Taiwan's HTC said Tuesday it plans to sell smartphones in China under its own brand name as it looks to the huge market as a critical growth engine for its products.
HTC Corporation, the island's leading smartphone maker, also announced a partnership with China Mobile - the world's biggest telecom operator with more than 500 million subscribers.
"We are proud to introduce the HTC brand in China and look forward to bringing a fresh customer-centric smartphone experience to consumers in China," HTC chairwoman Cher Wang said in a statement.
The company said it will introduce four new smartphones to China including two touch-screen models designed exclusively for China Mobile.
HTC branded goods are expected to hit the mainland markets from late next month or in September.
Previously HTC was primarily a manufacturer of handsets for other brands and has been selling phones in China under the Dopod name.
Analysts said the latest move would keep HTC progressing at a fast pace as demand from North America and Europe - currently the firm's two major markets - are expected to slow next year.
"If successful, the mainland market will emerge as the major source of momentum for HTC in the years ahead," Kuo Ming-chi, an analyst at the Taipei-based Digitimes, told AFP.
Currently Dopod has only a 1.6 percent share of China's telephone market.
HTC aims to sell up to 33 million cellphones worldwide next year, up from its forecast of 24 million units for this year.
- Dow Jones Newswires contributed to this story -