Even though its One M9 flagship turned out to be one of the stars at Mobile World Congress in March, HTC has suffered losses in terms of shares and revenues in the premium and mid-range phone markets this year.
Earlier today, HTC said that it will trim its product line and cut jobs to stay with a chance of competing with the likes of Apple and Samsung.
If that is the case, we may come across fewer mid-range HTC phones in the near future and probably much better flagships. In any case, Chinese phonemakers like Xiaomi and Huawei have been eating into HTC's share in the mid-range sector of late, and drastic measures by the Taiwanese firm were just a question of when.
Since the fall of the One M9, HTC had put up several new phones for sale to plug the revenue shortfall. These were the One M8s, One Mini, One Mini 2, One Dual Sim, One Max and the One. Despite these measures, HTC's shares fell 51 per cent this year.
In spite of a below par performance by the One M9, HTC is pitting on future flagships to steady the ship. The company's optimism stems from the fact that it still holds a significant market share in the high-end sector of emerging markets like India.
Even though HTC's mid-range Desire series phones are efficient and well-designed ones, their lack of success is owed to an overflowing market where much cheaper devices with similar specifications are easily available.