It's no secret that HTC isn't performing too well financially, posting its first ever quarterly loss for Q3 2013 after seeing its market share drop drastically over the course of several years. But the Taiwanese company has an idea of how to turn things around.
Chialin Chang, HTC's chief financial officer, says the company will be focusing more on the lower-end of the price spectrum, and will release a greater range of high-quality devices in the $150 to $300 price bracket. HTC co-founder Cher Wang said that 2013's strategy of "concentrating on our flagship" was ultimately a "problem" that lead to the company missing "a huge chunk of the mid-tier markets".
However, the company's strategy won't be to tackle the "very, very low-end market", leaving that space to fast-growing Chinese OEMs. It also won't completely neglect high-end devices, with a new flagship device set to launch very soon, succeeding the critically-acclaimed HTC One.
For the fourth quarter of 2013, HTC saw another decline in sales, posting NT$42.9 billion (US$1.4 billion) in revenue and profits of just NT$311 million (US$10 million). HTC isn't expecting things to be rosy next quarter either: the company is forecasting revenue around NT$35 billion (US$1.15 billion) for Q1 2014 accompanied by a net loss.
The HTC One represents the firm’s latest attempt to regain lost ground in the smartphone market. It is made entirely of aluminum and boasts a large 4.7-inch full HD 1080p display with 468 PPI flanked by two speaker strips with integrated amplifiers. Inside is a 1.7-GHz, quad-core Snapdragon 600 processor, 2GB of RAM and 32GB or 64GB of internal storage.
The HTC One mini is the smaller and less expensive version of its flagship HTC One handset. The One mini features a 4.3-inches (720p) display, a 1.4 GHz dual-core Qualcomm Snapdragon 400 processor, backed by Adreno 305 graphics, a single gigabyte of RAM and 16GB of non-expandable storage. The One mini supports 4G LTE and HSPA+ cellular networks, Wi-Fi, DLNA, Bluetooth and comes with Android 4.2.2 out of the box.
The One Max is the latest phablet from HTC, it features a 5.9-inch 1080p LCD display and a plastic-aluminium design. The One Max comes with a 1.7 GHz quad-core Krait 300 CPU, Adreno 320 GPU, Wi-Fi 802.11ac, Blutetooth 4.0, and GNSS on-board. There's also 2 GB of RAM, 16/32 GB of internal storage with a microSD card slot, and a 12.5 Wh (3,300 mAh) battery.
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