HTC announced that it will start implementing a new strategy to return to the smartphone market. The Taiwanese company will focus on the middle class rather than flagship models. It wants to release two models in 2024, especially with the Snapdragon 7 series.
HTC will release mid-range smartphones every year
In a new interview, HTC Vice President Huang Zhaoying talked about efforts to regain the momentum lost in recent years. Accordingly, he announced that they plan to release one to two mid-range phones every year under the HTC brand .
Instead of powering its devices with high-end chipsets such as Snapdragon 8, HTC will prefer affordable Snapdragon 7 series chips . The company believes that mid-range chips will better meet the customer needs they want to address.
Following Apple's introduction of the Vision Pro model, HTC's virtual reality division has also announced its brand-new AR/VR headset.
HTC also says it will prioritize “communications features” over power and performance. This could help the company leverage patents in communication technologies and start a new trend in smartphones. Details are unclear, but it is thought that there will be features such as satellite connectivity .
It must be said that this strategy has worked so far. For example, the U23 series , introduced earlier this year , appeals to the middle class. However, even though it has only been on the market for six months , it sold 30 percent more than the Desire 22 Pro announced last year.
Although HTC is eager to return to the flagship market, the company aims to make more consistent returns with mid-budget products. This step is similar to Motorola’s decision to appeal to the middle class instead of expensive flagships.
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