HTC to stay away from low-end devices, says CEO Peter Chou


HTC wants to stay focused on mid-to high end devices and stay away from the low end devices, said HTC CEO Peter Chou in an interview with the Wall Street Journal.

“We don’t want to destroy our brand image,” Chou said in an interview with the Wall Street Journal. “We insist on using better materials to make better products that offer premium experience. Many consumers like that.”

HTC will also focus on emerging markets like China and India where giants Samsung and Apple have asserted their muscle in the smartphone marketshare. HTC is experiencing stalled growth in the US market where it has been making good sales and has been a trusted brand. HTC doesnt want to compete with the Chinese made brands in pricing and Chou said they cannot price devices at that level and maintain the quality they are well known for.

Locally, HTC has a very minimal presence, with no physical offices known. They deal via distributors and MNOS like Safaricom, and the main customers are the tech savvy users who seek the devices for the reviews they get online.