Taiwanese phone maker HTC is beginning to focus on China, because the company struggled to compete against Apple and Samsung in the U.S. and Europe, and smartphone sales in China are projected to continue to rise in coming years.
HTC is starting to strengthen its engineering team and expanding sales channels to grab a piece of the Chinese market. Their ambition is to become one of the top two smartphone brands in China based on revenue by 2015, despite it now ranked 9th in the country, behind Huawei, ZTE, and Samsung.
HTC’s head of China Ray Yam told The Wall Street Journal that HTC will increase the number of branded sales counters from 2,700 to 3,500 across the country by the end of this year. In addition, HTC is planning to sell its devices at similar quantities and price points as Samsung’s Galaxy and Apple’s iPhone, in order to create an impression that HTC is a high-end brand. According to IDC analyst Melissa Chau, in the long run, HTC is not just facing competitions from Samsung and Apple. Local vendors like Huawei, ZTE and Lenovo are targeting to become the top smartphone sellers in China as well.
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