HTC will avoid the low-end Android market in an attempt to protect the way its brand is perceived. This from CEO Peter Chou who said in an interview with The Wall Street Journal that it is important to differentiate the company from Chinese manufacturers such as ZTE and Huawei who have provided millions of devices to the Asian market.
“We insist on using better materials to make better products that offer premium experience. Many consumers like that,” he said, talking up the quality of the One Series devices including the One X, One S and One V.
The company recently launched the low-cost Desire C, a sequel to the popular Wildfire S released last year, but that’s as low as they’re willing to go it seems. HTC has come a long way from its days as a white-label OEM. They were a launch partner for Android back in the days of the Dream and G1, and continue today to be influential in the market despite dwindling market share. They had a tough 2011 which led to a marked separation between the top dog, Samsung, and the rest of the pack.
With the One Series, HTC seems to have found its groove again, though they are still cautioning on a disappointing second quarter. Hopefully by Q3 they will get back on track financially, too, and compete with the best of them in the mid- to high-end market.