US consumers furious at lack of phone choices, but HTC cashes in
Published: 4 December, 2008
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More generally, HTC has been moving out of its niche in bulky but functional, business-oriented Windows handsets and turning out sleeker, slimmer models with more stylish consumer focused marketing. Now it is intensifying its efforts to become a leader in stylephones - building on the success of the Touch Diamond, Touch Pro and G1 - by acquiring a California-based lifestyle and design firm, One & Co. HTC had announced this deal previously but had not identified its prey. It has collaborated with the design specialist for two years, mainly on Touch Diamond. One & Co has customers including Adidas, Coca-Cola and Kodak, and will continue to work for them, perhaps raising the prospect of HTC getting into the nascent but growing market for phones that are branded by consumer, non-telecoms big names (mainly at the luxury end of the market so far, with handsets branded by Prada, Ferrari and others).
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