3G To Herald Increased Focus On Data-Centric Smartphones

In an interaction with Biztech2, Ajay Sharma, country head, HTC India, talks about the Indian smartphone market and the company’s strategy to capture the same.

What have been the latest developments in the handheld applications market?

The application store is a great concept, not only for developers but for users as well. It gives a chance to developers to showcase their applications in front of a larger audience and greatly enhances the distribution of these applications. Users, on the other hand, have access to a wider range and a host of applications and content that is relevant to them and the convenience of managing upgrades and updates. In such a dynamic environment, we can definitely expect new innovations and applications all the time.

Are more applications going to be brought onto the handheld platform?

This is undoubtedly the era of converged devices. Rather than being just a feature-phone, mobile devices that offer a multitude of applications and features are becoming increasingly popular. The mobile phone has transcended from being a voice-centric device to a device that packs diverse functionalities into one package. In such a scenario, one can safely predict that more and more applications will be developed for and brought onto the mobile platform, mainly riding on its ubiquitousness.

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Why has HTC chosen the Windows platform as opposed to an open source or proprietary one?

Microsoft has been a strategic partner for HTC right from the beginning. We believe that the Microsoft Windows mobile platform is definitely easier to use because of the simple fact that the majority of users are already familiar with the Windows interface. Due to the overwhelming presence in the PC and laptop segment that MS Windows enjoys, users also find it more convenient to switch to the same interface in their handheld devices. The Windows Mobile platform also comes with stronger PC/ laptop synchronisation and media streaming capabilities. Tighter security features for enhanced data protection have been incorporated into the platform as well.

What are your views on other proprietary platforms? How do you expect them to come up as fierce competitors in the applications space?

As I mentioned earlier, all platforms come with their own set of pros and cons. Almost all mobile OS platforms already have or are planning to launch dedicated application stores for developers and are themselves working steadfastly on developing newer and superior applications. So, the competition will be intense and we can expect to see some really innovative and groundbreaking applications from companies and developers in the times to come.

Are any serious applications being developed for handheld devices?

I’m sure that ‘serious’ applications are also being developed for mobile devices. In the near future, we will certainly see applications that drive convenience for users, aid their productivity, and offer them an even more interesting and enriching device experience.

What trends do you see emerging in the smartphone/ handheld space?

Smartphones in the near future will be even more feature-rich with newer innovations and technologies, both on the hardware as well as the software front. With the advent of the 3G platform in the country, one of the biggest trends in the smartphone segment will be the increased focus from voice-centric handsets to data-centric ones. We at HTC India firmly believe that this is the era of converged devices. Rather than being only a camera phone, music phone or an enterprise device, customers are increasingly looking for devices that offer a multitude of applications and features. Also, touchscreen-based models will gain even more popularity with better screens and enhanced user interfaces.

Talking specifically about HTC, which new models are you looking at bringing into the market?

HTC has made a mark in the Indian mobile phone market due to its focus on innovation and design, and we will continue to push the envelope as far as providing an enriching and enhanced experience to Indian customers is concerned. As in the past year, we would be launching two to three new devices every quarter this year too. One can expect to see newer form factors, better hardware, enhanced touchscreen interfaces and a whole lot of more exciting things from the HTC bouquet. We are also looking to bring the first Android-powered handset to Indian shores. Globally, one of HTC’s core strengths has been its converged 3G devices. We are certainly looking forward to introducing some more innovation-packed 3G devices in the months to come.

How are you looking to expand and aggregate more market share in this competitive market?

We are extremely buoyant about the Indian market and have lined up very aggressive plans as part of our go-to-market strategy in the near future. The idea is to create maximum awareness for HTC and to compel prospective customers to give a thought to HTC during the buying process. We are looking to ramp up our distribution network, and increase our retail presence significantly, moving in to Tier II and Ties III cities in India. It is imperative for us to create brand saliency and top-of-the-mind recall through effective promotion of our brand through various channels, not only for end consumers but for channel partners as well.

We are also looking to boost our after-sales service with an increased number of service centres, with well-trained staff and by providing a greater number of contact points for our customers in our efforts to delight them. One of our biggest challenges is to continue spanning the HTC brand and to continue delivering best-in-class devices for the Indian market.

Another fact that we recognise in the Indian market space is that the Indian consumer is very price conscious, and while choosing a product they generally opt for the one that gives them the maximum value proposition. So, our aim is also to achieve better price points to drive volumes and to attract the attention of the discerning Indian consumer.