HTC takes on Samsung with cheaper high-end phones - Indian Express

Summary

HTC One M8 at r49,900 & entry-level HTC Desire 210 at r8,700 to hit markets in may.

Competition among high-end smartphones seems to be heating up with HTC unveiling three new phones on Monday.

Close on the heels of Samsung's Galaxy S5, the company launched HTC One M8 priced at Rs 49,900 in India. Not only is HTC One M8 cheaper as compared to Samsung Galaxy S5 (priced at Rs 51,500), it also has several new features that none of its rival offers — such as dual camera and DotView flip cover.

The company also launched two other phones — the mid-level HTC Desire 816 and the entry-level HTC Desire 210 — both of which are priced competitively for their price segments. The Desire 816, which has a 5.5-inch screen, has been priced at Rs 23,990, while the Desire 210 is priced at Rs 8,700.

The company wants to become relevant across price points and not be seen as a top-end player.

Speaking to IndianExpress.com, HTC South Asia president Jack Yang said that India was one of the key markets for the company and the pricing strategy has been arrived at in consultation with all stakeholders.

"We view India as one of our key strategic markets and want to take it to the next level here. So the pricing in India will be different from the rest of the world. There will be some commonalities too, but we will try and leverage the local conditions," said Yang.

He said HTC did not believe in dropping global pricing in a price-sensitive market like India. In the US, the HTC One M8 is priced at $699 (approximately Rs 43,000).

The HTC One M8 and HTC Desire 816 will be available in India from around May 8, while the entry-level Android phone, HTC Desire 210, will go on sale a week earlier.

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