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HTC: Samsung snagged our burst shot innovation, we'll trademark everything around the One

Posted: , by Daniel P.

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HTC: Samsung snagged our burst shot innovation, we'll trademark everything around the One
Jason Mackenzie, HTC's global president of sales, sat down for an interview, in which he revealed some pretty interesting tidbits from the kitchen of smartphone making.

The big story here is that he is convinced Samsung borrowed the Burst Shot mode of its phone cameras, which debuted with the HTC One X and One S. It is not only Samsung, though, as soon each and every manufacturer, like LG or Sony, also introduced some sort of burst shot regimes in their camera apps, while Sony even borrowed HTC's idea to place the stills and video shutter keys on one and the same screen, instead of switching back and forth, which you can see in the Xperia Z.

We're changing the culture within HTC. Our culture has always embraced this "quietly brilliant" mentality, which meant the good things about being humble. But we've been too quiet. We're embracing that we need to be a challenger. HTC is a company fighting against two of the biggest companies in the world, Apple and Samsung, who have a lot of resources. So we're embracing that.

What that means is we will be a lot more aggressive in our communication. We need to take ownership of our innovations. So if I think about last year, the HTC One X; great product. We had this "amazing camera, authentic sound" message, but it was too vague. We didn't communicate well why it was an a amazing camera. We essentially worked for our competitors in some cases, where we launched these great things like burst mode, and then we let Samsung come in and suck in our innovation and own it in the consumer's mind.

So the first thing we're doing with those big innovations I took you through--BlinkFeed, BoomSound and the UltraPixel camera--we're actually trademarking these terms, we're going to own them and we're going to be very aggressive about how we communicate those. The second thing is we're going to be a lot more strategic in how we're marketing. We'll have an "always on" approach. Before we've come out in these four- or five- or maybe eight-week bursts around a product. Now you will see HTC aggressively market throughout the year.

On the question why the innovative BlinkFeed news board that gives you curated always-on snippets of info on topics of your choosing from more than 140 content providers HTC has struck a deal with, looks like Microsoft Windows Phone's Live Tiles concept, he answered:

If what you mean is that there are squares on it, you're right. But Live Tiles on Windows is static information. They're widgets, essentially. What this is, is a newsfeed that's constantly updating. So every time I turn on my phone I can feed through it and I can get to the latest information. The phone is alive from that perspective. That's a big innovation that we think fits consumers. And then it's also a fantastic differentiator where, when you see this in ads and things, this is going to say HTC BlinkFeed.
 

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posted on 11 Mar 2013, 05:56 34

1. _Bone_ (Posts: 2104; Member since: 29 Oct 2012)


Samsung cameras had burst mode before HTC phones.

posted on 11 Mar 2013, 06:04 16

4. RaKithAPeiRiZ (Posts: 1301; Member since: 29 Dec 2011)


but they didn't use it in their phones

posted on 11 Mar 2013, 06:14 16

11. MrJerry (Posts: 384; Member since: 05 Oct 2012)


HTC used Samsung camera's burse mode then?
So Sammy cant use it?

Now it seems everyone is jealous of sammy

posted on 11 Mar 2013, 06:23 11

16. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


You can look at it this way: Samsung has been selling the most number of devices since the S2 days. But not every company can get jealous of them/ want to blast their asses at the same time. Surely, Samsung is doing something wrong to piss all other manufacturers. Sometimes by maybe stealing other innovations as and when they manufacture parts for others and bring it to their devices before supplying the number of parts that a company asked for first.

posted on 11 Mar 2013, 06:46 5

22. MrJerry (Posts: 384; Member since: 05 Oct 2012)


If you are talking about something when around s2, then Yes.
They made some mistakes most regarding with iphones.
Sammy even knows they need to pay some money.
Not that amount of money from stupid jury in US.

But this thing, burst mode?
Is that really the best one they could think of?
Sounds more stupid than rectangle thing

Lame

posted on 11 Mar 2013, 06:51 7

24. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


Er, I'm not saying about the burst mode in particular. AFAIK, some phones and maybe even cameras have had burst mode before the HOX. But, it does seem Samsung is not as innovative as it makes itself to be. You see, apple has about a dozen of broad/vague patents that shouldn't have been granted, Nokia has been complaining about the displays of samsung and so has been LG. Surely, there's more than what is meeting the eye. But obviously, they have been making some of the best hardware which is aided by the android ecosystem, just that they don't seem innovative or revolutionary IMO.

posted on 11 Mar 2013, 07:16 6

35. MrJerry (Posts: 384; Member since: 05 Oct 2012)


I got your point
But did you ever think that companies have started to bash Sammy because Sammy has become a mainstream?
For example, look the other chinese MFs.
They seem to copy everything but no one cares.

And the innovation....
Now days no one can easily invent something big..if you do, you are in the list of novel prize.
So improving the things already exist can be innovative too which many companiea are doing now.
And Sammy is quite good at that

posted on 11 Mar 2013, 07:27 3

42. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


Innovation, well we can have our own interpretations of that word. It's not just about inventing something big you see. Apple did come up with the best phone at that time, with the OG iPhone 5 years ago. Did it have anything super-extraordinary, out of the blue? No, what it did was just merged the existing technologies and delivered a killer product that many craved for, resulting in the iPhone becoming a brand. Sammy did the same with the S2 and Note, and struck a goldmine. The next ones ie the S3 and Note 2 felt like obvious hardware upgrades from the S3/Note. Well, Nokia did bring about a better way of capturing images with the 808, but it resulted in a phone that was larger than average. It resulted in the PureView brand. The first gen Lumias were pretty underwhelming IMO, but the 920 did bring another good tech in the form of Super-sensitive display (synaptics was behind it, no doubt).

posted on 11 Mar 2013, 21:04 1

78. joey_sfb (Posts: 2565; Member since: 29 Mar 2012)


As a customer do i care, I chose Sammy because;

Apple overprice, limited functionality
HTC - weak battery and no sdcard
Sony - low amount of main memory, weak battery
Nokia - Windows phone with limited apps support

Samsung - none of the above, got every function i want. Note 2 design ok not a big turn off.

My phone Samsung Note 2.

posted on 11 Mar 2013, 13:50

76. lft4ded (Posts: 12; Member since: 14 Aug 2011)


I must admit to some confusion. Isn't the BestPic feature from the Sony C905 a burst mode? It take 7 pics rapidly and you can choose to save one, several or all of them?

posted on 11 Mar 2013, 06:12

10. hipnotika (Posts: 282; Member since: 06 Mar 2013)


which models ? tell me ha ?

posted on 11 Mar 2013, 06:35 3

19. MrJerry (Posts: 384; Member since: 05 Oct 2012)


Cmon man
Do you really think HTC used burst mode before digital cameras? lol

I bet the other phones would have burst mode regardless of HTC one x and the burst mode is camera feature which has been here many years.

In that jerk's theory from HTC, Sammy might sue if any other smart phone use stylus in their phablet lol
So fair huh?

posted on 11 Mar 2013, 07:06 3

27. CanYouSeeTheLight (Posts: 725; Member since: 05 Jul 2012)


Right, and what about the slow motion video that suddenly appeared on the Galaxy Note 2 which previously in the smartphone space was a feature only found on HTC phones?

posted on 11 Mar 2013, 07:13 7

33. Yeahman (Posts: 33; Member since: 13 Mar 2012)


Samsung Wave had slow motion in 2010.

posted on 11 Mar 2013, 07:19 4

36. tashreef (Posts: 476; Member since: 24 Nov 2012)


Don't argue with Sammy boys... they will never accept anything against them...

What samsung fans think?.. Every smartphone company is mad... Samsung is the biggest copy cat... And you talk about stylus on phablet? Motorola can file case against every company that manufacture's cellular device and Nokia on every smartphone being soled in the market.... Wake up.... Kid

posted on 11 Mar 2013, 09:29 2

61. xoatomxo (Posts: 56; Member since: 26 Apr 2011)


you wake up and do spell check please.

posted on 11 Mar 2013, 09:36 4

62. Jack58221 (Posts: 120; Member since: 23 Feb 2013)


I missed the patenting and sueing parts. what I did see was trademarking. others could still use things like burst mode, but there world be restrictions on the turm. if Sammy trademarked stylus or S-pen others could call it an E-pen or something, and just have to make sure it does not look 100% the same.
if HTC had trademarked it's burst mode that would just mean others would be calling it rapid shots or something. all this will do is force others to bring a little more creativity to the table when using something that someone else already used and trademarked. And what's wrong with more creativity.

posted on 11 Mar 2013, 10:06 1

66. b1acktiger (Posts: 203; Member since: 19 May 2012)


It was never used in mobile camera's thats what we are talking about. btw, pen stylus was introduced in flyer tablet.

posted on 11 Mar 2013, 10:27

69. VZWuser76 (Posts: 1205; Member since: 04 Mar 2010)


Ummm, has anyone heard of Palm? I'm pretty sure they were using pen stylus' loooong before HTC or Samsung. Hell, I remember having a crappy RadioShack organizer back in the early 2000s that had one.

posted on 12 Mar 2013, 11:56

83. true1984 (Posts: 582; Member since: 23 May 2012)


The problem is that Palm's stylus was for a resistive screen and not a capacitive one

posted on 11 Mar 2013, 07:07 3

28. sintruder (Posts: 58; Member since: 30 Aug 2012)


sammy crap introduced burst mode in the s3, so you are wrong htc used it first in the one x which was before s3

posted on 11 Mar 2013, 07:11 4

32. ghostnexus (Posts: 96; Member since: 07 Mar 2012)


the samsung reality had burst mode in 2010

posted on 11 Mar 2013, 09:25 2

60. MEeee (Posts: 213; Member since: 19 Oct 2011)


Samsung has this feature before HTC.

posted on 11 Mar 2013, 07:57

49. DKJnr (Posts: 22; Member since: 11 Mar 2013)


Nope!! Name one.

posted on 11 Mar 2013, 08:06 1

52. rodkurt (Posts: 128; Member since: 29 Nov 2012)


came here to see people argue. haha :D

posted on 11 Mar 2013, 08:06 2

53. alila2 (Posts: 117; Member since: 01 Nov 2011)


when samsung had burst mode, htc was introducing its first flip phone, what a pathetic claim by htc . i think what htc actually wanted to say is ( we are in deep Sh*t ) .

posted on 11 Mar 2013, 14:29

77. jcarrigan (unregistered)


Didnt Apple and HTC come to some agrrement where there was to be no lawsuits between the two for 10yrs? sounds like Apple is actually influencing how htc is"oh were trademarking the material on our phones, hell were guna trademark the words cell, phone, and ONe"

Yup HTC is the new Apple in terms of attitude towards someone elses success.

posted on 12 Mar 2013, 11:51 1

82. true1984 (Posts: 582; Member since: 23 May 2012)


You know HTC is talking about trademarks and not patents. Also, they aren't talking about suing anyone like apple does. Seems pretty legit to me.

posted on 11 Mar 2013, 06:02 4

2. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


So only trademarking and not patenting? Not surprised that everyone has this comment around Samsung though, HTC, LG Apple and Nokia. Wouldn't be surprised if BB and Sony act against Samsung as well.

posted on 11 Mar 2013, 07:22

39. tashreef (Posts: 476; Member since: 24 Nov 2012)


sony got nothing to act against.. BB is completely different .. what they got Qwerty keypad patents? ... LOL

posted on 11 Mar 2013, 08:01 2

51. adjou (Posts: 102; Member since: 06 Jul 2010)


Umm, actually. Sony got nothing to act against is wrong. They have more patents than HTC, LG and apple. Also they can also use ericsson's patents since it was part of the buy out deal.

So yeah, if Sony want to act, they can.

posted on 13 Mar 2013, 09:55 1

84. lee480 (Posts: 172; Member since: 24 Sep 2012)


lol. Sony's patents can bring HTC down easily.

http://en.wikipedia.org/wiki/List_of_top_United_States_patent_recipients

posted on 11 Mar 2013, 06:03 7

3. wando77 (Posts: 265; Member since: 23 Aug 2012)


The way I see it is that Samsung had ZERO lag shots on the galaxy nexus and burst shot was the OBVIOUS progression from that. HTC are talking rubbish here I'm afraid.

posted on 11 Mar 2013, 06:04 4

5. rodkurt (Posts: 128; Member since: 29 Nov 2012)


i think they're just scared the S IV sill sell better than their One....or they just followed appl not accepting defeat and patenting everything...

posted on 11 Mar 2013, 06:07

6. aayupanday (Posts: 455; Member since: 28 Jun 2012)


Will they trademark the front stereo speakers?

posted on 11 Mar 2013, 06:09 1

7. rodkurt (Posts: 128; Member since: 29 Nov 2012)


don't other phones like use the earpiece for speaker?...i don't know, just saying

posted on 11 Mar 2013, 07:58 1

50. xperiaDROID (Posts: 5047; Member since: 08 Mar 2013)


Soon, they will trademark the rounded corners and the HTC logo at the bottom, and they will say : ''Blackberry snagged our design, we will start the suing soon..."

posted on 11 Mar 2013, 09:48 2

64. Jack58221 (Posts: 120; Member since: 23 Feb 2013)


They can trademark boom sound, and the style of the dual front speakers. others can still stereo speakers in the front, just can't call it boom sound and would have to make the grill a little different. I think everyone doing a little more trademarking would be good. It would push new looks, designs, and innovations and stop cloning.

posted on 11 Mar 2013, 06:10 3

8. MrJerry (Posts: 384; Member since: 05 Oct 2012)


OMG

Are you f**king kidding me?
or you just wanna get some attention?

posted on 11 Mar 2013, 06:12 14

9. raihansazal (Posts: 6; Member since: 08 Dec 2010)


WHAT!!!! my 7 years old K800i has burst shot. and now htc say they invent it!!!

posted on 11 Mar 2013, 06:17 6

12. rgxVOiD (Posts: 432; Member since: 30 Aug 2012)


You read my mind

posted on 11 Mar 2013, 10:24 3

68. gwuhua1984 (Posts: 1237; Member since: 06 Mar 2012)


k800i.... I miss that phone...

posted on 11 Mar 2013, 06:17 1

13. GJanee (Posts: 211; Member since: 29 Jun 2011)


"Live Tiles on Windows is static information" static information my ass! tiles are constantly updating for people pinned to the start screen as well as apps that provide any kind of info (let it be weather, news, fb, etc.) seriously... HTC's struggling desperately here, which makes them look miserably weak...

posted on 11 Mar 2013, 06:19

14. nlbates66 (Posts: 278; Member since: 15 Aug 2012)


that "explanation" that their blinkfeed isn't similar to Windows phone tiles... oh dears.... HTC what has happened to you... >.>

wonder if this has anything to do with that "settlement" HTC had with apple a month or so back.

posted on 11 Mar 2013, 06:22

15. predator93 (Posts: 121; Member since: 28 Aug 2012)


Intel 's reference phone which was made available to customers in april 2012(HTC One X got released in may 2012) had burst mode capable of taking 10 full resolution shots at 15 FPS.

posted on 11 Mar 2013, 06:23

17. nikenturd (unregistered)


Im still glad Apple didn't snag this one, else they'd be suing every smartphone and appmaker that have this feature. Bottom line, be thankful it wasnt Apple

posted on 11 Mar 2013, 06:26

18. networkdood (Posts: 6250; Member since: 31 Mar 2010)


I just hope battery life is good on such a lively phone.

posted on 11 Mar 2013, 06:43 2

20. pwnarena (Posts: 825; Member since: 15 Feb 2013)


so what will htc do if sony claims the panoramic shot mode? it is a sony technology used first in their cameras. live tiles being "innovated" as the blinkfeed which is also basically just timescape made to look a tad more attractive. also, why don't they stop using pinch to zoom which is claimed by apple?

enough with the plans of suing other companies in the future. you will only end up making them more popular while making yourself look pathetic.

trademark and patent only when it's really some revolutionary technology you are introducing.

posted on 11 Mar 2013, 06:45

21. nikenturd (unregistered)


Agree, it was an inevitable, natural progression, cameras (all form and incarnation) will go that way anyhow, its just that SAMSUNG executed it in a timely fashion, whether they stole the idea or not, i simply could care less ....for HTC to claim such thing is utterly ridiculous.. YOU DID NOT invent that feature !

posted on 11 Mar 2013, 06:50

23. tiara6918 (Posts: 1322; Member since: 26 Apr 2012)


It will be a better strategy for HTC if they become aggressive. But they also have to prove that their products can go against the competition. Honestly as a one x owner their "amazing camera and authentic sound" didn't quite turn out to be true

posted on 11 Mar 2013, 07:01 4

25. darkkjedii (Posts: 10119; Member since: 05 Feb 2011)


Naughty Sammy

posted on 11 Mar 2013, 07:03

26. R-vjn (Posts: 161; Member since: 07 Jan 2013)


this is pure s**t..!
seriously???? for burst mode in a mobile camera..???

posted on 11 Mar 2013, 07:08 4

29. preet27in (banned) (Posts: 173; Member since: 07 Jul 2012)


exactly right htc. LOOK GUYSS. htc is the only company which literlly iniciate alomost everything first on phone. example- FIRST ANDROID PHONE, FIST 3D CAMERA, FIRST 720 P SCREEN,FIRST 1080 P SCREEN, FIRST TIME THE BURST MODE, u name it and htc has started it be4 any company and other companies like sammy r seriously copying them. htc need to change its mind set and start to SUE COPIERS.,htc makes damn good phone designs and best looking phones ever. only thing they lack inn is the marketing skills and better cameras.now htc one will b the nxt big thing. on the other hand SAMMY HASEN'T CHANGED. SAME OLDDESIGNS , SAME PLASTIC USED,SAME OLD SHAPES.zzzzzzz same boring user interface. nywayss i know fanboyss will b hurt after reading it , and i dont care. i dont care how many thumbs i get, whether down or up all i say is HTC ROCK. sammy now b aware!!!!!

posted on 11 Mar 2013, 07:15 2

34. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


Of course you don't care that people aren't going to take you seriously at all after your annoying caps. On the other hand, I wonder if you are ranjeth who was commenting on GSMArena a while ago.

posted on 11 Mar 2013, 07:26 1

41. preet27in (banned) (Posts: 173; Member since: 07 Jul 2012)


LOL WHAT? RANJETH? WHATS THAT NOW? and ya ur roght if they annoying to u dont read em.......... truth tastes bitter my friend.

posted on 11 Mar 2013, 07:33 1

44. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


Of course it does, if you don't know how to comment properly. You see, I'm not a Samsung fan at all, but I don't go around bashing others every time. What you said, can be done in a better way.

posted on 11 Mar 2013, 12:01 2

71. urtard (banned) (Posts: 82; Member since: 30 Jan 2013)


you seem very butthurt lmao

posted on 11 Mar 2013, 07:09 2

30. ghostnexus (Posts: 96; Member since: 07 Mar 2012)


The samsung reality had burst mode in its camera and it was from 2010

posted on 11 Mar 2013, 07:11 5

31. omacmagic (Posts: 25; Member since: 26 Oct 2012)


HTC is being stupid, I had this burst mode in my Sony K850i cyber shot camera phone.

posted on 11 Mar 2013, 07:22 4

37. nlbates66 (Posts: 278; Member since: 15 Aug 2012)


aye, I have my old Sony K550i here too, just checked it has burst shot as well, and this phone was released around 2007, so get the hell over yourself HTC.

http://en.wikipedia.org/wiki/K550i

http://www.mobile-review.com/review/sonyericsson-k550-en.shtml

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