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This article was published on October 27, 2015

HTC keeps making it harder to want the One A9

HTC keeps making it harder to want the One A9
Ben Woods
Story by

Ben Woods

Europe Editor

Ben is a technology journalist with a specialism in mobile devices and a geeky love of mobile spectrum issues. Ben used to be a professional Ben is a technology journalist with a specialism in mobile devices and a geeky love of mobile spectrum issues. Ben used to be a professional online poker player. You can contact him via Twitter or on Google+.

HTC’s recently announced One A9 flagship has come in for a lot of stick concerning it’s not too dissimilar appearance to the iPhone 6.

Hell, I like HTC’s One range (even if the last few models were a little unexciting), and even I couldn’t help but wonder whether wishing for an overhaul was really the right thing.

Then it emerged that while it’s available to pre-order in the US right now for $399, it’s actually priced at just under £430 in the UK, which would be around $660 as a straight conversion.

HTC has since explained that the discrepancy comes about due to promotional regional pricing options, and that the handset would increase to $499 on November 7.

Way to go, HTC!

Don’t worry about making the handset more appealing by launching with a lower introductory price in the UK, just increase the price for everyone else. A sure-fire way to fix the problem of languishing sales.

HTC is by no means alone in offering promotions at launch – it’s a smart move – but explaining to alienated potential purchasers that the reason it costs more in their country is because the company chose not to offer a discount is a bit of a kick in the teeth. It’s also not great to have to explain that, yes, it did use to cost $399 in the US but now costs $499.

When you’re flatlining and trying to rebuild your brand, it’s a tough call between cutting early margins on US sales or rolling out the offer globally to treat all your customers equally.

In this case, I think HTC took a wrong turn, but I’m still trying to look forward to finding out how it really performs.

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