Despite launching one of the most well received smartphone lineup last year, HTC didn’t particularly have a great time. It posted losses quarter after quarter as it came under increasing pressure from rivals. It has built up on whatever it was able to achieve last year and has now placed its fate into the hands of the 2014 flagship. Earlier this week the company launched its New HTC One M8, and in a bid to beat Samsung to the punch, it has released it before the Galaxy S5. Peter Chou, HTC’s CEO, now hopes that the company will be able to capture 8-10 percent market share “in the long term.”

According to figures from research firm Gartner Inc., last year HTC only had 5 percent of the global market, as opposed to Samsung’s 31 percent. The company has since shifted its focus, it has tried to do a better job at marketing and has also outsourced low-end phones to contract manufacturers just to diversify its product portfolio.

Chou terms the ambitious aim of doubling the company’s market share “a critical issue.” Despite leaning on its Desire series to perform well, HTC also seeks to make a dent in the global market with the new flagship. Though that might be easier said than done. Even though it has been able to get its flagship out before the Galaxy S5, it would be hard to go against Samsung’s massive marketing budget. For its part, Samsung spends billions on marketing every year. It focuses extensively on crucial markets like the U.S. and Europe. Moreover, the company’s mid-range and low-end devices leave little room for its rivals.

Filed in Cellphones. Read more about HTC and Samsung.

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