HTC’s President of Global Sales, Jason Mackenzie, sat down for an interview about the HTC One. Let’s just say he had a few slightly unkind words for Samsung and a few other Android OEMs.
It’s no secret that the HTC One X had a very highly praised camera. The pictures were fantastic, and HTC included several different nifty little features for users, such as burst shot and slow motion video capture. Now, though, it seems like every phone you buy has burst shot for pictures and slow motion video camera, and apparently that irks HTC a bit.
Mackenzie talked about how marketing for the One X was, quite honestly, weak. Going along with HTC’s company motto, they certainly were “quietly brilliant” about their device features. He goes on to say that HTC was “too quiet” and that was ultimately what allowed other competitors, like Samsung, to swoop in and use some of HTC’s innovative features, like burst shot, and then throw piles of marketing dollars at it. The end result? Consumers thought Samsung innovated the feature, not HTC.
So how does HTC handle that differently this time around? Mackenzie says they’re planning on trademarking the catchy names they’re using in the HTC One. BlinkFeed, BoomSound, and UltraPixel will all be trademarked terms, and HTC plans on using them in a year-round marketing assault, as opposed to a brief marketing binge for just a few weeks after product launch. He says HTC is in a position where they’re bumping against the two biggest mobile manufacturers in the world, Apple and Samsung, and HTC is more than capable of holding their own in that fight.
Is that aggressive patenting and marketing going to be able to steal some thunder away from Samsung’s impending superphone? I have no idea, but the HTC One looks like a fantastic phone that can give anything else on the market a run for its money. As long as this competition stays out of the courtrooms and newspapers, I’m all for it.