MWC 2014 - HTC to reconquer with a new Desire range - ZDNet

Strategy: After a difficult 2013, the Taiwanese manufacturer considers to be legitimate on the high end means regain its share in boosting Desire range. Explanations François Hernandez, head of the French subsidiary.

div Barcelona – Star sales of smartphones for many years, HTC has been a return of severe enough stick lately, regularly losing positions in the world point out the Top 5.

suffered a very readable because very heterogeneous strategy, the Taiwanese manufacturer claims to have returned to working order by focusing its efforts instead of being scattered. “We put the record straight with the One range which legitimized us as a high-end player. At the same time, we greatly eased off on other brands not interfere with the message” ZDNet.fr explains François Hernandez, head of the French subsidiary.

highlight promising results: “In France, sales rose 43% in the segment of smartphones to more than 400 euros.” Now the objective is to consolidate this growth and regain market share.

How? Reviving the Desire range, more affordable with the launch Monday Mobile World Congress a new reference 816 Desire. So going back?

Windows Phone forgotten but not the pros

“Now that we found our legitimacy on the high end, we raise Desire integrating innovations One range. This is our strategy, and proceed step by step down to our innovations, such as Blink interface Feed , work on the sound, lowest range, “said the official. “The idea is always to rely on the use to innovate. We will attend more segments this year.”

Desire 816 will be the only big announcement from HTC during MWC, “the launch of a flagship necessarily obscures the rest, we really want to put the spotlight on the range,” explains François Hernandez .

4G device has a 5.5 inch screen and a front camera of 5 megapixels to bend fashionable “selfies” … “And it takes all the experiments made by the One “. It features a Qualcomm Snapdragon processor 400 1.6GHz, 1.5GB of RAM, and 8GB of storage space. It will be priced at 379 euros in France. It will be followed Desire 610 , more affordable, which features a 4.7-inch screen (300 euros).

Side

strategy OS, HTC is very engaged with Android despite its partnership with Microsoft and Windows Phone. But after the launch of 8S in 2013 “one of our best sellers last year,” we should not rely on the Taiwanese to renew the short-term experiment.

“We have no announcements to make but we have a strong partnership with Microsoft,” said the leader … But the group intends to streamline these efforts around a range. HTC is a shame because historically close professionals with dedicated terminals and Windows.

Investing market watches and bracelets online

“The line between personal and professional uses are hardly more, there are more relevant to have two product families. Especially as we integrate B2B fundamental in most of our products.”

Some smartphones support the API publishers MDM (fleet management) solutions include bricks security, productivity apps, Exchange compatibility, and soon the ability to manage two profiles on the same terminal via a VMWare solution, “explains François Hernandez.

Finally, HTC will launch as its competitors in the promising field of wearable (watches, bracelets connected …) while knowing that nothing is running … “We want respond with a true hardware solution / software, so when we get back it will be relevant. Most objects launched so far are not really convincing. “

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