HTC takes on teen market leader BlackBerry with Beats by Dr Dre

HTC is planning to target the lucrative teen mobile market, currently dominated by BlackBerry, by partnering with Beats by Dr Dre to bring high performance speakers to its handsets.

Justin Bieber Beats by Dr Dre
Justin Bieber Beats by Dr Dre

The phone manufacturer will be hoping the partnership will help HTC achieve its strategy of appealing to “everyday” consumers, rather than early technology adopters.

A line of HTC handsets with Beats audio will be launched in the Autumn.

Peter Chou, HTC CEO, says: “Beats has found a unique way to harness popular culture in a manner that is unlike any other brand today. It’s an exciting brand that has been built around providing something very special, and we believe our strategic partnership will provide customers with unbeatable sound on HTC phones.

“We obsess over every detail of a consumer’s mobile experience and audio is a critical part of that experience.”

Beats by Dr Dre prides itself on producing audio technology that lets consumers listen to music “as the artist intended”. The company has linked with several pop stars, including Lady Gaga and Justin Bieber, to produce limited edition headphones and speakers.

Adelynne Chao, research specialist at GfK, said last month that if HTC launches a low-cost Android handset it could take “a lot” of market share from BlackBerry.

RIM, which owns BlackBerry, had 18.3% of the UK smartphone handset market share in June, compared to HTC’s 16.4%, according to comScore.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here