Anyone shopping for an Android or Windows Phone handset knows how confusing the search can be. HTC plans to make the decision to buy one of its handsets much easier in the future by cutting out the bulk and focusing on only a few, "hero" phones. 

Speaking with Mobile Magazine, HTC's UK head Phil Robertson said “We had a fantastic year, with 65% growth year on year in the UK. But in Q4 we delivered a lot more products than in the past." He continued: "Now we want to create more of a ‘hero’ approach. We make great phones, but it is hard to do that when the portfolio is spread too much." 

Quantity seems to be the name of the game for the big handset makers. If you walk into a wireless store you'll be bombarded with a host of handsets that are all very similar. Combine that with the rapid rate of release, and buying an Android or Windows phone gets to be quite difficult. 

Robertson went on to say that 2012 will be all about "giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.”

[via Slash Gear]