HTC announced weak sales for July 2014, indicating a continued struggle for the company following what in many ways was a positive Q2.

The company’s revenue for the month was TWD10.61 billion ($353.8 million), down 32.6 per cent year on year – and halved from the TWD21.92 billion in June 2014.

HTC is aiming for Q3 revenue of TWD42 billion to TWD47 billion, meaning the July figures represent a slow start to the quarter.

And even if it achieves the top-end of its guidance, this will mean revenue is flat year-on-year.

HTC had been seeing its monthly revenue on the up sequentially (with the exception of a slight dip in May) since March, which was the point at which it unveiled its latest flagship device – One (M8).

It also unveiled a new mid-tier smartphone (Desire 816), as well as other One-family products such as One Mini 2 and a pared-down version of the flagship called One (E8).

While HTC does not provide any other figures alongside its monthly sales update, the company was looking toward a “clean start” in the second half of the year, having exited the first half in the black.

Of course, HTC is not the only company to have reported poor results in recent weeks, with market leader Samsung struggling, the former Nokia devices unit also looking uninspiring under new owner Microsoft, and Sony also failing to impress.

But there have also been companies with contrasting fortunes: LG, Huawei and Xiaomi are among those to have something to shout about.

While HTC’s products are generally well regarded, the company nevertheless faces continued challenges in attracting customers especially to its premium products, where the marketing might of rivals such as Apple and Samsung means it has to shout to be heard.

According to reports last month, the company has parted ways with Ben Ho, its CMO, following the failure of a high-profile marketing campaign to translate to demonstrable results.

A contract with a former Samsung marketing honcho was also not renewed.