As it has promised
, HTC is stepping up its marketing efforts in order to recapture much of the market share that it has lost primarily to Samsung in the battle for Android smartphone market share. The Taiwan-based smartphone maker has announced that it is taking on Samsung and other smartphone competitors by launching the HTC One Live Experience Tour
. The roadshow will include pop-up HTC One showrooms in malls, a Live Cinema Experience at select theaters and BoomSound Lounges, which will feature live performances by artists including Pharell, Grouplove and Manchester Orchestra.
"HTC One Showrooms are taking the concept of a pop-up store to different place by creating a large, playful, interactive exhibit where we expect people to be entertained and have a new experience with the HTC One at each visit," said Erin McGee, HTC's North American vice president of marketing. "It gives them the chance to truly immerse themselves in everything the phone offers at their own pace - and delivers a different experience than a traditional retail setting," McGee added. "We're establishing the US brand identity for the new HTC One as an innovative, stunning product with a full-metal design and a clear difference in experiences from any previous, or recently announced smartphone," McGee said of the new marketing campaign.
After delays caused by parts shortages, the HTC One
is now up for preorder in the US with in store availability expected on April 19. A 64GB Developer Edition with an unlocked bootloader is also available for pre-order and is expected to reach customers by the end of the month. It will retail for $200 on a two-year contract for a 32GB model or $300 for a 64GB model on AT&T. Sprint will offer the 32GB model only, also for $200 on a two-year plan. T-Mobile customers will also be able to pick up the HTC One from "later this spring."