HTC M8 for Windows – Hearts and wallets

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Microsoft needs to appeal to the user’s heart not just his wallet.

  • HTC has launched an virtual clone of its flagship HTC One M8 with two main differences from the original:
  • First, it is running Windows Phone 8.1 instead of Android / Google Mobile Services (GMS).
  • Second, after the subsidy, it is half the price of the Android / GMS version at $99 with a two year contract instead of $199.
  • The unsubsidised price of the original is $670 and I suspect that this device will be $100 less (i.e. $570) if purchased without a contract. .
  • HTC is in no position to make such a concession and I suspect that Microsoft will be providing HTC with marketing support of $100 per device.
  • Unfortunately, to make this device, as well as its own devices successful, appealing the user’s wallet is only half of the story.
  • Microsoft has only 3.2% share of the smartphone market and majority of these are the Lumia 500 and 600 series which are cheapest phones that the company makes.
  • This clearly indicates that price will only get one so far.
  • These are a great choice for a budget conscious smartphone user as he gets a lot of smartphone bang for the buck in terms of hardware specification and camera capability.
  • The user also gets access to an ecosystem that offers a comprehensive range of services within which he can live his Digital Life but I suspect that almost all of these users are unaware of this fact.
  • This is where Microsoft must step up and educate users about what it has to offer.
  • Windows Phone is a very different experience to both Android and iOS both which are now so prevalent that they sell themselves.
  • Microsoft does not have this luxury and it must show users what the ecosystem is capable of before there will be any meaningful uptake.
  • This means having live devices at the point of sale that are populated with typical user data so that users can really see how it will benefit them.
  • This is still very far from reality and until it starts to happen I think it unlikely that the ecosystem will gain much traction.
  • Appealing to the consumer’s wallet will only get Microsoft so far, it must also win his heart.
  • This is why I suspect that only a handful of these devices will sell despite the $100 discount being offered.
  • This is a minor issue for HTC which continues to struggle with its lack of scale and differentiation leaving it unable to turn a decent profit.
  • I see no real strategy at HTC to change this state of affairs and remain fearful for the long term future of this company. 

 

 

RICHARD WINDSOR

Richard is founder, owner of research company, Radio Free Mobile. He has 16 years of experience working in sell side equity research. During his 11 year tenure at Nomura Securities, he focused on the equity coverage of the Global Technology sector.