Highlights

• HTC reportedly announces 1-2 smartphone launches annually in strategic shift.
• Snapdragon 7 series to power upcoming HTC mid-range models.
• U23 series marks HTC’s successful market re-entry with 30% sales increase.
• HTC explores metaverse ventures alongside smartphone innovation.

Remember, in the distant past about a company called HTC?

Yeah, the company that gave us absolute hits like the HTC One and HTC U11 and then disappeared into oblivion.

Well, that last part is not quite accurate as the once-dominant name in the smartphone industry is making headlines again.

Contrary to rumours of shutting down its smartphone business, HTC is setting a new course, planning to launch 1-2 phones each year.

Let’s find out what prompted this dramatic turnaround.

HTC To Use Snapdragon 7 Series SoC

HTC’s strategy, as outlined by Huang Zhaoying, HTC’s Senior Vice President of global business and marketing, is to launch 1 to 2 mobile phones annually.

These phones are not currently known but the company has said that it has struck a strategic partnership with Qualcomm.

The company has chosen to incorporate the Snapdragon 7 series processors in its upcoming models, a decision that puts these upcoming devices squarely in the mid-range segment.

We can say that HTC is about to provide reliable performance without necessarily jumping onto the latest tech bandwagon.

It remains to be seen which silicone in the Snapdragon 7 series family HTC will point to, although if the company does want the latest, it has to go for the 7 Gen 2.

A Shift from the Past

Yes, we all know there was a time when HTC was on the verge of fading from the smartphone scene after Google acquired most of its smartphone division to work on the Pixel phones.

The company, once known for its innovation, seemed to have lost its edge in the highly competitive market.

However, HTC’s recent strategic moves show that they are considering a revival, focusing on core functionalities and consumer preferences.

The U23 Series: Strategy of Success

The HTC U23 series is a testament to the company’s successful recalibration.

With a reported 30% sales increase compared to the previous HTC Desire 22 Pro, the U23 series, despite being in the market for only six months, has shown promising results.

It would seem that HTC is banking on the effectiveness of enhancing key phone features, particularly the camera modules to make a greater impact on the market.

Looking ahead, HTC plans to continue this momentum, with precise specifications and release dates for the 2024 models still under wraps.

In addition to smartphones, HTC is also venturing into the development of its metaverse ecosystem, partnering with entities like the Kaohsiung City Government to create virtual environments.

FAQs

Why did HTC nearly shut down its smartphone business in the past?

HTC faced significant challenges due to intense competition in the smartphone market, particularly from emerging brands offering high-spec devices at lower prices. The situation was compounded when Google acquired a large part of HTC’s smartphone division in 2017 to bolster its Pixel phone line-up.

This left HTC struggling to maintain its market presence and innovation edge, leading to a dramatic decline in its smartphone business.

What recent successes has HTC achieved in its smartphone division?

The recent launch of the HTC U23 series has shown promising results, with a reported 30% increase in sales compared to its predecessor, the HTC Desire 22 Pro.

This success is indicative of HTC’s effective recalibration in terms of product features and market positioning.

What are the key features of the HTC U23?

The HTC U23, launched on May 18, 2023, is a robust smartphone featuring a 6.70-inch touchscreen with a 120 Hz refresh rate and FHD+ resolution (2400×1080 pixels).

It runs on an octa-core Qualcomm Snapdragon 7 Gen 1 processor, paired with 8GB of RAM, and operates on Android 13. This setup ensures smooth performance for both day-to-day tasks and gaming.

It houses a 4600mAh battery supporting wireless and fast charging, making it both powerful and convenient for extended use.

In terms of photography, the HTC U23 offers a versatile camera setup with a 64MP primary camera, an 8MP ultra wide-angle camera, and a 2MP macro camera. A 32MP front camera caters to high-quality selfies and video calls.

The device provides 128GB of internal storage and supports dual-SIM functionality. Measuring 166.60 x 77.09 x 8.88mm and weighing 202 grams, the HTC U23 is available in Aqua Blue and Roland Violet, and features an IP67 rating for dust and water resistance, ensuring durability and longevity.

Also Read: HTC is expected to introduce its metaverse-focused smartphone on June 28

Also Read: HTC planning to launch new 5G smartphones along with AR/VR devices this quarter