According to several industry experts, the recently released HTC First, which is the first amongst a series of phones implementing deep integration with Facebook Home, is set to become a blockbuster seller in the mid-range segment and bring some much needed cash flow and respite for the Taiwanese manufacturer. The high quality that HTC brings in with its hardware is almost unparalleled and is their biggest asset in today’s marketspace. The HTC First runs Facebook Home as the default launcher and switches back to the usual Android environment if deactivated, rather than opting for the default HTC Sense UI.
This strategy is not new to HTC as in the past it has bet big on platforms that have pushed the company to the top of the market. The first mobile phone that ran Windows Mobile was powered by HTC. So was the Evo 4G, the first device that supported 4G in the US, the Treo 650 from Palm and the iPaq PDA by HP. When these ventures proved to be successful, HTC channeled out as an independent brand with a wide variety of smartphones. HTC’s wide range of handsets ensured that they catered to every consumer with reasonably priced budget devices right up to its premium flagship phone – the HTC One.
However, in recent times, HTC is not doing as well as it used to. Apple and Samsung have successfully eaten into their market share which has led to a huge drop in profits; that, coupled with delays in the supply of components required to manufacture the One has left the company in a tight position. It must be noted that despite these factors, HTC is very competent in manufacturing Android and Windows based phones. The company specializes in lending a unique design to every smartphone it manufactures, and in a global market where phones can hardly be distinguished based on their technical specifications, this strategy might just help the company in the long run.
HTC has a long way to go before it steals back the market share it previously held and has now conceded to Apple and Samsung. However, carefully designed handsets which are tailor made to suit the needs of every type of consumer may just help it to create a new sector in the smartphone market: that of personalization.
