HTC handsets match flair with affordability

HTC One S

MANILA, Philippines—Mobile device makers that rely on Google’s Android operating system to run their smartphones have successfully created flavors for their products to cater to all market segments—entry, mid-range, even the expensive aspirational smartphones.

Taiwanese smartphone maker HTC itself maximized the Android platform to allow price-sensitive consumers the chance to own its products, often perceived to be high-end and pricey.

Recently, it introduced the HTC Desire C and HTC Desire V Android handsets catering to the lower to mid-range market, and the HTC One S, which belongs to the company’s premium top-of-the-line smartphones.

HTC Philippines country manager Richard Javier says the move to categorize products as premium and affordable will enable the company to provide more consumers the “HTC smartphone experience”—the kind that delivers intelligent, fast, interactive and human-centric features.

“Similar to the HTC One X we’ve launched a month ago, the One S belongs to the One Series or HTC’s premium brand of phones. While the Desire Series is positioned as the more affordable phones, it still retained good features such as the Beats Audio technology, amazing camera, Sense UI, and premium-designed casing,” says Javier.

The 3.5-inch display HTC Desire C, which is priced at only P10,990, is the first entry-level Android handset to come with the latest Android iteration Ice Cream Sandwich or ICS. The 4.0-inch display HTC Desire V, which is priced at P16,990, comes with ICS OS and is the first HTC to feature dual SIM.

The HTC One S is the awaited middle child in the One Series family. It features a super slim unibody metal chassis, a dual core mobile CPU, 4.3 inch super AMOLED screen, Corning Gorrilla glass, and a fast camera that can deliver a shot at 0.7 second. It carries a price of P26,990.

“There’s a niche market we want to address. We feel with our new models like Desire C and Desire V, we will be able to reach … those who want dual SIM Android phones and those who want to have the lowest priced ICS smartphones.”

Javier says HTC differentiates itself among the other brands by fitting its products with the latest software and updates, as well as putting more quality into the packaging and feel of the products.

“The perception that our products are high-end works in our favor because that just gives the idea that our products have high quality. At whatever price point, HTC phones always have the premium look—design and material-wise. Everyone has the Android, but we’re the first to have the latest Android ICS in an entry-level handset. In addition, the performance of the phones is really notable,” Javier explains.

HTC established an office in the country three years ago. Javier admits the company has much to do in terms of reaching markets outside of Metro Manila and Luzon. But in the coming months, HTC will focus on establishing strong relationships with its channel partners in the Visayas and Mindanao, as well as increasing the number of phone distributors.