Last Updated May 5, 2011 5:52 PM EDT
An HTC source gave This Is My Next details on the phone:
- Sea or forest green in color
- Custom "stylish" Bluetooth headset
- Hanging "charm indicator" to connect phone to purse
- Preinstalled with apps of interest to women
There are two faulty assumptions here: That women need special apps and that women need a special phone.
Pre-installing weight watching, shopping, or other stereotypical apps will probably insult, and not engage, the very female audience HTC wants. It's the equivalent of pre-installing an NBA app for black customers.
Furthermore, women don't need a special phone. The New York Times reported as far back as 2008 that one out of three smartphone owners was a woman, and, according to Nielsen, these numbers have only increased.
A 2011 Nielsen report on technology found:
In particular, women are most likely to adopt new technology when it is social and relevant-that is, when it seamlessly improves their day-to-day lives... With many tech products, females-especially younger women-are just as likely to upgrade their consumer electronics as males.
By creating a phone for women, HTC assumes that women aren't comfortable using smartphones. I would be interested to see what its' idea of a phone for men would look like.