HTC to take on rivals with advanced cameras and music functions in new phones range

Taiwan's HTC Corp is looking to advanced cameras and music functions for a new range of phones in its bid to recoup its position in the tough and fickle smartphone market.

The world's No 5 smartphone maker unveiled the HTC One series of models at the Barcelona Mobile World Congress yesterday, taking on  Samsung Electronics and Apple Inc with fast graphic chips and advanced music and photography functions.

HTC was seen to be losing the fight at the end of last year, when its sales slumped and investors disposed the company's shares over concerns the firm was being edged out of the race. According to analysts, the new devices represented a pragmatic choice for a company that was lean on resources as against its deep-pocketed rivals.

According to analysts, the company was now trying to focus on what it did best and had built its brand on - spurring innovation with the design of premium devices rather than spreading efforts across all segments of the market.

Rapid innovation marked HTC's rise from obscure contract maker to a must-have gadgets maker. Its shares more than tripled in the 14 months to April 2011 and sales were up fourfold in 1-1/2 years as it rode a wave of popularity.

However, last year saw an equally rapid fall, with its phones failing to keep up with Apple and Samsung. HTC was forced to issue a profit warning and its stock price tumbled 42 per cent, making it the worst performer among global smartphone companies.