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New HTC Rhyme Focuses on the Reason

New HTC Rhyme Focuses on the Reason HTC effectively signaled the intended audience of its new Rhyme smartphone with the white leather sofas and fluffy rugs at its launch event in New York.

While marketing certain phones at women is not a new idea, HTC seem to have gone a bit further than the usual colorful cases and chirpy advertising with the Rhyme. HTC are deliberately aiming for a less techno-geek audience with this phone, focusing on its real-life usefulness rather than its vital stats. As Jason Gordon, HTC's global director of communications, explained in The Independent, "an awful lot of people don't care how big or small their phone's screen is, or how fast the processor ticks over. The HTC Rhyme is designed for them, to address how they want to use their phones."

So, with all you geeky stat-fiends wondering what on earth someone would buy a phone for if not its technical abilities, what exactly does the Rhyme do? Well, reverting back to technical specs for one moment, this is basically a 3.7inch touchscreen phone with a 1GHz processor, wrapped in a curvy case which comes in two colours – ‘Plum’ and ‘Clearwater’. While Plum is self-explanatory, Clearwater turns out to be a discreet golden hue.

The Rhyme does everything a modern Android handset with the HTC Sense UI can do, but packs a few extras to make it stand out from the crowd. One nifty example is the charging dock which comes with the phone, turning it into a workable bedside alarm clock – not something fanboys will use to bash a rival's tech specs but a useful real-world feature. The headphones which come with the HTC Rhyme are nicely colour-coordinated and also come with a small cube attachment which clips to a bag or jacket and flashes when a call or text comes in. Again this isn't bleeding-edge technical wizardry but it's a nice idea.

While the Rhyme isn't going to win any smartphone top trumps battles, it is well thought-out and cleverly designed. It will be interesting to see how well the handset fares against its more pocket-bulging rivals.


Industry News posted by Jan Moys on 22 September 2011

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