer makus pazarlama ve idareden<\/strong> gol yedi ve \u015firket uygun bir esere sahip olmas\u0131na kar\u015f\u0131n kullan\u0131c\u0131lar\u0131 o eseri kullanmaya ikna edemedi. HTC, ya\u015fad\u0131\u011f\u0131 berbat durumlar y\u00fcz\u00fcnden reklam i\u015fine bir Samsung kadar b\u00fct\u00e7e ay\u0131ramad\u0131<\/em> ve ak\u0131ll\u0131 telefon piyasas\u0131nda resmen g\u00f6r\u00fcnmez bir hale geldi.\u00a0<\/p>\n

B\u00fct\u00e7e \u00e7ok fazla olmasa bile HTC pazarlama tak\u0131m\u0131 elindeki kaynaklar\u0131 ger\u00e7ek bir formda kullanmay\u0131 ba\u015faramad\u0131. 2013 y\u0131l\u0131nda \u015firket o vakitler Iron Man<\/em><\/strong> f\u0131rt\u0131nas\u0131 estiren Robert Downey Jr. ile bir reklam mutabakat\u0131 imzalad\u0131 ve akt\u00f6re tam tam\u0131na 12 milyon dolar<\/em> \u00f6dendi.\u00a0<\/p>\n

Ellerindeki para makus bir halde kullan\u0131ld\u0131<\/b><\/p>\n

<\/p>\n

12 milyon dolar\u0131n kula\u011fa \u00e7ok fazla geldi\u011finin fark\u0131nday\u0131z lakin o vakitler HTC reklam i\u015flerine toplamda tam 1 milyar dolar ay\u0131rd\u0131. \u015eirketin i\u00e7inde bulundu\u011fu finansal durum g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda 1 milyar dolar sahiden de \u00e7ok y\u00fcksek ve riskli <\/strong>bir parayd\u0131. HTC, yapt\u0131\u011f\u0131 reklamlar\u0131 \u201cDe\u011fi\u015fim\u201d <\/strong><\/em>slogan\u0131 ismi alt\u0131na yay\u0131nlad\u0131 lakin reklamlar markan\u0131n k\u0131ymetini de\u011fi\u015ftirmekte pek de bir i\u015fe yaramad\u0131.\u00a0<\/p>\n

HTC reklamlar\u0131nda g\u00fcya yeni ke\u015ffedilen bir markaym\u0131\u015f \u00fczere davrand\u0131 ve reklamlarda bir mana b\u00fct\u00fcnl\u00fc\u011f\u00fc bulmak son derece zordu. Reklamlarda \u015firketin ana eserleri olan telefonlar bile zar s\u0131k\u0131nt\u0131 g\u00f6r\u00fcn\u00fcyordu<\/strong> ve bu kadar paralar harcanan reklamlar ne yaz\u0131k ki \u015firketin prestijini geri kazanmas\u0131nda <\/em>yard\u0131mc\u0131 olamad\u0131.\u00a0<\/p>\n

T\u0131pk\u0131 y\u0131l Samsung, rakiplerine neyle u\u011fra\u015ft\u0131klar\u0131n\u0131 g\u00f6sterircesine reklam ve pazarlama i\u015flerine tam tam\u0131na 10 milyar dolar harcad\u0131 ve bu say\u0131 ak\u0131ll\u0131 telefon \u00fcreticileri ortas\u0131nda reklama ayr\u0131lan en y\u00fcksek b\u00fct\u00e7e <\/strong>olarak nitelendirildi.\u00a0<\/p>\n

\u015eirket t\u00fcm olanlara kar\u015f\u0131n m\u00fcspet kalmaya devam etti<\/b><\/p>\n

<\/p>\n

B\u00fct\u00fcn bunlara kar\u015f\u0131n HTC\u2019nin y\u00f6neticileri son derece optimist<\/strong> kalmaya devam etti ve kimisi en makus vakitlerin ge\u00e7ti\u011fini, kimisi de 2019 y\u0131l\u0131nda \u015firketin b\u00fcy\u00fck karlar elde edece\u011fini sav etti. T\u00fcm bu ya\u015fananlar\u0131n akabinde optimist kal\u0131p \u015firketin ba\u015far\u0131l\u0131 olaca\u011f\u0131na inanmak hakikaten \u015fa\u015f\u0131rtan bir bak\u0131\u015f a\u00e7\u0131s\u0131 olarak g\u00f6r\u00fcl\u00fcyordu.<\/p>\n

\u015eirket bu iyimserli\u011fin bir delili olarak Google ile <\/em>yapt\u0131\u011f\u0131 muahedeyi \u00f6ne s\u00fcrd\u00fc. Google, kendi ak\u0131ll\u0131 telefon serisi i\u00e7in 2017 y\u0131l\u0131nda HTC\u2019nin ara\u015ft\u0131rma ve geli\u015ftirme departman\u0131n\u0131n<\/strong> bir k\u0131sm\u0131n\u0131 tam 1,1 milyar dolar \u00f6deyerek sat\u0131n ald\u0131.\u00a0<\/p>\n

HTC\u2019nin ta\u015f\u0131nabilir departman\u0131nda \u00e7al\u0131\u015fan ki\u015fi say\u0131s\u0131 gitgide bariz bir bi\u00e7imde azalmaya ba\u015flad\u0131<\/strong> ve bu y\u00fczden be\u015ferler 2019 y\u0131l\u0131nda \u015firketin kara ge\u00e7ece\u011fi savlar\u0131ndan \u015f\u00fcphelenmeye<\/em> ba\u015flad\u0131.\u00a0<\/p>\n

Ka\u00e7\u0131n\u0131lmaz son; HTC pazarda b\u00fcy\u00fck bedel kaybetti<\/b><\/p>\n

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HTC\u2019nin ya\u015fad\u0131\u011f\u0131 d\u00fc\u015f\u00fc\u015f\u00fc en besbelli bi\u00e7imde g\u00f6steren konulardan birisi \u015firketin pay senedi fiyat\u0131ndaki de\u011fi\u015fim oldu. \u015eirket, 2011 y\u0131l\u0131nda pay ba\u015f\u0131na tam 42 dolardan<\/strong> s\u00fcre\u00e7 g\u00f6r\u00fcyordu. Gitgide paha kaybeden \u015firketin \u015fu andaki pay ba\u015f\u0131 fiyat\u0131 ise sadece\u00a01,20 dolar<\/em>.<\/p>\n

HTC\u2019nin umutlar\u0131n\u0131 ye\u015ferten eser \u00fczerinde \u00e7al\u0131\u015ft\u0131klar\u0131 yeni bir telefon de\u011fildi. Sanal ger\u00e7eklik ba\u015fl\u0131\u011f\u0131 olarak tan\u0131t\u0131lan Vive, son derece ilgi g\u00f6rd\u00fc ve eserin sundu\u011fu performans beklentilerin \u00fczerindeydi<\/strong>. \u015eirket, 2016 y\u0131l\u0131nda Vive\u2019dan ayr\u0131larak farkl\u0131 bir \u00fcnite \u00fczerine a\u011f\u0131rla\u015ft\u0131<\/strong> ve b\u00f6ylece batmak \u00fczere olan ta\u015f\u0131nabilir departman\u0131n\u0131 geride b\u0131rakt\u0131.\u00a0<\/p>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

HTC, g\u00fcn ge\u00e7tik\u00e7e ismini daha az duymaya ba\u015flad\u0131\u011f\u0131m\u0131z bir cep telefonu markas\u0131. HTC\u2019nin \u015fimdiki durumuna bakt\u0131\u011f\u0131m\u0131z vakit markan\u0131n bir vakitler …<\/p>\n","protected":false},"author":1,"featured_media":29704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[851],"tags":[2121,1180,946,2720,875],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/29703"}],"collection":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29703"}],"version-history":[{"count":1,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/29703\/revisions"}],"predecessor-version":[{"id":29705,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/29703\/revisions\/29705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/media\/29704"}],"wp:attachment":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}