HTC Eyes at Cheaper Smartphone Market, Plans to Recover Slumping Loss

By Vivek

| Updated: Monday, February 10, 2014, 13:44 [IST]

Making smartphones available in all price segment could be the 'mantra' in the current market. Now HTC has also joined the league of ace smartphone manufacturers, which are gradually shifting their focus to the low-to-mid range smartphone market. Samsung could be taken as a perfect example, when it comes to saturating the market with versatile range of smartphones.

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HTC Eyes at Cheaper Smartphone Market, Plans to Recover Slumping Loss

However, after witnessing the slump in the company's shares, HTC is now said to come up with a number of low-to-mid range smartphones to make-up for the loses. Recently, in talks with Reuters, HTC's co-founder and Chair-person Cher Wang said that the company is in a need to sell more mid-range handsets in 2014 in order to recapture some of the market share that it lost in recent years.

She reportedly said, "The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market." On the other hand, the company's CFO Chialin Chang elaborated saying that the mid-range devices will be sold in emerging and developed markets at prices that range between $150 and $300. Nonetheless, it should be noted that the company will still continue on its high-end smartphones which are priced around $600.

The company's intention is to regain the losses generated from the high-end smartphones by offering large volumes of low-to-mid range devices this year. However, the company said that it doesn't have any interest in entering the "very, very low market."

Last year, HTC applied much of its energy on its high end smartphones and also hired Robert Downey Jr. for a reported $12 million, which could now be seen as a mistake. Moreover, Cher Wang also said that the company needs to aggressively launch campaigns in the market beyond the tech-saavy 20 to 30 year olds that HTC currently reaches out for.

However, HTC has already been working on two of its phones, the HTC M8 (aka One 2) and its mini variant. Also the rumors around the company's smartwatch have been soaring in the tech columns. Stay tuned!