HTC One unveils camera and music features

Peter Chou, HTC founder, described the device as "the one camera you will need", and "the one way you will enjoy all of your music" during a press conference at Mobile World Conference, held in Barcelona yesterday.
 
The HTC One camera will run on Sense 4 software, which will give it "the power of a true digital camera".
 
Chou said: "Some companies talking about giving you a great camera, but the truth is a lot of these cameras aren't good enough."

During the presentation Chou demonstrated how photos taken on an HTC One compared favourably to those taken on an iPhone 4S.

He said the company had "invested a lot" to ensure customers will "not miss another shot" by creating an auto focus that adjusts in 0.2 seconds.

The camera has also been designed to work in bad conditions such as poor light.

HTC has extended its partnership with Dropbox cloud storage to give One users 25gb of storage for two years, equivalent to 10,000 high quality photos.

Chou said the company will also continue to work closely with Beats engineers to bring high-quality Hi-Fi sound to music, web streaming and games played on the phone.

Users will also be able to create a customised music hub that integrates music from iTunes and other services such as Spotify, in one place.

The HTC One will be available in three variants for the high-end, low-end and mid-markets.

The high-end HTC One X will run off a Nvidia quad-core processor, which Chou said will result in better graphics, faster performing apps and longer battery life.

HTC's mid-market HTC One S will be positioned as "superfast and super durable", while the HTC One V will cater to the lower-end of the market, which Scott Croyle, head of design at HTC, said will update the design of the company's "hugely successful" Legend device.

Croyle said: "Now is the time to update a classic and through the One V we are going to bring the thing HTC is known for to as many people as possible."

HTC One will launch globally in April and it will have broadest distribution of any phone HTC has offered, 144 mobile operators have already signed up to retail the phone.

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk