As if the struggles to avoid falling out of the smartphone market altogether have not been difficult enough for HTC, a new report indicates the company may have really screwed up the launch of the HTC 10 in the Chinese market. According to this report, after eleven days of taking pre-orders through two retailers, supposedly only 251 HTC 10 devices have been ordered.
In trying to succeed in the Chinese market, HTC made a strategic move to cut the price of the device in hopes of making it more readily available to buyers. The price point was established at 3,799 Chinese yuan, which is about $584 USD. The method to reach that point is what has wreaked havoc with the sales numbers as HTC decided to equip the HTC 10 with a mid-range Snapdragon 652 processor instead of a Snapdragon 820 top-of-the-line chip like other markets get for the flagship device.
This strategy of downgrading the HTC 10 processor appears to have greatly irritated Chinese consumers who were hoping for the same flagship level device that the rest of the world is getting. Preorders will continue in China through TMall and Jingdong Mall through May 8th after opening on April 25th, so there is not much time left for this issue to correct itself.
Although the Chinese market preorders have turned into a bust for HTC, the company has indicated sales in Taiwan have exceeded forecasts. We will have to wait to see how the overall numbers pan out, but drawing what might as well be a goose egg for a major market like China is not going to help things. However, HTC won’t have to spring for a lot of special treats for those who pre-order the phone in China like they may be doing in other markets.