HTC’s new smartphone went on sale today at several stores in London, ahead of a general release on March 27. International consumers will have to wait until April 11 to get their hands on the device.
The HTC One M8 was officially unveiled just one hour before it became available to shoppers at six Carphone Warehouse and three Phones 4U stores. A few handsets were also released at a press conference in New York.
The HTC One is being heralded as one of the best designs to hit the smartphone market to date. According to a press release published on the T-Mobile website, the HTC One has “the brainpower of a true superphone… [and] stunning hardware design.”
The device has two cameras on the back, allowing photographers to take shots capable of mimicking the depth-of-field control that was once the sole preserve of DSLR machines. Another winning feature is Motion Launch, which lets users quickly deploy their device without having to first unlock it. A phone call can be taken by putting the device to your ear; the camera can be activated simply by upending the phone and hitting the volume button.
Despite all the bells and whistles, HTC’s new offering faces an uphill battle in terms of marketing. The company aims to make high end products capable of competing with iPhones. To a certain extent, they’ve achieved that with the HTC One, but they lack two key things that Apple has in spades: a fanatic, loyal customer base, and an app store that rules the roost.
That’s not to say HTC doesn’t have potential. For every hardcore Apple fanboy, there’s an open-source devotee who wouldn’t go near an iPhone if their house was burning down. And they’re precisely the same people who care more about design than market ubiquity. In that context, HTC has a place in the hearts of the anti-Apple brigade who don’t want to slum it with a Samsung device.
Whether there are enough of those people out there remains to be seen. In marketing terms, probably not. Few mobile marketing tactics include a pressing urge to reach out to HTC users – and their SMS messaging glitches are documented across the web. But for individual users with a taste for good design, and an antipathy towards good marketing, the HTC One could be the answer.