Join Transform 2021 this July 12-16. Register for the AI event of the year.


2014 is do or die for HTC.

In addition to ramping up its marketing focus, the ailing Taiwanese phone maker is hoping that a stronger lower- and mid-range smartphone portfolio could help it see consistent profits once again, Reuters reports.

“The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,” HTC chairwoman and cofounder Cher Wang told Reuters.

Wang makes it clear that HTC — which used to be one of the world’s top smartphone makers — won’t attack the “very, very low-end” market, which means it’s targeting the likes of Xiaomi and Samsung. She notes that the company plans to sell phones for between $150 and $300 in emerging and developed markets, in addition to a revamped flagship One smartphone, which is expected next month.

In its last earnings report for 2013 today, HTC saw a slim profit of $10 million on revenues of around $1.4 billion, a 28 percent drop from last year. The company also expects another dip in revenues and an operating loss for the first quarter of 2014.

At this point, it’s clear that HTC’s strategy of focusing on a single (excellent) high-end smartphone isn’t sustainable in a world of Samsung’s unlimited marketing budget and Apple’s endless hype. While I loved the HTC One, the company needs to have more options in less competitive market segments — something that all smartphone markers are taking a closer look at now.

VentureBeat

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
  • up-to-date information on the subjects of interest to you
  • our newsletters
  • gated thought-leader content and discounted access to our prized events, such as Transform 2021: Learn More
  • networking features, and more
Become a member