HTC launches new One

2013-02-19 18:17
HTC One (Picture: AP)

HTC One (Picture: AP)

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Cape Town - Electronics company HTC announced the launch of its new flagship at a London event on Tuesday.

The company launched the new HTC One which has a 1.7GHz quad core processor and a 12cm display.

HTC showed that it is determined to capture market share with a range of new features in the device.

"I'm not talking about giving people another small set of incremental improvements," said HTC CEO Peter Chou.

The smartphone features an aluminium case and HTC touted its new camera technology as well as interface.

Speaker system

The BlinkFeed mirrors the Live Tiles on Windows Phone devices that deliver live content from the user galleries, news and social networks on the device.

"By making Blink the entry point, the new HTC Sense re-imagines the smartphone," said Scott Croyle HTC vice president of design.

The company's partnership with Beats has resulted in the design of a new speaker system that incorporates two amplified front facing speakers that the company calls BoomSound as well as dual microphones that are dynamically managed for improved voice calls in noisy environments.

The camera features "Ultrapixels" which HTC claims is superior to 13 megapixel cameras in competitor devices.

"What really matters in a camera is not pixel count, but pixel size because bigger pixels take in more light - it's pure physics," said Croyle.

He said that the new technology would dramatically shift the standard for smartphones and compared pictures taken with the One versus competitor devices.

Dedicated office

"These Ultrapixels gather 300% more light than conventional sensors. This means that better action shots, burst mode of up to eight shots per second, ghost-less HDR and even HDR video," said Croyle.

HTC is on a charge to win market share from South Korean rival Samsung as it views for the growing global smartphone market.

In SA, the company recently established a dedicated office to expand its footprint and deliver its message to customers.

"We have a great success story in all of our major markets; it's just time that we replicate the same success in South Africa," Jon French, HTC vice president of Sales and Operations for the EMEA region recently told News24.

It is unclear whether the HTC One will be launched in SA.

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