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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: 2155; Member since: 29 Oct 2012)

Samsung cameras had burst mode before HTC phones.

posted on 11 Mar 2013, 06:04 16

4. RaKithAPeiRiZ (Posts: 1488; 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: 403; 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 (unregistered)

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: 403; 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


posted on 11 Mar 2013, 06:51 7

24. No_Nonsense (unregistered)

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: 403; 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 (unregistered)

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: 6600; 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: 353; Member since: 06 Mar 2013)

which models ? tell me ha ?

posted on 11 Mar 2013, 06:35 3

19. MrJerry (Posts: 403; 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: 1122; 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: 34; 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: 57; Member since: 26 Apr 2011)

you wake up and do spell check please.

posted on 11 Mar 2013, 09:36 4

62. Jack58221 (Posts: 157; 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: 223; 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: 4783; 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: 830; 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: 127; 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: 365; Member since: 19 Oct 2011)

Samsung has this feature before HTC.

posted on 11 Mar 2013, 07:57

49. DKJnr (Posts: 24; 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: 158; 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: 830; 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 (unregistered)

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

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