On Monday, HTC, the manufacturer of many of today's popular smartphones, announced its acquisition of San Francisco-based design firm One & Company Design, Inc (One & Co). A design company? Weird, right? Actually, not really.
If you've followed HTC over the years, you may have noticed its smartphones taking on a new look recently. The company has gone from the traditional Pocket PC-phone form factor of the
The two companies started working together in 2006 to develop the Touch Diamond, and have since collaborated on the HTC S740,
"One & Co is excited to bring our lifestyle, user focused approach to HTC and we look forward to creating iconic, compelling products together," said Scott Croyle, partner of One & Co. "Knowing about HTC's cutting edge technology and proven track record of innovation, we are excited to collaborate with HTC as a global lifestyle brand."
Was it wise of HTC to invest in a design firm? Well, it makes sense when you consider that a lot of smartphones these days offer a lot of the same features and functionality and in those cases, design becomes the differentiating factor. Plus, people want a cool-looking device with wow factor. I met with HTC and One & Co on Monday, and both parties said they are committed to developing smartphones to fit people's different lifestyles and are willing to take risks with design. Sounds dangerous, but we're looking forward to seeing what the team comes up with in the new year.