HTC CEO Peter Chou: We’re Not Concentrating On The Low-End Market Anymore

HTC CEO Peter Chou has told the Wall Street Journal that his company will not cater to the low-end market anymore. Chou told the WSJ that the Taiwanese manufacturer will not “Destroy their brand image,” so they won’t sell “cheap, cheap phones” just to boost the bottom line.

“We don’t want to destroy our brand image…We insist on using better materials to make better products that offer premium experience. Many consumers like that.”

I believe we can safely assume this won’t mean every smartphone from  HTC will be as high-end as the One X or One S, HTC’s two premium smartphones — but perhaps now you can expect them not to deliver any Android device that will bring shame to the Android platform. Hopefully, this means the end of devices with single-core 1GHz processors from HTC. Just a thought at least.

Wall Street Journal

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  • Velvet Handlebar

    As it should be.  I loathe all things Apple, but at least they caused an awareness that if you make something that is of a quality that creates an emotional bond for the user, they’ll be a customer for life.  

    I think it gonna eventually be two strata of devices, disposable pre-paid vending machine level devices, and investment pieces that the user will carry for a full product life cycle.  

  • Deadeye37

     Good!  I like HTC’s quality and think that having them focus on making awesome phones for the Mid to High end market will yield phones that are very desirable.  Lets just hope that they can get the hype & reputation that Apple and Samsung currently enjoy!

    • Lee72artis

      Until HTC optimize the software like Samsung and gives a better ux like Apple, I rather doubt it. Fix the random reboots and unlock the bootloader, HTC.

  • Jaygqitalia

    I wish a HTC phone with have a baby with a Samsung phone, and you would have the perfect phone. They both have great factors but there is always that one little thing missing on each phone that the other one has. 

    • Jaygqitalia

      WOULD*

  • Nick

    Yeah, well, I seem to remember reading that they weren’t going to release as many phones as they did last year and it still seems like they’re releasing phones all the time.

    • Edy6401

      We are in June, they have only released the One X, the One S and the new EVO. Half the year is gone and they have only released 3 phones, 3!!!!

      • Lee72artis

        The new Evo is Sprint’s version of the One X.

      • anonymous

        They have released/are releasing more than 3. One X/XL, One S, One V, DROID Incredible 4G, Evo 4G LTE, and soon another line of Desire’s (some of which are the same [as well as the One series, too], just different regions, but it’s still another device) – Desire C, Desire V, Desire VC, Desire VT… and the new Desire line varies between single-core 1Ghz CPU’s all the way down to a 600Mhz CPU, and with 480×800 to as low as 320×480 resolutions, and RAM at 512MB. Call me crazy, but those are some pretty low-end devices (Desire line and One V), some of which haven’t even been released yet. With that said, we will have to wait and see what Chou considers “low-end” in the near future, and will no longer be producing, because some of these already are devices that he is claiming to be done with. In other words, take what Chou says with a grain of salt.

        • Nick

          Thank you!

        • None

          Titan II

        • anonymous

          Only counting Android based devices, but if I were to count more, then yea, there would be even more. Still, my post was mostly in regards to the “low-end device” market HTC is claiming to get away from, and the Titan II is a pretty nice device, certainly not low-end, and probably one of the best in the WP line-up from all manufacturers, aside from the Lumia 900.

  • Magnums

    I currently own a t-mobile G2 and am anxiously awaiting any word about a G3!

    • JBLmobileG1

      As much as we would like a G3 I have a feeling it wouldn’t have a physical keyboard anymore unless HTC makes an exception because if I remember correctly they said they were through with phones that offered physical keyboards.

    • Snapdragon S4

      Me too. Hopefully we should hear something by the end of July or August for a release in October, seeing as how HTC’s top devices seem to released in the spring and fall on Tmo. I like the One S but I know they can do better than that.

    • BahamasGeek242

      Good phone but I feel like HTC would make One X or S with a keyboard before they made G3 right now

    • http://twitter.com/TechAce01 Antonio Cunningham

      Good luck with that. HTC are no longer making Physical Keyboards (which I hate) The G2 was and still is the best experience I’ve had with an Android phone, This Sensation however…

    • Juanello

      Well I did own a g2 till tmo gave me a free HTC one but if a g3 comes out the one goes too dust g1 and g2 owner

  • Youngt82

    This is good news if they really want to go against Samsung and the iPhone:) Good Luck HTC!!!!

  • JBLmobileG1

    I think HTC makes some of the best phones around. Hopefully they just keep on improving with the One series with specs that offer nothing less than what is offered now. I also wouldn’t mind a completely stock Android experience from time to time. Let’s see if they keep to their plan because now I am only expecting the best from HTC.

  • BahamasGeek242

    I love htc phones but I just wish they had launched the HTC One X on every carrier like Samsung did with the SGS 3.  HTC could have had the HTC one X  $250 on contract and the One s at $150 on contract on both AT&T and T-mobile, why would anyone want a HTC One S on T-mobile for the same price as the One X on AT&T not to mention the SGS3 was just around the corner at the time.

    • http://twitter.com/chlehqls Do Bin Choi

      The One X was a AT&T exclusive from the get-go which spawned different versions of it like the Incredible 4G and Sprint’s EVO LTE. You’re right, it would have been nice to have the One X though…

    • http://twitter.com/chlehqls Do Bin Choi

      The One X was a AT&T exclusive from the get-go which spawned different versions of it like the Incredible 4G and Sprint’s EVO LTE. You’re right, it would have been nice to have the One X though…

  • BahamasGeek242

    I love htc phones but I just wish they had launched the HTC One X on every carrier like Samsung did with the SGS 3.  HTC could have had the HTC one X  $250 on contract and the One s at $150 on contract on both AT&T and T-mobile, why would anyone want a HTC One S on T-mobile for the same price as the One X on AT&T not to mention the SGS3 was just around the corner at the time.

  • http://twitter.com/chlehqls Do Bin Choi

    I’m guessing Peter should have said that last year after HTC nearly died with abysmal sales from over-saturating the market with their phones.

  • http://twitter.com/chlehqls Do Bin Choi

    I’m guessing Peter should have said that last year after HTC nearly died with abysmal sales from over-saturating the market with their phones.

    • Omnom

      They didn’t nearly die.. they are one of the only 3 companies that still make a profit on mobile smartphones.

  • Tatdude806

    That is fine and dandy that HTC wants to make only high end phones, that
    is their right. But those high-end phones should not be pieces of junk
    to begin with. How many Sensation4G and Amaze 4G owners would agree with
    that?

  • Tatdude806

    That is fine and dandy that HTC wants to make only high end phones, that
    is their right. But those high-end phones should not be pieces of junk
    to begin with. How many Sensation4G and Amaze 4G owners would agree with
    that?

    • Aliriano194

      HTC sensation. went through three of them with the stupid dust under the screen issue to the software issues. i picked up the gs2 on released date and never looked back

    • Aliriano194

      HTC sensation. went through three of them with the stupid dust under the screen issue to the software issues. i picked up the gs2 on released date and never looked back

    • TMOTECH

      I have both phones and love them. Never had an issue. 

      • MarcusDW

        I find that hard to believe, but if it’s true then you are probably in the 5% who have “never had an issue”.

        • TMOTECH

          I wasn’t going to respond because I realize that some people have issues and that’s the fact but i have to take issue with this. Two of my neighbors have the Sensation and three of my other friends have them as personal phones as well. None of them have complained. And trust me when there is an issue they do complain. In my group at work we use the Sensation and the Amaze as field test handsets and no one has had an issue with any of them. I just did a poll via email. There are 20 of us. The only issue any of them have had is after the ICS update a factory rest was required. I understand this is not scientific empirical evidence that HTC is perfect but this is what I have seen in my own personal experience.  

        • MarcusDW

          Glad you replied TECH.  My experience with HTC and the Sensation specifically is the opposite of yours.

          I’ve seen issues with my friends’ EVO’s,  both of my wife’s MyTouch’s and now her and her sisters’ Sensation 4Gs.  The issues actually went away after ICS finally came though.  

          Unfortunately my GS2 has been nearly perfect up until it got Ice Creamed.  Now a couple issues pop up every day.  

        • http://www.facebook.com/profile.php?id=1142720567 Joseph Lagalla

          I’ve had the issues, but when I see the GSII, I am reminded why I picked up my phone on day 1. After rooting, I think I’ll be satisfied until the HTC LTE phone for T-mo comes out.

  • Lani

    Can’t wait to see how HTC plans to step up their game to compete with Samsung Galaxy S III.
    Lets face it, sales people love to sell high end mobile that they feel confident in selling.

    • AndrewSingleton

      one > galaxy s line

      • MarcusDW

        How?

      • Guest

        I would hope the One is better than anything Samsung has come out with so far…  it is a newer phone and HTC’s flagship.  The real test is when the Galaxy S3 comes out.  That’ll be the apples to apples comparison.  

  • Psaux

    I wish they’d bring back a high end QWERTY phone with a user-replaceable battery and a card slot … JUST ONCE … so that it can be the G3.

  • noobie

    he should not have made HTC ONE S, only HTC ONE X

    • AndrewSingleton

      i love my *metal* one s

  • TYLERDERK

    HTC One s is a  Great phone ,,,
    But please HTC fix the wifi calling issue some people count on having it.

    • AndrewSingleton

      check for an update

  • http://profile.yahoo.com/J5ZDK76Y2PIPGYQRU7L4LGWRMI Scrappy

    I just got my One S update and it fixed my wifi calling!!! I’m a happy camper.

  • Derail Doax

    Dude… Single core 1 ghz procs are a problem? They still make phones like the Wildfire S with a 600 MHz processors. Once you skin that slow of a processor with Sense it bogs down. I wish the Wildfire S came with the same process as the old EVO 4G.

  • AndrewSingleton

    wow i love HTC.

  • Enoel69

    NOTE TO HTC… 1) HTC One X like devices  ( 2) Bigger replaceable batteries  ( 3) Ample internal memory 16/32/64GB   (4) 2GB RAM ( 5) Micro SD expansion slots ( 6)  4.6 to 4.8″ IPS2 HD screen  (7) 10 to 16Mpx rear and 2 to 4Mpx front cams  (8) Devices that are about 130mm tall and abt 10mm thin..the perfect form factor will be that of the Sensation XL which in my view should be the template and could have its height reduced from 132.5mm to abt 130mm by reducing the bottom bezel or even increasing its screen to 4.8″ with the same form factor. OR getting rid of the physical buttons for on screen buttons on a screen that is 4.8″.  The final point is to make sure there are NO EXCLUSIVES….GET THE DEVICE TO ALL MAJOR CARRIERS, just like Samsung with the GS3 and Apple with the iPhone. Huge sales = $$$$$, isn’t that the name of the game.

  • MarcusDW

    This should also lead to less fragmentation across their devices since they’ll have less phones to worry about.  Take note Samsung!

  • http://www.unscripted360.com/ Deacon

    i say BRAVO …

  • Lubbalots

    With that said Mr. Chow, I need a premium replacement for my “relic” HD7.

    • Grammatica di Polizia

       The usual way to get someone to act on your request is to get his name right. It is “Chou” not “Chow.” ;) (Chinese are really sensitive to us getting their names wrong.)

      But even more effective, address your request to the Chairwoman ??? (Cher Wang).

  • Grammatica di Polizia

    HTC said this two years ago, in casual comments. Then last year it said to Taiwanese tech newspapers that it was soon heading in that direction (read no more “feature phones” nor budget Android devices.) It was clear to me that HTC wanted to separate itself from the “Made in China” stigma. (With companies like HTC “Made in Taiwan” is heading on the same path as “Made in Japan” moved in the 60s to 80s, where post-war “Made in Japan” meant cheap junk, to now where the moniker identifies the best made electronics in the world.)

    Now that HTC has polished up its image and established itself as a maker of quality, high-end devices, it likes competing with Apple and focusing on the high-end market, not feature phones or low-end Android devices, such as what Samsung includes in the inventory (but Samsung had ulterior motive in selling low-end, budget phones, to become the largest handset maker in the world. Samsung knew it could not do that by selling mid to high-end handsets only).

    This all makes sense to me. HTC knows it cannot compete with numbers and high volume sales against the big boys like Nokia and Samsung, so it is now concentrating on building and maintaining a solid reputation as a maker of quality, technologically advanced handsets for select market segments.

    It is like cars. Does HTC  want to cater to the luxury BMW market, or does it want to be like a Ford or General Motors, selling a full range of cars, from models where paper-thin rubber floor mats can be had against extra charge, to the luxury Cadillac complete with distinctive plastic chrome grill and leatherette accents, on the driver’s seat only.