Introduction
BlackBerry and HTC have pursued distinctly opposite strategies, but both originated from a shared point: major loses in the smart phone industry in previous years. For instance, a Canadian company decided to go about by doing a complete overhaul and exiting the entire business which was successful while the Taiwanese counterpart stuck around but with a different approach.
HTC’s Clear Vision
HTC’s intentions appear unequivocal: it will not be an exit strategy for smartphones. However, the company focuses on launching only one or two smartphones per year; co-operation with Qualcomm providing Snapdragon series 7 processors for forthcoming models in 2024. The choice of chip series indicates the direction in which the Asian company aims to move: in contrast, it focuses on the mid-range and lower mid-range segments where most customers are located.
Emphasis on Mid-Range in Strategy.
The sales performance of the HTC U23 and U23 Pro leads HTC’s management to believe that it would be better to continue being in the same sector than to leave it. Interestingly, these values exceed that of the former Desire 22 Pro by a whopping 30%. It is remarkable because the U23 series is not old at all – U23 Pro in May 2014 and the usual one in July.
In summation, HTC’s new approach of directing attention to mid-range, in partnership with Qualcomm, places it appropriately at a position of satisfying a wide range of consumers, whose primary interests are quality and superiority of mobile phones they use.