HTC’s dedication to its recent “Here’s To Change” campaign may be serious after all. Having suffered one unfortunate event after another since 2012 —be it patent lawsuits, profit losses, or ungrateful employees— the company is now looking to turn fortunes around by choosing a route it hasn’t formally explored in a while: 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 and chairwoman, Cher Wang, told Reuters in an interview last week. Chialin Chang, the company’s Chief Financial Officer, suggested in the same interview that the company will begin promoting $150 USD-$300 USD ranged smartphones as a means to counter the unsatisfactory sales performances in the past year, and added that these smartphones will be launched alongside the company’s upcoming flagship devices, namely the so-called “M8.”
HTC’s renewed focus on the emerging market sector, all in all, can be said to be a step in the right direction; Not only are various developing markets growing at a remarkably noticeable and impressive rate, but the adoption of smartphones among the common masses is also exploding rapidly. In a recent report, BI Intelligence made the estimate that the number of smartphones shipped in 2014 will surpass 1 billion units for the first time. A lot of these smartphones, no doubt, will be of the mid to low-end variety.