HTC is fighting back! Enlists new chipset partners in a bid to take on the low-cost segment

The story of HTC is one we've always taken to heart. It's the classic story of little-known player making it into the big league as if from nowhere. HTC initially started out by manufacturing phones based on the now obsolete Windows Mobile OS, but later transitioned to Android and were actually one of the key evangelists for the platform. Unfortunately, things have been going downhill recently.

Despite its widely-recognized brand name, HTC is, even today, a relatively small player in the industry. Us geeks like to think that the best products are the ones to eventually win the crowd, and HTC definitely has a truly compelling portfolio, yet competing nowadays has been mostly reduced to surviving, unless you're Apple or Samsung. The Taiwanese company is fully aware of this, and is finally taking action to rectify the increasingly gloomy situation, by adding new chipset partners to its supply chain. This means that the company's long-standing partner, Qualcomm, is now further feeling the heat from ultra-cost manufacturers.

The new HTC chip suppliers include Spreadtrum and Broadcom, and even the now dissolved ST Ericsson has a role to play. Much to our taste, this is not the usual 'announce now, do later' type deal, but instead these chips are already powering existing, commercially available products. We're talking about the slew of new Desire handsets that HTC unveiled yesterday, of course. The new HTC Desire 501, for example, has a 1.15GHz dual-core ST Ericsson U8520 processor powering it, while the Desire 601 relies on a 1.2GHz quad-core Broadcom Java SoC. The biggest of the new HTC entrants, the Desire 700, carries a 1.2GHz quad-core Spreadtrum Shark chip, leaving only the Desire 300 in the tested hands of Qualcomm's 1GHz dual-core Snapdragon S4.

What's a tad unfortunate, however, is the seemingly obvious fact that HTC is actually using this new opportunity not to offer lower price points, but rather to increase margins, a strategy that's far less sure-footed. Whether this works out for the manufacturer eventually, however, will only be seen a few months from now.

source: Focus Taiwan



1. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

ST Ericsson is back! Smart move, HTC.

11. eisenbricher

Posts: 973; Member since: Aug 09, 2012

What smart move?! ST Ericsson NovaThor sucked hard time. And HTC isn't going to save itself, just today they announced the prices for all new phones. Not at all convincing. Mark my words, HTC is going to die.

20. cordawgfrito

Posts: 49; Member since: Feb 27, 2013

And you are a dumbass who knows nothing.

33. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Oh yes? You'll eat those words within year.

41. romdude

Posts: 10; Member since: Nov 30, 2013

So one year from November 28, 2013? I'm curious who is right. We'll see in a year.

29. frmrVZguy

Posts: 42; Member since: Mar 10, 2012

@xD re "Smart move, HTC." Yep. Agreed, but for slightly different reasons. When QCOMM threatened to cut off supply to HUAWEI for using other Co's chips in some devices, this pi**ed-off the entire Chinese tech industry as well as the ruling Party. China have wanted to raise their own SoC's to 1st-tier level of performance, now they have a major, western-name-recognized-and-trusted brand to work with. Expect Ericsson to be highly supportive with its technology and FRAND royalty prices. This is a game-changer guys and gals.

35. Mittal

Posts: 494; Member since: Dec 14, 2011

I have owned 2 HTC phones. Never had issue with the software. Only the price. I can understand them keeping the flagships expensive as they generally build them premium, but why the hell do they keep the mid tear plasticdevices expensive ? Desire 600 - $450 Desire 500 - $350 Really HTC ? Instead of luring buyers with competitive offerings you act pricey ? Please change the guy who does your pricing. And ohh ya! I believe the One Max will retail here in India for $1000 Wooh ooh....

2. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 2012

Still cost should be controlled in any segment. HTC One dual SIM in India cost same as iPhone 5S (16) GB.

7. Lauticol

Posts: 404; Member since: Jun 25, 2011

So what? HTC One is 32Gb at least! I bought my 64Gb edition at the same price as the 16Gb Galaxy S4!

12. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Agree, HTC's pricing in India is ridiculous. I don't know about iPhone, I NEVER recommend buying it to anyone. But Android players need to keep pricing low.

17. xperiance

Posts: 44; Member since: Oct 22, 2013

U r india htc one is costlier than g2 and z1.......they even launched one mini for 37k and later came down to 32k.....its still far pricier than other mini....

3. avin007

Posts: 139; Member since: Feb 28, 2013

Would love to see htc change their game....

4. Username.

Posts: 74; Member since: Nov 25, 2013

Htc stop following Apple's foot-steps. Bring back the old Htc, with SD card, unlocked Bootloaders, commiserate with Devs, and AOSP ROM developer's. I mean you don't even have a device with S800, or A15 Cpus. Listen to what your customers need, not what you think we need. Pathetic.....

5. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

First, the HTC One Max comes with a micro SD card slot, that means upcoming HTC phones will have micro SD card slots. Second, isn't it hard to wait for few more months for the HTC One successor release? The successor of the HTC One will have S800. Third, duh...HTC has started to improve themselves and listen to their customers. I bet that you're the same guy who got banned that whines about specs and processors every time. Your ignorance is pathetic, don't you feel embarrassed?

13. eisenbricher

Posts: 973; Member since: Aug 09, 2012

lol are you really sure that upcoming models will offer microSD? Who knows. Well there IS something that has definitely gone wrong for HTC. Market response is enough proof. From the lack of memory expansion, high prices to the flop 4MP UltraPixel gimmick. I've used friend's HTC One and it didn't impress me a bit. I wish good future for them but really don't see that happening.

24. cordawgfrito

Posts: 49; Member since: Feb 27, 2013

NO ONE wants a microsd card. That is outdated tech that NEEDS TO DIE. Not high prices you moron. The HTC One is cheaper than the S4 16gb and the same price as most other high end phones. To call the Ultrapixel camera flop shows you know nothing. And that you are a liar and have never used it. The Ultrapixel camera is amazing. Beats the S4 camera by a clear mile. And has gotten universal praise You are a pathetic dumbass

28. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

What you are saying? Atleast dont make stories about the wonderfulness of HTC One's camera... it is far inferior than S4... yes, HTC do rocks in quality design, awesome speakers sound but come on dude camera is not as amazing as you made it.. if HTC ever read your openion, they may consider paying you few dollars for such an exaggeration...

43. b1acktiger

Posts: 223; Member since: May 19, 2012

There was few purple tint issue with One camera, But for Mobile photography, HTC One camera does some good job. A Normal user isn't going to take huge size prints.

34. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Haha if you own it then I pity you. You don't need to console yourself assuming your camera rocks. It Sucks big time. I have living proof because my roommate has one. All the tests conducted by tech sites prove same thing. If you want to live in a cave the go live. Don't go out crying defending that 4M thing.

8. tiara6918

Posts: 2263; Member since: Apr 26, 2012

Majority of the smartphone consumers are not really into technology and wouldn't buy a phone for those reasons you mentioned.

15. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Majority of smartphone users still know that 1. No MicroSD 2. Less MP camera 3. Non removable battery aren't these enough of turn-offs? I'm not going into geeky stuff. Just one look is enough.

40. andlu15

Posts: 5; Member since: Nov 28, 2013

umm no. Most smartphone consumers go with the brand that people use the most which is samsung. I agree MP is important but microsd and removable battery is not important. look at all the apple diehard fans, practically the rest of the market along with the female gender do not care about those things.

19. CanYouSeeTheLight

Posts: 1122; Member since: Jul 05, 2012

You know whats also pathetic? People crying out loud for HTC not to release + versions of their phones and when they don't do it people are crying they don't have a device with S800, they kept their promise of one flagship a year.

21. cordawgfrito

Posts: 49; Member since: Feb 27, 2013

I don't want an SD Card. They are old out dated tech that needs to die. And on the SD Card front they are not following Apple they are following Google. You can't get unlocked bootloaders because of the carriers. They won't carry them. But the bootloader is unlockable. They already do that. They will moron. They are. The HTC One was everything I wanted and needed. No need for SD Cards you idiot.

6. tadaa

Posts: 267; Member since: Apr 18, 2013

problem for htc is their phones are overpriced with underpowered chipsets. desire 600 used a measly snapdragon 200 with a qHD screen yet costs much higher than the xperia sp for example. and their cheapest phone the desire 200 had f***ing ice cream sandwich in 2013 and costs more than the lumia 520. they need better value for money phones

25. cordawgfrito

Posts: 49; Member since: Feb 27, 2013

You are a moron

27. tadaa

Posts: 267; Member since: Apr 18, 2013

You are a moron

9. tiara6918

Posts: 2263; Member since: Apr 26, 2012

The newly announced desire 501 runs sense 4. I wish HTC made different versions of sense of different types of their products

10. JakeLee

Posts: 1021; Member since: Nov 02, 2013

It became a pure money game long ago. And that's exactly what HTC doesn't have. How unfortunate...

14. philfoster

Posts: 34; Member since: Mar 01, 2012

MediaTek will conquer low end market... Beware of Allwinner and Rockchip too..

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