HTC To Focus On Cheaper Handsets In Attempt To Reverse Financial Woes--Again
"The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market," co-founder and Chairwoman Cher Wang told Reuters.
The very fine but underselling HTC One Max
But if that refrain sounds familiar, that’s because the company said it would do just that back in July 2013. At the time, HTC’s Peter Chou said, “We suffered a little bit in this mid-tier market share from the end of last year so far, in terms of competition. However, with this new range of mid-tier products we will address those challenges."
Since then, HTC America laid off 20% of its workforce and HTC endured its first quarterly loss in 11 years. It doesn’t seem as though the mid-tier strategy has worked. HTC is in big trouble.