HTC plans to release eight new smartphones in the third quarter, as the company looks to continue its momentum against increased competition.
The Taiwanese phone maker hopes releasing so many devices in such a short period of time will help spur the company to sell more than 13.5 million phones in the third quarter. If HTC can hit its goal, the company will likely beat its own record for revenue in a third quarter.
HTC just had a strong second quarter where it exceeded industry expectations, with $600 million in profits on $4 billion in revenue. The company’s sales have been powered by the increasing popularity of the Android operating system and strong overseas performance.
Now, HTC aims to continue its success with several new high-end devices set to release in the coming months.
HTC’s decision to release so many new devices may be a strategic move to help it compete against rivals like Apple and Samsung. Apple’s highly-anticipated iPhone 5 is reportedly set to be released in September and is expected to sell very well, while Samsung’s critically-acclaimed Galaxy S2 will likely be a serious player in the high-end Android phone market.
While the iPhone 5 could steal some of HTC’s thunder in the U.S., however, CEO Peter Chou said the company will continue to focus on business in Asia and China, where HTC is set to quadruple growth in Asian markets this year. Apple has so far played second fiddle to Android phone makers, but reports continue to surface that Apple is working on a plan to make bigger strides in Asian markets. But while it waits, HTC continues to build its lead.
The Android phone maker’s push to sell a new set of devices also comes as the company faces heat from the International Trade Commission over violating two of Apple’s smartphone patents. HTC appealed the ruling, but the ITC is set to make a final decision December 6.
If the ITC rules against the smartphone maker, it may ban some of HTC’s current Android devices in the U.S. But HTC is likely hedging its bets against such a ruling, and with its aggressive plans to flood the market with new offerings, it appears the company already has its eye on the future.