HTC’s mid range strategy

ht

Suffering from growing losses, Taiwanese phone maker HTC says it will expand its range of cheaper products. The company is planning a new range of phone which may cost between 8,000 to 16,000 Rs.

The company that has long prided itself as a purveyor of upscale, feature-loaded products says it needs to sell more mid-tier and affordable smartphones after losing out in 2013. Muscled off-track by fast-growing Chinese rivals like Xiaomi as well as giants like Samsung and Apple, HTC is seeking to reverse a two-year sales slump matched by an 80 percent drop in its share price.

“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 alongside Chialin Chang, HTC’s ‎Chief Financial Officer.

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