Smartphone-maker HTC India is looking to play catch-up with a new strategy that will see the company finally set up exclusive HTC stores across top cities and also explore the idea of bundling its products through various offers.
The Taiwanese company has shied away from setting up exclusive stores over the last five years, and has instead preferred to market its phones through multi-brand outlets. HTC India’s current market share is pegged at around 4 per cent, a figure that has been surpassed by newer domestic players such as Micromax.
Though concept stores do not bring in much revenue, analysts point out that it usually adds to a company’s brand value and product differentiation. Smartphone players such as Samsung and BlackBerry have a number of exclusive stores.
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“Yes, we are looking at bringing out some exclusive stores. We could do both [either set it up ourselves or go through a franchisee route]. But we still haven’t fine-tuned our plans,” said Faisal Siddiqui, Country Head, HTC India, in an interaction with
When asked why the company had decided to take the plunge now, Mr. Siddiqui pointed out that the company wanted to showcase its products in a way that one can’t in a multi-brand outlet.
“I think we are a destination brand in some respect. And some things like the phone accessories we have, customers will be able to get a better experience in a concept store,” he said.
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Though the company has not approached any telecom major yet, it is also “looking at the idea of bundling.”
“We are looking at it, though we haven’t done anything on that front yet. We do have data bundling, but we haven’t don’t the bundling offer as an EMI position, which is being done right now,” Mr. Siddiqui said.