by our Indian correspondent – Asif Shaik
There have been many articles discussing how HTC is failing in spite of the company releasing great devices like HTC One M8. But almost nobody is talking about how HTC can prevent itself from failing with the right focus on the mid-tier smartphone segment. Quite a while back, during the initial launch of One series, HTC CEO, Peter Chow, stated that his company will only focus on the high-end One series devices like HTC One X and HTC One S. But lack of focus on its mid-range Desire series smartphones cost HTC heavily as its cash flow became heavily eroded.
HTC seems to have learnt its lessons in the past two years and at an event earlier this year , HTC announced its plan to launch multiple smartphones in the $150 – $300 price segment.
This will help HTC in gaining a stronghold in the booming mid-tier smartphone market in emerging countries like India which is set to become the largest mobile phone market in 2014.
Even though Samsung launches many high-end smartphones like Galaxy S5 and Galaxy Note 3, a large part of its business anchors on mid-tier smartphones such as Galaxy S Duos 2 and the Galaxy Grand 2.
Earlier this month, HTC launched the Desire 210 and the Desire 816 in India. Both are mid-tier priced smartphones running Android operating system and featuring dual SIM card slots.
In in India, the HTC Desire 210 is priced at INR 8,700 while the HTC Desire 816 is priced at INR 23,990 on MySmartPrice.
The Desire 210 comes with a 4 inch WVGA screen, 1 GHz dual-core processor, 512 MB of RAM, 4 GB of internal storage, 5MP camera, VGA front camera, dual SIM card slots and a 1300 mAH battery.
Jack Yang, President of HTC South Asia stated that the Desire 210 is the phone that everyone would want due to its amazing technology at the entry-level as well as due to the user experience it provides at that price range.
The Desire 816 is equipped with larger 5.5 inch HD screen, 1.6 GHz quad-core processor, 1.5 GB of RAM, 8 GB of internal storage, 13 MP camera and 5 MP front-facing camera along with dual stereo speakers on the front with dedicated amplifiers. It also comes with dual SIM card slots, NFC, Android 4.4 KitKat and large 2600 mAh battery.
Its other mid-tier smartphones like Desire 700 and Desire 500 are already selling decently well in India and the upcoming Desire 210 and Desire 816 will further enhance its position in the segment.
Although there are similar offerings from Motorola (Moto G) and Samsung, chances of HTC’s success are higher because Motorola lacks any presence in the offline retail market and people have grown bored of Samsung’s repetitive design and plastic build.
With the focus back on mid-range smartphones, HTC will experience better cash flow which could in turn lead to better marketing and better sales which is enough for HTC to survive from the sales drought.