Ovum MWC comments: HTC firms up brand and value proposition with "One" series

(PresseBox) ( London, )
HTC has unveiled three new Android smartphones: the One X, One V, and quad-core S "superphone". In reaction, Tony Cripps, principal analyst at Ovum has the following comment:

"Following a mildly disappointing 2011, these devices form the vanguard of HTC's new strategy for greater brand coherence and a simpler value proposition. HTC's strategy to streamline its branding and to offer fewer, better-differentiated products is a reaction to both market forces and engineering necessity.

"The company lacks the resources to easily differentiate itself from rivals such as Sony, Samsung, and Apple in terms of value-added services, so its decision to focus on perfecting core smartphone functionality around camera and music playback is an extremely pragmatic one.

"This approach also has huge benefits in terms of handset development, with the problem of managing multiple software builds across many devices - HTC currently maintains approximately forty variations of Android - dramatically reduced."
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