Troubled smartphone maker HTC is targeting the US market with four new mid-tier devices, which it said are “designed to make premium smartphones affordable and accessible to all”.
It said that devices will be “broadly available at prepaid and postpaid carriers beginning this month”, with names on the list including the big four of AT&T, Sprint, T-Mobile and Verizon.
HTC is looking to reinvigorate its performance after a weak Q2, with concern expressed about the performance of its latest flagship smartphone (One M9). The device has been criticised for lacking a “wow” factor when compared to its predecessor (One M8), as well as being caught up in a debate about heat issues related to the Qualcomm Snapdragon 810 processor it uses.
The company is also suffering in China.
By focusing on the mass-market in the US – a potentially large and lucrative sector where HTC has some considerable pedigree – the company will be looking to bolster its volumes and revenue away from the competitive premium space, which is something of a two-horse race between Apple’s iPhone and Samsung’s Galaxy S6.
The new smartphones – Desire 626, Desire 626s, Desire 526 (pictured) and Desire 520 – are said to offer “the premium experiences, performance and style of our flagship smartphone at an incredible price”.
Desire 626 and Desire 626s have 5-inch screens and “come in an array of dual colour combinations”. Desire 526 has a 4.7-inch display, while Desire 520 has a 4.5-inch screen. All include LTE connectivity and quadcore processors.