A lot of the big handset manufactures like Nokia, Motorola and LG offer both high-end smartphone for tech savvy consumers and low-end feature phones that appeal to new customers and those in emerging markets. The biggest exception is HTC, which has focused squarely on the mid-to-high-end range. Despite its slow downward slide, this business strategy isn’t going to change anytime soon, says HTC CEO Peter Chou.
“We don’t want to destroy our brand image,” Chou told the Wall Street Journal in a recent interview. “We insist on using better materials to make better products that offer premium experience. Many consumers like that.”
Chou confirmed that HTC still plans to compete in emerging markets, but will do so with mid-priced handsets. Most HTC handsets sell for around $300 in China and HTC won’t cut quality to drop that price in half. This focus on quality over price has served Apple well with iPhone, but it remains to be seen whether HTC will have the same success.