Hardware, Software Programs

HTC Coming to Sense(es), Beats Wants to Go


HTC Corp. (TPE:2498) is a long way from recovery. Recently they warned that they are likely going to make an operating loss in the third quarter, with expectations for its operating margin to go down between zero and -8 percent on revenues between $1.67 billion and $2 billion. First reported at the very end of July, HTC acknowledged that they are going to focus on mid-range devices as well, in order to gain traction in a ?quite competitive market?, as CEO Peter Chou put it. That is exactly what is going on, but the company is far from putting all of its chances in a single jar.

Aside from the smaller HTC One flagship variant HTC One mini, company reportedly plans to unveil the phablet unit HTC One Max as well. HTC One Max should be powered by the most capable SoC from Qualcomm – Snapdragon 800, paired with 2GB of RAM, a Full HD 5.9-inch screen, and the UltraPixel camera. With that said, company is preparing a non-flagship related unit, named HTC Zara ? which will likely take its place below the model HTC One mini.

According to the leak from @evleaks, Zara will be 4.5-inch unit with a qHD (960×540) screen and will sport a 1.2GHz Snapdragon 400 (MSM9830) chip. Worth noting is that HTC One mini has the same SoC, but running on a 200MHz higher clock rate. Rest of the specs are as expected of a mid-low range device, with 1GB of RAM, 8GB of (expandable) storage, 8-megapixel rear shooter (no UltraPixel camera here) and a 2100mAh battery. HTC Zara should become available later this year (no date specified) and will run Android 4.3 with Sense 5.5 UI layer. Hopefully, the company won?t get stuck in a way of overproducing various devices ? a move that cost them greatly in the past.

HTC Zara

Even though leaked HTC Zara and HTC One Max still carry the Beats Audio logo on the back, according to an article in The Wall Street Journal, this may not be the case at some point in the near future. Founders Dr.Dre and Jimmy Iovine are looking to buy back the remaining 25% interest of the company owned by HTC. By 2011. HTC purchased a 50.1% stake in Beats, and then sold half of it to Iovine and Dre in 2012. According to the sources, Beats is on a lookout for a new investor that will help expanding the brand, and it is likely that founders believe HTC is not ready for such an investment at this point in time.

Taiwanese mobile manufacturer certainly had other, almost bizarre-like ideas for investment, nonetheless:

A complete turn in marketing is something this company truly needed. In order to reset things, HTC hired Robert Downey Jr to lead a wide-media campaign and show that ?the company still leads and inspires innovation?.