HTC’s CEO wants a 10 to 15 percent share of the global market

by: Bogdan PetrovanJune 21, 2013

HTC CEO Peter Chou (4) Credit: HTC

HTC is trying hard to stop the decline it’s been facing since its fortunes peaked, back in 2011. From a global market share of about ten percent and a good slice of the crucial American market, the Taiwanese company dropped to less than four percent in 2012. Profits and market valuation plummeted to a small fraction of what they used to be, and many rushed to write off HTC as a dying company.

But Peter Chou, HTC’s charismatic chief executive officer, thinks otherwise. This week, Chou denied that he has any plans to step down from HTC, and stated that he’s ready to do whatever it takes to make a turnaround happen.

At a shareholder meeting today, Peter Chou reiterated his commitment to turning HTC around and even laid out some very optimistic goals for the future. In Chou’s vision, 10-15% of the global market share is a realistic target for HTC:

[quote qtext=”We managed to maintain a 4-percent global smartphone market share last year and we are determined to do our best to expand the percentage to 10 to 15 percent in the future. ” qperson=”Peter Chou, HTC” qsource=”” qposition=”center”]

Chou went on to ask shareholders for more time for the company to stage a comeback, though he acknowledged that HTC has its work cut out for it. So how does HTC plan to beat Samsung and Apple? Through heavy investment in research and development and an emphasis on marketing.

[quote qtext=”We will redouble our efforts this year to further enhance our brand recognition and loyalty around the world” qperson=”Peter Chou, HTC” qsource=”” qposition=”center”]

Now, skeptics may point out that HTC has been singing this tune for a while now, with little palpable results. But some encouraging signs exist – even if HTC hasn’t managed to sell five million units of the One, as one executive reportedly told WSJ, the aluminum device has been received with enthusiasm by critics and users alike, and is said to be selling well.

As for marketing, the company did become more visible in the past few months. It brazenly hijacked the launch of the Galaxy S4 in New York to show off the One, and is now reportedly tapping into the celeb power of Iron Man star Robert Downey Jr., who will endorse the brand in a $12 million deal.

Will HTC manage to ever get to 15 percent global market share? It’s hard to tell, but it’s certainly not impossible. The mobile market is fickly – just two years ago, HTC was flying high, and here it is today, struggling to survive.

Are the fortunes turning up again for HTC? We can only hope so.

  • dandroid13

    “Will HTC manage to ever get to 15 percent global market share?” Never, obviously!

  • David

    keep making phones like the htc one and ull pass that. just keep trying to push, never play safe.

    • Diego

      If they conitue with their policy of 2 or 3 flagship every year, NEVER will get the 10%.

      • MariaxNY

        options are always good. not everyone like what you like. so people if they don’t find what they like they go else were so that’s why choices are good.

  • Jaun Lombard

    “Through heavy investment in research and development and an emphasis on marketing.”

    Good luck….Apple and Samsung are doing the same thing with more money and expertise around the globe.

    Though I have to admit, by putting the speakers in front and giving it ultra pixels made the device stand out…it looks good too, but the first two items really makes the phone stand out in a crowed Galaxy wannabe market.

  • Piyush

    when your product is of great quality which looks different from competitor , you are always gonna move on to reach your goal, eg HTC ONE :).

  • MasterMuffin

    Lets see the rumored One Max and how it sells and then we’ll see. All we can do know is say good luck

    • One Max and One Mini. And they should hurry up with them.

      • MasterMuffin

        Especially with Max because the sooner it releases before Note 3 the better

  • Влатко Стојанов

    With that update policy, never.

  • satsmine2k4

    YES! HTC can achieve their 10-15% goal if they get a few things right..

    1. Release a google edition of every high end smartphone they release making it available along with the sense version.
    2. Get the pricing right… HTC one is a great smart phone but $649 for the dev edition is just to steep for enthusiastic buyers…

  • Dark_Laser

    If they release the Butterfly S internationally, they’d actually have a good chance!

  • David

    HTC will do its best and I am sure will succeed. Look at the new phone with 3200 Mah battery. Look at HTC One.

  • ryq24

    They could start by having micro sd card slot as standard feature! And find ways to price their phones competitively!

    • No One

      I rather have internal storage 32/64GB or even 128GB in the future than having a MicroSD card with only 16GB internal storage. Look at GS4, how many ppl out there complain about the storage issue due to cannot install apps on SD Card.

      • ryq24

        You can transfer apps to micro sd card on Samsung galaxy s4. Samsung updated it recently.

        • No One

          If you have followed the news closely you will know that you can only transfer apk not data. For example NFS Most Wanted app is only 12MB but the game data is nearly 2GB which you cannot transfer. In other word it is still a useless update.

  • MariaxNY

    HTC deserve 100 percent share they never copy anyone they always do there own thing unlike the other brands they all copy. HTC is true innovation

  • MariaxNY

    if HTC listen to what people want they will not only get 15% they will more 50 share

  • DrCarpy

    The only problem I have with HTC is how they keep making incremental releases. The One to the One X seemed silly. Why get people to be early adopters only to bring a slightly better version a couple of months later. Then to fail to provide support is worse. Even their 4.2.2 update was delayed.