HTC, which has been a relatively small player compared to Samsung and Apple, has set its sights on gaining more marketshare. HTC CEO Peter Chou said the following.
We managed to maintain a 4-percent global smartphone market share last year and we are determined to do our best to expand the percentage to 10 to 15 percent in the future. Give us some time and we will stage a comeback. We will redouble our efforts this year to further enhance our brand recognition and loyalty around the world.
Historically, HTC's strategy has been to release a huge amount of devices into the market. As a result, it hasn't had any breakthrough products equivalent to Samsung's Galaxy lineup. The success of the HTC One will hopefully focus the company on one identifiable product line.