Where Does The HTC Windows Phone Fit In The Market?

HTC Windows PhoneThere are so many different handsets on the market right now it can be hard to understand where each of them has its place. Not everyone is concerned with how well specific phones happen to be performing, but if you want to make sure you’re getting your hands on the best possible handset, it may be worth your while seeing exactly how the HTC Windows phone performs if this is the handset you’re thinking of buying.

So where does this lovely new handset fit in the market? Does it have a worthwhile place and what does it mean for the future of Windows phones?

Right now, there seems to be a lot of competition in Windows phones between HTC and Nokia. The Nokia Lumia 920 and the HTC 8X handsets are quite similar and were released around the same time. Both phones run on the Windows operating system, which means the phones are not competing on operating system, but only on the basis of the different handsets and their individual specifications.

Just so you know, each of the handsets is a little different, and the Nokia Lumia certainly has more built in memory.

How the HTC Windows Phone is Performing in the Market

The good news is the HTC 8X Windows phone seems to be performing a little better than Blackberry’s handsets, which have been somewhat struggling of late. So far in 2013, the handsets have taken a total of 3.7% of the market share in the first four months.

When we look at how the handsets have been performing year on year, they have somehow managed to make “a significant growth with a 133% yearly growth, surpassing Android’s growth rate of 79.5%”. (Source: Wikipedia)

The bad news about the HTC Windows phone and indeed any consumer electronics company is that once a company starts to lose money, it often fails to ever become profitable again. This sadly may just be the case for HTC after the current quarter as their market share is not very substantial despite the yearly growth.

This is largely due to the components that HTC use in their Windows phones. Qualcomm has allegedly refused to supply some of their latest processors to mobile manufacturers that may not be performing too well. Processor manufacturers are more than happy to give priority to handsets that are likely to perform well. This is likely to mean that HTC handsets may just struggle to work as fast as other new handsets, which means they will be more difficult and awkward to use. That’s not necessarily going to be a problem, but it is something that consumers need to be aware of.

What HTC Did Wrong

If you know anything about how the market performs, you will know that it’s all a bit of a risk and is about taking chances. Sometimes these risks pay off, sometimes they don’t.

HTC was the first smartphone manufacturer to use Android and really take it on board. This meant that HTC was in the perfect place when people who didn’t want to buy or who couldn’t afford the iPhone were looking for a suitable alternative. Unfortunately, HTC decided their success was due to their handset design rather than the Android operating system, which is what the consumers were actually vying for.

When Samsung decided to bring out smartphones, this is when HTC decided to bring out ‘high end’ mobile phones and leave other manufacturers to bring out more affordable handsets for those of us who don’t earn so much money that we can buy a high priced phone without feeling the pinch. There are also those who love to buy ‘high end’ mobile phones because they love them, and they just want to have the best handset around.

Despite the fact that these handsets were very well made and they also worked incredibly well, those who could afford to buy, or simply wanted a ‘high end’ phone went out and bought an iPhone, leaving HTC’s Windows phones to get a little dusty sitting on display shelves.

Why some chose HTC Windows Phones

The good news is; that it isn’t all bad news as some people were more than happy to buy an Android phone, namely a HTC handset. They did this because they were rumoured to be looking for a more personalised use that was a little more flexible than the rigid, but very good iPhone operating system.

The features that some disliked on the iPhone were not present on HTC handsets (removable batteries for example), this led to those who were slightly irked at some of the features on Apple’s flagship to buy an Android phone instead, much to the delight of HTC, Samsung and other smartphone manufacturers.

It looks as though HTC’s adoption of the Windows operating system, turned out to be a bit of a bad idea as it severely limited the operators’ and carriers’ flexibility, which meant those who were able to offer more (namely Apple) gave their customers exactly what they wanted.

What’s more is that Microsoft, who were once famous for creating Windows on computers, failed to realise that the success they have had for the last thirty years was partly down to opportunity rather than product. This resulted in a bit of over confidence in Windows Phone OS.

So, can HTC save itself? The trouble is that no matter how hard they try, HTC is unable to offer potential customers a competitively priced handset. The hardware requirements that Windows phones need to operate are too high, which means they are failing to compete with lower end Android phones as they simply do not have the flexibility.

What does the future hold for HTC’s Windows phones? We can only guess, but unless they are able to pull themselves back together, just as HTC and Microsoft have managed to work together, they may also manage to nose dive together too.

Phil Turner wanted to purchase a phone that ran a Windows operating system so he opted for a HTC Windows phone after making comparisons online on sites including uSwitch.