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PHONES / MOBILE

Marketing Battle Between The HTC One & Samsung S4 Set To Be 'Brutal'

By David Richards | Sunday | 07/04/2013

HTC Australia who is set to launch a major marketing blitz for their new HTC One smartphone which has been dubbed the 'The Best Phone' in the world is not saying whether they will launch pop up showrooms in Sydney and Melbourne for the new smartphones.

Also tipped are live demonstrations of the new smartphone in the foyers of national cinema chains where HTC is set to run major cinema advertising campaigns.

In the USA where the Company who has seen their market share fall from 11% to 9% has announced a massive marketing campaign  that include pop-up showrooms appearing in eight major markets for a minimum of three months in high-traffic shopping centres.. 

According to sources HTC is set to go head to head with Samsung who will launch their new Galaxy S4 on the same day that the HTC One goes on sale in Telstra stores.

ChannelNews has been told that what HTC is planning to launch is a media blitz that positions the phone as "Everything your phone isn't" and will include a "heavy rotation" of advertising in social media and music download sites as well as cinemas. 

To demonstrate the HTC One's enhanced stereo sound, the company has opened HTC BoomSound Lounge pop-up listening booths, it is not known whether the same concept will be launched in Australia.
HTC is out to establish a brand identity for the HTC One "as an innovative, stunning product with a full-metal design and a clear difference in experiences from any previous, or recently announced smartphone," said Jeremy Mathews Marketing Director at HTC Australia recently.

The new HTC One is available for pre-order at Telstra, Optus and Vodafone and will be available nationwide from April 23. It will also be available at selected retailers such as JB Hi Fi.

Consumer customers can purchase the HTC One on the Telstra $60 Every Day Connect Plan with a $10 handset repayment per month (after using an included MRO Bonus), with $600 worth of included calls and MMS, unlimited SMS and 1GB of data, all to standard Australian numbers (and excluding use overseas) each month. Min cost over 24 months is $1,680.

Business customers can purchase the HTC One on $60 Business Performance Plan with a $10 per month handset repayment (after using an included MRO bonus), with $600 worth of included calls and MMS, unlimited SMS and 1GB of data, all to standard Australian numbers (and excluding use overseas) each month. Min cost over 24 months is $1,680.

HTC One can also be purchased outright in Telstra stores from April 23 for $768.

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