Embattled manufacturer has little choice, it’s claimed
Taiwanese handset maker, HTC, is to slash the price of its devices across the board, according to reports from China. With HTC’s One series proving to be something of a flop, it’s reported the price reductions will include all smartphones already on the market as well as forthcoming Android and Windows Phone 8 smartphones. To keep costs down, the struggling manufacturer will also stop using Beats Audio technology in most of its handsets. In recent months HTC’s share of ther global market has dropped dramatically, prompting the Taiwanese government to consider providing it with financial aid.
Making matters worse is that Apple and Samsung, its two main rivals in the premium brand field, are launching their own new devices next month [September 2012] supported by major marketing campaigns – something which HTC can’t afford.
According to Chinese website Unwired.com, it means HTC’s only option is a massive price reduction before the rot sets in while gambling that its competitors don’t follow suit as newer smartphones are released in the run-up to Xmas.