HTC’s Design future according to One & Co


Forbes has posted fairly interesting article about HTC‘s newly acquired One & Co design company and where they are headed in terms of hardwware deisgn in the future. Here’s few quotes:

Consistency is most important within a particular product line. HTC has two: Google Android and Windows Mobile phones. Its Windows Mobile devices come in dark, glossy finishes to appeal to a professional audience, while its Android phones often sport a playful “chin” or angled base. Those characteristics will stay separate, says Zellweger, meaning no chins for HTC Windows Mobile phones. (HTC’s newer Android phones like Sprint’s version of the Hero and the Tattoo have shed the chin as well, but Zellweger says the distinctive feature may return in future devices.)

One & Co’s sphere extends to marketing, which will ramp later this year with HTC’s first national consumer campaign. One & Co won’t design the actual ads, but it did mock up samples to convey the desired tone, which Zellweger describes as “more personality-driven.”

HTC plans to launch some new gadgets in early October. Spokesman Keith Nowak says rumors of a netbook are off base, but gadget blogs have uncovered images of some unreleased phones, including a Windows Mobile 6.5 device with a large touch screen.

Read the rest here

source: Forbes

HTC planning $50 Million Ad Push in Fourth Quarter


HTC┬áis about to make a big marketing push in the US this coming Quarter to solidify it’s brand name during the lucrative holidays season. Adage is reporting the the Taiwanese smartphone company has selected ad agency Deutsch to push a $50 Million ad campaign in the 4th Quarter.

The West Coast office of Interpublic Group of Cos.’ Deutsch will handle creative and media duties for the fast-growing marketer. The shop won the account after a final round of pitching against Publicis Groupe’s Fallon, Omnicom Group’s Tribal DDB and independent David & Goliath, executives said.

Said Fallon CEO Chris Foster: “HTC will be an important brand in the very near future. It was an honor to be considered.” Other agencies either declined to comment or couldn’t be immediately reached.

“Deutsch really captured the essence of the HTC brand. Their demonstrated success and expertise in the wireless category and retail is the perfect fit for us,” said Steve Seto, executive director of marketing for HTC North America.

HTC is based in Taiwan and in the U.S. operates out of Bellevue, Wash. The company has been around for more than a decade but has, until recent years, been a behind-the-scenes player helping to develop and design smartphones for other brands.

With every one of their new models being picked up by all the major North American carriers, HTC is really starting to make it big. Long gone are the days when they where only building Compaq iPaq’s PocketPc’s.

Source: AdAge