Text size:

  • Small
  • Normal
  • Large
Doran Davies, HTC's director of products in the region, at the UAE launch of the HTC One at Jumeirah Beach Residence in Dubai. Razan Alzayani / The National
Doran Davies, HTC's director of products in the region, at the UAE launch of the HTC One at Jumeirah Beach Residence in Dubai. Razan Alzayani / The National

HTC teams up with du for launch

Taiwan's HTC has partnered with du to launch its flagship smartphone in the Emirates, as it looks to regain global market share lost to rivals such as Samsung.

Taiwan's HTC has partnered with the Dubai-listed du to launch its flagship smartphone in the Emirates, as the phone manufacturer looks to regain global market share lost to rivals such as Samsung.

HTC said it would sell the HTC One handset for between Dh2,300 (US$626.19) and Dh2,700 in the Middle East and Africa, and launch it in the UAE through the mobile operator du late next month.

"It's going to launch exclusively with du in the UAE," said Jon French, the vice president of HTC in the Middle East and Africa. The partnership on the HTC One handset will also include "marketing collaborations", he said.

The handset, which runs on the Android operating system, has new features including a "BlinkFeed", which provides a personalised stream of news articles and social updates on the phone's home screen.

It also features a TV remote control function, and Mr French said HTC was in talks with Middle East broadcasters to make it compatible with local networks.

HTC said it was in talks with other regional telecoms operators to launch the handset.

"We have a broad team that is discussing with every operator and retail partner In Saudi Arabia we're launching with all the operators at the same time," Mr French said.

"We're going to launch it in the UAE in the last week of March, and it will be launching in other countries just one week later than that. In terms of the cost, it depends on the market. But as a rule of thumb, it will be anywhere between Dh2,300 and Dh2,700."

Mr French told The National earlier this month that HTC forecasts 50 per cent growth in its Middle East and Africa business this year. He declined to reveal actual revenue figures for the region.

HTC plans a "seven-figure" US dollar marketing push in the region, Mr French said yesterday. "It's roughly double the size of any marketing investment that we've made in the region to date," he said.

The firm is looking to the launch of the HTC One to help recover lost market share in the ultra-competitive mobile market. Its share of global mobile phone sales fell to 1.8 per cent of the market last year, down from 2.4 per cent in 2011, according to Gartner.

Matthew Reed, the principal analyst for the Middle East and Africa at Informa Telecoms & Media, based in Dubai, said this region generally follows the global trends in smartphone use. "It's Samsung that has been doing all the running; HTC has fallen by the wayside somewhat," he said.

Mr French acknowledged HTC's poor results last year. "You won't find anyone who was particularly happy with our performance last year," he said. "There are two ways we can get that back: Number one is a great product, and number two is to improve on our marketing execution."

bflanagan@thenational.ae

Back to the top

More articles


Editor's Picks

 Cityscape Abu Dhabi 2014 will run until April 24, 2014. Fatima Al Marzooqi / The National.

In pictures: Cityscape Abu Dhabi 2014 opens
at Adnec

Key developments and master plans are being unveiled at this year’s property exhibition in the capital.

 Marina Square apartments Reem Island: Q1 2% rise. Studio - Dh65-68,000. 1BR - Dh75-95,000. 2BR - Dh110-145,000. 3BR - Dh170-190,000. Q1 2013-Q1 2014 no change. Sammy Dallal / The National

In pictures: Where Abu Dhabi rents have risen and fallen, Q1 2014

Find out how rental prices in the prime locations in Abu Dhabi have altered during the first three months of the year and the current rates you will pay according to data provided by Asteco.

 Designed by London-based Thomas Heatherwick, founder of Heatherwick studio, the park will feature an outdoor cinema, an organic garden, picnic areas and cafes and restaurants. Photo courtesy Salama bint Hamdan Al Nahyan Foundation

Futuristic Abu Dhabi park to be built in the desert shade

Spread over 125,000 square metres, Al Fayah Park, on Airport Road, will be covered by a sand-coloured canopy, 20 metres high, with the appearance of cracked desert land from above.

 Room with a view from one of the 21 duplex penthouses located in the Gate Towers sky-bridge. The sports courts and swimming pools can be seen below. Courtesy Alda

In pictures: Aldar’s Gate Towers Penthouse Collection on Reem Island

Aldar launched its Gate Towers Penthouse Collection at Cityscape Abu Dhabi. The launch features 21 penthouses spanning the skybridge, with each having a private indoor pool and incredible views.

 The Wind, Energy, Technology and Environment Exhibition takes place from April 14 to April 16. Above, the Dewa showroom during last year’s Wetex. Jaime Puebla / The National

April corporate and economic calendar for the UAE and overseas

From Cityscape to Wetex to stock-market holidays to nations reporting first-quarter GDP figures, here is our helpful calendar of April's business events in the UAE and internationally.

 Get the latest information on credit cards, bank accounts and loan products in the UAE. Mark Lennihan / AP Photo

Rates report: Latest on UAE loans, accounts and credit cards

Souqamal.com brings you the latest interest rates on banking products in the UAE.

Events

To add your event to The National listings, click here

Get the most from The National