HTC UK & Ireland executive director Phil Roberson spoke of creating a sense of 'excitement' around the new One X handset to propel it to the top spot in the UK.
In an exclusive interview at Mobile World Congress he told Mobile: 'If I can't get excited about this phone then I never will. We are all very excited about the One X. The feedback since last night has been incredible. Yes, this is our hero product.
'We want it to be all about emotional engagement, allowing a personal experience for all our customers. Don't forget the camera on the One X can take up to 99 photos with just a two second gap. All of these thing will underpin the success of not only the One X, but also the One S and the One V.'
Roberson also spoke of the likely pricing for the handsets: 'We expect the One X to be around the £40 [per month] figure, followed by the One S at around £35, and the One V to retail for approx £30.'
Roberson also said there was a solid portfolio of distributors and operators behind the project. He said: 'We are creating new business and everyone knows we have a great portfolio. They can't wait to get started.'
HTC CEO Peter Chou yesterday (27 February) unveiled its One X, the 4.7-inch, quad-core 'hero' phone, of its new One range in Barcelona.
The Tegra 3-powered One X features Android 4.0 right out of the box, alongside a streamlined new version of Sense, fittingly called Sense 4.0. Equipped with NFC, 32GB of built-in storage, and a 1280x720-pixel Super LCD display, this is what HTC describes as its 'all-in' device.
It is expected to hit the market globally in April.
Full interview in next week's Mobile Magazine.