Wearables, a new phone, as well as a rebooted marketing strategy are the key ingredients in HTC’s success recipe for 2014, according to the company’s Chairwoman, Cher Wang, who has shared all this with Bloomberg last week. However, there seems to be more to the story: “the problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,” the Chairwoman told Reuters.
Chialin Chang, HTC’s Chief Financial Officer, was also present at the discussions, and added that “the two cylinders are going to be fired together”. He was referring to mid-tier smartphones in the $150 to $300. Apparently, that’s what HTC considers to be its ace up the sleeve; however, that doesn’t mean that HTC will start producing or pushing devices for the “very, very low-end market”, Chang added.
So, let’s recap: a wearable by Christmas, a 2013 flagship follow-up, a rebooted marketing strategy, and a push in mid-range devices to fight fierce competition from other phone makers: that’s what HTC is betting on for 2014.
The premium range will continue though, and according to executives, invitations will start pouring in for the One follow-up in about two weeks.