HTC has announced today that is has invested into Beats by Dr. Dre, the company that makes headphones and loudspeakers.
In a press release sent to the media today, HTC wants to integrate the technology behind Beats into HTC handsets:
HTC® and Beats™ have been working together to create superior mobile audio experiences for consumers, which will result in a line of HTC devices integrated with Beats sound innovations.
“Beats has found a unique way to harness popular culture in a manner that is unlike any other brand today,” said Peter Chou, CEO of HTC Corporation. “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.”
HTC is currently using SRS sound enhancement technology in some of their products (specifically the HTC Sensation) so it makes sense for them to invest into an audio technology they can call their own.
However, when they picked Beats, I wondered what sort of unique technology the company possess that HTC would be interested in.
It’s pretty obvious though that this strategic partnership is more aligned to branding and marketing — a position that Beats by Dr. Dre can definitely bring. HTC’s $300 million investment is definitely a move to further push brand recognition in the US.
This article originally appeared at - Yugatech
