Feeds

HTC rises to challenge after Android struggles in Europe

Old World is holding out for a Hero

  • alert
  • submit to reddit

SANS - Survey on application security programs

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.

3 Big data security analytics techniques

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
AT&T threatens to pull out of FCC wireless auctions over purchase limits
Company wants ability to buy more spectrum space in auction
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
prev story

Whitepapers

Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.