HTC are known for their high-end devices and fits in alongside the likes of Nokia, Motorola and LG.
However, other manufacturers have seen value in targeting the low-end of the market in addition to the high-end to cover all bases particularly to pick-up customers who may in the long run upgrade to a higher end device when their contract comes to an end.
However, HTC CEO Peter Chou see’s things differently:
“We don’t want to destroy our brand image,” Chou told the Wall Street Journal in a recent interview. “We insist on using better materials to make better products that offer premium experience. Many consumers like that.”
HTC remains competitive although it has taken a slide against Samsung but the aim of HTC is to look to the mid-priced market with their handsets focussed on the emerging markets.