What’s in a Name? HTC’s latest ‘leak’

Deluxe..Droid DNA..J Butterfly..

These are all the names for HTC’s latest release (‘leaked’ pictures below). Droid DNA is the confirmed name for its release in the U.S., J Butterfly in Japan and Deluxe is rumoured to be the name for elsewhere (including the UK).

HTC Deluxe

I have to say I fell out of love with my HTC and so when it took the exit route of many a goldfish, I ventured elsewhere. However, this model does look pretty flash.

The specs are:

  • 5 inch 1080p screen, 440ppi
  • Quad-Core Qualcomm S4 Prochip @ 1.5GHz
  • 2GB RAM
  • 8MP rear camera
  • Beats Audio

I’m most impressed with the Beats audio; I have a Beats edition laptop and headphones and love them. I was a bit sceptical as I didn’t have Dr. Dre down as the next big tech boffin, but it’s undoubtable that the audio quality is streaks ahead of most.

The name I find a bit perplexing, being in marketing I totally understand the need for locally adapted positioning and marketing but Butterfly vs. Droid DNA- really?

I think Deluxe is quite a compliment to Britain (obviously we have terribly high, royal standards darling). Droid DNA is a little unusual but perhaps appeals to America’s strong, dynamic qualities. Butterfly…well the name might match well with Japan’s love of everything kitsch, cutesy and anime style, but seems a little off kilter with the phone.

When a smartphone looks this swish, perhaps the name is irrelevant?

Want to find out more? See the press release.


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