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HTC stages 'global launch' of new Touch cellphone in Sydney

Opinion and Analysis

If HTC's press release is to believed the global launch of its latest Windows Mobile-based cellphone, the 'Touch' was staged today (3 July) in Sydney.

"Sydney - 3 July 1007 - HTC Corp...toady announced the global launch of the HTC Touch, a deceptively small and stylish mobile phone..." the release said.  However, 'deceptive' is a word best used for the announcement. On the HTC website, details of  real global launch of the HTC Touch can be found. "London - June 5, 2007 - HTC Corp...today announced the global launch of the HTC Touch, a deceptively small and stylish mobile phone..." And this event that was reported in iTWire at the time. http://www.itwire.com.au/content/view/12678/532/

The occasion for the rerun of the global launch of the Touch was the announcement of HTC's entry into the Australian market under its own name, following its acquisition of the business of one of its OEM customers, Dopod International earlier this year. Dopod entered the Australian market in September 2006 .

In May this year HTC acquired the assets of nine Dopod subsidiaries in Taiwan, Hong Kong, Singapore, Malaysia, Indonesia, Australia, Thailand, India, and Philippines for about $US14.5 million.

Until late 2006 HTC had operated primarily as an OEM, although it did have its own brand, Qtek, in Europe. However in September 2006 it announced plans to go direct to market under the HTC name, and following the Dopod acquistion, said it would unify all its products under the HTC brand.

So launch of the Touch does mark the debut of HTC as a retail brand in Australia.  The product will be offered initially by Optus and  Officeworks and distributed by Brightpoint.  Retail price will be $699.

The Touch's main claim to fame is its motion sensitive touch screen that enables scrolling through menus in much the same way as a track pad on a laptop. It is the first HTC devices to be powered by HTC's patented touchFLO technology. See iTWire's earlier report for details.

The only real news today was the retail price, and for what it offers the Touch seems reasonable value. Except for one thing: it does not do 3G.

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