Official HTC One first look video focuses on design, software and speakers

February 19, 2013
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HTC One

It’s out, it’s out, it’s finally out, and it’s… awesome? Fugly? Underwelming hardware-wise? Just downright average? The jury’s still out on the HTC One and we’d love to hear your thoughts, but for now let’s focus on HTC’s marketing efforts.

The company’s CEO, Peter Chou, has basically blamed all of HTC’s recent misfortune on poor marketing, so today should be the start of a new era, right?

The buildup has been pretty well-handled by the new marketing department, although the One has definitely been one of the worst kept secrets in recent Android history. We’ve known all there was to it for weeks and yet we’ve been kept on our toes by leak after leak and teaser after teaser.

For some reason, we just couldn’t look away from all those rumors and if that’s not the definition of great marketing, I don’t know what is.

And yet one of the first official HTC One marketing moves feels a little forced and disappointing. We’re talking about a first look video uploaded minutes ago by HTC on YouTube. The one-minute clip is lively and entertaining, but doesn’t concentrate on the right things.

We would have expected HTC to flaunt that mouth-watering Full HD panel with 468 ppi pixel density, the new 4 Ultrapixels camera or the Snapdragon 600 CPU. Instead, the focus is on the new “BoomSound” speakers, the full metal body, the BlinkFeed interface and Zoe. That last feature is a new shooting mode, so you can say it has something to do with the snapper on HTC’s One.

But it’s not enough. Not enough to scream innovation or show us why someone should pick this bad boy up instead of the Sony Xperia Z. Or the Droid DNA, for that reason.

Again, the jury’s still out, but HTC has to do a lot more to convince us the One is worth a second look. Do you guys agree? Does the below clip make you want the One or want to forget about it?

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