Who doesn’t like the looks of HTC phones? They look great and distinguishable from each other. I’ve been a huge fan of HTC but never bought any of their phones. Why? Because they are too expensive for a commoner like me.
Why is HTC not one of the top 5 mobile phone brands in India?
HTC phones are much expensive than other international manufacturers and offer less features at the same price point.
For e.g.– HTC Desire 600 is available at a price of ₹26.6k and Galaxy Grand 2 costs ₹21.4k on flipkart.
Price Tag is always an issue in developing countries
In developing countries like India people are very conscious about the price that they are paying to buy a phone. We have a dedicated section here at MJ to help buyers select the right phone for their needs.
We analysed the queries we receive and found that most of the youngsters spend about a week on an average researching about the best smartphone in their budget. They don’t just visit a nearby store and buy it like groceries.
Indians are very sensitive about the price tag. HTC has priced its phones outrageously many times and that is the reason why people avoid their phones.
HTC phones are popular only among their fans in India.
Only HTC fans pay ridiculous amount to buy their favourite smartphones. I am not talking about Apple fans. 😉
HTC said no to entry level smartphones
HTC used to make popular Windows Phone but when it introduced HTC Wildfire in 2010 it caught the attention of budget buyers in India. Many people bought it but were disappointed by the lack of support. Same happened with HTC Explorer which was launched in 2011.
In 2012 HTC focussed its attention to making flagships and high-end phones which were out of the pockets of teenagers and common men.
It was not a bad strategy if you ask me but there was one problem with it.
People had better options at higher price points.
HTC phones looked gorgeous undoubtedly but why would anyone buy a phone with not so good after-sales support?
Availability and after-sales support
HTC phones are not available in many small cities, towns and villages in India. Due to the lack of demand for HTC phones many local retailers don’t keep their phones on display.
Unlike Samsung, Nokia and Micromax, HTC only has one or two service centres even in tier I & II cities.
But you needn’t worry about it now.
In Oct 2013 HTC India announced that it will add 3000 more retail outlets in the country taking the total number to 7000 within the next 6 months. The number of service points will also be increased from 250 to 350 by the end of next 3 quarters.
HTC is back in the game…acknowledges its previous mistakes
The Q3 of 2013 was somewhat okay for HTC as they posted a profit of $10.3M after selling their remaining stakes in Beats Electronics.
Cher Wang, co-founder and chairwoman of HTC Corporation accepted that ignoring the mid-range devices was a mistake.
In an interview with Reuters she also revealed that HTC has realized its mistake of pricing its flagships too high.
They have learnt a lesson about price tag and mid-range budget phones.
So, we believe that we’ll see some really amazing budget HTC smartphones this year.
HTC recently announced HTC Advantage program for the owners of HTC One, One Max and One mini in the US.
This gives the consumers :
- A free screen replacement if it gets broken in the first six months after the purchase
- Latest android updates till 2 years after the phone launch date.
- Free Google Drive storage
- HTC backup
- Live Chat (online or via phone)
We are expecting this program to be available at all markets in the world. I am also hoping that they launch a few good entry level droids too. This will attract more buyers in the under-developed/developing countries.
Now, all that HTC needs to do is execute this plan properly and keep aside a few crore rupees for marketing.
HTC, don’t forget to promote your phones through ads in TV & newspapers.
Marketing can make or break any brand in India because Indians believe in jo dikhta hai wo bikta hai (things which are marketed get sold).
What do you say? Will these strategies help HTC make a solid comeback?