Mar 15 AT 10:36 AM Taylor Wimberly 32 Comments

HTC goes from “quietly brilliant” to “boisterously confident”


HTC believes they have the best smartphone in the world, and they are not afraid to let you know. The Taiwanese manufacturer once embraced “Quietly Brilliant” as their company motto, but now they have adopted a new strategy to promote their flagship HTC One.

“With a continuation of a plastic body, and a larger screen being the most obvious physical change, Samsung’s new Galaxy pales in comparison to the all-aluminum unibody HTC One,” said Beh Ho, HTC’s new Chief Marketing Officer. “This is more of the same. HTC remains the best option for those people looking for the best technology wrapped in premium design. Our customers want original cutting-edge technology, mouth-watering design and a premium feel from their mobiles, which is why we created the HTC One.”

HTC President Jason MacKenzie echoed those comments. “Watching the presentation, it looks like [Samsung] invested a lot in marketing instead of innovation.” He went on to criticize Samsung’s Unpacked event by saying the Galaxy S 4 lacked any significant new features, and noted that many of the software components demonstrated already existed in previous Android smartphones.

We haven’t spent any quality time with Samsung’s new flagship phone, so it’s too early to tell which one will come out on top. However, even if HTC does end up offering a better product, Samsung will be able to outspend them in the marketing department by the billions.

Over the last couple of years we have witnessed Samsung launch an attack campaign against Apple, and it has worked for the most part. The Galaxy brand is now viewed as hip and cool among American youth, while Apple is being seen as the brand of an older generation.

I don’t know if HTC’s louder strategy will be successful, but I can’t wait to see them debut their new marketing message to the public.

Via: Engadget

Source: CNET

Taylor is the founder of Android and Me. He resides in Dallas and carries the Samsung Galaxy S 4 and HTC One as his daily devices. Ask him a question on Twitter or Google+ and he is likely to respond. | Ethics statement

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  • Richard Yarrell

    You had to know i would respond just as i did directly to HTC and it’s Twitter ambush which went on into the wee hours of Friday morning. I won’t take anything away from the HTC ONE it’s clearly a wonderfully constructed handset definitely a looker and personally i like that blinkfeed feature it’s a wonderful idea. That will make some purchase the handset based on that aspect alone. But honestly people have grown much more than that over the years and in today’s 2013 market place functionality as well as user enhancements is the name of the daily game. That’s what Samsung products offer they have TOP OF THE LINE software development and implementation of features that are industry leading nobody can take that away from Samsung. They provide and cater to their customers needs by providing removable batteries and sdcard expansion that is still so valuable to people REGARDLESS of what Google thinks with it’s Nexus line devices. The funny part is haters will hate and regardless of that hate people who purchase Samsung products know every year they will see an industry leading feature that later on everyone would be trying to copy. In today’s market like it or not the Galaxy S3 and the Galaxy Note 2 are the GOLD STANDARD of the industry and now you can add the Galaxy S4 to that list of GOLD STANDARD devices. My only question which i asked HTC on it’s twitter page was if you we’re actually the top dogs in this industry why release a product with version 4.1.2 jellybean when 4.2.2 was clearly the better choice. Never got any response from that question. Bottom line the Galaxy S4 might not look like the Htc One but the software and features as well as the overall fluidity and user experience is far better that’s for sure. The time has come for people to realize that fashion statements in technology land means nothing in today’s world. When you purchase a handset you want to know what experience will you get from that purchase. That device must have industry leading capabilities and must perform accordingly Samsung products do exactly that. They should look forward to an increase to 250 million smartphones sold in 2013 REGARDLESS of any Nexus 5, Motorola Xphone, Lg Optimus G pro, Iphone 5s/6 or any other launched handset. Samsung has brought innovative products and solutions to the market for the last three years especially the last 2yrs and based on that they are the manufacturer that everyone is chasing and copying for that matter. You can rest assured that the overall sales of the HTC One won’t be anything near the Galaxy S4 or the past sales of the Galaxy S3 in 2012 for that matter. But Htc will sell handsets at a better clip in 2013 than they did in 2012. Based on that they should be happy. It’s the consumer who drives this market and based that the consumers have spoken Samsung clearly owns this space.

    • Marcus Newton

      Too long; didn’t read. Don’t think I missed much anyway.

    • Rick

      get with times …who needs sim card slots and removable batteries …and what massive leap between 4.1 and 4.2 will you miss so much it will make you buy somehting that is extensively the same phone with a load of features you will turn off after a week at most.

      • jojoe kimball

        Well put!,and I own the 3,the 4 is a 3 with a pearl necklace or gold plated

      • Monk

        While I have the option, I will go with a phone with SD slot and removable battery.

        1) I have a 64GB SD card that I want to use on my next phone.
        2) I change phones every 2 Years and I am a power user, so after 1 year I typically charged the phone about 500 times. At that point the battery usually is al 50% health, so expending $10 on a replacement battery is a good option.

    • JakeS41

      Richard – you have a couple good points, but you’re CLEARLY biased in this. Android 4.2.2 should have been used by HTC (not that most people will know the difference, but it should be there regardless) Over half of what Samsung unveiled last night is already in other phones. HTC did the camera features better. “Sequence shot” bests “Drama shot” by allowing you to pick the shots you want to use. “Zoe” bests “Pic & Sound” and “Albums” by along shot. Dual speakers on the front will appeal to anyone who watches videos on their phone. The other half will appeal to a very small market IM(professional)O. MANY of the “top of the line” software features are things that people just won’t use. I don’t believe that many people are going to use S Health and go buy a Samsung scale and bracelet to go with it. The music sharing? Pretty gimmicky. I do appreciate the large battery, and while it pains me to let go of the 32GB MicroSD I bought around Christmas, with 32/64GB and a host of cloud storage – I believe I will suffice just fine and not miss it for very long. Bigger is not always better with screens, especially screens that are much more likely to burn in. The GS4 is a great phone, there is no doubt about it. But by no means does it blow anything away – especially not the One.

      • Richard Yarrell

        Personally The camera features on the Galaxy S4 is better in my eyes. Yes they are both very good no question. Hey people will get what they will get. I am happy with my current Galaxy Note 2 and don’t plan on anything till the Galaxy Note 3.

    • Orion78

      You guys are aware that this idiot is copying and pasting stuff right?

      • Richard Yarrell

        Gotta take a few tips from the master of copy and paste Orion78

        • squiddy20

          Show me one instance where he, or anyone else for that matter, has EVER copied and pasted anything. I’ve proved you’ve done it multiple times, and yet you have yet to prove any of your ridiculous claims even once. This includes all the crap you spewed about what you “knew” would be in the S4, but wasn’t even remotely close.

        • Steam

          You’re projecting your issues onto others again, Richard. I’ve never seen Orion78 copy-paste anything. Against all known laws of probability, you are actually getting more desperate for attention, more idiotic, and even more absurd and ridiculous as time goes on. You cost your benefactors tens of thousands of dollars, you thrive on stupidity, you go out of your way to be completely ignorant. Your Disqus account, your posts here, and the time-stamps proves that. The Bowery really screwed you (and themselves) by ignoring your very severe mental issues.

    • president “we need more submarines in afghanistan” romney

      nice try from this bankrupt company….

    • Max.Steel

      Richard the village idiot strikes again.

  • DSaif

    I looked at a few polls yesterday and today. Most of the people prefer HTC. They just need to market the device now.

  • Heisenberg

    “Bottom line the Galaxy S4 might not look like the Htc One but the software and features as well as the overall fluidity and user experience is far better that’s for sure.”

    Have you tested out both phones?

    • swazedahustla

      Nope, but going off the reviewers who have, they are saying the One is a better phone period. Camera, speed, and functionality….So while I haven’t tested, I will listen to the ones who have.

    • mad_mark

      I own a HTC EVO 4g LTE and a gs3. I can tell you after spending a lot of time with both phones the HTC is a better phone. Not loyal to any manufacturer. I switched from iPhone after owning the 2g, 3g, and 3gs to android. I care about build quality, battery life, storage, speed, screen, cpu, and How responsive the Rom is. HTC is just better overall. Just my unbiased opinion. Take from it what you will

  • KennyL

    First: Richard is a troll.

    Second: Shame on me for feeding him.

    Now to my main point:

    I’ll just stick with my unlocked Nexus 4. Might not have all the gimmicks but I get my updates first. I paid just as much as you did and I haven’t enslaved myself to some asinine 2 year $2400+ contract.

    Removable battery…meh, this phone lasts all day for me
    Removable storage…why? 16gb is more than enough for me. If I want movies and games I have a Nexus 7 for that. Seriously, How often do you watch those movies and TV shows in your archive anyway? As for music…Google Music anyone?

    Camera…ok you got me there.

    Android updates first?…Awesome?

    Not being tied to a contract and paying only $350 for a top end phone?…IN. YOUR. FACE

  • newmexican

    While I prefer the HTC One over any Samsung device (see my comments on other articles in the past few days) I strongly dislike these companies trashing each other. Whom do they think they will convince about their products. I base my decision on my experience with a device or my likes or dislikes for certain specs. I will not change my opinion if company A trashes company B.

    Hey in this HTC-Samsung spat I might wait this out and pick the Sony Xperia Z or a meaningful Motorola X-Phone instead :-(

    • alexx

      If I were HTC and my products were compared to the likes of Samsung, I’d already be insulted. Samsung will always focus mainly on profit and try and get away with as cheap and speedy with pumping out the product as possible. All of their money goes to ads – its just a greedy businessman, not a pure bred smartphone creator SLASH innovator like HTC. They reeealy screwed up with their objectivity tho, putting so much cash in R&D and design, so little into selling themselves-like an artist, he never brags, that’s what the manager/agent is for. The One will be the one for HTC, it is their real comeback, the worlds response is amazing, and they are damn, damn pround of their hardware. Imo, they have earned the bragging right, and to criticise Samsung, because HTC is to smartphone as cow is to milk – period. Btw, if they really keep this One around for a while, the support and focus on the updates, etc will be tremendous, compared to when HTC had too many phone’s out, and just couldn’t spread their efforts thick enough. We will see if HTC stays true to their roots, once they are the next Apple, Samsung. I’m still mesmerized by HTC One X’es design- its indestructible, unscratchable, and its so well designed. Nevermind the nasty design of the gs4 – and again, being THE copycat, Samsung kept the same design applying yet another stolen strategy of late, “make customer believe this design is just right”, like Apple does, as well as HTC for the first time with the One X+, which reealy is the design for the records. It won’t work, this strategy, for samsung, that’s just too damn lazy. On top of all the software is simply hideously designed. The colors of the icons, menus, notification bar, app drawer, etc just seem so child like and cheap, incoherent and there’s no smooth transitions at all, no sophistication. The One with this respect is insanely ahead, and that is why I can justify HTC’s new find cockyness-about damn time! …all I want out of this, amd all I wanted out of my money, is the best and coolest I can afford. Since 2003, htc has been just that for me…now how bout them poput springy slide in replacable batteries HTC? And don’t, DON’T tell me there was no room for the micro sd. That’s bull!

  • Heetskore

    If I can move apps to the sdcard on the s4 I’ll be happy. If not, the HTC one will be my next phone.

  • hurric

    S4 is a spec upgrade sprinkled with a bunch of ‘cool’ software enhancements. it’s a good and expected upgrade and the phone is great. I don’t think i’m swayed by the aluminum body of HTC vs the plastic of samsung. It’s going to do well regardless.

    after reading all the rumors about the S4 I went ahead and bought N4 and it’s perfect for what I need and even spec wise it still holds strong. Samsung is riding the wave of S3 as they should and sell many many phones. Hopefully HTC spends more on marketting since it’s also a good phone.

    • SGB101

      The cool software upgrade are all gimmicks, I’m just don’t get exited about them.

      These companies seem to have microsoft fever, instead of concentrating on a solid os, they are trying to have everything and the kitchen sink.

      Give use the hardware, the sensors then let others write specialised (better) software.

  • joe kimball

    I agree sammi shot there own foot maybe both I have the 3 and its a good pc-phone basically I would not run out and buy the 4 there’s nothing new it has been there and done that with other device’s the door is open unless sammi has an ace up it’s sleeve.

  • jamal adam

    Ok HTC, I like that you are speaking louder but now it’s time to back it all up with some creative and wonderful marketing that makes people need the HTC One and not just want it. You have to make it personal and connect with customers because I truly feel that the One is truly a beauty and beast in all regards. Go out and show the world!

  • Gir

    Why so much Android on Android hate coming from the company that is handing Apple money. The bickering is belittling the company just let the product speak for itself. If Samsung has better marketing then make that your argument, say “They are better then us”, but it is sad that they took this route.

  • Nathan D.

    I wish htc the best, they really need /deserve one

  • donger

    HTC>Samsung. I owned each one for the Nexus phones, the HTC Nexus One is the best one, better than the Samsung Nexus/ Galaxy Nexus. Samsung makes too many phones which they sold a bunch. Google saw that, gave Samsung all the new Android OS first. HTC needs to keep up with the updates, then no one would complain as much. HTC lacks latest OS updates. Samsung makes shiny looking, cheap plastic phones.

    • SGB101

      After owning both the note2 and the one X. I’m undecided.

      The note2 is a better overall package, (IMHO the over all best of 2012), but never won any individual category except size and battery.

      The one X had that premium feeling, great style, the best screen of 2012,but the tegra3 was far to hot and hungry, that meant battery life was to short.

      Saying all that I still love the X the most but use the note2 every day.

  • PaulieG

    lol. Seriously the passion some have for their brand.

    HTC make pretty phones but I simply don’t like the integrated mem and battery. And don’t ask me why I’d possibly want it, if you can’t conceive why I need those features then I don’t need to justify myself to you. Just know that there are many more like me.

    To say the S4 is just like the S3 is ridiculous. 8 cores? Ir? Temp and humidity? Hardware wise it is a convergance blitz. Hate all you like but this device is going to sell like fresh hotcakes and Samsung habe delivered again.

    Plastic doesn’t mean less build quality. Plastic flexes and absorbs impact under stress, metal doesn’t and sends shock through the device.

    • SGB101

      It isn’t a really 8 cores, it can only use 4 at once. So really its just a marginal speed by the clock bump.

      It will sell, as Sammy spend big in advertising. A lot of sgs2 owners will be jumping on this.

  • cooldoods

    I’m not surprised, HTC’s back is against the wall right now. It’s make or break for them in 2013.