Although you might have heard about “Beats Audio” thanks to the HP Touchpad, feel free to unlearn that correlation. It looks as if Hewlett-Packard has missed their chance to really let their devices stand out in the mobile space, as news that HTC and Beats Electronics have officially announced a partnership in efforts to ‘redefine the smart phone category and redefine the way sound is heard‘.
If you’re questioning this and are concerned that it sounds too good to be true, you might be on to something. Beats by Dr. Dre is manufactured and distributed exclusively under license to Monster Cables. Yes, Monster Cables, the same company that produces audio and video cables that sell for a exorbitant mark-up price because they can.
As posted on the “Beats by Dr. Dre” blog and reported by AllThingsD, the partnership is an attempt to redefine the sound on smartphones and mobile devices. HTC will be able to use the brand as a huge key differentiator in the battle for victory in the smartphone race, as it’s one of the major issues that OEMs are having when deploying new devices and marketing to users — answering the question of “what makes our phone different?”. HTC can market a premium sound experience by leveraging the current success of Beats by Dr. Dre in popular culture.
The obligatory article pun? The partnership is to the tune of 300 million dollars.