HTC, a pioneer in innovative smart technologies, has announced that its new Desire 10 Lifestyle model will be available to shoppers in the UAE at the ongoing Gitex Shopper 2016 and simultaneously at major electronic retailers and hypermarkets around the country.

The game-changing mid-range device that sets new standards in design and features can be purchased at a very compelling price point of Dh999 ($272), said a statement from the company.  

Neeraj Seth, the head of marketing at HTC Middle East and Africa (MEA), said: "The HTC Desire 10 Lifestyle is a bold statement in its range, as we have brought the legendary HTC design sensibility and feature portfolio to the youth-focused mid-range segment."

"The Desire 10 Lifestyle is an unmatched lifestyle companion, and at the price point, easily the most elegant and enjoyable smartphone experience," observed Seth.

According to him, the HTC Desire 10 lifestyle brings its legendary BoomSound Hi-Fi Edition, made popular on the flagship HTC 10, plus 24-bit Hi-Res audio that delivers powerful, crystal-clear audio performance on both the external speakers and headphones.

The smartphone proudly sports a high-contrast metallic gold contour design that elegantly outlines and defines the smartphone’s soft warm matte finish.

This bold, polished outline distinctively wraps the edges of the device, encasing the HTC Desire 10 lifestyle’s 5.5” HD (720p) screen, and contrasting with the eye-catching body in one of two distinct color themes: Stone Black, and Polar White.

As part of its promotion, HTC has partnered with Uber to provide its consumers with their first two Uber rides, up to Dh50 ($13.6) each, free.-TradeArabia News Service