HTC eyes 25% market share by fiscal-end

Written by Nikita Upadhyay | Nikita Upadhyay | Updated: Jun 29 2009, 09:09am hrs
Ajay Sharma
HTC India, the Indian arm of Taiwanese mobile maker HTC Corp, started operations here in June 2007. Since then, the company has enjoyed many firsts as it launched the first fully touch screen mobile device in India, the HTC Touch. Recently, HTC launched the HTC Magicthe first Android powered device in India. Ajay Sharma, country head, HTC India spoke to Nikita Upadhyay of FE about the plans ahead and his expectations from 3G. Excerpts:

How much market share are you aiming at by the end of the financial year 2009-10

We have enjoyed a consistent and robust market share in India. The telecom sector in India is the second largest market in the world. Ever since we launched our services in 2007, we have attained a market share of 20%. We are looking at increasing it to about 25% by the end of this financial year.

How excited are you about 3G and what would be your differentiated offering for the same

Across the world, we have a strong and robust 3G portfolio. Currently, we have four 3G enabled handsets in our portfolio in India. These are HTC Magic, HTC Touch Diamond2, HTC Touch HD and HTC Touch 3G. All of them are fully touch screen devices. We have planned to introduce three to four devices per quarter. Also henceforth of all the devices that we launch, about 90% of them would be 3G enabled.

How many devices do you have in your portfolio for Indian customer

HTC India currently has 16 devices in its portfolio. Out of which13 are on the GSM platform and 3 devices on the CDMA platform, with prices ranging from Rs 10,500 going up to Rs 42,000. The portfolio is a mix of PDAs, smart phones and touch screen devices.

Amidst the global slowdown in handset sales, how are you placed

The year 2008 had been a landmark year for HTC, where it registered a growth of over 300% on a yearly basis, and managed to carve out a niche in the smart phone segment by garnering 20% market share in the category of devices above the Rs 10,000 price point as per estimate.

What distribution channel have you adopted for reaching out to the consumers

We have partnered with many mobile operators in India, including Airtel for the recently launched Android-powered HTC Magic, HTC Touch Diamond and HTC Touch Diamond2. We have also tied up with Idea Cellular for the HTC Touch Pro and HTC Touch Viva. We have partnered with Reliance Communications for the HTC P3000, HTC S720 and HTC Touch Diamond (CDMA P3051).

Why have you launched your new phone on the Android platform

We have had a great business proposition of over 10 years working on the Windows platform. Windows and android platform cannot be compared but are complimentary to each other. They both have different target audience. We would start shipping HTC Magic from the first week of July. The phone with the android platform is more targeted towards youngsters. Market for touch screen is growing and so are we.

HTC handsets cater to the upper range of the consumers. Any plans to launch devices to meet the needs of mid level or lower level consumers

Very true, our handsets are targeted towards the higher end customers. We do have handsets below Rs 20,000 to cater to the mid level demands. However, in the immediate future, we do not plans to get into the lower segment of consumers.