HTC's Design Future
September 28, 2009 | Levent OZLER
Taiwanese cellphone maker HTC is reinventing itself again.
Three years ago, HTC shifted from an anonymous contract manufacturer to a smart-phone shop, thanks to some eye-catching Windows Mobile devices.
Now it is tweaking its image yet again to be more "people-centric," says Claude Zellweger.
Zellweger says the latest changes should further raise HTC's profile.
"We're carving out a strong design language that's becoming recognizable," he says.
HTC's new, people-centric philosophy is evident in its new Android products.
The Hero, which debuted in June and will be released by Sprint Nextel in October, features livelier color compared to previous HTC handsets, and custom software called "Sense" that ties social media updates from sites like Twitter to phone contacts.
In a research note, Avi Greengart, Current Analysis' research director for consumer devices, called the Sense software "a major step in the right direction."
He added: "As [HTC] moves beyond its roots as an original design manufacturer, it needs to establish not only a brand, but also a brand identity."
more: forbes.com/2009/09/21/cellphone-smartphone-design- (81)
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