HTC plans to give the tablet market another shot.
"Tablet is a market we would like to try and test, to see whether we can make ourselves stand out and prevent a me-too product," CEO Peter Chou said.
Though Reuters said that HTC has released only a single tablet model, the company has actually released two. The HTC Flyer, also known as the HTC Evo View 4G, hit the market in May, while the Jetstream debuted in September.
But like many Android tablets, both models have been seen as overpriced, not just compared with the iPad, but in light of Amazon's upcoming $199 Kindle Fire. The price of the Flyer was recently slashed at Best Buy to $299 from $499. And the Jetstream is currently priced at a whopping $849.
Whatever tablet HTC may be contemplating next year needs to be much more price-sensitive to make any kind of dent in a market dominated by the iPad and about to be buffeted by cheaper Android alternatives.
Beyond a new tablet, the company is looking to invest just as much in emerging markets as it does in regions like the U.S. and Europe. But Chou wants to keep HTC's image as a "premium brand" intact, according to Reuters, with no intention to flood less developed markets with cheap phones.
HTC is also whetting the appetites of Android users with plans to offer Ice Cream Sandwich on a variety of handsets starting early next year.
The company recently enjoyed a rock-solid third quarter with strong growth in phone shipments. For the three months ended September, HTC shipped a total of 13.2 million handsets worldwide, up 93 percent from a year ago. It's the world's fourth-largest smartphone vendor behind Samsung, Apple, and Nokia, according to IDC.
But the fourth quarter may present a challenge. Facing tough competition against Samsung and Apple, HTC warned that its sales for the end of the year will likely dip below those of the previous quarter and fail to meet the expectations of analysts.