Cheaper Smartphones are New HTC Strategy

HTC Touch2HTC, the Taiwanese smartphone maker, has said that it will be focusing on creating cheaper smartphones while trying to also align itself properly in the high end smartphones market.

HTC, that once supplied one in every 10 smartphones sold in the world, has seen its share of smartphones sales sink to a global 2 percent after tough competition from rivals like Samsung, Apple and even the Chinese handset maker Xiaomi Inc. The two year slump in sales has led to an 80 percent drop in HTC share price.

“The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,” HTC’s Chairwoman and co-founder Cher Wang told Reuters.

Chang further said that HTC will focus its energies on the smartphones in the range of $150 to $300 and will target both the new markets and the established ones with these offerings. She also said that HTC will not be competing in the “very, very low-end market. ”

However, analysts have said that the main problem HTC facing at the moment is its comparatively underwhelmed and unattractive products which are also likely to keep it at the back seat even in 2014.

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