HTC eyes expansion in EMEA region to boost market share

Muzaffar Rizvi
Filed on September 20, 2010

DUBAI High Tech Computer Corp, or HTC, plans to expand its operations in the Middle East and Africa through its Dubai office to increase market share following the launch of two new android handsets in London last week, its top executives said.

The Taiwan-based company has a low presence in the Mena region with only 1.8 per cent market share of smartphone segment, but the company plans to boosts in stake in this vibrant and vital IT market through its aggressive marketing strategy in days to come, Mohamed Kais Zribi, HTC Regional Manager for Mena, told Khaleej Times on the sidelines of the company’s event in London.

“HTC is not very much strong in Mena region, but now we are coming with [a] solid strategy to claim our due market share in the region,” Zribi said.

HTC Regional Director for Mena and South Eastern Europe Nikitas Glykas echoed the same views and said HTC will expand its reach to Algeria, Tunisia, Morocco, Libya and other Northern Africa countries through Dubai.

“We want to be one of the top three players in smartphone segment and expanding our operations in Europe, Middle East and Africa [EMEA] to achieve this target,” Glykas said.

Zribi said the HTC plans to increase its share in Europe, Middle East and Africa from eight per cent to 10 per cent this year. “HTC will become noisy in the region as the new management is keen to show its presence in the region and being taking various steps on fast track basis,” he said.

The HTC executives were confident about the new strategy and said the company plans to target smartphones users as this segment share in the global market will increase up to 70 per cent during the next three years.

“Our customers will value the holistic approach we’re taking to enhance their mobile experience. This customer-first philosophy has resonated with people buying HTC phones and this drives us to continue introducing new innovative smartphones like the HTC Desire HD and HTC Desire Z,” Peter Chou, CEO of HTC Corporation, said at the recent event in London last week.

Gitex presence

The HTC executives said the company will participate at Gitex Shopper next month with aggressive marketing strategy to launch its new Android handsets, the HTC Desire HD and HTC Desire, in the region. “The new android-based sets will be available for Qatar, Kuwait, Oman and Bahrain by mid October. These models will be launched in the UAE, Saudi Arabia and Egypt by the end of this year,” they said.

“The HTC Desire HD and HTC Desire will be introduced in three key markets including the UAE without Android operating system,” they explained.

The two executives said HTC is also preparing for its new Windows 7 handsets during the week-long event, which is considered an ideal launch pad of IT products.

“The Arabic applications for new Android handsets will also be available one month after their launch in mid October,” Glykas said.

He said HTC Sense will be operational on October 1 and its Arabic version will also be available by June next.

In reply to a question, he said HTC is in discussion with local telecom carriers to launch the Android-based smartphones in the UAE, Saudi Arabia and other markets later this year. However, he declined to discuss the specific name in this regard.

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