HTC launches own-brand Windows phones

Smart phone manufacturer HTC - the name behind 85 per cent of the world's Windows mobile phones - is to launch a range of devices under its own brand name.

HTC has traditionally sold unbranded handsets to operators, including Orange's SPV and Virgin Mobile's TV phone, as well as other devices under the Qtek brand, through channel partners and distributors.

Now, the Qtek brand will disappear and all future devices will be released under the HTC banner. Old Qtek phones will still be supported by the company, HTC said.

The new brand will enable it to reach areas where some mobile network operators do not use its products, according to Peter Chou, the company's CEO, adding that it intends to "minimise conflict" with its network provider customers.

Chou told silicon.com: "We are not changing our strategy. The way we will be doing the HTC brand will be similar to Qtek but it will be better, deeper and stronger."

Chou is now aiming to grow the company by selling to mobile virtual network operators (MVNOs), taking HTC to new territories and pushing sales and marketing.

HTC has already unveiled the first two of its own-branded handsets, a tri-band 3G Windows Mobile Pocket PC device, TyTN, and a 3G smart phone - the MTeoR - both of which it claims are world firsts for Windows devices.

The company has also rolled out new technical support facilities and an accessories portfolio with headsets and car kits.