Just as smartphone manufacturer HTC was beginning to claw back some market share with its refreshed HTC One line, two former company executives have announced the launch of a new mobile brand called Kazam, which they claim will "disrupt the status quo".
Headquartered in London, Kazam will aim to provide quality smartphones that are accessible to everyone, according to CEO Michael Coombes. The company will launch a range of smartphones later this year, along with a network of regional sales and marketing offices throughout Europe.
"We believe your smartphone is a digital reflection of who you are, and since we are all different, it's important that we don't adopt a one size fits all approach," said Coombes.
"Kazam's dynamic structure and focus on local markets means we can react quickly to the ever evolving and diverging needs of today's consumer."
"There is a real opportunity for a new mobile brand to disrupt the status quo," added CMO James Atkins. "Kazam is about stunning design, robust hardware and intuitive technology, underpinned by outstanding customer service."
Coombes was previously head of sales at HTC and Atkins was head of marketing for the UK and Ireland. Both left the company earlier this year, amid an apparent executive exodus including COO Matthew Costello, Asia CEO Lennard Hoornik and Chief Product Officer Kouji Kodera
Kazam will join the likes of Finland's Jolla and Spain's Geeksphone in their mission to shake up the smartphone hardware market. However, the company has offered no further details on who will be doing its product design and engineering, what operating system the devices will run.