HTC

HTC to focus on adding more low-end models

HTC to focus on adding more low-end models
With another quarter dripping with red ink soon to be reported, Taiwan manufacturer HTC is concerned about the pricing for its high-end models. Without enough low-to mid-range models to sell, HTC focused only on its high-end phones in 2013, hurting the top line growth of the company. That assessment comes from none other than the company's co-founder and Chairwoman, Cher Wang.

Wang was in New York when she said that HTC will sell more models in the $150 to $300 price range this year, in both emerging and developed markets. She added that HTC will also continue to produce high-end devices in the $600 price range. Talking about the phone codenamed the M8, Wang said that HTC will be soon debuting a new flagship model. Invitations to that event will go out in two weeks. According to Wang, the combination of high-end sales, and mid to low-end sales means that "the two cylinders are going to be fired together." The Chairwoman is hoping that high volume sales of low priced phones will make up for the lower profits made on high-end models.

Huawei sells eight models for less than $150 and Xioami, whose phones go for $130 to $410, is looking to double revenue this year. Of the 51 phones listed on HTC China's web site, only two are priced under $150. 21 models are priced above $500. According to Richard Ko, an analyst at Taipei-based KGI Securities, the trend this year is low price and high specs. That is a combination that HTC is currently lacking.

With a global share of the smartphone market that has fallen from 10% to 2%, Wang blames HTC's woes on marketing issues. Hiring Robert Downey Jr. for a reported $12 million turned out to be a huge waste of money. She adds that the company needs an aggressive campaign to market its phones beyond the tech-saavy 20 to 30 year olds that HTC currently reaches.

source: Reuters

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15 Comments

1. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

I think they should make a few low end WP devices to compete in the US, China, and emerging markets.. ...................... Now that MS isn't solely a software company they should let up on the cost of the license to make WP devices... If Android is free who wouldn't choose that option... Free, and popular, over Not popular, and cost... No brainer.. ..................... Not to confuse popularity over what's good, or bad...

7. akki20892

Posts: 3902; Member since: Feb 04, 2013

If Nokia start making low end android then forget about it, because there only Sony can compare quality hardware, but Nokia got great design, hardware, built quality, and of course camera.

8. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

HTC has great hardware design, and quality as well.. Look at the 8X, 8xT, and 8s........... It's not about what HTC is capable of, it's a question of consistency.. Nokia was, IS, consistent.. Sony is consistent, and I agree that Sony is terrific, but HTC lacks a consistent design direction.. .................. Now, with the One design they have something that they can stick with and evolve on, just like Nokia, Samsung, and Sony have. And those three companies have their own design direction that is instantly recognized as their own.. Like them, or hate them, they have mind share, and I think that's what HTC is trying to establish with their current One bodies.. ................... But, HTC can compete if they pull their heads out their a$$es.. HTC is in a way like Microsoft... HTC needs a leader who is not afraid of making smartly calculated BOLD decisions, besides making slow, safe boring decisions... They need to take serious action (because, frankly.. BB is a great company, and it's sad to see what has happened to them),, if you know what I mean...

11. sipha

Posts: 440; Member since: May 12, 2012

I realy dont see consistency in design as important as you say & I also believe thats why the S4 failed to live up to expectation, its that consistent design direction.. I think the artictle is realy on point when it says HTC just needs to put more resources on marketing its self.. Cause they do "consistently" bring out good products, but only power users such as our self know about them and how good they are...not the end user!!

12. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

Yes, I also agree that marketing is extremely important... In that way they suck like MS as well... Lol! ............. Good point.

14. nokia12

Posts: 610; Member since: Nov 19, 2013

all HTC low-mid end phones are terribly overpriced.. when will they understand that it is their pricing that is failing not their products.. Xperia ZR - quad core krait , Adreno 320 - 400$ Desire 600 - quad core Cortex A5 , Adreno 203 - 400 $ the difference is massive they are charging almost 50-60% more than they should..

2. XperiaOptimusOne unregistered

This is great! I've always wanted to own a Desire phone but competition offered better specs for the price. Looking forward to your 2014 Desire series HTC!

3. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

So will you be adding "desire" to your user name.. ;-)

6. XperiaOptimusOne unregistered

I should. lol!

10. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

Cool..

4. mottykels

Posts: 387; Member since: May 15, 2013

I think htc should focus on their flagship from ultrapixel technology make an higher megapixel, to removable battery and expandable memory

5. williamdroid

Posts: 125; Member since: Jan 19, 2014

Only thing that held me back from the One is a removable battery and the lack of Micro SD card support. Other than that, it is a beautiful smartphone.

9. datphoneguy

Posts: 155; Member since: Sep 15, 2013

Wait...what? Invites to be sent out in 2 weeks? Wow, that's fast!

13. B3BLW29

Posts: 238; Member since: Mar 02, 2012

Remember those comments by HTC when they said over n over again that they were never gonna make low end phones...

15. andynaija

Posts: 1255; Member since: Sep 08, 2012

They need to remember to add a MICROSD CARD SLOT!!!

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