HTC planning cheaper phones to fix financial woes

HTC is on the offensive, with a mix of the high-end and the lower-priced to see them through a financial rough patch.

That's the theory anyway, with the company pledging to shift more 'mid-tier' and 'affordable' phones in 2014, an area that the company has avoided in recent years, which has certainly not helped its bottom line. HTC's sales have been on the slide for two years and its share price has dropped 80 per cent in that period.

'The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,' said co-founder and Chairwoman Cher Wang, speaking to Reuters in New York last week.

Chialin Chang, HTC's ‎Chief Financial Officer, said that HTC will produce and sell more phones in the $150 to $300 retail price range (£90 to £180), as well as producing high-end smartphones. However, Chang added that HTC will not get into the 'very, very low-end market'.

Talking of premium product, he added that HTC will soon unveil a flagship phone, widely expected to be the much-rumoured and leaked HTC M8, which is pictured above. The company plans to send out invites to an event showcasing the phone 'in about two weeks', which rules it out of a launch at MWC. It does however sit well with talk of an event in late March in New York.

The leaked specification hints at another impressive piece of kit, much as the HTC One impressed last year. That seems to be the easy bit. The hard bit is getting us, the consumer, to buy it in numbers.

Source: Reuters

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