HTC to Focus on Mid-Tier Smartphones in Hopes of Improving Sales
February 10, 2014 11:00 AM
comment(s) - last by
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
, HTC will sell more mid-tier and affordable smartphones as a way of filling in the gaps in its offerings.
Apple and Samsung dominate
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
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.
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RE: HTC lost the success formula....
2/10/2014 2:40:36 PM
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
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....
2/11/2014 4:39:53 AM
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.
"I f***ing cannot play Halo 2 multiplayer. I cannot do it." -- Bungie Technical Lead Chris Butcher
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