HTC is struggling and they plan to stop this is by focusing on low to mid-range devices.
In the last two years, HTC saw its sales slide. 2013 was no different. It was reported that the Taiwanese company saw a 28% drop in profits ($10M profit, $1.4B revenues in 2013). Last year’s strategy of focusing on high-end devices clearly didn’t work for them. They simply do not have enough to compete against Samsung’s seemingly unlimited marketing budget or Apple’s endless hype machine.
This year, to stop the slide and return to smartphone prominence, their strategy is to produce low to mid-range devices in the $150 to $300 range (that’s around P6,500+ to around P13,500+) , and target emerging and developed markets, in addition to improving their current flagship, the HTC One. They saw the need to have more options in that market segment to become more competitive.
Personally, I like HTC. They were known to have excellent design and build quality. But their phones were generally a bit behind (specs wise) and a bit more expensive than the others. I really hope they recover and come out with compelling mid-range devices.