HTC Corp. may have finally realized being “Quietly Brilliant” won’t help it survive in the brutally competitive smartphone industry.

　　宏达国际电子股份有限公司(HTC Corp.)可能终于承认“Quietly Brilliant”(低调卓越)不会帮助其在竞争残酷的智能手机行业幸存下来。

　　As Samsung’s launch of the Galaxy S 4 got under way in New York, HTC President Jason Mackenzie and his team stood outside Radio City Music Hall demoing the latest One series and handing out $100 coupons and hot cocoa to reporters and consumers gathering there. Mr. Mackenzie also took interviews from reporters, reiterating that HTC remained hopeful on its latest flagship smartphone.

　　三星(Samsung)在纽约无线电城音乐厅(Radio City Music Hall)举行Galaxy S 4发布会之际，宏达国际总裁麦肯齐(Jason Mackenzie)及其团队站在场外，演示其最新的One系列，向聚集在这里的记者和消费者发放100美元一张的优惠券和热巧克力。麦肯齐还接受了记者的采访，重申宏达国际对其最新旗舰智能手机仍充满希望。

　　The brazen approach was a far cry from the recent marketing missteps of the Taiwanese company, once the top Android-based smartphone seller in the U.S. HTC has acknowledged it has been overshadowed by Samsung and Apple’s big-budget campaigns.

　　这种明目张胆的做法与这家台湾公司最近的营销失误形成强烈对比。宏达国际在美国曾属于最主要的安卓智能手机销售商行列。该公司承认，自己在三星和苹果(Apple)大手笔的营销战面前相形见绌。

　　HTC Chief Marketing Officer Benjamin Ho, through an external public-relations agency, also sent out an email to the Wall Street Journal just hours after the Galaxy 4 launch.

　　Galaxy 4发布会后几个小时，宏达国际首席行销长何永生(Benjamin Ho)也通过一家外部公关机构向《华尔街日报》发了一封电子邮件。

　　“With a continuation of a plastic body, and a larger screen being the most obvious physical change, Samsung’s new Galaxy pales in comparison to the all-aluminum unibody HTC One,” Mr. Ho said in the email.

　　何永生在电子邮件中说，三星新款Galaxy延续了之前的塑料机身，外观上最明显的变化是屏幕更大了，在全铝合金一体机身的HTC One面前显得黯然失色。

　　“This is more of the same. HTC remains the best option for those people looking for the best technology wrapped in premium design,” he added.

　　他还说，情况几乎跟过去一样，HTC仍是喜爱一流技术和一流设计人士的最佳选择。

　　HTC has never commented on rival’s products before. The drastic shift in marketing approach reflects HTC’s growing sense of insecurity, after net profit shrank to the lowest in more than half a decade, to a point where investors started to think the company may soon slip into the red.

　　宏达国际过去从未对竞争对手的产品品头论足过，其营销方法上的突然转变反映出该公司的不安全感越来越强烈。此前该公司净利润降至五年多以来的最低点，已经到了令投资者开始认为该公司可能很快会出现亏损的水平。

　　Research firm IDC said the Galaxy 4 stands out with its software capability, although the device a plastic backing with a metal band is still not fancy enough compared with phones from HTC and other rivals.

　　研究机构国际数据公司(IDC)说，Galaxy 4凭借其软件功能脱颍而出，不过该手机带金属边的塑料机身与宏达国际和其他竞争对手的手机相比仍不够炫。

　　“The company has utilized the device sensors, including new features like temperature and humidity, to gain an advantage by differentiating from its competitors,” the IDC said.

　　IDC说，该公司的设备传感器(包括温度和湿度等新功能)使其有别于其他竞争对手而取得了优势。

　　“Samsung clearly needs to innovate its device materials to keep up with the developments seen from HTC Sony, or even Nokia,” it added.

　　IDC还说，三星显然需要对其设备的材料进行创新，以便跟上宏达国际、索尼(Sony)甚至是诺基亚(Nokia)的动向。

　　Galaxy 4 is slated to hit the market in April, around the same time as HTC’s One.

　　Galaxy 4定于4月上市，与HTC One的上市时间接近。