Think you will be able to snag a low-priced, entry-level smartphone from HTC some time in the not too distant future? Think again. As the troubled Taiwanese electronics maker thinks up ways to deal with competitors like Samsung and Apple in the smartphone arena, it almost seems as if the best course of action for HTC would be for it to try its hand in the low-end market segment, where it can possibly sell its own version of a useful and highly affordable handset that millions of people will know and love. That may sound nice, but unfortunately, HTC CEO Peter Chou is not too keen on the idea.
In an interview with the Wall Street Journal, Chou was quoted as saying, “We don’t want to destroy our brand image.” Evidently, HTC wants to retain its premium image as a company that sells high-quality products at not-so-affordable prices. The products that HTC puts out do look nice, and they are mostly pretty feature-rich as well. It’s just that they are often out of reach for most consumers because of the limiting factor in price.
Since HTC wants to stay away from delivering low-priced handsets, it would be interesting to see how it plans to tackle the problem of dealing with ever increasing competition from cheap phone makers in China. HTC has said in the past that it plans to seek growth in emerging markets, so perhaps it has a workable strategy up its sleeve somehow. The message is clear, though: don’t expect to see inexpensive smartphones come out of the HTC stable any time soon.
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