Thursday, Oct 17, 2013
Dubai
Taiwanese firm HTC is entering the brutal phablet (smartphone/tablet combo) space with its new HTC One Max.
The 5.9-inch device will be available around the first week of November in the UAE for around Dh3,000.
The device has Fingerprint Scan feature similar to Apple iPhone 5S.
“Competition is good; consumers will invariably benefit from healthy competition. For us as a manufacturer - is not only a challenge, but an opportunity to push the envelope for innovation and change the industry norm,” Neeraj Seth, senior brand communications manager at HTC Middle East and Africa told Gulf News in an exclusive interview.
“We have been delighted by the reaction to the HTC One and the HTC One Mini. Now with the introduction of the HTC One Max, we have a One family smartphone to suit everyone,” he said.
He said the future is positive for HTC; and we’ll be unwavering in our continued efforts to grow and adapt ahead of this exciting industry.
The fingerprint scanner allows users to lock or unlock the screen and quickly launch up to three favourite applications by assigning an individual finger to each.
The device is powered by 1.7Ghz quad-core processor with 2GB of RAM and 16GB of internal storage and runs on latest Android 4.3 software. The internal storage can be expanded up to 64GB using microSD card.
“The phablets space is important for HTC due to the form factor’s popularity in Asia which is becoming an increasingly more important market for HTC. This is primarily due to HTC’s rapidly diminishing sales in North America, rather than growing sales in Asia. The HTC Butterfly was very well received last year and HTC is again aiming this phablets device at Asian markets,” Daniel Gleeson, mobile analyst at IHS Electronics and Media, told Gulf News.
He said the One Max will face very stiff competition from the Samsung Galaxy Note 3. Samsung has put a lot of effort into creating a unique experience for the Note III that uses the increased screen area to great effect.
HTC has suffered despite having a lauded phone like the One as it simply does not “have the cash to compete with its larger rivals.”
He said Samsung, Sony and LG are all able to leverage their resources for large marketing campaigns, but also are able to cut attractive deals with operators for shelf space and special staff training. Samsung, Sony and LG also benefit from manufacturing some of their own key components which means they do not face the supply shortages that HTC has faced recently too.
“To be a true instigator of change, you have to take risks and HTC has always been at the forefront of introducing new technologies and form factors to the market. Not all of have them have captured the public’s imagination, but they have all helped drive the company and the industry forward,” Seth said.
“We have surpassed the 50 per cent growth we set ourselves this year in the Middle East. This is just the start of many things to come,” he said.
Gleeson said that HTC’s shipments and market share are in free-fall. It will hold only 2.3 per cent market share in the global smartphone market this year, down from 4.3 per cent last year and 9 per cent in 2011. If HTC cannot generate cash it will “continue to struggle” against its richer rivals.
“We aren’t bundling any accessories with the HTC One Max at the time of launch. However, we will be bringing some very interesting accessories with breakthrough technologies to complement our stellar HTC One Family. We will be launching and revealing these innovative, intelligent accessories soon, following the launch of the HTC One Max, which can be independently purchased,” Seth said..
By Naushad K Cherrayil Staff Reporter
Gulf News 2013. All rights reserved.
