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It will also up its marketing campaign

HTC has seen its fair share of losses in its recent past, but the smartphone maker has a plan to turn things around in 2014. 

According to a new report from Reuters, HTC will sell more mid-tier and affordable smartphones as a way of filling in the gaps in its offerings.

Apple and Samsung dominate the high-end smartphone market (which HTC said it abandoned in November 2013) while Chinese competitors like Xiaomi have taken over the low-end. So HTC has decided to focus on the mid-tier range, offering products that cost around $150-$300. 

HTC said it won't get into the  "very, very low-end market," but will release a new flagship this year. 

Aside from jumping into the mid-tier, HTC also said it needs more aggressive marketing this year than it did in the last. 


In 2013, HTC hired actor Robert Downey Jr for some of its TV ads, where it promoted its "Here's to Change" campaign. But HTC feels it needs to do more in order to reach beyond "tech-savvy 20 to 30-year-olds."
 
HTC is trying to fix its growth problem in China as well, where the highest-growth price bracket is under $150. But HTC only has two phones out of its 53 available that fit into this category. Twenty-one are over $500, while the rest fall somewhere in between. 
 
HTC is hoping for a recovery after seeing its global market share fall to just 2 percent in 2013. It also reported its second straight quarter of operating losses last month. 
 
But analysts have said that HTC's problems aren't really price or marketing, but rather underwhelming products that don't bring anything new to the market. 
 
An HTC earnings guidance presentation is expected later today. 

Source: Reuters



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Fell Flat
By Reclaimer77 on 2/10/2014 11:33:29 AM , Rating: 4
quote:
In 2013, HTC hired actor Robert Downey Jr for some of its TV ads, where it promoted its "Here's to Change" campaign. But HTC feels it needs to do more in order to reach beyond "tech-savvy 20 to 30-year-olds."


To me the campaign fell horribly flat and didn't speak to me as a consumer at all. "Here's to Change"? You're trying to sell devices, not get people to vote for Obama. Wtf? Whoever came up with that campaign needs to be fired.

Take a page from Samsung's playbook, and market the devices themselves and specific features of those devices. Not some vague and cryptic "Change" mission statement. You're selling phones, not a way of life.

Did the average person even know the HTC One was the only smartphone with front facing STEREO speakers? Probably not, because you focused on "Beats" audio instead, which no one cares about and Dr. Dre stopped being relevant 20 years ago.




RE: Fell Flat
By retrospooty on 2/10/2014 1:10:52 PM , Rating: 2
Yup... The commercial didn't really show anything about the phone or what it does, nor did it emphasize any of its assets. I saw the commercial, thought it was cool and kind of funny and thought zero about buying anything from HTC.


RE: Fell Flat
By amanojaku on 2/10/2014 1:32:08 PM , Rating: 2
And Dr. Dre said: "You're just jealous 'cause you ain't ballin' on a Huge Tinfoil Catamaran."


RE: Fell Flat
By Flunk on 2/10/2014 4:56:26 PM , Rating: 2
I think the biggest problem is market vs delivery method. How many tech-savvy 20 to 30 year-olds watch TV commercials? If they watch TV, and not all do, they have DVRs and just skip the commercials.


RE: Fell Flat
By Reclaimer77 on 2/10/2014 7:37:38 PM , Rating: 2
You don't have to watch TV to see commercials. Within hours of Samsung's commercial campaign poking at Apple customers waiting in line, the whole thing went viral big time. TV or no TV, you saw the commercials online anyway.


HTC lost the success formula....
By gookpwr on 2/10/2014 12:51:19 PM , Rating: 1
I loved the Nexus 1 from HTC it had an expandable SD memory slot and a removable battery with, for its time, top notch hardware.

The HTC One lost the Expandable memory slot as well as the removable battery. I tried playing with the HTC One X and that thing was a horrible piece of shit, to custom ROM or even change the Kernel on. Bootloader locked and with every firmware update from HTC came a new version of Bootloader locking. So even if I wanted to change it back to stock I wouldn't for that reason alone.

Samsung is slow to update, but at least the bootloader is unlocked. The Galaxy S3, and Note 3, also still have a removable battery and expandable SD memory slot. This is why I put my money on Samsung devices instead. You want business give the customers what they want simple formula.

The biggest reason I'm an Android fanboi is because its an open platform that I can make how I want. Taking away features that make the device less open, or more difficult and of course you're going to lose business.




RE: HTC lost the success formula....
By BabelHuber on 2/10/2014 2:40:36 PM , Rating: 2
Exactly.

I was interested in the HTC One X back then, but the Samsung Galaxy S2 had a removable battery and an SD-card slot.

This year I would have taken the HTC One into consideration if it had a removable battery and an SD-card slot. The SGS4 was the obvious choice.

Honestly I don't care if a phone is 'plastic' or 'metal' or how much of a status symbol it is.

But I do care for features like unlocked bootloaders, SD card support and removable batteries.

And yes, I use SD cards all the time and I have killed a battery by overclocking the phone and connecting it to a PS3-controller and a TV. It just got too hot :-)


RE: HTC lost the success formula....
By semo on 2/11/2014 4:39:53 AM , Rating: 2
I've considered the HTC One because you can actually replace the battery. But then I looked at the guides and it is obvious that when you put it back together, it won't feel the same. And it would cost too much to do.

As far as metal vs. plastic, I prefer a good polycarbonate shell (not all plastics are the same). It works better with wireless signals which is pretty important in mobile devices.

I keep my smartphones for several years and I always need to replace the battery at some point.


By kmmatney on 2/10/2014 5:07:57 PM , Rating: 2
Here's one reason why you want expandable storage:

http://tech.fortune.cnn.com/2014/01/23/apple-samsu...


Talk, talk, talk
By bug77 on 2/10/2014 1:09:59 PM , Rating: 2
It's not like HTC has just discovered the mid-range market. They've been there for a while, it's just that their devices suck. As in being totally forgettable and, as opposed to flagships, never get more than one update.
I still use the Desire S and the One S was fine, too, but other than that, I can't name any other worthy mid-ranger from HTC.
I'd love a 4-4.5" phone with a beefy dual core CPU, but at this point, I won't buy one from HTC even if they manage to produce one.




RE: Talk, talk, talk
By SAN-Man on 2/10/2014 7:05:33 PM , Rating: 2
Meh. People need to get over themselves when it comes to phones.

I have a "mid range" HTC (Evo V 4G) and I do more with it than most people with high end phones - I actually use it TO WORK and at MY JOB .

There is really no way I would be more productive with an SG4 or iPhone because the software available is basically the same.


RE: Talk, talk, talk
By bug77 on 2/11/2014 4:18:39 AM , Rating: 2
Are you insane, talking about utility? When your two years of contract are up, you buy the new hotness. Pavlov says!


"So, I think the same thing of the music industry. They can't say that they're losing money, you know what I'm saying. They just probably don't have the same surplus that they had." -- Wu-Tang Clan founder RZA

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