HTC not concerned with lower end of smartphone spectrum

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Don’t look for a new low-end smartphone series out of the HTC camp anytime soon.  The Taiwanese handset maker has decided that they would much rather focus on a more premium experience with better (costlier) materials.  Rather than risk a tarnished image or negative smartphone experience, HTC plans to keep a simple portfolio stocked with flagship-worthy designs.  HTC also plans to further push into developing smartphone markets, including China and India.

“We don’t want to destroy our brand image…We insist on using better materials to make better products that offer premium experience. Many consumers like that.” – HTC CEO Peter Chou to the Wall Street Journal.

What do you guys think of this?  Is it a good idea to stay with a premium smartphone experience or are they cutting off too much potential?  Will this be enough to revitalize the HTC brand around the world?

WSJ (subscribe)

36 COMMENTS

  1. […] “We insist on using better materials to make better products that offer premium experience,” said Chou. That doesn’t mean all their smartphones will be high-end beasts that can’t be touched (the HTC One V isn’t quite up to snuff in that regard), but you can expect they won’t be delivering any devices that put shame to Android’s name. [via The Wall Street Journal] […]

  2. I think HTC released too many phones in the past. I think it’s a good idea that they’ve reorganized their approach to just a handful of devices. With fewer devices, you can ensure that the quality is there, as well as timely software updates (because you have fewer devices to update).

    I personally want to see another HTC Nexus device simply because of their build quality. I was a big fan of the Nexus One.

  3. I think this is a cop out and just another slight of hand that denies the smartphone price fixing scheme between carriers and OEMs.

  4. I don’t believe that their strategy makes sense.

    If they are planning to go into enormous markets such as India and China why are they planning to only release premium devices that will cost premium Rupees/Yuan.

    These countries have an emerging middle class, yes. But are largely dominated by lower class. Does not make sense to me!

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  6. If HTC is going to focus on High-end devices and avoid a negative smartphone experience they should reconsider their no-sdcard slot strategy. Given that most of the One-X variants available to date are the 16GB version and that there’s really only about 11GB of user-availble memory on those, it’s ironic that HTC is pushing the devices camera so heavily. Assuming users will have some other apps/data on the phone plus music and what-not, they will probably fill the remaining memory fairly quickly with photos and videos. Sure there’s the cloud, but with carriers pretty much killing unlimited data that means your burning bandwidth your paying for to access your own data in the cloud. Note that even though Samsung ditched the sdcard slot on the Galaxy Nexus, it’s back on the Galaxy 3. That was a smart move on Samsung’s part. One can only hope HTC will follow suit on their next uber-device.

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