Feeds

HTC rises to challenge after Android struggles in Europe

Old World is holding out for a Hero

  • alert
  • submit to reddit

Security for virtualized datacentres

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.

Intelligent flash storage arrays

More from The Register

next story
Of COURSE Stephen Elop's to blame for Nokia woes, says author
'Google did have some unique propositions for Nokia'
FCC, Google cast eye over millimetre wireless
The smaller the wave, the bigger 5G's chances of success
It's even GRIMMER up North after MEGA SKY BROADBAND OUTAGE
By 'eck! Eccles cake production thrown into jeopardy
Mobile coverage on trains really is pants
You thought it was just *insert your provider here*, but now we have numbers
Don't mess with Texas ('cos it's getting Google Fiber and you're not)
A bit late, but company says 1Gbps Austin network almost ready to compete with AT&T
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.