HTC sets its Hero free!

In a turnabout move HTC sidesteps all four Australian mobile carriers to launch its Android-powered Hero and Tattoo smartphones unlocked and for outright sale.

In an unexpected and possibly last-minute twist, HTC has sidestepped all carriers and all networks and will offer its new Hero and Tattoo smartphones for outright sale, unlocked, through mass market retailer Harvey Norman.

Earlier information indicated that Optus or one of its network-sharing partners would have the exclusive on both Android-powered handsets, but in what appears to have been a relatively last-minute change, HTC has gone direct to the market.

This is the first time the Taiwanese smartphone supremo has taken the retail-only path, with all of its previous smartphones offered through at least one carrier.

“We just wanted to get these handsets out there” Anthony Petts, HTC’s ANZ Director of Sales and Marketing told APC. Petts said that carrier deals are still under discussion.

“Further distribution channels will be announced in due course. We’re continuing to discuss (the Hero and Tattoo) with operators, but there’s nothing that I can say the the moment.”

Customers will be able to buy the Hero from Harvey Norman for $799 “by the end of November or early December”, with the more consumer-oriented Tattoo available “a few weeks after that” for $599.

The handsets can then be used with the customer’s desired network – either for the best network coverage or the carrier which offers the best deal.

However, given that the Hero covers only 2100MHz and 900MHz as 3G HSDPA bands, this rules out Telstra’s Next G network.

Customers of 3 can use the Hero and Tattoo on 3’s primary but limited-coverage 2100GHz network while customers of Optus and Vodafone can tap into both carriers’ primary 2100MHz and regional 900MHz networks.

Live Pics and Impresions Of The HTC Tattoo

The guys over at the HD Blog got their hands on a HTC Tattoo. The Tattoo will be the second Android Phone with HTC Sense and it should be launching at the end of October… apparently with 1.6 Donut according to the article.

They said the software version they had and used was “immature” until they got an update recently that greatly improved things. Exactly what the means I don’t know, but they put it through paces and said battery lasted 96+ hours.

They also enjoyed the integrated FM radio and said the resistive display sensitivity is good (but no multi-touch). While it is destined to be a mid to low-level Android Phone, it still remains in the Smartphone class because, well… that’s what Android is all about.

HTC Click introduced as the HTC Tattoo, a phone that can be personalised both inside and out

"Everyone wants their own phone to feel like it was specifically made for them. The Tattoo, with HTC Sense represents an easy way to shape your own distinct mobile experience and really make it your own,” claims Peter Chou, HTC's CEO. 'The HTC Tattoo ensures that you can create the most engaging and appropriate mobile experience through simple yet powerful personalization.'

Of course much of that is via the Sense interface, first seen on the HTC Hero and offering the option of several customisable homescreens, along with live feeds of essentials like Twitter and Facebook, plus email and weather (amongst other things) at a glance. Your life on a small touchscreen, no troublesome menus to flick through to stay informed.

If customising the screen isn't enough, how about doing the outside too? Yes, you can design and purchase your own unique covers or search and select from popular cover designs, although the latter doesn't quite offer the same uniqueness.

The phone itself is pretty compact at 4.17 inches tall by 2.17 inches wide by 0.55 inch thick and 3.99 ounces. The HTC Tattoo features a 2.8-inch QVGA resistive touch screen and comes with a 3.5 millimeter headphone jack, a microSD expansion slot, and a 3.2 megapixel camera. Wi-Fi and Bluetooth are also onboard.

Of course, it's also an Android phone, which means apps a-plenty, now including Spotify on the go, along with a top-notch web experience and if you have Gmail, email that's hard to beat.

So when can you get one? Well, the HTC Tattoo should be available in Europe first at the beginning of October, heading around the rest of the world in the months following. No news on a network as yet, but expect that information in a matter of days.