HTC 2015 Annual Report Download - page 12

Company profile
Company profile
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Product Development
HTC has embarked on an aggressive program to diversify its product portfolio over the last two years, building on its
innovation and the breadth and depth of its world-class pool of design and engineering talent to develop new products
that foster a more convenient, more connected life. HTC continued to innovate across its smartphone range, while
enteringthenewmarketsofwearables,withthelaunchoftheUAHealthbox™,andthenascentmarketforconsumer
virtualrealitywiththeHTCVive™,emergingastheinnovationleaderineachsegment.
Smartphones
In2015,HTCdevelopedanewportfolioof“One”seriesdevicesfortheentry-tomid-tierpremiumsmartphonemarket
that truly embodies the HTC heritage of high-end innovation. HTC One Series smartphones are dressed luxuriously in
metal and boast best-in-class technology and software innovation.
The HTC Desire series represents chic and trendy, reflected in several innovative finishes over the last year, such as
thedual-toneanddual-finishdesignof2015devicesandtheuniquemicro-splashdesignof2016devices.Moreover,
HTC took the strategic step to incorporate some of the premium imaging and audio features of the HTC One series
phones into the HTC Desire range, providing a strong value proposition within each market segment.
Bothseriesaredesignedtocomplementeachother,appealingtodifferentgroupsofcustomersbyage,gender,and
design preference.
HTC One A9
InOctober2015,theHTCOneA9wasunveiledataneventinNewYork.TheslimlineHTCOneA9underscores
the close collaboration between HTC and Google, melding the best of HTC's acclaimed design and innovation with
the latest from Google's Android. The HTC One A9 is a stunning, no-compromise smartphone that stands out from
the crowd, built for people who want a better choice, and combining striking design on the outside with the newest
featuresofAndroid6.0MarshmallowwithHTCSenseontheinsideforanunrivalledsmartphoneexperience.
An evolution of the iconic HTC One family design, the HTC One A9 draws on natural beauty by using rich, striking
colours and unique metal finishes – an approach that HTC calls “metalmorphics.” New curves, refined edges, and
precision-cut ridges on the power button and the super-thin metal frame give the phone a smooth, lightweight feel.
The HTC One A9's front and rear cameras, coupled with powerful yet simple editing tools, enabled great photos and
videosatatap.Themain13MPrearcamerafeaturesopticalimagestabilisation(OIS),whichautomaticallyminimizes
handshakeandcorrectsvibrationstogiveacrystal-clearpictureeverytime.Meanwhile,thefrontUltraPixelcamera
deliversthebestself-portraitsinanylightingcondition,capturing300%morelightthanconventionalsmartphone
cameras.
Also significant is the engineering that goes deep into the heart of the Android operating system to produce an extra
level of fluidity and responsiveness compared to other Android phones. The HTC One A9 was the first non-Nexus
smartphonepoweredbyAndroid6.0Marshmallow,andprovidedGoogle'slatestinnovationswiththesimplicityof
HTC Sense out of the box.
HTC One X9
LaunchedatMobileWorldCongress2016,theHTCOneX9aimstoofferanalternativeafterthesuccessofHTCOne
A9, delivering the same experience in a larger 5.5-inch display but in a more compact form factor. HTC One X9 has
the look and feel of high end silk, creating a softer, warmer and more luxurious finish to the phone. Taking cues from
HTC’s metalmorphics philosophy, the HTC One X9 used a new technique to give it its fine silk-like texture.
ThecameraqualityontheHTCOneX9isoneofthebestinitsclass.Byprecisionengineeringtwocameras,one
front and one back, and incorporating numerous image-enhancing features, the HTC One X9 enables the capture of
breathtaking shots every time and from every angle. There was also no compromise on audio, with the HTC One X9
creatinglargerthanlifeaudiodeliveredbyHTCBoomSound™withDolby™Surround.Integratedamplifiersare
designed to bring out the best of music and provide an even more dynamic range of sound.
HTC Desire Series
The perfect balance of modern style and performance, the HTC Desire series represents the continued pursuit of
brilliance in innovation as part of its market strategy to elevate itself as a premium product range.
Over the past year, HTC has carried many of the features of its key 2015 HTC One devices across to the HTC Desire
series, including:
• ThelatestHTCSense7userexperience.TheHTCDesiresmartphonescanbecustomizedwithHTCThemes,HTC
BlinkFeed™andHTCSenseHomeapplications.
• Advancedimagingfeaturessuchasopticalimagestabilisation(OIS)thatwerepreviouslyfoundonlyinpremium
smartphones.TheDesire828wasthefirstmid-tiersmartphonetofeatureOISandsetitselfapartforhighquality
imaging equivalent to premium smartphones.
• 2015modelsfeaturedadualtoneanddualfinishmattedesignthatmadephonescomfortableandeasytogrip,while
the vivid colours created an unique style and individualism.
• AnewlineofDesiresmartphoneslaunchedinearly2016incorporatedaninnovativemicro-splashbodydesign,
reflecting the latest fashion trends in urban street wear and seamlessly blending fashion with consumer electronics.
• HTC’sacclaimedaudiotechnologywasaugmentedintheHTCDesire826,whichwasthefirsttouseHTC
BoomSoundwithDolbySurroundsoundtechnology.
• TheHTCDesire826wasalsothefirstHTCsmartphonetofeaturetheUltraPixel™frontcameratofacilitate
stunning self-portraits in any light condition, offering better value to its target market.