Taiwanese phone Company HTC who virtually dumped the manufacture of Windows Mobile phones in favour of Google Android based models is set to launch a new HD3 Windows Phone 7 in London on the 15th of September at a two hour function being held at the Hyatt Hotel.
Senior executives of the Company are also tipped to reveal a new Android based tablet at the UK event along with a new HTC Desire running Android 2.2. SmartHouse has been invited to the London event.
The HTC HD3 which follows on from the Companies HD2 Windows Mobile model is believed to have better power management capabilities however it is expected to be light on applications due to Microsoft not being able to attract developers who are currently developing Smartphone applications for Android and Apple iPhone devices.
Codenamed 6HTHD7XM, the device has a 4.5-inch AMOLED touchscreen (with a resolution of 1280×800 pixels), a dual core 1.5GHz ARM-based processor, 1GB RAM, 32GB storage, Wi-Fi, 4G, an 8-megapixel camera with two LED flashes, HDMI port and HD recording capabilities, a 1800mAh battery, all in a 10mm thick enclosure.
The device which when it goes on sale in Australia is tipped to be given to Telstra on an exclusive 3 month contract after the national carrier had a lot of success selling the power hungryHTC HD2 Windows Mobile based phone.
Insiders are tipping that Microsoft is set to spend billions in an attempt to get traction in the Smartphone market after consumer’s deserted Windows Mobile phones in favour of Android, and Apple iPhones.
Currently Microsoft is cuddling up to PC brands such as Dell in an effort to get support for their new Windows Phone 7 OS, however brands like Acer, Toshiba and HP have already said no. Also saying no is Sony Ericsson and Nokia.
On Friday Samsung a former manufacturer of Windows Mobile phones said that they are “primarily” sticking to the Google Android platform and their own Bada OS.
Desperate to attract consumers back to their brand Microsoft is set to try and buy loyalty.
Jonathan Goldberg, a telecoms analyst at Deutsche Bank, told the Guardian newspaper in the UK that Microsoft will spend $400m just on marketing the launch.
“This is make-or-break for them. They need to do whatever it takes to stay in the game,” says Goldberg. “
During a recent visit to Microsoft in the USA Goldberg that Microsoft, along with its carrier and manufacturing partners, would likely spend “billions” of dollars in the first year for marketing and development. Another source familiar with Microsoft’s manufacturer and carrier agreements says the company will spend $1 billion on the launch, half on marketing and half on other development costs.”
“Currently Microsoft is sitting on a cash pile of $35bn and after screwing up in the consumer and search markets the Company is desperate to not screw up further in the Smartphone market. Right now they are virtually out of the race and the only way that they will get traction is to buy the support of carriers and manufacturers” said a senior executive at an Australian carrier who is currently in discussions with Microsoft.
“It doesn’t matter how much money is thrown at a carrier of the OS the problem is that Microsoft is seen as loser in the phone market. They have limited apps and the apps that they will have basically been paid for by Microsoft because developers did not want to code applications for them. These guys are frantically developing for Android and Apple. They are also being approached by Samsung to develop for their Bada platform”
As one writer said “Even at $10 per device, 100 million Windows 7 phones will have to ship before it recoups $1 billion in marketing and engineering subsidies, not counting revenues from search advertising or its cut of app sales).”