KSA holds huge potential for innovative smartphones

The smartphone market in Saudi Arabia is witnessing a rapid change, according to Nikitas Glykas, vice president of HTC MEA.
“Something is changing in Saudi Arabia. I see the excitement, the devotion, the execution from the partners. I see the same thing from our distributors how excited they are to order sufficient quantity to fulfil the needs of Saudi market,” Glykas told Arab News in an interview.
“We strongly believe that both partners — STC and Mobily — are fully supporting us in Saudi Arabia,” he added.
Against this positive background, HTC Corporation is geared up to launch its new HTC One (M8) smartphone in Saudi Arabia this week after its successful unveiling ceremony in Dubai recently.
“Saudi Arabia is still the most important market for HTC in the region even though it’s not reflected on the market share,” Glykas said.
“I believe that Saudi customers are very knowledgeable. I believe Saudi customers are using their phones not just because they are carrying them, but they are using their phones because they’re not only a means of communication through Twitter, but also through means of entertainment through YouTube and other platforms,” Glykas told Arab News at Atlantis, The Palm, in Dubai.
“As the ultimate evolution of the HTC One (M7), the HTC One (M8) takes our award-winning concept even further in terms of innovation and inspiration, firmly establishing HTC as a pioneer in the mobile design and devices,” Glykas said.
He said: “We are trying to do things differently. We’ve identified the market and we have two big announcements to make for the Saudi market.”
Glykas said: “We are bringing to the Saudi market the real gold plated HTC One (M8). Which means for two weeks after the launch in the Saudi market in May, the gold plated phone will not be available anywhere in the world at that time.”
In Saudi Arabia, the real gold-plated HTC One (M8) will be launched with Saudi Telecom Company (STC).
“After that we are opening to other markets in the MEA region across all channels, including our partner operators such as STC and Mobily in Saudi Arabia, Etisalat and du in the UAE, Viva Bahrain, the Zain Group, Vodafone in Egypt and MTN and Vodacom in RSA,” Glykas said.
The launch of HTC One (M8) with Mobily will also associate exclusively with HTC, the official global smartphone supplier partner of the UEFA Champions League and the UEFA Europa League, on all activations for UEFA in Saudi Arabia for 2014-2015.
“We strongly believe that both partners — STC and Mobily — are fully supporting us in Saudi Arabia,” he added.
When asked how HTC will market its new M8 in Saudi Arabia where the penetration level is already very high, Glykas said: “From my point of view it is very clear. The phone is the first expensive accessory but it is affordable for the mass market.”
He said: “We want to respect the market. Actually I don’t want to make a phone, which after two months I can drop the price 30 percent. If I could do it, I would have done from the beginning because I want to respect your top pocket. I don’t want to get your money by overvaluing this 30 to 40 percent. Take your money and make my spending and make you come in and buy the product.”
He, however, said: “We will have our price erosions but they are going to be done carefully and controlled. We have a very loyal consumer base in Saudi Arabia.”
When asked which are the top smartphone brands globally. Glykas paused for a while and said: “I can tell you the top two — HTC One and the HTC One (M8).”
About HTC’s plans for Mini Max and Mini (8), Glykas said: “In HTC we are strongly evaluating the market needs and we will act accordingly. We will bring the right product when we will believe the right time. Our target audience is from 16 up to 64 years.”
Neeraj Seth, head of marketing, HTC MEA, said: “Our newest smartphone is the ultimate evolution of its predecessor, offering a more refined experience than ever before. The HTC One (M8) is highly intuitive and the most advanced smartphone that the industry has seen to date, with stunning design and groundbreaking features that exemplify the innovative lifestyle integration that HTC is synonymous with.”
Neeraj Seth added: “This year will see a renewed commitment to the Middle East region, as we make a significant jump in our marketing spend compared to last year in all key regions. Our aim for this year is to attain 10 percent market share in the Middle East, and we have the partners and marketing team in place to make this a reality. Our push in the region began with having the new HTC One (M8) on sale at the same time as the rest of the EMEA market, which was a strategic move in recognition of the levels of interest and potential here.”