HTC to invest $1 million to promote Smart in India

10 Mar

HTC is betting big on emerging markets like India for its first non-smartphone device – the Smart. Based on Qualcomm’s BREW platform, HTC hopes to bridge the gap between smartphones and touch-enabled feature phones by usinga version of its Sense UI on the Smart, the same UI that it uses on Android and WinMo devices.

For India, we are focusing on products in the range of Rs 10,000-15,000. We spent a lot of time to create the HTC Sense like UI on the HTC Smart. It will act as a smartphone but (will be) easy to use. Peter (Chou, HTC’s CEO) personally championed this product,” said Jack Tong, vice president for APAC, HTC during an interaction at MWC in Barcelona last month. He added, “This is a new line of product and brings new opportunities for HTC in a huge market like India. We are investing $1 million upfront for the launch of Smart in India.”

With the Smart, HTC will now compete with the likes of Samsung’s Corby series as well as LG’s new Cookie lineup. This will be a completely new ball game for HTC, which has never sold a sub-Rs 10,000 device and usually competes in the high-end smartphone space. Probably, this is where the $1 million marketing budget will come in handy. The HTC Smart launch is expected in the last week of March in India.

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