Feeds

HTC rises to challenge after Android struggles in Europe

Old World is holding out for a Hero

  • alert
  • submit to reddit

Application security programs and practises

HTC's handset roadmap for 2010 has been leaked, as usual. Predictably, it is heavy on Android, where the Taiwanese vendor has blazed the trail, but it now needs to defend its early lead from the launches by Samsung, Motorola and others.

However, even as excitement about the Android race mounts in north America, the Google OS is having more problems creating the same impact in Europe.

The smartphone world seems still to be split by the Atlantic, with Nokia and Symbian set to retain their strength while squeezing Android into a corner in Europe. The US, meanwhile, where Symbian has never thrived, seems to be going mad for the Google system.

According to research firm IDC, Android still has market share of only 5.4% in western Europe, up from 4.2% in the second quarter of this year, but far short of the expectations created by the hype. "Several operators listed Android devices in 3Q09 for the first time, which helped Android shipments to grow, though consumers steer clear of Google's OS and sell-out is below everyone's expectations," said IDC in a research note.

"Consumers recognise the Google brand, but still do not understand what Android is. The lack of devices available didn't help to raise awareness, though this is expected to change, with more handsets from LG, Samsung, Sony Ericsson, Motorola, and other vendors hitting the market soon."

HTC will be doing its best to change these perceptions. It is already working with T-Mobile, the first Android carrier, on both sides of the Atlantic. Its Hero smartphone is supported by a range of operators, including Vodafone. So far it has four Android models - Dream/G1, Magic/myTouch 3G, Hero and Droid Eris, and is present on all the top four US carriers except AT&T.

In 2010, it will add the 'Bravo', 'Legend' and 'Salsa' Android smartphones in the early part of the year, as well as new models for Windows Mobile, still its biggest OS platform. The leaked slides outlining its roadmap were revealed by the Engadget.com blog and show HTC broadening its variety of form factors.

The Legend will be a BlackBerry-style device, the Salsa a successor for the popular Magic, and the Bravo will be the high end of the range, running on a gigahertz Qualcomm Snapdragon processor. HTC already has a Snapdragon 1GHz model for WinMo, the HD2 and the Bravo has a similar feature set, with DivX support and 720p video capture, 5-megapixel camera with flash, 3.7-inch AMOLED display, and a range of pre-integrated apps including Facebook, Microsoft Exchange support and Google. It is likely to come to Europe before the US.

HTC's new handsets will be divided into four categories, as outlined in October along with its aggressive new branding and advertising campaign. The four headings are Design/Lifestyle, Productivity, Performance and Social. HTC has been running ads under the slogans 'Quietly Brilliant' (replacing the old HTC Innovation), and 'You don't need to get a phone. You need a phone that gets you.'

Copyright © 2009, Wireless Watch

Wireless Watch is published by Rethink Research, a London-based IT publishing and consulting firm. This weekly newsletter delivers in-depth analysis and market research of mobile and wireless for business. Subscription details are here.

HP ProLiant Gen8: Integrated lifecycle automation

More from The Register

next story
Google Nest, ARM, Samsung pull out Thread to strangle ZigBee
But there's a flaw in Google's IP-based IoT system
Want to beat Verizon's slow Netflix? Get a VPN
Exec finds stream speed climbs when smuggled out
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
NBN Co execs: No FTTN product until 2015
Faster? Not yet. Cheaper? No data
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.