HTC's self-help approach beyond high-end products

This year MWC HTC only released two of low-end products desire 816 and 610, I once lamented that HTC was "no longer high-end", and then someone volunteered to tell me that it was not "not high-end", that it was high-end, and that it was the new flagship HTC One (M8), released yesterday in London.

HTC does not want its voice to drown in MWC, opting to release the product separately. Do not give up the high-end product positioning, and strive to help themselves through new products, given a number of core upgrades are:

* Integration of metal fuselage accounted for 90%

* screen increased to 5 inches

* Rear dual camera with a variety of new gameplay

*sense 6 System interface

*dotview Dot Matrix Protector

* Fast charging and power saving mode

*motion Launch gesture operation

From these upgrades, HTC has worked product experience and quality. On the Chinese microblog, HTC is chanting to rival Samsung's products, saying, "The integrated metal fuselage, from 70% to 90%, is the result of my 1-year walk, and you, or plastic?" ”

The idea of a dual-camera, indeed, is genius, which is more fun than the ultrapixel, high-speed burst, video, and Zoe short video photos that were highlighted when HTC One first came out.

This time HTC is actually using the mobile phone excess of the high-speed camera processing capabilities, cleverly realized the image depth of the record, that is, take a number of different focus distance photos, so as to achieve the so-called Ufocus focus adjustment function.

However, just from the upgrade of the product itself, the HTC Comeback, again in the Android phone market share reached a historical height, such as the U.S. market history of more than 20% of the share, it is difficult, because HTC in the Android Market has no first advantage, As rivals have Shiri, HTC needs to make some adjustments in its operations strategy, from this time HTC One M8 to see these changes:

1, the rapid release of the listing

This time HTC is more important than anything, the release of the day, M8 has been listed in the United States and Britain, the price of different British businesses in 530~610 Sterling, the United States Verizon's bare metal price of 649 U.S. dollars, and the renminbi in the 5000 yuan. and M8 domestic market time has also been finalized, on April 4, with 3 major operators to launch.

This seems to emphasize a "faster than Apple" speed, before, due to the release and listing of the blank period, the loss of a certain market space. Last year HTC first launched HTC One new machine, but more than Samsung S4 after the listing, eat a lot of losses.

The product is quickly listed behind, is the supply chain problem solution. HTC CFO Zhang Jialin said in a media interview after the meeting that this year's supply rhythm is the new release has two weeks of preheating period, and then the product will be in the first wave of the country to fully spread goods.

2, with Fitbit cooperation, lightweight health function of the input

HTC also has a tricky approach to M8 's release of HTC, which is to achieve health monitoring through direct collaboration with fitibit and built-in health applications. Compared to Samsung and Apple, the third party was handed over to do this part of the work, dispersing energy in the key parts.

It's kind of like working with Beats, handing the audio part to a more professional company, taking the form of cooperation or investment.

3, high-low-end market separate launch products

The high-end HTC One series will open the market together with the low-end Desire series, no longer emphasizing that high-end is already an important step in Wang.

Wang in M8 after the release that HTC this year will be a comprehensive transformation of products, not only the number of new product will increase substantially, but also will introduce more low-end models, including the thousand-yuan machine, in order to expand market share, while winning back the operator's support for HTC.

Pricing will also be more flexible, with the ultimate goal of getting back 20% of the high-end handset share in the Chinese market.

(run cent software burst HTC MTK Eight nuclear handset)

4, thousands of Yuan eight nuclear cell phone

There is news that HTC will also launch a eight nuclear thousand-yuan machine products, which is to and domestic thousand-yuan machine manufacturers a positive pace of competition.

Two models of mobile phones have been exposed, are the use of MediaTek's eight nuclear chips, models for d616w and d516w, product configuration than the new desire to 810/610 lower than a stall, the price should be within the thousand yuan, this may be HTC for the first time to enter the market within the thousand yuan.

Can see, in fact, HTC's self-help path, in addition to high-end products in quality and functional breakthroughs, more important is the back of a few, solve the supply chain problems let the product quickly listed, control costs to make pricing more attractive, get rid of the "lofty" image of the full embrace of the low-end market, and operators near and so on, In this way the 2014 profit will have a comeback opportunity, these points, Wang leading the HTC team are in these areas.