HTC One Series to take on SA

2012-05-21 14:31
Cape Town - Mobile phone manufacturer HTC Corporation has launched the One Series in SA as its premium brand, as it vies for a larger slice of the smartphone market.

The One Series range encompasses the One X, the One S and the One V and the company said that with a dedicated South African office, they hope to capture a larger market share.

"We're focusing on our family of devices, but it's really encompassed by our one strong message which is our 'amazing camera, authentic sound' message," Jon French, HTC vice president of sales and operations for the EMEA region told News24.

The devices boast an f/2.0 aperture camera with a burst mode of 99 shots. The smartphones can record high definition video and has the ability to take still photographs during video recording.

"With that functionality we feel we're at a point now where we can compete and actually, you don't need your point-and-click camera with you anymore, because your phone can do a lot of the same things, actually even better in a lot of different ways," French said.

User experience

Recently, HTC acquired a stake in Beats Electronics and the audio technology that has made the brand a top-seller has been incorporated into all the phones.

The top-of-the-range One X has a quadcore processor, the One S is the slimmest and the One V is the lowest priced in the range.

"One thing that ties it all together is the Dropbox functionality which is 25GB free for two years across every single one of those devices," said French.

Many manufactures have launched Android-based smartphones and HTC said it focused the brand on user experience to stand out from the crowd.

"That starts with usability and people pick your phone up... and they want to go and get one. We've made sure that on the One Series we put a light touch on sense, but in terms of the look and feel and the usability, that's very much core to what we're trying to achieve.

"Even some of that core functionality of being able to take a picture while recording an HD video. That's functionally and what makes that special is what we've done on top of the Android platform," French said.

Motorola and Sony Mobile have built ecosystems around their Android devices to try and lock users into the phone, as well as other devices offered from the companies.

HTC said that the company was not as focused in building its own ecosystem, relying instead on Google's Android market, PlayStore.

"To be fair there's a very big Google Android ecosystem out there, but we do have a services division. When you sign onto an HTC device it will ask whether you want to join HTC and that will deliver some additional services, for example," said French.


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