It's not exactly a secret HTC is finding it hard to turn a profit these days. They've had a profitable Q2 this year primarily thanks to the HTC One (M8) and it seems they're getting to their old habits in Q3, that was expected though. It's a shame considering the quality of HTC's devices, having both hardware and software in mind. They just find it hard to compete with Samsung and Apple as well as other smaller company's in emerging markets. It seems that won't stop HTC from expanding into other parts of the market, though this time we're talking strictly software.
HTC Creative Labs is a part of the company which focuses on software alone and is headed by Drew Bamford, the longtime head of HTC's UI (user interface) team. 260 people are working on different software solutions from San Fransico, Seattle and Taipei. The first product from HTC Creative Labs is due to arrive later this week and you've probably already heard about it, it's called HTC Zoe. Yes, that app is already out and available on select HTC devices (pre-installed and via Google Play Store), however they're going to release it for other devices as well. HTC Zoe is an app in which users can select video clips and still images, select a theme, and add music in order for the software to create a video of up to 30 seconds. Think of it as a long .gif with music if it's more convenient for you. HTC already has partners which will help boost Zoe, they did not reveal any names though.
It will be hard for Zoe to fight through all that competition. There are tons of similar apps out there in the Google Play Store and it's going to be interesting to see how HTC intends to climb to the top. HTC actually intends to make Zoe more than what it is right now, they hope the Zoe will develop in a huge service where people will come to edit and share content, it actually sounds like they want to make a social network of some kind when you think about it. Mr. Bamford said they're working on other software project as well. This team is actually responsible for HTC's own software solutions and UI.
All in all, this sounds rather interesting. Hopefully HTC will be able to catch a break at least when ti comes to software.