Three years back, Taiwanese mobile handset-maker HTC had a market share of less than one per cent. Then it decided to beef-up its marketing along with distribution and after sales service. The result, it has 4-6 per cent market share in India.

Now eyeing a 15 per cent or near tripling of market share over the next two years, the device-maker is working out not just a new pricing strategy, but also working on ramping up its presence.

‘No bombarding’ According to Faisal Siddiqui, Country Head, HTC, the pricing would include targeting specific fast moving price points with its offerings. And, not “bombard” the customer with a “slew” of offerings. “We don’t want more than one product. We would not launch a range of products in the same price point. Launches would be in key strategic price points,” he told Business Line .

Normally, five to seven specific products of a brand contribute towards 70-80 per cent of its volumes at any point of time. These are the products that drive business. HTC’s strategy would be to cater to these segments.

“We want to attack at the right price points. We will focus on value,” Siddiqui said, adding that Indian consumers are not just brand conscious but also discerning about the value of the handset in comparison to a competing device.

Current offerings are priced at sub-₹10,000 range, in the mid-range around ₹16,000-24,000 and premium segments at ₹36,000-50,000.

Last year, the company launched 10-12 offerings. This year too it intends to have a similar number of launches. In its bid to ramp up market presence, HTC is looking to have 8,000 points of sale. It currently has 3,500 retail touch points at the moment over the next six months.

Market presence Similarly, it will double its service centres to 400 from the existing 200. “We have invested in the brand and creating awareness through both traditional and non-traditional media. Now, we have to take it to the next level,” he added.

According to Siddiqui, HTC like many other device-makers will take its shot at the accessories markets thereby competing with players Apple, Samsung and Nokia in the segment. Demand for such branded accessories seen a steady rise here in India. Foray into the segment would be through flip covers, including its patented offerings, power banks (portable mobile phone chargers) and also media link (data cable connecting phones to a television).

Some of the accessories have already been introduced.

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