June 13, 2012 | by Natesh Sood
In an interview with The Wall Street Journal, Peter Chou, CEO of HTC, reveals how he plans to navigate his company to success through high-end smartphones. It is no secret that HTC has been struggling recently to put up impressive numbers in the smartphone industry — its main competitors seem to be doing much better. Chou does not plan on competing directly with Samsung and Apple, but will focus on producing medium to high-end devices that the consumers want to purchase.
In a nutshell, Chou says: ”We don’t want to destroy our brand image. We insist on using better materials to make better products that offer premium experience. Many consumers like that.” He follows up with how “cheap, cheap phones” simply to increase HTC product shipments will not improve the brand in the long-term. Chou believes the key to success in the smartphone industry is to provide high quality devices that the consumers ultimately wants to buy.
HTC will, however, examine emerging markets such as China and India. To improve sales there, HTC will become more aggressive in marketing their products, but remain true to the idea of quality over quantity. Specifically, shipments to China will ideally increase by three times in the next year as compared to 2012.
Whether HTC’s philosophy of producing high-quality products and ignore the low-end market works remains to be seen. At the very least, Chou is taking the necessary steps to keep his company competitive and we hope to see more quality products in the United States and other markets in months to come.