HTC One marketing a step above what we’ve seen before

2-11-2013htcone

HTC are in a rough place right now. Despite spending last year re-focusing their efforts to produce a smaller number of better phones, the HTC One series didn’t sell well despite their critical acclaim. One of the biggest problems highlighted by commentators and the company itself was that their marketing couldn’t compare to that of their biggest rivals, including Apple, Sony and Samsung.

It looks like HTC have taken that lesson to heart. As well as continuing to focus on a smaller number of well designed handsets, they’re also promoting those handsets in a much more direct manner. Case in point is the HTC One, which is due to be revealed as the Taiwanese company’s flagship phone at a press event on the 19th of February. This compares favourably to last year’s reveal, which was done around MWC but included three handsets – the One X, One S and One V.

Over the past weeks and months, we’ve had more and more information leaked out about the phone but still some secrets still remain. It was only this week that we actually saw a press photograph of the phone for the first time, courtesy of @evleaks on Twitter.

The phone shown is an obvious evolution from the HTC One X that was unveiled last year, with a more angular look more in line with the HTC Droid DNA that was released late last year and was the first 5-inch 1080p smartphone to market, kicking off a trend that is expected to be continued by all major manufacturers this year. But this phone isn’t a 5-inch model – it’s a far more approachable 4.7-inch device, with the same high resolution display.

The phone is expected to be quite powerful, with a quad-core Snapdragon S4 Pro processor at 1.7 GHz, 2 GB of RAM and 32 GB of internal storage that can be augmented via microSD.

The Sense 5 UI also shows signs of improvement, with a new more monochrome look that is much better than the needless tweaks of Sense 3 or 4.

The one big thing we don’t know about the HTC One is its camera system. HTC have been making a lot of noise about this, and it’s suspected that the phone will be the first to include a three layer stacked sensor, where each of red, green and blue will be captured by its own 4.3 megapixel sensor. These are joined into a composite ‘ultrapixel’ image that should eclipse the quality found in even Nokia’s PureView-enabled Lumia 920, yet be much thinner.

I’m quite excited about the forthcoming reveal, and I’m sure users will be too. It’s clear that HTC have learned a lot from the case of the HTC One X launch, and they’ve laid the ground for what could be a memorable announcement and a new chapter of success for the beleaguered company.

What do you think of the phone, as reported, and HTC’s chances in 2013? Let us know in the comments below.