HTC Sales Drop Steeply, Must Come Out With Affordable Handsets to Capture Base Audience

By: Anuj Bhatia

HTC, the high end smartphone maker, witnessed lower than expected sales last month. The makers behind recently announced - HTC One, felt tremors while announcing February sales. The struggling manufacturer has launched slew high end offerings; HTC Butterfly is one of them. The device which costs a whooping Rs.45, 900 in the Indian market failed to entice consumers worldwide.

It was earlier said that that the company was impressed with the soaring sales of the Droid DNA (HTC Butterfly) in the US market. Looks like, even a matured smartphone market like US failed to add few more dollars in the company’s bank account. HTC confirmed (via official press release) that that last month sales dropped by big 44 per cent compared to the same period of last year. It is reported that the company is not in a mood to announce similar handsets as bright as HTC One this year. So, expect HTC One remains flagship device for 2013.

Many analysts believe that HTC’s downfall is primarily because of less visibility in the market. Blame their marketing arm for low sales. On the other hand, Samsung, the mighty South Korean giant, has surpassed all expectations. The makers behind the mega successful Samsung Galaxy S3 now set to reveal their big gamble in the form of Galaxy S4.

HTC Sales Drop Steeply

For HTC, this could be time to test its engineering as well as marketing skills. The year 2013 is all about high- end Quad Core smartphones. Every manufacturer has already announced their flagship device either at CES 2013 or MWC. Sony, anther struggling player, has successfully launched its new titan – Sony Xperia Z in as many as 60 major territories. For instance – India which never got listed in the mega launch calendar, somehow , ready to taste the Xperia Z fever from next week at Rs.38,990.

The Cupertino based giant – Apple, too, making every efforts to announce the next gen iPhone this year. Struggling Canadian brand – BlackBerry, this year has come up with no one but two flagship devices: BlackBerry Z10 and BlackBerry Q10. The former handset is now available in the Indian market for Rs.43, 490.

If the Taiwanese giant wants to revive on its own; it needs to make sure that the HTC One gets maximum input from marketing arm. At the same time, HTC, must be ready to have as many as number of service centers , and retail footprint for that matter. The firm should not be dependent only on high-end devices, which cost a fortune to own one. What about affordable dual core handsets in the price range of Rs. 10,000 - 13,000? This would help a brand like HTC to penetrate in the heartland of India.

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