Brand awareness at all time high following HTC One launch – prompting the new lower priced “family” addition Mini
HTC has unveiled a new smaller and more affordable version of the HTC One, the ‘One Mini.’
The aluminium device goes on sale in August follows the “success” of the Taiwanese firms flagship HTC One device which launched in March and is currently its largest ranged product, sold in 181 countries and through 583 networks..
The Mini runs on Android 4.2.2 and uses a Micro SIM, and includes a 4.3 inch HD (720×341) touch screen, around half an inch smaller than its predecessor. (pictured below – Mini left)
Features include a dual core processor 1.4GHz (Qualcomm 8930 Snapdragon 400 series) Ultra-Pixel camera (1.2 megapixel front facing), 1080p full HD video recording, latest version of HTC Sense, 4G compatible, WiFi, GPS, and a 3.5mm audio jack. Colour variants include ‘Glacial Silver’ and ‘Stealth Black’.
The device also includes 16 GB internal storage – half that included on the original, and uses a 1800mAh battery providing up to 13.27 hours talk time, and a standby time of up to 692 hours. Beats Audio, HTC BlinkFeed, BoomSound (front facing speakers) found on the HTC One are also present.
NFC connectivity and the infrared port included on the HTC One have been omitted to accommodate the smaller design.
HTC director of commercialisation product management Graham Wheeler Wheeler described the device as having “all the key pillars” of the One, but in a smaller package.
He added the handset will be priced “two price points” beneath the HTC One and be aimed at a wider addressable market – but still remain a high-end device
Wheeler said: “We really had a great run in terms of the overall affect the HTC One has had on the company.
“We wanted to extend the device family and our addressable market, by launching the mini and taking the key pillars that we talk about on the HTC One and put it together in a smaller package and a more value orientated price point.
“For a device that offers no compromise on experience, it really does offer a great value experience to the consumer.”
HTC Corporation CEO Peter Chou added: “The HTC One mini embodies everything that makes the HTC One a success on a smaller but equally eye-catching scale.”
Brand Awareness: “All time high”
Wheeler also revealed during a preview of the handset, HTC’s brand awareness is at an all time high, on the back of the HTC One, prompting the Mini addition.
He claimed awareness for the brand was current above 80 per cent (although refused to provide comparative details), with its “younger” targeted audience around 87 per cent (again refusing to provide a comparison).
He also claimed 94 percent of HTC One owners would recommend the brand,” with the number of people intending to buy HTC in the next six months doubling.
“Our brand awareness is at an all time high, and the intent to buy is now almost double since the HTC One launched.”
