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HTC plans second-generation Butterfly phone

2013/03/25 19:10:45

Taipei, March 25 (CNA) Taiwan's HTC Corp. said Monday it will soon launch a second generation "Butterfly" customized smartphone to capitalize on growing consumer interest in the large-screen phone segment.

Ben Ho, chief marketing officer of HTC, said the 5-inch Butterfly was originally customized for certain mobile carriers in Japan and has since been introduced in other markets, such as the United States and Taiwan, where consumers are attracted by its large screen.

To meet increasing consumer demand in this market segment, HTC will launch a successor to the device under the same Butterfly brand name, he said, without revealing the timing of the new model's introduction to the market.

"We have no plans for the time being to change the name of this series," Ho told a media briefing.

Since HTC launched the 5-inch smartphone in Japan and Taiwan in December, it has seen better-than-expected sales and strong demand.

Known as the world's first smartphone with a 5-inch full-HD display, the HTC Butterfly has enjoyed brisk sales since its launch in Japan Dec. 10, according to reports from Japan.

The model replaced Apple Inc.'s iPhone 5 as the top seller on the KDDI's sales rankings for the week Dec. 10-16, the reports said.

But the model has also suffered from production shortages, which Ho said have now been resolved.

Chunghwa Telecom Co., Taiwan's largest mobile provider, complained in January that its supply of HTC Butterflys was lagging far behind the 40,000 units ordered by consumers.

Taiwan Mobile Co. and Far EasTone Telecommunications Co., which launched sales of the HTC Butterfly on Jan. 20 and 23, respectively, also said they had long waiting lists for the phone.

(By Jeffrey Wu)