HTC is building its own e-store within Amazon where it will launch three 4G smartphones ahead of Diwali, as it aims to acquire a larger share of the Indian market, one of the top four markets globally for the Taiwanese mobile phone maker.
The smartphone brand, which has fallen off the radar over many quarters, admitted that it had missed capitalising on the rising 4G adoption in India, but will now have 4G phones as a large part of its portfolio in India and invest heavily towards marketing its products in the Indian market.
“We’re building our own e-store with Amazon alongside a digital campaign targeting the online users, and we will launch three new smartphones on the platform starting this week,” Faisal Siddiqui, president-South Asia at HTC, told ET. HTC has its own portal where it sells devices, and has another e-store within Snapdeal. However, it will give discounts and festive offers on its own e-store on the latest flagship HTC Desire 10, starting first week of October. “Next year, we will have 12-15 models, mostly 4G, in the Rs 10,000-25,000 price band, which is the fastest growing segment in the industry,” he added.
HTC will also make all its portfolio phones locally by next year end, up from 80% at present, and will also consider sourcing components from within the country in 2017. Siddiqui added that it will double the number of retailers where HTC products are sold to 25,000 by March next year, in order to gain market share.
The company is increasing focus on the Indian market and will bank on the thriving 4G growth in India to not only improve its local market share but also its global standing. Despite being considered as one of the high-end technology device makers in the world, HTC does not figure in the top five smartphone players globally.
In India, its share was 1.8 per cent by volume and 2.6 per cent by value as of quarter ended June 2016, according to Counterpoint Research.
“We have missed the 4G boat, as our portfolio was skewed towards 3G, that will change now,” Siddiqui added.