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HTC Gets Its Product & Go-To-Market Strategy Right With The New "HTC One"

by Neil Mawston | 2月 19, 2013

HTC the world's ninth largest smartphone vendor and seventh largest Android vendor, today announced its new flagship Android superphone HTC One. The cutting-edge smartphone is the Taiwanese vendor's effort towards unifying its Android smartphone sub-branding as "One" series and targeting a coordinated one-device-multiple-carrier launch strategy like Samsung's Galaxy or Apple's iPhone offerings. 

HTC is going full force with its newest flagship launching it on more than 185 distribution partners globally for the first time which should help vendor generate some scale and boost revenues. Though we estimate the big launch at the end of Q1 2013 will come with big marketing budget and might dent the short-term profitability. Performing well in four markets USA, China, UK and Japan will be the key to HTC's revival from the current downturn.

HTC's new superphone is certainly a potential Samsung Galaxy SIV and Sony Xperia Z competitor in terms of design, specifications and enabling technologies around camera, UI baked in.

HTC sports a gorgeous 1080p Full HD 4.7-inch display resulting in the industry highest 468 ppi resolution (43% more than iPhone 5 Retina Display) running the latest 1.7GHz quad-core Qualcomm Snapdragon 600 processor, 2GB RAM and 32GB/64GB storage configurations. The device apart from industry leading specs incorporates industry's first full unibody aluminium design with curved back and dual front stereo speakers with amplifier and Beats Audio technology. In terms of enabling technologies, the superphone tick marks all the boxes including LTE, 802.11n, Bluetooth 4.0, NFC, DLNA, MHL and InfraRed to enable TV control taking HTC one step closer towards its multi-screen ambitions.

However, this is an interesting strategy by HTC to go with a 4.7-inch superphone as the new flagship rather than a 5-inch+ fast-growing phablet form-factor as a flagship model as adopted by some of its competitors such as Samsung, Sony, Huawei and ZTE.

In addition, HTC has revamped its popular HTC Sense UI with a content-rich live tile-like experience and its camera experience with "Ultrapixel" technology. HTC infact incorporates only a 4MP camera  BSI sensor with an aim to end the megapixel wars and focus on real camera technology with pixel size of 2.0µm, 1/3" sendor enabling low-light photography in addition to OIS, HDR Video and 'HTC Zoe' feature for a continuous shoot and videopic - user-generated content to compete closely with Nokia's PureView and Cinemagraph technologies.

Looking at the overall announcement, HTC has got its product and distribution strategy on track, though the "marketing" strategy remains the key on whether it could rise above the powerful Galaxy & iPhone brands in US & Europe and compete with Huawei, Lenovo and Coolpad in China market to capture lost mindshare.



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