HTC launches new Android handsets

LONDON ¡X HTC Corporation, a global designer of smartphones, on Wednesday unveiled its latest Android-based smartphones, the HTC Desire HD and HTC Desire.

By Muzaffar Rizvi

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Published: Thu 16 Sep 2010, 11:21 PM

Last updated: Mon 6 Apr 2015, 11:50 AM

The mobiles — equipped with a new HTC Sense experience — will be available in the UAE in October, and promises up to 20 per cent better battery life and an enhanced version of the HTC Sense interface with improved mapping software, sound and multimedia capabilities. A new Website,, will also allow users to manage information on their phone through their computer.

The new models, costing approximately around Dh3,000, will be broadly available through mobile operators and retailers across major Middle East, European and Asian markets from mid-October 2010 with the HTC Desire Z shipping in North America later this year.

“We’re excited to be taking the HTC Sense experience beyond the phone to a whole new level with a series of connected HTC services we call,” said Peter Chou, CEO of HTC Corporation.

The new handsets are being launched at a time when HTC is also preparing for its new Windows 7 handsets to launch. On Microsoft’s new platform, manufacturers such as HTC are not permitted to innovate around the interface as they are on Google’s open source Android operating system. Chen, however, promised significant hardware innovation on all platforms, and said that HTC gave them both “equal strategic priority”.

Both phones use new chips from Qualcomm which deliver improved power efficiency. HTC says users will “easily be able to go the whole day without needing to charge”, although HTC CEO Peter Chen said the technology was not yet a breakthrough.

The company has also added an improved reader, including the Kobo bookstore for purchasing directly on the phone, and improved the maps on the phone to minimise the amount of time users need to spend downloading data, for instance while driving.

The new HTC Sense experience continues HTC’s strong focus on the customer, placing people at the centre by simply making its phones work in a more personal and natural way. HTC Sense introduces a number of key innovations including a series of connected services called that enhance people’s mobile experience on HTC phones.

“Our customers will value the holistic approach we’re taking to enhance their mobile experience. This customer-first philosophy has resonated with people buying HTC phones and this drives us to continue introducing new innovative smartphones like the HTC Desire HD and HTC Desire Z,” Chou said.

The new HTC Sense experience offers a variety of enhancements that improve how people capture, create, share and access multimedia content. With a newly created camera experience, people can record HD videos or capture and edit images with a variety of fun camera effects.

With HTC Locations, a new differentiated online mapping experience, people have instant, on-demand mapping without download delays or incurring mobile roaming charges.

HTC Sense also includes a new integrated online e-reading experience utilizing a new e-book store powered by Kobo„· and a new, mobile-optimized e-reader that includes the ability to highlight, annotate and quickly search for definitions or translate unfamiliar terms.

“As a key Android partner and smartphone brand, HTC continues to bring new innovation to the platform,” said Andy Rubin, VP engineering at Google. “Android is about choice and the new HTC smartphones continue to provide customers with powerful choices and flexibility.”

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