HTC One is coming in an exclusive brand new metallic blue color, and if you desire to buy one, Best Buy Co., Inc. (NYSE:BBY) is the store to visit. Best Buy has been granted an exclusive right to offer the blue version of the phone through the end of the year, marking the first marketing alliance between two companies.


The new color for HTC One, which is also comes in black and silver, was launched at an event in Berlin last week.

Carrier support

The new color option will be up for sale at Best Buy stores and starting on Sunday. The device is already available through Verizon Communications Inc. (NYSE:VZ), AT&T Inc. (NYSE:T) and Sprint, and the Verizon version is already available in stores. However, the blue version is not available through T-Mobile.

According to HTC Corp (TPE:2498), it will offer the device at a special price as a part of two-year service contract. Other details have not been made public yet.

HTC has previously partnered with Best Buy

HTC One was unveiled by the company this spring in the U.S. The device has an impressive display along with a BlinkFeed interface facilitating easier use of social networking sites.

HTC Corp (TPE:2498)’s executive director of national retail in North America, Wolfgang Muller, said that the alliance with Best Buy has come after an experience demonstrating “Sense TV” feature in a Best Buy showroom. In 2010, HTC  gave Best Buy exclusive rights for a white EVO 4G phone, but the latest alliance marks the first time across major carriers.

“We’re really getting behind it in a big way for the holidays,” he told USA Today.

Competing devices

The company’s flagship phone has impressive features and presents a strong threat to Samsung’s popular Android-based Galaxy line, new devices from Sony and LG, the Google Inc (NASDAQ:GOOG)-Motorola Moto X and the Windows-based Nokia Lumia 1020. However, new devices launched by Apple Inc. (NASDAQ:AAPL) like the iPhone 5C and iPhone 5S may impact the demand for HTC’s flagship model.

Offering devices in unique colors has been a popular strategy followed by many smartphone makers.  Moto X users have been offered a new Moto Maker feature allowing them to customize the look of the handset. Also, there have been reports that Apple may come up with a gold-colored version of the iPhone.