HTC Corp. posted its first quarterly net loss since listing in 2002, as an expensive effort to revive its brand through its high-end HTC One smartphone has so far failed to boost sales.
As with former smartphone market leaders like Nokia Corp. and BlackBerry Ltd., HTC has found it difficult to hold its ground against fast-growing Samsung Electronics Co. and low-cost Chinese rivals. The Taiwanese smartphone maker previously warned it was expecting a loss for the third quarter due to high manufacturing and marketing costs for the HTC One while sales shrank.
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