As HTC, the biggest Taiwanese PDA ODM, announced today, it has decided to kill its former Qtek brand, under which its own devices were sold so far but using its own HTC brand from now.
HTC will continue to support its operator-branded products and OEM partners as a key priority. At the same time, HTC will provide its new branded products to its existing Qtek channels, distributors, enterprise and operators, who do not carry operator-branded products, like O2 with its Xda-line or T-Mobile with its MDA-line. However, migrating the Qtek brand to the new HTC brand identity will enable HTC to provide better direct support to those customers.
HTC is well known in the industry as the company behind many of the most popular operator-branded devices. It has established unique partnerships with key mobile brands, including the leading operators in Europe, US and Asia and supplies products to industry leading OEMs like HP.
Nevertheless, HTC will also continue to support in-life Qtek products to its European channel and distributor partners.
Peter Chou, CEO of HTC Corp. said: "We have a rich heritage of innovation and aim for our products to continue being the devices of choice on the Microsoft Windows Mobile platform. Our operator and OEM strategy remains key to this success, and we are committed to further strengthening our partner relationships by providing
customized and differentiated offerings."
Pivotal to HTC's further strengthening of its European presence is the development of a comprehensive, multi-channel support package for retail, distribution and operator partners to help them
maximize market opportunities.
The package for partners will include: richer device propositions, dedicated customer support, product training and toolkits, online and marketing support. It has also launched its first range of accessories - including Bluetooth headsets and in-car kits.
Peter Chou commented: "We are known for our relentless dedication to innovation. Smart mobility, the convergence of business applications and consumer functionality, is the future. We aim to continually develop new products to empower users on the go, providing more freedom in the way they live their lives."
Since HTC wants to enter the consumer market under its own brand now, the company also developed a new fresh company logo, to be used on HTC devices from now.
In addition, HTC today announced two new Windows Mobile based devices, one Windows Mobile Smartphone and one Windows Mobile Pocket PC.
The HTC TyTN (so far also known as HTC Hermes) is aimed at business users on the go because it provides for roaming across Europe, the US and Asia via a variety of connections, including tri-band UMTS, 3G, GSM, GPRS, EDGE, Wi-Fi and Bluetooth.
The handset runs on Windows Mobile 5.0 and offers Direct Push E-Mail for easy messaging, in addition to synching with Microsoft Outlook for contacts and e-mail. It has a slide-out QWERTY keyboard along with a 2.8-inch color display and touch screen functioning. The handset carries a 2
megapixel camera, plus a second camera for video telephony.
The HTC TyTN comes in black and silver, and will be available across Europe from late July.
The second handset, the HTC MTeoR
(better known as HTC Breeze) is a Windows Mobile Smartphone that also runs on Windows Mobile 5.0. It includes Direct Push technology for E-Mail, and synching for email, calendar and notes, plus document viewers for Microsoft Office as well as PDF files. The handset comes with a 2.2-inch screen and a built-in 1.3 megapixel camera.
The MTeoR will also be available throughout Europe from late July.
"We're thrilled to see HTC launching the TyTN and MTeoR under the new HTC
brand, which further adds to HTC'.s stellar record of innovation on the
Windows Mobile platform," said Pieter Knook, Senior Vice President, Mobile &
Embedded Devices Division, Microsoft Corp. "These devices are defining a
whole new category of phones with a range of entertainment and productivity
options. An HTC brand also brings more choice to Windows Mobile customers in
a rapidly growing and increasingly diverse mobile market."
The two handsets are HTC's first attempts to market products under its "new" consumer brand name HTC, from now Qtek isn't used any longer anymore.
According to HTC, HTC will continue to supply products to existing customers and global brands, such as mobile operators like T-Mobile, O2, Orange or NTT DoCoMo. HTC will only offer its own-name brand products to areas and distributors that don't carry operator-branded HTC handsets.
Cheers ~ Arne