HTC Hopes New Smartphone Will Be The One
HTC has unveiled the One - its new flagship smartphone that will be pitted against the likes of the iPhone 5 and the Galaxy.
One of the key features of the new phone is its all-aluminium chassis, available in silver or black, cradling a 4.7" HD (1080p) screen.
Tech journalists who got to handle the device said while the phone was certainly thin, it was reassuringly hefty and seemed well made.
One CNET writer also said the screen offered plenty of impact, with vibrant colours and wide viewing angles.
The HTC One features the latest Android Jelly Bean operating system and LTE network technology. It will come in 32GB or 64GB packages, backed by 2GB of DDR2 RAM.
The Taiwanese company was quick to point out three more features of the new phone - BlinkFeed, Zoe and BoomSound.
BlinkFeed transforms the home screen into a single live stream of personally relevant information, such as social updates, entertainment and lifestyle information, news and photos.
They feature immersive images so people no longer need to go to separate applications to find out what is happening.
However, for those not wanting the feature, it cannot be closed down entirely, even if a custom home screen is being used.
The One's Zoe feature gives people the ability to shoot a sort of mini-video - high-res photos that can be made to "come to life" in three-second snippets.
HTC says its BoomSound feature is a first for a phone, matching front-facing stereo speakers to a dedicated amplifier and a full HD display.
CEO Peter Chou said: "People today immerse themselves in a constant stream of updates, news and information.
"Although smartphones are one of the main ways we stay in touch with the people and information we care about, conventional designs have failed to keep pace with how people are actually using them.
"A new, exciting approach to the smartphone is needed and with the new HTC One, we have re-imagined the mobile experience from the ground up to reflect this new reality."
At the start of the year, HTC was losing the smartphone sales war, with its devices continuing to be outsold by Apple's iPhone and Samsung's Galaxy range.
HTC will be hoping its new phone will be the One to turn around its fortunes. The phone is due to go on sale in March.