The handset maker HTC has unveiled a new
smartphone that runs a Windows Phone
operating system.
The modified One M8 is being sold at roughly half
the price of the same handset running Google's
Android.
This is the first time the struggling manufacturer
has released a Windows smartphone in more than
two years.
One analyst said the new device was "almost
certainly financially supported" by Microsoft, in an
attempt to gain a foothold in the US market.
The new phone, which comes with Windows
Phone 8.1 pre-installed, is available exclusively
through US network provider Verizon.
When bought with a 24 month contract, it is
priced at $99 (£60), approximately 50% cheaper
than the Android One M8.
"Consumers love the HTC One M8 and today's
introduction extends that enthusiasm to new
audiences hungry for choice in their mobile
experience," said Jason Mackenzie, president of
HTC Americas.
He added: "Microsoft shares our vision, and
that's why we committed to bringing the
Windows Phone platform to the HTC One M8."
Android losses
The Taiwanese firm, which originally made its
name selling early versions of Windows phone
handsets, has preferred Android devices in recent
years.
However it has recently lost out to rivals such as
Samsung, and while its flagship handset, the HTC
One, received good reviews, these did not
translate into strong sales.
In April, HTC posted losses of 1.88bn Taiwanese
dollars (£37m; $63m) for the first three months
of 2014, compared with a profit of T$85m a year
earlier.
Shares in HTC have dropped by 38% in the past
year.
Microsoft 'desperate'
Daniel Gleeson, an analyst at the consultancy IHS
Technology, told the BBC the move was a "big
thing for Microsoft as they want a big push for
Windows phones in North America".
A Japanese pop group shows off HTC's other
new handset, the Android-based J Butterfly
"Microsoft are desperate for other manufacturers
to develop Windows smartphones, and they
almost certainly financially supported HTC to
make this phone," he added.
"Microsoft needs to kickstart the whole Windows
Phone ecosystem. Its apps do not get updated at
the same frequency as Android or iOS
equivalents."
As for the pricing of the phone, Mr Gleeson said,
this was an attempt by HTC and Microsoft to
position themselves as a cheaper alternative to
the upcoming new iPhone.
Earlier on Tuesday, HTC's chief executive Peter
Chou unveiled another new phone in Tokyo, aimed
at the Japanese market.
The updated J Butterfly model, the HTL23,
features a plastic body, but is otherwise similar to
the Android One M8.
smartphone that runs a Windows Phone
operating system.
The modified One M8 is being sold at roughly half
the price of the same handset running Google's
Android.
This is the first time the struggling manufacturer
has released a Windows smartphone in more than
two years.
One analyst said the new device was "almost
certainly financially supported" by Microsoft, in an
attempt to gain a foothold in the US market.
The new phone, which comes with Windows
Phone 8.1 pre-installed, is available exclusively
through US network provider Verizon.
When bought with a 24 month contract, it is
priced at $99 (£60), approximately 50% cheaper
than the Android One M8.
"Consumers love the HTC One M8 and today's
introduction extends that enthusiasm to new
audiences hungry for choice in their mobile
experience," said Jason Mackenzie, president of
HTC Americas.
He added: "Microsoft shares our vision, and
that's why we committed to bringing the
Windows Phone platform to the HTC One M8."
Android losses
The Taiwanese firm, which originally made its
name selling early versions of Windows phone
handsets, has preferred Android devices in recent
years.
However it has recently lost out to rivals such as
Samsung, and while its flagship handset, the HTC
One, received good reviews, these did not
translate into strong sales.
In April, HTC posted losses of 1.88bn Taiwanese
dollars (£37m; $63m) for the first three months
of 2014, compared with a profit of T$85m a year
earlier.
Shares in HTC have dropped by 38% in the past
year.
Microsoft 'desperate'
Daniel Gleeson, an analyst at the consultancy IHS
Technology, told the BBC the move was a "big
thing for Microsoft as they want a big push for
Windows phones in North America".
A Japanese pop group shows off HTC's other
new handset, the Android-based J Butterfly
"Microsoft are desperate for other manufacturers
to develop Windows smartphones, and they
almost certainly financially supported HTC to
make this phone," he added.
"Microsoft needs to kickstart the whole Windows
Phone ecosystem. Its apps do not get updated at
the same frequency as Android or iOS
equivalents."
As for the pricing of the phone, Mr Gleeson said,
this was an attempt by HTC and Microsoft to
position themselves as a cheaper alternative to
the upcoming new iPhone.
Earlier on Tuesday, HTC's chief executive Peter
Chou unveiled another new phone in Tokyo, aimed
at the Japanese market.
The updated J Butterfly model, the HTL23,
features a plastic body, but is otherwise similar to
the Android One M8.
