HTC reckons it's best positioned in the smartphone market to take on the might of Apple and Samsung and become the third big player in the industry.
Speaking at a special HTC Frequencies event in New York, with TechRadar in attendance, Jason Mackenzie, President of HTC Global Sales and Marketing explained that the industry needs choice, something which the Taiwanese firm can offer consumers.
Mackenzie said: "Consumers want choice, a world where you only have Apple and Samsung is not a good world or a good for the smartphone ecosystem.
"A strong challenge is required, and HTC is the best positioned company to challenge the competition."
Reasons to be optimistic
HTC believes it has the right products, carrier support, consumer fan base and ability to change, providing more than enough reason to be optimistic on the company's prospects.
"HTC still remains profitable, we're still very optimistic and don't get stressed over what you read, stuff is not that bad" Mackenzie summarised, as he looked to put to bed the negative press surrounding the manufacturer's fortunes over the past 6-9 months.
Can HTC rise up to challenge, or is it consigned to playing second fiddle to Apple and Samsung? Let us know your thoughts in the comment box below.
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John joined TechRadar over a decade ago as Staff Writer for Phones, and over the years has built up a vast knowledge of the tech industry. He's interviewed CEOs from some of the world's biggest tech firms, visited their HQs and has appeared on live TV and radio, including Sky News, BBC News, BBC World News, Al Jazeera, LBC and BBC Radio 4. Originally specializing in phones, tablets and wearables, John is now TechRadar's resident automotive expert, reviewing the latest and greatest EVs and PHEVs on the market. John also looks after the day-to-day running of the site.