After two years of focusing almost exclusively on high-end flagship devices in order to recover lost marketshare, HTC has confirmed in a new interview with Reuters that the high-end focus did not work out as anticipated, with co-founder Cher Wang’s comments below:
“The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market”
HTC began its slide with the release of the first One series in 2011 in an attempt dramatically pare down its lineup, which previously consisted of multiple variants of one flagship to satisfy carriers around the world. After the sales failure of the first One series, the company moved to focus on a single flagship model, again to little success until the present day. HTC will now focus on releasing multiple mid-range models in order to recover marketshare from Samsung and other competitors. The successor to the current One flagship is expected to be announced in late March and the mid-range successor to the One Mini was recently revealed in specifications.