HTC, you need to pick a name and stick with it. It’s easy

by: Bogdan PetrovanFebruary 9, 2013


A rumor emerged last night about yet another change in HTC’s branding strategy. According to Twitter user @evleaks, HTC’s upcoming flagship phone will be simply called the HTC One.

Previously, what was supposedly a leaked promotional material of a French retailer suggested that HTC would sell the successor to the One X under the M7 name. Moreover, company CEO Peter Chou was recorded chanting “M7!” at a recent company event.

However, @evleaks has a proven record of supplying insider information related to HTC, so there’s a good chance the report is accurate.

Regardless of which rumor you choose to believe, I think it’s obvious that HTC has a problem with creating and maintaining a well-defined brand image.

Neither of the two options is a good choice for a name, in my opinion. M7 may sound good, but what happens next year? Will HTC invent a brand new name in 2014?

HTC One could be turned into an evergreen brand, but it conflicts with last year’s naming convention. As my colleague Derek Ross commented on Google Plus, which phone would a new customer pick as top of the line, based solely on their names? HTC One X, or HTC One X+, or HTC One? I think most non-fan, non-techy buyers would consider last year’s One X+ the top of the line. And what happens to the other phones that HTC plans to launch this year? How will the successors to the One S or One V be called?

In my opinion, HTC should pick a distinctive brand name for its top of the line devices and stick with it, like Samsung did with the Galaxy S. People know that S phones are top of the line, even if Samsung markets about a million other Galaxy models.

HTC could even stick with last year’s convention and release the One X2. It has a nice ring to it, and people will instinctively recognize it as the newer and better smartphone.

In the past few months, the Taiwanese have repeatedly emphasized their “newfound” focus on marketing. Hopefully, it will be more than just talk this time, because the clear branding strategy that HTC promised for last year eventually devolved into a mess.

We should find out pretty soon – HTC has scheduled the launch of its new hero phone on February 19, with twin events in London and New York. We’ll be there to bring you all the good stuff.

  • One X2 all the way

  • In the years of android’s brief history, this is what plagued them. Tons and tons of different phones and no distinctive branding or naming.
    To me, it seems obvious to put your resources behind one brand name and stick with it.
    Apple was smart to name their phone simply the iPhone.
    HTC was terrible at branding everything but the Evo. Sprint as botched the “Samsung Galaxy S2 Epic 4G Touch,” name. Really?

    The carriers didn’t help wanting unique names but the manufacturers should have told the carriers off.

  • intvidia

    Maybe they copy Apple and will simply call it “the new One”. Then the next will be “the new One with more bloated UI” and so one.

  • One X2 would be a logical name for the flagship, so you can almost rest assured that HTC will call it something else. Nothing they have done in past two years is logical. So based on name choices from those two years, I’d nearly be looking for something with a name like the HTC Hawkmoth A7X.

  • Matthew Gray

    Thats the same thing i had said in my blog i guess grear mibds think alike

  • Horus Jarilo

    Personally i think HTC doesnt need a brand name like Apple, Samsung or Sony… It’s a fact those companies make other devices as well not just phones, so an iPhone stands for smartphones, Galaxy and Xperia for Android devices. HTC on the other hand produce only smartphones.

  • svinepelz

    I’d drop the “One” name and simply continue the series with X, S and V models. X2 would be the next big screen top model (4.7″-5″), while S2 would be the next smaller screen top model (4″-4.3″). The V2 would be the oddball budget alternative (3.5″-4″).

    Thus, the followup to the “HTC One X” and the “HTC One X+” would be the “HTC X2” (and perhaps the “HTC X2+” after a few months). Very logical, plus shorter and nicer.

    • HTC X2 has a much nicer ring than HTC One X2 (too many numbers). And for that reason alone, HTC won’t go down that road.

  • brendan soliwoda

    I think something like the HTC Two X would do wonders for them.

  • carlisimo

    I think “One” is a good idea, provided they only have one “One” at a time.

  • CC6

    they should bring back the HERO name..
    the days of glory…
    Hero X (xtream), Hero S ( style), Hero M ( medium ) and Hero B ( basic)

  • Nishant Sirohi

    HTC has introduced a new strategy.insert the memory and seal it Insert the battery and seal it . And then they whine about in the board meetings about losing to Samsung or even LG