Jimmy Iovine, the CEO of Beats, noted music producer and chairman at Interscope Records, said he had his sights set on HTC for the partnership and investment.

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In particular, we wanted to ask how his products, including the new Street On-Ears and Street DJ Pros, stack against some better known rapper-endorsed audio technology -- namely Dr. Dre's gimmicky Beats and his tie-in with HTC.

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Cavendish, 25, is making his debut in the Vuelta a Espana but is joined by only one of the HTC-Columbia line-up that helped him win five stages of the Tour de France in July - Austrian Bernhard Eisel.

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"HTC is much more flexible and easy to work with, " Chou says, contrasting his company with other handset makers.

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