HTC has deployed its “ Trident attack ” yesterday (November 29) at the San Siro. We talk, naturalamente, the triplet of smartphones HTC One, One and One mini max to which the Taiwanese manufacturer entrusts the task of closing the most of the last quarter of the year. The press conference was held at the Sky Dome San Siro Stadium , a location perfectly in line with the decision to entrust the HTC partnership with UEFA and language Universal Footbal the task of creating an important channel of communication to reach the Italian and European public.
We have come to know over the months the formation of terminals deployed, also including the new red and blue color variants of HTC One, but the event was an opportunity to return to discuss with an important ruling on the future of HTC of Taiwan in our country and, of course, on its products. To provide lots of useful information in this regard has been Mark Moons, Executive Director of Mediterranean & Benelux .
HTC One: how to improve one of the best Android smartphones on the market?
Hardly a director of any company, even available as Mark Moons, reveals explicitly what are the strengths of the new flagship smartphone, so we asked Moons in a more general way, as evolutionary path will take on the project HTC One. Mark Moons reiterated in the first place some pillars on which is based the success of HTC One or aspects of design, construction, and innovative features (see Boomsound and Ultrpixel camera) and software sector and subsequently confirmed that HTC is currently working to improve and refine these pillars .
And ‘lawful wait a further refinement of the design, construction, core features of the hardware and the software of the HTC One sector that will reach even higher standards in the future with top range. Certainly no easy feat, given the standard by which one starts, but the Taiwanese company’s engineers are already at work in the enterprise. To put it differently, the new top of the range Android HTC (M8?) Could be a ‘ evolution and a refinement rather than a revolution of the HTC One .
Relationships with Microsoft
As for the relationship between HTC and Microsoft, we have not recorded positions different from those that have emerged in recent months. HTC recalls the long-standing alliance with Microsoft (just think back to the terminals Windows Mobile), not want to deny the past, nor entirely exclude the possible future collaborative relationships . At the same time, it is insensitive to the recent changes in the market Windows Phone , in which Microsoft could be not only a partner, but also a competitor of HTC, as it seems, the finalization of ‘agreement to purchase Nokia’s mobile division will fail at the beginning of 2014.
We did not get any confirmation of the expansion of the catalog of terminals Windows Phone and now HTC is to observe the evolution of this segment of the market that is being defined regarding the role of the Microsoft. By the time the catalog remains unchanged and will probably have to wait until early next year to pronunciations even more clear on the relationship with the house of Redmond.
Terminals Dual-SIM from HTC One Dual-SIM
The growing interest on the part of European users towards the end dual-SIM HTC is bringing to consider the distribution of these products in our country (we speak, therefore, of the official distribution via HTC Italy and import of products). The confirmation is not yet final, but the statement by Mark Moons about it still leaves hope of a future expansion of the distribution of these devices in Italy.
We asked for specific information HTC One Dual-SIM with microSD slot , which is preparing to arrive in the UK. Even in this case, at the moment, there is a total rejection of the possibility of introducing such a model in our country, although Moons EMPHASISES that among the factors to consider part the absence of 4G LTE connectivity in this variant and a thickness is slightly greater than the model currently on the market.
HTC Desire 600 (dual-SIM)
HTC Desire and HTC One, two well-defined lines with two different target audience
In the course of 2013 we have seen from a side to a simplification of the catalog of HTC smartphones in our country and the other to the redefinition of the Desire range than in the past identficava terminals of medium-high level of producer Taiwanese. Mark Moons confirmation the two lines of smartphones, now well defined and precise target audience, will also be maintained during 2014, by identifying the patterns of medium-low and low in one case (HTC Desire ) and those of the medium-high and premium (HTC One) in the other. At the moment is not possible to know whether there will be an increase in the number of models of each line (to date, there are three models for each line-up) – the fact that I personally do not wish, in order to avoid a ‘excessive proliferation of models with specifications too similar to each other.
HTC and low-cost terminals
Currently the cheaper end of the range Desire costs around 200 euro price list (300 HTC Desire), but HTC has confirmed that it has no interest in entering into direct competition – at least in our market – with the ultra low-end handsets produced in China. Even in the smartphone segment of the economy segment HTC will continue to stand out for its emphasis on design features and the feature can differentiate its smartphones from the numerous (and often times anonymous) products from Asia.
HTC and the market for wearable devices
Mark Moons confirms the interest of the company in respect of wearable devices , but our request on the possible launch of a future smartwatch HTC responds by recalling that the market, as interesting, is not mature enough at the time. The products are wearable at their onset and HTC, as is often repeated on other occasions, ‘s interest to make its entry into a new market with a product “premium” and not just one of the many products that, at present, in the context of wearable devices, still offer limited functionality.
HTC, Qualcomm and relations with the chipset vendors
The manager of HTC confirms that relationships between HTC and Qualcomm do not have the character of exclusivity and that, despite being a long-time partner Qualcomm, could not return to also be the only one with regard to the supply of products to our market. We mentioned the three devices Desire presented a few days ago in Taiwan and have not manufactured by Qualcomm chipsets, but Mark Moons does not exclude that in the coming months will be marketed in the European market also HT terminals equipped with Qualcomm chipset (Mediatek?).
Ultrapixel, a bold approach to the camera of your smartphone. An approach to continue?
Ultrapixel The camera of HTC One has undoubtedly represented a courageous choice by HTC because it is certainly not easy to explain to a wider audience than a camera that does not point to the whole number of megapixels provides better performance than another that uses a more “traditional”. HTC is seriously determined to pursue this technology with future smartphone that come on the market in the coming months. We will not see, according to a statement by Mark Moons, a reversal and a return to more traditional sensors. The reason lies in the willingness of HTC to be able to find their own way to differentiate itself from competing proposals. Expect, therefore, a further improvement in performance and capabilities of the camera Ultrapixel Zoe in the next smartphone, but not a reversal of camera features Ultrapixel – at least in the premium-end handsets.
Several months from the sale of HTC One was also possible to make a point about an issue that has contributed negatively to connote the experience of using the camera Ultrapixel HTC One, or the known problem of the photo with purple halos . Current statistics show the emergence of HTC’s problem in a small number of cases (about widespread is out of place from this point of view) and in models related to the first stock of the HTC One. The problem is hardware-related, attenuated by software. HTC is still clear in stating that users who had to confront this problem may require the intervention of the technical assistance service if the software fixes will be introduced deemed insufficient by users. We appreciated the transparency of HTC and the recent confirmation that the units of production are not affected by this issue.
HTC One Gold. Coming in Italian?
Mark Moons confirmation that HTC is currently being evaluated on the possible expansion of the channels distribution of HTC One with gold coloring , recently introduced in some European markets. At the moment the final decision has not yet been adopted, but it is proper to remember that the same situation occurred also in the case of HTC One Red and Blue, arrived in our country after the commercialization started in other European nations.
HTC: a company that is not at all willing to “throw in the towel”
The year 2013 is coming to an end and it is time to take stock for HTC. We asked Mark Moons to summarize the performance of the company in recent months in relation to the European and Italian market, obtaining data that does not always emerge clearly in the daily news about the world HTC.
Let’s start from the events closely linked to the Italian market . Over the past 11 months HTC has given way to an important change in trade policy and structures that deal with marketing and communication . In early 2013, the situation of HTC was not the best in Italy, but the results obtained in the course of the year show that the company is returning to conquer market share in our country. Exact details are not public, but it is a public trend that appears to be growing in Italy . It ‘easy to have an indirect confirmation of the statements of Mark Moons, observing the situation of the distribution of HTC products, more and more present in the main chain of electronics stores in the Italian and telephone operators.
Equally important are
appear new marketing initiatives that use communication channels, such as the partnership with UEFA , which are able to reach the the general public. We recall in this regard the recent initiative that allows you to win tickets to the matches of the UEFA Champions League and Europa League buyers of HTC One, One and One mini max. (See HERE) The other contest is open to all fans of the two UEFA tournaments (see HERE) and the new HTC application FootballFeed available for a few days on Google Play )
For 2014 HTC expects the positive trend seen in recent months will continue to pursue in Italy , and reiterates the focus on the premium segment in which HTC will continue to gain market share, according to forecasts. The good results obtained in the Italian market are placed in the broader context of a strong position in the European market .
We are used to report the news about HTC without geographical boundaries, ranging from the United States to Taiwan and we could not ask Mark Moons as ever in the face of an excellent product as HTC One and a line-up smartphone well structured financial results on a global basis have been rather dull in the second quarter and core losses in the third quarter. Much of the causes of return to be due to delays in the distribution of a product, the HTC One, that he could create from the outset an installed base even wider view of the equally broad question. Delays determined by the events that should be well known (production difficulties in the first place). More generally, as shown by the analysis of the Italian market in 2013, the idea that the year that is coming to an end was the first in which it has initiated a process of real change HTC is very strong. As happens after every change, you need a period of adjustment.
Mark Moons reassures on a final appearance, clearing away any – prognosis – HTC hypothesis acquisition by other companies. HTC, remember Moons, is certainly not a company unable to react to a loss in the financial statements , especially when the chances of recovery are on the horizon. Let’s review the declarations of the same determination Moons dell’inossidabile HTC CEO Peter Chou, who in recent weeks has chosen to focus on the development of new products for us to fight and to innovate in the smartphone segment during 2014.
The decisive match for HTC is yet to be determined, but the “players” there seemed undeterred. Good work for HTC, Mark Moons that we are sure to review at Mobile World Congress 2014 (we believe, along with the new top of the range line One) and the staff of HTC Italy that “behind the scenes” continues to do a good job to bring the Taiwanese company at the top of the smartphone market.
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