HTC to launch $150-$300 smartphones to boost market share and profit


After reporting another disappointing quarterly results, HTC is looking to focus more on mid-tier handsets to cater to consumers demands and to help increase its market share.HTC’s co-founder and chairwoman, Cher Wang, said to Reuters that the company will sell products in the 150-300$ range to cater to emerging and developing markets, as well as high-end phones costing above $600. The company, however, will not get into the “very, very low-end market”, which is being dominated by many Chinese and Indian OEMs in emerging markets.

“The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,” — HTC’s co-founder, Cher Wang

HTC has always focused on its high-end offerings, with its mid-range handsets generally being overpriced and under-spec’d. Last year, the company focused solely on its flagship handset — the HTC One — with a very disappointing and under spec’d mini version of the handset coming much later. Rumors have suggested that this year the company will release the HTC M8 and its mini version at the same event, to be held sometime in March.