AH HTC One M9 2015 Chris --40

AH Primetime: Is HTC’s Product Strategy Messed Up?

April 21, 2015 - Written By Kristijan Lucic

HTC is one of the biggest smartphone manufacturers in the world. The Taiwan-based smartphone vendor has been having difficulties turning a significant profit for quite some time now. It seems like they always find a way to actually earn cash, but nowhere near as much as they’d want. There are many reasons to why that might be, starting with HTC’s marketing all the way to the fierce competition out in the market and what not. The company has been trying to change things up a while back and started releasing non-typical products, like the Desire Eye handset and the RE Camera gadget.

That being said, HTC has released three high-end devices in the last month and a half, which seems very odd actually. The company has announced their long-awaited One M9 flagship during the Mobile World Congress (MWC) in Barcelona, and then announced two additional high-end offerings in Asia in early April, the One M9+ and One E9+. This seems odd now, doesn’t it? Well, that’s because it is, it’s not exactly typical for a company to release three high-end offerings in less than two months.

What’s even more interesting here is the fact that HTC has no intention of making the One M9+ and One E9+ available outside of Asia. Why is that? Well, HTC has a rather odd product positioning strategy fired up here it seems. They’ve released the One M9 as the general flagship, and additional two MediaTek-powered devices which are adapted for the Asian market, sort of. Some of you might think this is actually a good idea, but the majority seem to disagree with that, and it seems like the industry is in accordance with the latter group.

The One M9 is powered by Qualcomm’s Snapdragon 810 64-bit octa-core SoC which has been accused of heating up way too much a number of times thus far. This handset also lacks the fingerprint scanner the One M9+ has, and it also sports a lower-res 1080p display compared to the QuadHD panel that the One M9+ features. The two devices are similar, and yet significantly different at the same time. We can only guess what HTC was thinking when they decided to release the One M9+ and One E9+ in Asia, but one might assume they wanted to adapt to trends in Asia and offer what they thought was best for that particular market.

So, what’s the problem? Well, those devices are significantly different and it’s safe to assume that certain people might want to get their hands on the One M9+ for example, in order get the higher-res display and take advantage of its fingerprint scanner. Due to HTC’s strategy, they might not be able to do that. That’s not the only problem though, a number of other MediaTek-powered handsets which sports that very same Helio X10 SoC are sporting significantly lower prices than the One M9+ and even the One E9+. Either way, HTC’s strategy seems odd and only time will tell if they were right or wrong.