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HTC dealt blow as Voda and O2 snub 10 smartphone from launch

James Pearce
April 19, 2016

Manufacturer in talks with both operators to stock flagship device with Carphone, EE and Three confirming stock of it

HTC has been dealt a serious blow to its plans for a UK comeback after both Vodafone and O2 snubbed its new flagship phone at launch.

The Taiwanese manufacturer took wraps off the HTC 10 last week, with EE, Three and Carphone Warehouse all confirming they will stock the new device.

O2 and Vodafone both said they had opted against ranging it, despite stocking previous flagships from HTC, including the One M8 and M9.

A spokesperson for Vodafone said: “We are constantly reviewing our device portfolio but there are no current plans to range the HTC 10.”

Industry sources told Mobile News that conversations are still ongoing, but it is a major blow to the manufacturer, which has seen its market share drop from a high of 10.1 per cent in the three months to August 2013, to just 2.2 per cent in Q1 this year.


Speaking exclusively to Mobile News prior to the launch of the HTC 10, EMEA operation head Graham Wheeler claimed the new device will see the manufacturer come back “stronger than ever” after a difficult few years.

“We think with the HTC 10 it allows us to have an adaptable marketing message, that allows us to focus on the areas that best suit us,” Wheeler explained.

“One of the good things about HTC is, yes we have had market share that has decreased, but that allows us to come back stronger.”

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