HTC: customers want thin phones, not long-life batteries

HTC: customers want thin phones, not long-life batteriesHTC says that its latest line of super-slender smartphones are simply giving the public what they want despite their slim profile coming at the cost of battery life.

The company's vice-president of portfolio strategy Bjorn Kilburn made the claim this week in defending HTC against complaints that its batteries don't last long enough, and aren't user-accessible either.

It's well established now that HTC has taken a bold new approach with the One line introduced a couple of months ago, with the new line marking a clear change of direction from the increasingly confused lineup that defined the company at the end of last year.

Aside from a much slimmer, more focused range of devices we're also now finding out more about why some specific decisions were made regarding the features on board.

We already know about the high-spec cameras on board HTC's new phones, which is the result of consumer feedback suggesting the on-board camera is the first differentiator the consumer looks at in-store.

Now Kilburn tells us HTC was planning to kit out its One range with batteries hitting 3,000mAh and above but did an about-turn when its research suggested users wanted more compact overall dimensions, a move that also saw accessibility to the battery fall by the wayside.

Our problem with the above is a simple one: compactness is one of those instinctive considerations that appeals to the ego and looks great on paper (why else resort to the lunacy of reporting thickness down to 1/100th of a millimetre?), while battery life is unglamorous and... well... boring, but it also has actual importance to your ownership of a product, rather than just your decision to own the product.

Pity it's the latter where all the money is made.

Via Slashgear

Read more about: HTC One SHTC One VHTC One XAndroid

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4 comments

JanSt / MOD  Apr. 20, 2012 at 09:05

I have NEVER EVER heard anyone say they were looking for a thinner phone. But loads of the skinnies get dumped for poor battery performance.
Your conclusion is spot-on.
Battery life is not photogenic, just as stamina in people cannot be photographed. 6 packs and (fake) tan, yes; muscles, yes... stamina and brains?

Pondlife  Apr. 20, 2012 at 13:17

If they weren't looking for thinner phones then I can't see why else the original rzr and the follow ups sold as they didn't have much else going for them.
Wonder if Apple buoyed by the success of the slightly fatter new ipad might make the new iphone a touch chunkier, doubt it but could set a new trend

Pondlife  Apr. 20, 2012 at 13:26

Bizarre that although many people moan about poor battery life on current phones they don't pay more heed to it in looking at next one.

SpeedyG  Apr. 20, 2012 at 14:49

HTC want to choose style over substance? How novel in the business world. :p

Just looks like they want to make their brand as big as Apple imo.

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