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Commendable Collaborations: HTC and Beats by Dr.Dre
Kipp speaks to Vladimir Malugin Executive Director MENA at HTC; we ask him about the future of the Android phone, the impact of the passing of Steve Jobs on the smartphone market and of course, more about the new phone the HTC Sensational XL that launched this Wednesday, October 12.
October 12, 2011 4:06 by Eva Fernandes
Fresh off my hunt for the smartest smartphone, I attended HTC’s launch of the HTC Sensation XL Smartphone. Though, I have written in extensive detail about how I am considering going the Samsung Galaxy route, I will admit after playing around with the HTC Sensational XL I am having second thoughts.
Slicker, bigger and faster than all HTC previous phones, the Sensational XL stands apart for one more reason: its affiliation with Beats by Dr.Dre.
So this is the deal: the HTC Sensation XL offers its indulgent buyer “a Beats audio experience” which is both a combination of the Dr.Dre software and hardware. Apparently, when one plugs in the Dre headphones, the nifty HTC switches to the Beats by Dr. Dre sound profile (software). OK, so I don’t quite get why you need special software to best use the headphones, but you can’t deny that this is an intriguing move from a marketing perspective.
HTC, which is currently aiming for 10 percent market share by the end of the year, is far from a popular choice here in the UAE, where the Blackberry and iPhones tend to be local favourites.
Teaming up with Beats by Dr.Dre, HTC shows a genuine interest in breaking into the young music scene-as illustrated by the launch party at a Nasimi beach next week.
The collaboration with Beats by Dr.Dre also marks a remarkable move to target the young music-loving brand-conscious lovers of Beats by Dre—a decidedly different strategy to gain an edge in the increasingly competitive smart phone market.
I look forward to see how many more such collaborations are likely to come in and just how far HTC will push their current foray into the music world.
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