While many manufacturers offer a range of smartphones ranging from entry-level to flagship devices, HTC will focus solely on the higher end of the market. HTC CEO Peter Chou told MarketWatch that the company’s top priorities are brand image, shipment growth and profit margins. “We don’t want to destroy our brand image,” Mr. Chou added.
It is doing well in Asia with shipments to China are set to triple over last year and other emerging markets also showing strength. Shipments were not as strong in other parts of the world. It plans to focus more on marketing in Europe and the Middle East to bolster sales. In the U.S., sales suffered due to its legal battles with Apple as shipments of new devices were delayed.
HTC has also not ruled out more acquisitions in the future. Small software, innovation and marketing companies could all be candidates although Chou added that no such deals were currently in the works.
HTC recently launched its HTC One smartphone line. The HTC One X, its current flagship device, is widely seen as one of the best smartphones currently on the market.
Read more: MarketWatch