HTC to focus more on mid-range in 2014, says M8 event invitations going out soonAlex Wagner - Editorial Director of News and Content
Apparently a renewed focus on marketing and a new wearable device aren't the only ways that HTC plans to make 2014 its year.
Speaking to Reuters, HTC Chairwoman Cher Wang has revealed that her company needs to sell more mid-range handsets in 2014 in order to recapture some of the market share that it's lost in recent years. "The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market," Wang explained. HTC CFO Chialin Chang went on to say that the mid-range devices will be sold in emerging and developed markets at prices that range between $150 and $300.
HTC says that it will also continue to offer higher-end, premium products. Chang and Wang teased that in approximately two weeks, HTC will send out invitations to an event at which it'll unveil the flagship follow-up to 2013's HTC One. The new device is reportedly codenamed M8 and has been the subject of several recent rumors.
With a continued focus on the high-end portion of the market and a new mid-range attack planned for 2014, that leaves just the low-end to address. That's one product pool that HTC doesn't plan to dip its toes into, though, as HTC CFO Chialin Chang said that the Taiwanese firm doesn't plan to enter the "very, very low-end market."
This isn't the first time that we've heard HTC say that it plans to focus more on the high-end market. HTC CEO Peter Chou announced in October 2013 that, as part of his effort to turn things around at HTC, he would spend more time on products and refresh HTC's mid-range lineup.
We'll have to wait until the end of 2014 to see if HTC's attack on the mid-range will help it to regain some of its former glory, but we do know that not everyone can afford to pay the multi-hundred dollar prices that premium handsets like the One typically carry. That's why going after the market that's one step down from the high-end is a strategy that's certainly worth trying out.
Do you think that improved marketing and additional focus on the mid-range smartphone segment will help make 2014 a good year for HTC?