Taiwanese HTC decides to make a substantial shift in the placement of its smartphones, now targeting the categories of affordable, affordable devices.
In the wake of disappointing financial results, HTC decides to focus on the "lower" market segments and promote cheaper mid-range devices.
In her statement to Reuters, the co-founder of the company, Cher Wang, admits that HTC has been focusing on the promotion of top-of-the-range technical devices, which are also characterized by high prices. In this way, a large segment of the market for the mid-range device was left untapped.
According to plannings, HTC will now target partreatment περισσότερων mid-range μοντέλων που θα κινούνται, τιμολογιακά, στα 150 με 300 δολάρια. Επιπλέον, η εταιρεία σχεδιάζει την επικέντρωση στις αναπτυσσόμενες αγορές, όπου τέτοιες συσκευές επιτυγχάνουν υψηλές πωλήσεις. Πέρα όμως από αυτές τις κινήσεις, η εταιρεία θα συνεχίσει να διαθέτει στην αγορά συσκευές που θα εντάσσονται στην high-end category, whose cost is placed above 600 dollars.
As Xerox notes on 53 devices that HTC released on the Chinese market, only two of them cost below 150 dollars, the highest growth category in the country.
Recently, HTC has announced its 2013 last quarter financial results, which reported revenue of 1,4 billion dollars, down by 28% compared to the same period last year. Correspondingly, net profits amounted to 10 million dollars. According to forecasts, HTC expects for the first quarter of 2014 to further reduce revenues, to an amount that will range between 1,12 and 1,18 billion dollars.
In an attempt to turn things around HTC spent a billion dollars to make the actor Robert Downey Jr. the focus of the advertising campaign. But, as the financial figures also show, the cinematic Iron Man doesn't seem to have helped much either.
Source: naftemporiki.gr
