HTC said this year it will launch more products at more price points and continue to ramp up its marketing efforts in a bid to reverse its ailing fortunes.
"We will have more products to show this year," Peter Frolund, vice president of U.K., Nordic and partner markets at HTC, told Total Telecom this week.
HTC's current line-up consists of three One handsets, three Desire handsets, and two Windows Phone devices. It has only ever produced one tablet, the Flyer, which was discontinued in December 2011.
This year, HTC will touch more price points, Frolund said, although the company still has no plans to enter the very low end of the market.
"Our pledge to quality and 'premiumness' still needs to be there. It sets a certain baseline for what we can do [with the price] while still keeping a high quality experience," he said.
There is "nothing imminent" on the Windows Phone front either, Frolund said, which suggests that HTC will be all Android for the foreseeable future.
His comments were made just days after the Taiwanese device maker published another set of disappointing financial results.
HTC reported revenue of 42.9 billion Taiwanese dollars (US$1.4 billion), down from NT$60 billion a year earlier. Its gross margin narrowed to 17.8% from 23% and its operating margin swung to -3.7% from 1% in Q4 2012.
Net profit fell sharply to NT$310 million ($10.2 million) from NT$1 billion.
Despite the poor financial performance, Frolund is confident that HTC has a future in the "super-competitive" smartphone market.
"Does every customer who picks Android always want a Samsung? No. People want to be different," he said.
"No one really knows what will happen. We've seen some well-known companies struggle," he said. "But if we continue to make great phones there will always be space for us."
To help turn the tide, HTC needs to educate potential customers about the quality of its products by continuing to push its message with bold marketing campaigns, Frolund said.
HTC's marketing effort began ramping up in Europe in late 2012 with a sponsorship agreement with European football body UEFA. In August 2013 it kicked off a somewhat surreal $12 million global