HTC unveiled its “One” ad campaign, generating buzz for the smartphone line by touting high-quality entertainment features. The Taiwan-based company revamped its product line to offer a simplified roster of Android smartphones, banking for the strength with the cameras, and also partnerships with Beats Audio and PlayStation, to lure customers hungry for media.
The ad campaign, which pushed the initial models in Asia and Europe, debuts on AT&T, T-Mobile and Sprint in the U.S. HTC hasn’t enjoyed exactly the same brand recognition as Apple or Samsung, but the company offers to highlight its advanced photography capabilities to re-brand becoming a first-class entertainment device available on the market.
Though the strategy carries several risks, placing pressure over a few phones. HTC is building on its brand, along with the failure or success with the devices could have lasting effects about the company’s image. AT&T has consented to sell the One X, and T-Mobile is predicted to transport usually the one S. Verizon has yet to announce an offering. The One phones have obtained favorable reviews, but the devices are competing in an increasingly-crowded market. Microsoft is vying for attention in the re-branding push for Windows 8 smartphones.
HTC is throwing its resources behind the One smartphones, as well as reputation will ride for the gadgets’ success.