It’s been two months since the Taiwanese smartphone vendor HTC announced its new U series smartphones, the U Ultra and U Play, in an attempt to retake share in the premium segment. The company’s previous flagship, the HTC 10, has done reasonably well in many Western European markets, but it hasn’t stopped the company’s shipments and revenues from tumbling in both Q4 2016 and the full year.
With the innovative new U series flagship models just having started to ship to China and India with the US, Canada, France, and Germany up next, HTC is expected to get a significant boost to its revenues already from March onward. The March-April time window is rather important for HTC, as its stronger rivals, particularly Samsung, Sony, and LG, will launch their high-end models in the second quarter. Samsung will launch its Galaxy S8 on March 29, though the device will likely hit the stores later in April. The third quarter won’t be any easier, with Apple’s expected new generation iPhone launch, and Chinese Huawei and Oppo also expected to launch new high-end devices.
The U series has the potential to succeed and it can give HTC a much needed revenue boost at least for the short term, but will it be enough for the struggling vendor? Stay on top of the best-selling smartphone models in various countries through Strategy Analytics’ Smartphone Model Tracker (SMT) service.