"Beats has found a unique way to capture the popular culturelike no other brand now," said Peter Chou, CEO HTC Corporation."It's an exciting brand that was created around the idea ofdeveloping a very special offer, and we are confident that ourstrategic partnership will enable us to provide consumers with HTCphones to its unrivaled. We are attentive to every detail of themobile experience for consumers and the sound is an essential aspectof this experience."
This investment will also allow HTCto attract a younger clientele. "For several years now, thecontinuing evolution of Internet and mobile technologies leads toprofound changes in the entertainment industry and change ourconsumption patterns in music," says Frédéric Tassy, GeneralManager HTC France. "Today, 74% of French people aged 15-24consume music online and 31% of their consumption is made from amobile. In this context, the combination of HTC Beats by Dr. Dre andrepresents an extraordinary opportunity for our brand to speak toyounger generations, in keeping with our strategy of innovation andour commitment to providing mobile solutions with high value added."