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Motorola's Droid RAZR takes enough pages out of the classic textbook of smartphone differentiation to assemble its own chapter. It sets a new standard for thinness in LTE devices, uses leading-edge display technology, resists flexing, glass breakage and water damage, has a striking design and thoughtfully selected materials, stretches battery life, matches with a bevy of optimized accessories, and enables remote file and media access via Motocast software . Who's it for? Just about any Verizon customer willing to pony up.
Its rival HTC has also long played the one-upsmanship game. It has invested in a software layer designed to have populist appeal. Moreover, it has catered to US carriers' priorities by being first out of the gate to support T-Mobile's 3G network (with the first Android phone, the G1) and Sprint's and Verizon's 4G efforts, as well as one of two to initially support AT&T's LTE network.
And the work has paid off. At its recent introduction of the Rezound, the company crowed that it had been named the best-selling smartphone brand in the US in Q3 and that it was the leader in 4G smartphones. (The NPD Group, my employer, supports the second claim but not the first.) HTC also noted that it had cracked the Interbrand 100 list of best global brands after only five years of brand promotion. The company's "partner" Beats Audio, in which the handset maker has invested hundreds of millions of dollars, also drenched its benefactor in praise. This was followed by expected statements of support from Verizon and Best Buy, which will sell the Rezound.