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HTC says it will focus on cheaper smartphones in 2014, an area that it neglected last year with poor results.

CFO Chialin Chang and chairwoman Cher Wang continue their media outreach ahead of today’s release of earnings guidance for the current quarter. The two execs told Bloomberg last week that HTC will focus on marketing to turn the ship around, and now they reiterate that point in a discussion with Reuters.

Wang acknowledges mistakes from last year, admitting that the company spent too much energy on the flagship One, neglecting the fast growing budget market:

[quote qtext=”The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market” qperson=”” qsource=”” qposition=”center”]

HTC will launch more smartphones in the $150-$300 price range in 2014, both in emerging and developed markets. But HTC doesn’t want to venture out among the bottom-feeders in the low cost segment. Besides the new mid-rangers, the company plans to focus on a “very aggressive” marketing its upcoming flagship, the M8.

Invitations for the M8 launch event will go out in about two weeks, said the two execs. This is the first official corroboration of rumors that the successor to the M8 will launch sometime in March. According to @evleaks, the most likely time and location is late March in New York.

As for speculation that HTC would revert to its old contract manufacturing ways, Chairwoman Wang is pretty clear: “we’re not even considering that”.

Bogdan Petrovan
Bogdan is the European Managing Editor of Android Authority. He loves tech, travel, and fantasy. He wishes he had more time for two of those things. Bogdan's phone is a Nexus 6P.
  • Amine Elouakil

    I guess this is the market where they are suffering, they need more penetration in emerging markets such as India, Chinas ….. they also need cheaper phones than 150$ because even here in wester europe they are quite on demand, as for me it will most likely be the M8 unless Sammy surprise me with an S5 that isn’t made of cheap plastic with faux metal and cheesy stetching, Sony would be interessting aswell, as for LG I doubt they’ll be releasing the G3 anytime soon as they are releasing the G2 Pro, and probably the G3 will come when the S805 is available

    • Dimitar Gospodinov

      For those S805 we will probably need to wait for Q3 and Q4 but yeah HTC invested alot of effort ont he One. I am still sceptical about the dual camera leaks but I hope they deliver something new. Alot of interesting stuff this year…can’t wait.

      • Amine Elouakil

        If it is really a dual camera, I think they’ll use the principale of interferometry, either optical or software one, which would give the opportunity to some amazing things if pulled of correctly, just consider as the Boomsound of cameras. as for the S805 it is as I said, the G3 won’t come before G3 as the the G2 did and it will pack it as the previous device packed the S800.

        I think HTC will try to some money if they reuse the same fabrication process as the One while enhancing their manufacturing process: as any company on the world, they’ll apply lean engineering/manufacturing, and continious amelioration to get the best of their process

        • Dimitar Gospodinov

          OK OK…finally someone that knows what he is talking about…
          I have no idea what interferometry is but what I read form here

          is that we need some sort of beam that neets to “shine” the object and then the camera picks up the differences and applies whatever it is applying (please correct me if I am missinterpreting it) would it be better if they used an actual beam like a laser or the infrared beams that DSLR cameras use or it is a completely different principle?

          • Amine Elouakil

            It’s not the same thing, while the laser is used to set up the lense to get clear picture, here we are talking about combining the image from both cameras, it’s most likely software interferometry here so it won’t be as tricky to pull.

            One week or so to and we will know what’s under the hood of the new one

  • Paris Finnigan

    Moto G paved the way for this. Imagine an excellent phone [agreed that the camera is mediocre] with all the thrills & frills of a premium phone at a price of 180$! That’s what caught the imagination of people worldwide.

    HTC is making the right move. 2013 has been bad for them but hope they can consolidate their position in the market through these measures. Can’t wait to see what the camera will be like, since that’s one of the strengths of HTC. Fingers crossed!

  • Tay

    Lol last year HTC presented their flagship on February and Samsung sent out their invitations the day before HTCs event(if I remember it correctly).

    If htc sends out their invites in 2 weeks I’m guessing this year it will be opposite :-P

  • RanRu

    That potentially sounds like an HTC analog to the Moto G. If so, my attention has been effectively captured.

  • apianist16

    I thought the One was their crowning success, the phone that was going to to reestablish them as a key player?

    • Amine Elouakil

      And it does, it give them the reputation of a solid brand with great products, but it isn’t what brings the money, especially with the low marging on the One due to the high manufacturing costs, the cheap devices does because they can sell tons of them and they are cheaper to make

      • apianist16

        They need to find a balanced middle though, and not forget the One’s success.

        • Amine Elouakil

          And that’s what they are trying to do, Having a flagship familly of device aka the One, and having a midrange familly of device the Desire, and they’ll make a familly of entry level device hopefully with an objective, to have one device (or an alternative for example instead of the One the Butterfly) per category per major carrier around the world. for the low tier they should focus on prepaid market, and this is a market where HTC is absent completly, and It’s pretty popular even here in western europe

  • Jayfeather787

    I think this is a good idea because Samsung gets most of its revenue from lower end products instead of the s4 and note 3.